WebUndies.com shows you don’t have to be eBay or Target to be a mobile innovator and leader. The small, web-only merchant of underwear and sleepwear in August 2014 launched a responsive design site, custom built with ShopSite and Designs With Merit for $15,000. With responsive design, a single web site adjusts to the size of the screen the visitor is viewing, all from one code base and one set of web content. “I knew responsive design was inevitably the right way to go, that it would set us ahead of our competition,” says Terri Hunsinger, co-owner. As a result, Hunsinger says WebUndies.com is on track to hit $525,000 in mobile sales this year—up 68% over 2013—with mobile accounting for 28% of total sales.

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