I see too many web stores with a poor mobile experience. It’s not neglect. It’s because the people running the store only look at it on a desktop.

Open your site on mobile in an incognito window, and see what happens. You’ll replicate the experience of a visitor from a Reel, a TikTok, or an influencer story. She likely arrives unaware of your business with no saved login, no cookies, and no cart history.

A returning shopper will push through friction, but cold social visitors will typically revert to the app they came from.

Here’s what to look for.

Too many web stores have a poor mobile experience.

Mobile Friction

‘Yay! Another pop-up!’

Said no one ever. Shoppers enter an ecommerce site curious, if not eager, to see the products. But then there’s the mandatory cookie consent pop-up. A frictionless one requires a single click. A deal-breaker forces the visitor to toggle repeatedly just to maintain privacy.

Next could be an age check or country selector.…