In the world of e-commerce, customers are becoming increasingly mobile. In The Netherlands, 50% of consumers is shopping on their mobile phone. Among those under 35 years of age mobile purchases is at 65%. Numbers for searching and browsing for a potential purchase is over 70% overall. Converting these visitors into customers is a delicate task. Consumers are still hesitant to make mobile purchases. The challenge lies in optimizing the mobile user experience. Luckily we can use new web technologies to deliver a stellar user experience with instant page transitions. Nowadays we can offer our customers an e-commerce experience that will not alienate or drive them away, but one that they will love.