[Williams Sonoma](https://www.williams-sonoma.com/) is a publicly traded consumer retail company that sells kitchenware and home furnishings. In 2019, e-commerce represented 55% of the company’s total sales and, in 2020, it [represented 71%](https://www.modernretail.co/retailers/how-williams-sonomas-digital-bets-made-it-a-coronavirus-winner/).

In this episode of Coffee + Commerce, we break down Williams Sonoma’s mobile e-commerce site with our co-founder Ryan Bartley. Before starting Fabric he was the director of mobile at [Staples](/content/blog/staples-b2b-commerce/index.html) and product manager at [eBay](/content/blog/ebay-ecommerce-breakdown/index.html).

By directing the points highlighted in this episode, Williams Sonoma and similar retailers can increase conversions on their mobile e-commerce site.

To make changes based on these recommendations and upgrade your e-commerce site, a [headless commerce](/content/blog/headless-commerce/index.html) setup is vital. This makes it easy to add new e-commerce functionality and features while maintaining full control over site experience. To learn more about this modern approach to e-commerce, [check out Fabric](/content/site-root.html).

**[Agustín Armanino Méndez](/content/blog/author/agustin-armanino-mendez/index.html)**