Magento's new iPhone theme is an important (if small) step, giving independent e-retailers an easy way to tap m-commerce's amazing potential ... Mobile ecommerce (often call m-commerce) is coming; 9 million Americans have already made a purchase from a mobile device, and perhaps half of the United States' 250 million odd mobile handset users are willing to make a purchase in the near future, according to a recent study from The Nielsen Company ... To address this, Magento developed a special theme or combination of layout, template, and presentation files that are optimized for an iPhone's browser.