After working for some time with iOS we recognized that an "app" suites our customers on mobile better than a "site". So we have a classic website for ecommerce, and a rich client application for mobile devices (HTML5, Angular). Both have very different domains and layouts, there is no 1:1 mapping possible except for the most basic features. The RIA page is optimized for gestures, orientation changes etc.
Contrary to mainstream opinion we believe mobile (for ecommerce, where people interact with a site, not newspaper sites etc.) is different from desktop (mouse, keyboard, large screen) and not just a "responsive" small version of your site (or desktop just a larger version of your mobile first site).