Interpublic Group's R/GA has redesigned Nike's e-commerce site with Flash, saying the technology offers not only an improved user experience but also an easier purchase process.

Nike's move to switch to flash for its e-commerce site is a break from traditional methods, with most companies relying on the more straightforward HTML, AdWeek writes. R/GA explained that by switching to flash, Nike is able to improve both user experience and the purchase process by adding a persistent shopping cart, which wouldn't be possible with standard html.

The Flash-based NikeStore.com will replace the seven-year-old NikeTown.com and will carry the same 30,000 pieces of apparel and footwear items as its predecessor.

Forrester Research analyst Peter Kim pointed to increased adoption of broadband and 97 percent consumer penetration rate of Flash in rationalizing the move. "If you tried to do this back in 2000, you'd be dead in the water," he noted to AdWeek