The file archive now takes videos straight from a phone or an editor — .mov, .mp4, .m4v, .webm, .ogv, .mkv, .avi, .mpeg, .3gp and .wmv — and shows them for what they are. Videos on your pages also start playing right away and let visitors skip ahead without waiting for the whole film to load.

Every website can now follow its visitors, whether or not it has a shop: which pages they look at, the device, browser and screen they use, and where they arrived from — Google, Facebook, a newsletter, an ad or a link on another site, right down to the campaign name. The on/off switch sits in the website settings, so each website decides for itself.

The contact form now asks for a phone number as well, and the mail you get tells you the name, the phone number and the address of whoever wrote to you. Visitors can attach up to four pictures or PDF files, at most 10 MB each, and anything else is politely turned down before it is sent.

Give a contact form a ready-written subject and message and it turns into a sign-up form: visitors just leave their e-mail address, and you get the message you wrote with their address in it, ready to reply to. Your own buttons and inputs can send it too, so a sign-up field can sit anywhere on the page.

Your product listings can now offer stock status as a filter of its own, so visitors can pick out what is in stock, what is incoming and what is an order item. Switch it on for a listing under "Visa filter" - it stays off until you do.