Sites like Facebook set the trend for endless scrolling on their websites. It makes sense for certain news reading sites like Google Reader or Social sites or even Blogs to have endless scrolling.
Sites like Flipkart have implement it in not so good way. If you want to browse all the items in a category or in a search result with 100’s of items. It starts out beautifully with autoloading the pages from 2-8 and then stops. You need to find a line of text which says ‘Load More’ and need to find more
Ecommerce who need customers to browse and select more options don’t do it right. The pagination way of Amazon is one of the more user friendly ways to do it.
May be the infinite scrolling on the mobiles make sense since there are technically no tabs in the appscomments powered by Disqus