HomeDigital Marketing29 Must-Have Features For Ecommerce Websites

29 Must-Have Features For Ecommerce Websites

Profitable ecommerce web sites take away as many obstacles as attainable between customers and the merchandise they’re searching for.

This listing of options and insurance policies was chosen based mostly on their impression on consumer expertise. Every removes friction from buying journeys to maintain customers engaged in your web site.

1. Person-Pleasant Navigation With Breadcrumbs

The important thing to serving to prospects discover the merchandise they want shortly is to supply a user-friendly navigation system. Merchandise ought to be logically categorized, with the most well-liked classes listed first.

Sephora is aware of how prospects like to buy.

Screenshot from Sephora, February 2024

Some particularly hunt down merchandise by model, whereas others store by class. The navigation bar displays this group, together with fast hyperlinks to worth units and present gross sales.

To assist the consumer get again to the primary web page or product classes, Sephora additionally implements breadcrumb navigation all through its web site.

SephoraScreenshot from Sephora, February 2024

Navigation options ought to be examined rigorously on cellular units to make sure that prospects used to the desktop web site can simply as simply discover what they need to buy.

SephoraScreenshot from Sephora, February 2024

2. Inside Website Search

Along with user-friendly navigation, web site search is a function discovered on many of the high ecommerce websites.

It permits prospects to bypass the navigation and seek for precisely what they need.

Nordstrom gives a web site search with solutions for standard manufacturers and merchandise matching your entry.

NordstromScreenshot from Nordstrom, February 2024

This web site search even consists of standard searches and trending searches close to the shopper.

3. Product Filters

For shops with a big collection of merchandise, product filters can assist prospects shortly discover the product wanted based mostly on options, measurement, availability, and different pertinent data.

Walgreens gives prospects an merchandise availability filter to kind merchandise based mostly on pickup, same-day supply, transport, or in-stock availability.

WalgreensScreenshot from Walgreens, February 2024

As well as, many product classes have filters associated to particular kinds of objects, separating medicines from cosmetics.

Have you ever thought of the easiest way to make the most of your web site’s footer to assist prospects discover your high merchandise?

Attempt an inventory of hyperlinks to the highest merchandise, companies, and data that prospects need to discover.

T-Cellular makes use of its footer to direct prospects to its social media profiles, English and Spanish websites, featured telephones and plans, assist, and firm data.

T-MobileScreenshot from T-Cellular, February 2024

The footer successfully consists of hyperlinks to every thing the corporate desires prospects and search crawlers to find from any web page on its web site.

5. Product Movies

Including video to your product pages can enhance conversions.

Most ecommerce platforms permit retailers so as to add movies and pictures to their product pages.

Apple makes use of video to focus on options of its newest iPhone on its gross sales web page. The high-quality product photos and movies assist promote its merchandise on-line and in-store.

AppleScreenshot from Apple, February 2024

6. Product Comparisons

If in case you have a big collection of merchandise to select from in any class, let prospects shortly evaluate the primary options of every.

REI permits prospects to do that with merchandise like mountain climbing luggage.

REIScreenshot from REI, February 2024

When prospects go to the comparability display, they obtain an in depth description of every product, scores, opinions, and pricing.

REIScreenshot from REI, February 2024

7. Product Opinions

Product opinions and scores are the most well-liked type of user-generated content material on ecommerce websites.

This part of an ecommerce product web page is essential to offering social proof to buyers {that a} product will match their wants.

Amazon permits prospects so as to add images and movies to opinions, marking related opinions as verified.

AmazonScreenshot from Amazon, February 2024

Amazon has additionally experimented with AI-generated buyer overview summaries on some merchandise.

Whereas generative AI options are more and more current within the ecommerce panorama, retailers ought to proceed cautiously, as AI content material could be inaccurate.

8. Beneficiant Return Coverage

Wish to enhance shopper confidence within the merchandise you promote? Provide a beneficiant return coverage and embrace it in your product web page.

Higher but, make your return choices as straightforward as attainable.

Zappos does each by giving prospects 12 months to return or alternate merchandise and an extra solution to return objects with minimal trouble.

ZapposScreenshot from Zappos, February 2024

9. FAQ For Merchandise

One other solution to incorporate user-generated content material into your ecommerce retailer is by including a piece of shoppers’ most regularly requested questions.

This part can assist your retailer in some methods.

  • Enhance the variety of gross sales by answering your buyer’s high pre-sales questions on your merchandise.
  • Cut back the time your customer support has to reply product questions earlier than and after the acquisition.

Magic Spoon gives an FAQ part after buyer opinions of its cereal.

Magic SpoonScreenshot from Magic Spoon, February 2024

When potential prospects click on on view extra FAQs, they uncover an organized part of solutions for transport, orders, and different inquiries.

Magic SpoonScreenshot from Magic Spoon, February 2024

10. Easy Checkout

The very last thing you need to do earlier than a buyer is about to enter their bank card data is frustrate them.

Make it possible for prospects can simply discover the purchasing cart to take a look at. City Outfitters does an ideal job by including slightly checkout popup every time you add a brand new merchandise to the purchasing cart.

Urban OutfittersScreenshot from City Outfitters, February 2024

On the checkout web page, you’ll be able to see particulars in regards to the objects in your cart and might checkout shortly utilizing PayPal or proceed for extra choices.

Urban OutfittersScreenshot from City Outfitters, February 2024

You might be additionally reminded of things you’ve saved for later and objects that complement what you’re about to buy.

You possibly can sign up or checkout as a visitor on the next web page.

11. A number of Fee Choices

One other solution to make the checkout course of simpler is to supply prospects a number of fee choices as a substitute of an account sign-up.

On-line retailers like Xena Workwear let prospects checkout utilizing Store Pay from Shopify, PayPal, and Venmo.

Xena WorkwearScreenshot from Xena Workwear, February 2024

Prospects utilizing these fee strategies on different websites will routinely be snug with the method.

12. SSO Integration

To assist customers create new accounts and sign up sooner, combine single-sign-on to your prospects.

This permits prospects to create an account and sign up shortly with their Google, Microsoft, Apple, LinkedIn, or one other often-used account.

eBay is one in every of many main purchasing locations that supply this selection.

eBayScreenshot from eBay, February 2024

Decreasing friction through the signup and sign-in may enhance your retailer’s gross sales quantity.

eBayScreenshot from eBay, February 2024

13. Assist/Assist Middle

Along with the FAQ to your product pages and retailer, think about including a assist middle.

This could cowl any basic questions folks might ask about on-line privateness, safety, funds, transport, returns, and different purchasing considerations.

Etsy gives assist for most of the high assist points prospects face in its assist middle, in addition to assist for sellers on the community.

EtsyScreenshot from Etsy, February 2024

This protects the Etsy assist workforce from having to reply basic questions and offers them extra time to resolve advanced points.

14. Order Monitoring

As soon as your buyer locations an order, the highest query on their thoughts is: When will my order arrive?

Make it easy for purchasers to test their present order standing in your web site.

AutoZone has an order monitoring web page that doesn’t require prospects to log in.

AutoZoneScreenshot from AutoZone, February 2024

Prospects merely enter their electronic mail tackle and the order quantity they acquired of their order affirmation electronic mail.

The web page is definitely discoverable all through the web site within the footer.

Ecommerce manufacturers on Shopify also can encourage prospects to make use of the Store App for straightforward order monitoring, social posts, and overview reminders.

15. Cellular App

Along with having a mobile-friendly web site that buyers can entry from any gadget, think about having a cellular app to your retailer.

Cellular apps mean you can maintain your model in prospects’ minds by inserting your app icon/brand on their sensible units.

You don’t have to attend for purchasers to open up a browser or one other app for social media or electronic mail to get your newest gross sales messages.

You possibly can push these promotional updates by means of your app to any prospects with notifications as Residence Depot does with its app.

Home DepotScreenshot from Residence Depot, February 2024

16. E mail & SMS Choose-In

Having a revenue-generating electronic mail listing is a must have for retailers.

When you can’t get guests to buy in your web site, one of many subsequent greatest conversions to your retailer can be to realize the customer as a subscriber in your electronic mail listing.

This could mean you can attain them with future gross sales and electronic mail promotions.

One other manner ecommerce retailers can seize electronic mail addresses is by including an opt-in kind with a particular promotion within the header and footer of their web site.

Betabrand makes use of an introductory supply popup for brand new buyer reductions by way of electronic mail and SMS.

BetaBrandScreenshot from BetaBrand, February 2024

An everyday reminder for others is included within the web site’s footer, product overview highlights, and an order standing web page.

BetaBrandScreenshot from BetaBrand, February 2024

17. Push Notifications

If you wish to bypass spam filters and social media algorithms, push notifications would be the subsequent greatest solution to seize your ecommerce retailer guests as subscribers.

Push notification companies permit guests to subscribe to your newest updates of their browser.

When you will have a promotion you need to notify subscribers of, you’ll be able to ship a message that might be delivered to their notification middle by way of their browser.

Shein is one in every of many ecommerce manufacturers that permits guests to subscribe to push notifications.

SHEINScreenshot from SHEIN, February 2024

As soon as subscribed, guests will see the newest messages from the model of their desktop notifications.

18. Chatbots

One of many advantages of operating an ecommerce web site is its potential to generate income 24 hours a day, seven days per week, all year long. That additionally means offering assist to your prospects throughout these hours as nicely.

Many ecommerce shops use chatbots to help web shoppers with primary questions and navigate them to a particular product or assist web page.

Lowes makes use of “Leo,” an automatic assistant with particular prompts for guests to select from when searching for a particular reply, discovering a particular product, or fixing a primary customer support inquiry.

Lowe'sScreenshot from Lowe’s, February 2024

Observe that the chatbots for ecommerce shops should not essentially the identical as AI chatbots, like ChatGPT.

It’s vital to analysis chat options earlier than implementing them into an ecommerce retailer.

Even when the chatbot gives inaccurate data, your organization might need to honor the data it supplies prospects, as Air Canada discovered in a current case the place it needed to pay a refund that its chatbot initiated.

19. Coupon Codes

We all know that customers typically seek for coupon codes on Google when introduced with a coupon or low cost field on a checkout web page.

In america, 88% of customers use coupons when purchasing, utilizing coupon websites like slickdeals.com, groupon.com, and retailmenot.com.

If you wish to maintain prospects in your web site all through the checkout course of, give them nice offers by way of your individual coupon codes.

Victoria's SecretScreenshot from seek for [victoria’s secret offer code], February 2024

Victoria’s Secret has a suggestion codes web page to compete with coupon websites and publishers with coupon sections that double as affiliate income turbines.

Los Angeles TimesScreenshot from Los Angeles Instances, February 2024

20. Particular Provide Packages

Does your ecommerce retailer have particular reductions for college kids, navy, first responders, and others?

Guarantee your product pages spotlight these gives – particularly for high-ticket objects.

Samsung does an ideal job of doing this for brand new web site guests.

SamsungScreenshot from Samsung, February 2024

21. Wishlists

Add wishlist performance to assist prospects discover the objects they wished throughout earlier visits.

The Nintendo Retailer makes it straightforward for logged-in customers to avoid wasting an merchandise to their wishlist – they only click on or faucet the center.

NintendoScreenshot from Nintendo, February 2024

This may guarantee they know precisely what they need the following time somebody wants a birthday current thought or desires one thing for themselves.

NintendoScreenshot from Nintendo, February 2024

22. Present Registries

When you search present registries on Google, one can find dozens of well-known model retailers.

Goal, Amazon, Walmart, Crate & Barrel, and Mattress, Tub, & Past are just some that seem on the primary web page of SERPs.

Why are present registries vital to driving gross sales? Let’s simply have a look at wedding ceremony registries for a second.

CNBC reported findings from Baird’s 2022 survey that Amazon leads as the highest wedding ceremony registry supplier with 45% itemizing penetration.

Walmart gives present registries for infants, weddings, and lecture rooms. You can even create a customized registry to rejoice any event you select.

WalmartScreenshot from Walmart, February 2024

23. Multilingual Assist

In case your ecommerce retailer caters to prospects in a particular area, you will have two choices to assist the highest languages spoken of their area:

  • Depend upon Google Translate to assist prospects translate your web site into their language.
  • Create a number of variations of your web site for particular languages.

Xfinity makes use of English on the www subdomain and Spanish on the es subdomain.

XfinityScreenshot from Xfinity, February 2024

24. Loyalty Program

Do you need to enhance buyer retention? Providing a loyalty program is one solution to encourage folks to buy out of your e-commerce retailer once more.

These are sometimes free or paid applications the place prospects get personal or early entry to the perfect offers.

Many permit prospects to accrue factors per buy, resulting in rewards equivalent to a particular greenback quantity off your subsequent buy or a free product.

Ulta is one in every of many manufacturers providing a free rewards program for loyal prospects.

UltaScreenshot from Ulta, February 2024

Prospects can be part of at no cost and earn factors redeemable for services and products on-line and in-store.

25. Carousels

Whereas entrepreneurs might disagree on the worth of homepage picture and video carousels, many ecommerce manufacturers use them.

Main retailers equivalent to Walmart, eBay, Residence Depot, Samsung, Wayfair, Lowes, Costco, Sam’s Membership, and Kohls have carousels with their newest promotions and gross sales.

Chewy is one other ecommerce model that contains a carousel on the homepage. This carousel promotes reductions for auto-ship orders, wholesome pet meals, flea & tick medicines, pet bedding, and extra.

ChewyScreenshot from Chewy, February 2024

26. Native Retailer Info

In case your ecommerce model additionally has bodily retailer areas, you’ll be able to increase offline gross sales by including particulars for the closest retailer to your web site’s header.

This could permit prospects to buy on-line, reserve for in-store pickup, or browse their native retailer stock earlier than making an in-store buy.

Manufacturers like Passion Foyer ask about web site guests’ location to carry them extra from their nearest retailer.

Hobby LobbyScreenshot from Passion Foyer, February 2024

27. Private Knowledge Coverage

Relying on the place your ecommerce retailer is predicated and the shoppers it serves, your web site might have a coverage that notifies guests of the information collected about them in your web site utilizing cookies from the web site and different analytics instruments.

Michael’s ecommerce retailer shows a popup advising guests about cookie utilization to boost consumer expertise and analyze web site site visitors.

Michael'sScreenshot from Michael’s, February 2024

Guests then have the choice to just accept the coverage, be taught extra about it, and alter cookie preferences.

Michael'sScreenshot from Michael’s, February 2024

28. An Affiliate Program

Provide an associates program to get extra content material creators speaking about your product.

This lets your high prospects monetize their content material by selling their favourite merchandise.

Main retailers like Goal supply an associates program and creator community to create extra model ambassadors.

TargetScreenshot from Goal, February 2024

29. A TikTok Store

Having a longtime presence on social media is a given. Nevertheless, some manufacturers have prolonged their ecommerce choice to TikTok Store.

TikTok gives Store merchandise in a devoted feed, permitting manufacturers to accomplice with content material creators on the platform for influencer advertising content material.

TikTok ShopScreenshot from TikTok, February 2024

Manufacturers like OtterBox have even added vertical movies and branded hashtags to their web sites to advertise social commerce additional.

OtterBoxScreenshot from OtterBox, February 2024


Constructing a profitable ecommerce web site requires specializing in what you realize about your prospects, their journeys, and their wants. Then, it’s essential to make these journeys as straightforward as attainable to observe in your web site.

The next ideas apply as you construct ecommerce purchasing experiences:

  • Prioritize a seamless consumer expertise for all units and platforms.
  • Make navigation intuitive, search capabilities clever, and data readily accessible throughout all web site sections.
  • Product descriptions ought to be detailed and immersive, that includes user-generated content material like opinions and buyer images. Within the close to future, anticipate applied sciences like augmented actuality (AR) to revolutionize how prospects work together with merchandise on-line.
  • Mix your on-line presence with brick-and-mortar areas, permitting for handy choices like buy-online-pickup-in-store (BOPIS) or in-store returns for on-line purchases.
  • With rising considerations about knowledge privateness, clearly define your private knowledge coverage and emphasize safe fee choices.
  • Make a robust dedication to clear customer support and easy return procedures. This fosters a way of confidence essential for long-term model loyalty.

The success of any ecommerce web site in the end will depend on exceeding buyer expectations.

Keep present on the newest tendencies with new applied sciences, and try to ship an distinctive on-line purchasing expertise.

Extra sources: 

Featured Picture: Rawpixel.com/Shutterstock


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