Digital Marketing

Features Every Good e-Commerce Website Must Have


Do you have an e-commerce website? Are you thinking of setting one up soon? As convenient and cost-effective as selling online may be, competition is fiercer than ever. That’s why ensuring your e-commerce business stands out from the crowd is essential. It is possible if you harness the power of features aimed at giving customers, both new and old, the ultimate user experience.

This article will highlight some key features every good e-commerce website must have for your business to survive in this competitive market!

Have a Responsive Website Design:

Your customers need to be able to easily find information, navigate your website and make purchases from any device. You must have a responsive website design that will adjust to different screen sizes and resolutions, be it from laptops, smartphones, or tablets. Responsive designs also help improve your website’s search engine optimization (SEO). You could use Google’s Mobile-Friendly Test to ensure your website is optimized for mobile phones.

Focus on Your Content:

The highlight of any e-commerce website is the content. It’s what drives customers to your site in the first place and keeps them there once they’ve arrived. The content should be authentic and helpful. It’ll enhance your chance of converting website visitors into customers.

It’s also important to use stock photos that are relevant, aesthetically pleasing, and of high quality. The images should accurately reflect the products and be labeled appropriately and optimized for SEO.

User-generated content (UGC) is also a great way to engage customers. UGC can be in the form of customer reviews, product photos taken by customers, or even videos demonstrating how to use the product.

Provide Helpful Shopping Guides:

Guides are helpful for customers when they’re trying to make a purchasing decision. A good guide should include product reviews, detailed descriptions, comparisons, and recommendations. You can also provide instructional videos to help customers understand the product before purchasing. For instance, a clothing store could create size guides or instructional videos to demonstrate how each piece of clothing should fit.

Include Multiple Payment Options:

Do you want to limit the payment options available on your website? Please don’t! Customers need to be able to pay in various ways, including credit cards, PayPal, Apple Pay, and more. That way, customers can choose the method of payment that is most convenient for them.

But that’s not enough. You must also ensure that you comply with the latest PCI DSS standards for data security. It will ensure information is protected and customers feel secure when making payments on your website.

Offer a Shopping Cart:

The primary goal of any e-commerce website is to drive sales. But if your customers can’t find the products they want and add them to the cart quickly and easily, they’ll abandon the purchase. Recent studies show that 81% of fashion and retail shoppers abandon their carts due to a complicated checkout process.

To make sure that doesn’t happen, ensure all products are easy to find and can be added to the cart with a single click. Also, provide shipping and delivery information upfront, so customers know when they’ll receive their orders.

Include an Effective Search Function:

An eCommerce website has a plethora of products. So, you must include a practical search function to help customers find what they’re looking for. The search box should be prominently displayed on the page and should be able to search for products by keyword, product type, or price. It will also help to list the most critical features on the product page, such as color, size, and material, so that customers can narrow their search.

Provide Customer Support:

Customers want quick, helpful responses when they have questions about a product or service. That’s why it’s essential to provide customer support via phone, email, or live chat support. You can also offer an FAQ page that lists commonly asked questions and answers. It will save customers time and effort if they can easily find the information themselves.

Investing in a CRM system is also a great way to ensure customer support. It’ll track customer interactions and sales, so you can provide personalized service that caters to their needs.

Create an Omnichannel Experience:

In the modern world, customers expect an omnichannel experience. That means they want to switch between devices and platforms without disruption.

To ensure you’re providing an omnichannel experience for your customers, make sure all of your web pages are optimized for mobile devices, test the website on multiple browsers, and provide a secure checkout process. The goal is to make it possible for customers to make purchases and interact with your website.

Coupon Codes:

88% of American consumers use coupons, so it’s crucial to include coupon codes on your eCommerce website. Coupon codes entice customers to buy more, increase loyalty, and help you acquire new customers.

Include the coupon code box prominently on the page, and offer free shipping or discounts on select items. You can also include a loyalty program, where customers accumulate points on purchases to use later.


E-commerce is a fast-growing industry. Studies by Statista claim that the market is expected to grow by 50% in the next four years. It means we can expect it to reach 7.4 trillion US dollars by 2025. With many customers turning to eCommerce, you must create a website that stands out from the rest. The key features discussed above can help you make an eCommerce website that attracts customers, increases sales, and boosts customer loyalty.

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