Top Features for e-Commerce Websites to Consider in 2024


Are you setting up a new online store for your business or aiming to enhance your current one?

Crafting an engaging e-commerce experience for your customers doesn't have to be complicated. By drawing inspiration from successful e-commerce brands, you can create a website that captivates your audience and boosts your sales.

To run a successful e-commerce site, it's crucial to understand the key features that enhance the shopping experience and drive sales. Below, we've listed essential features that every e-commerce website should incorporate to ensure seamless transactions, easy navigation, and customer satisfaction.

What Do Customers Want From e-Commerce Sites?

Customers desire an online shopping journey that is smooth and straightforward, starting from when they first arrive on your website until they complete their purchase. They also appreciate a visually appealing design for your e-commerce site and enjoy a personalised touch.

When someone visits your online store, they quickly form opinions about your brand, usually within just a few seconds of landing on the homepage.

Having an attractive and engaging website can keep customers around longer, allowing them to explore your offerings and hopefully make a purchase. This, in turn, can boost your ecommerce conversion rate.

Therefore, while the quality of your products is important, your website plays a crucial role as well. To enhance your e-commerce venture, it's essential to consider what your customers expect from your e-commerce site.

Features for e-Commerce Website To Consider

By following these features, you can create an e-commerce website that is user-friendly and provides a great customer experience. This will help you increase sales and grow your business so let’s have a look!

1. User-Friendly Design

One of the top priorities for any e-commerce website is providing a great user experience. If customers find it difficult to navigate your site or locate what they need, they'll probably look elsewhere. To enhance your e-commerce UX (user experience), consider the following:

  • Keep your homepage simple, clear, and of high quality.
  • Make sure to include a search bar for easy navigation.
  • Clearly display category pages in the navigation bar.
  • For optimal user experience, ensure your website is responsive across all devices and screen sizes.

2. Features and Discounts

Customers appreciate feeling valued and receiving special treatment. Providing personalised deals, offers, and user features enhances their shopping experience and makes them feel appreciated.

Create user accounts for customers to access exclusive loyalty pricing, their personalised wishlist, and their purchase history. Utilise an automated emailing system within your e-commerce platform to send tailored special offers to loyal customers. This personalised approach fosters customer loyalty and strengthens the connection between your brand and its customers.

3. Responsiveness

A website is considered responsive when it looks good and functions smoothly on various devices, including large screens like desktops, laptops, and tablets, as well as smaller screens like mobile phones.

This responsiveness matters because search engines like Google use it as a crucial factor in ranking websites. Additionally, research shows that 58% of all website traffic comes from mobile devices. This means that a significant portion of your website visitors are likely accessing it from their phones. If your website isn't responsive, you risk losing these visitors and potential customers for good.

If you have the financial means, it's advisable to consider hiring an e-commerce web designer. While it may require an investment, such a decision allows for extensive customisation options tailored to your specific needs and preferences.

4. Secure Payment Gateways

In business, when customers trust us with their sensitive financial details, they rightly expect that we'll keep that information secure. That's where a reliable payment gateway for websites comes in.

A good payment gateway ensures that every transaction, big or small, is handled with top-notch security. It's not just about scrambling data; it's about creating an environment where customers feel safe and confident whenever they make a purchase.

By offering a range of payment methods, like credit cards or digital wallets, we cater to a broader audience and accommodate different preferences. But no matter the option, the key is always maintaining that promise of security. Every time a transaction is encrypted, and every payment is verified, it strengthens the trust customers have in our e-commerce platform.

5. Social Media Integration

In today's digital world, the connection between online shopping and social media is undeniable. For businesses, combining their social media presence with their website serves several important purposes. It builds trust by showcasing real customers who endorse the brand and creates a community of loyal supporters.

By highlighting how real people use their products through customer testimonials and shared experiences, brands can make their online presence more authentic. This approach resonates with potential customers, showing them the benefits of the products and encouraging them to share their own experiences on social media platforms.

Integrating social media also makes the shopping experience smoother for users. Features like easy product sharing, reviews, and "Shop Now" buttons on platforms such as Instagram or Facebook blur the line between socialising and shopping online. This seamless connection expands a brand's reach, increases engagement, and enhances credibility.

6. Chatbots

Artificial intelligence-driven chatbots revolutionise user interactions by offering real-time support, aiding in product exploration, and facilitating seamless checkout experiences. Operating 24/7, they ensure prompt resolution of customer inquiries, irrespective of the time.

In addition to their support role, chatbots serve as invaluable data collectors, gathering insights into user behaviours and preferences. This treasure trove of information empowers businesses to refine marketing tactics, personalise shopping journeys, and improve website usability.

The integration of chatbots into e-commerce platforms transcends mere customer service enhancement; it's about optimising the entire shopping journey. By delivering instant assistance and customised guidance, chatbots elevate user engagement levels, foster trust, and ultimately boost conversion rates.

7. Easy Checkout Process

A smooth and simple checkout process is crucial for keeping customers engaged and completing transactions successfully. It starts with a clear and easy-to-understand cart review where customers can add, remove, or adjust their items, apply discounts, or continue shopping effortlessly. The next steps should be easy to follow, guiding users through payment, shipping, and order confirmation with as little hassle as possible.

Offering multiple payment options, showing transparent shipping costs, and allowing guest checkout can make the user experience even better. Security is key – customers need to trust that their personal and financial information is safe.

Additionally, the checkout process should work well for both desktop and mobile users, ensuring a smooth experience no matter what device they're using.

Additional Recommendations for Your e-Commerce Business

Implementing the explained features on your website is a good start. Still, it doesn't guarantee the revenue you're aiming for. Most of the online businesses in UK need continuous attention, with a strong focus on customer experience. The success of your business depends on how well your customers perceive it. When they have a positive experience on your site, including smooth purchasing processes, fast delivery times, and clear communication, they're more likely to spread the word about your brand and their interactions with your company.

To further improve your online store and increase your conversion rate, consider implementing the following features and marketing tactics:

  • Cross-Selling

    Cross-selling is a sales technique where you convince a customer to buy an additional product or service that complements something they already intend to purchase. Recommend similar items that interest your customers. Studies show that between 10 and 30% of e-commerce revenue comes from cross-selling and upselling. Include links to complementary items on your product pages, and consider sending suggestions via email after users make a purchase.

  • Social Sharing

    Take advantage of social media to increase brand awareness. Include social buttons on your product pages to encourage sharing. Keep your social pages active and engage with your audience on platforms like Instagram, Facebook, Pinterest, and Twitter.

  • Delivery Options

    Offer multiple delivery options to give your customers flexibility. Providing only one delivery option can harm your business, especially if the delivery company has a bad reputation. Offering choices builds trust and credibility with your customers.

  • Return Policy

    Make sure you have a clear and easy-to-understand return policy on your website. Studies show that 67% of consumers check the return policy page before making a purchase, and 92% are more likely to buy again if the return process is easy. Offering free shipping and a simple return process can help retain customers.

  • Live Chat

    Improve customer experience by adding a live chat feature to your website. This allows customers to engage with your sales representatives in real time, providing assistance and answering questions. Excellent customer service can increase conversion rates and enhance your team's efficiency.

  • Product Comparison and User-Generated Reviews

    Incorporate features that allow customers to compare products and read reviews. Studies show that 46% of customers want a product comparison feature, and 69% read reviews before making a purchase. Encourage user reviews on your product pages and allow both positive and negative feedback. Quick reviews and product comparisons build trust and confidence in your brand.


So there you have it;  7 key features your online store must have if you're serious about boosting your online business. These features play a crucial role in ensuring a seamless shopping experience and can significantly impact your website's conversion rate and customer loyalty.

Make sure to prioritise optimising your e-commerce website and stay updated on new trends to stay competitive. Our e-Commerce website developers can help you create a website that is both aesthetically pleasing and user-friendly.

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