If you have a physical store and are selling products (either your own or from other manufacturers), it’s important to have an eCommerce website. Businesses of all sizes are now turning to online platforms not just to stay competitive but to thrive.
But let’s be honest: just having a website isn’t enough.
Nowadays, customers have way too many options at their hands. So, naturally, they won’t stick around on your website, if their experience isn’t smooth, intuitive, or engaging enough. Having a basic online platform for selling your product is just the beginning. Besides, it should also have some specific eCommerce website features integrated within it.
These can help in building trust among your target audience, reduce friction, and, most importantly, increase eCommerce sales. Here’s what you need to know about it.
1: Creating A Mobile-Friendly Design
More people are shopping on their phones nowadays, and the number is supposed to increase even more. Here’s what the statistics of the last five years look like -
Source: Oberlo
So, if you want to make a good impression on these people, making your website look good is important – apart from keeping it responsive. Here’s how you can do it -
- The website should adjust to different screen sizes automatically.
- Texts should be medium to large-sized and easy to read.
- Buttons should be big enough to tap.
- Navigation should be clean, simple, and readable.
- Use a clean background and play with two or three colors to conclude the design.
Once you have implemented these minor eCommerce website features, make sure to check if it loads fast on different mobile networks or not. We’d also suggest you keep the checkout steps as short as possible. The quicker they go through the buying process, the better.
2: Intuitive Navigation
If your shoppers can’t find out what they are looking for, they’ll leave your site instantly. That’s why intuitive navigation is considered one of the most important eCommerce website features.
Here are a few pointers you need to keep in mind -
- The menu section of your website should be clear and well-organized.
- Check the wording of the categories and make them easily understandable.
- Use drop-down menus only if they’re needed, but don’t overdo it.
- Breadcrumbs can also be quite helpful, as they show why your consumers are on your website.
- Having a search bar is important (keep it at the top-right side of your website).
Besides, you can also include other essential online store features, like sorting tools and advanced filtering. Some examples of it could be – filter by size, color, popularity, and price.
3: High-Quality Visuals
With online shopping, the shoppers cannot touch or feel the product – which is an important step in the buying process. So, how would you fill this gap through your website?
Through visuals, of course.
For example, if your product’s photos are dark or blurry, people might think that whatever you are selling isn’t great either. So, how do you improve it?
- Show the item from different angles.
- Add a Zoom feature to your website.
- Include a 360-degree view of the product too.
If possible, you should include a short video of someone showing the product from different directions or how it should be used. It offers a bit of context and helps the consumer decide if and why they should be buying your offering or not.
4: Secure Payment Options
People won’t buy anything from you as long as they are not feeling safe. That’s why secure payment options are one of the most important eCommerce website features of any online platform. Here’s how you can improve your website in this context -
- Make sure that your website has an SSL certificate (it helps in encrypting data).
- Using AVS (Address Verification Systems) and CVV can add extra layers of security.
Once you are done with securing your website, it’s time to add more payment options, such as – credit cards, debit cards, Apple Pay, PayPal, Google Pay, etc. The more choices you offer, the easier your consumer’s checkout process becomes.
5: Detailed Product Pages
A strong product page does more than just show a price and a picture. It gives people the information they need to buy a product. Some elements you need to add here are -
- A clear and honest description of the product, which should highlight its specs and how beneficial it could be for the customer.
- Include a review section on the page where other consumers can share their experiences with the product and whether they liked it or not.
- Add a small section of similar items or something that might get paired up with the product your consumer is viewing.
Examples of a Section for Similar Items (Source – Amazon)
Finally, it might also be better to create an FAQ section where you can answer on the stock status, size guides, return policies, etc.
6: Prominent CTAs (Call-to-Actions)
Call-to-action buttons are small, but they usually play a huge role in making your consumers perform an action. For example, the “Add to Cart” button will prompt a customer to save one of the products they’ve liked in a “digital” cart.
But the question is – how do you make these CTAs look better?
- Use bold colors on your CTAs to add a sense of contrast with the rest of the page.
- Keep the text short and increase the size of the same.
- Place the buttons near the product details section.
- Keep repeating CTAs on longer pages.
- Remember to not make the CTA texts too creative (keep them simple & obvious).
7: Shipping & Return Information
Before they buy anything from your website, your consumers will always want to know two things beforehand-
- When will they get the product?
- If I don’t like it, can I return it?
So, before I answer your “why do I need it” question, write these down in your bucket list of eCommerce website features.
Having clear shipping and return information should be a priority task of your online platform. Whatever you are writing, it should be easy to understand, truthful, & transparent.
Even if it’s too costly, let your consumers know how much it might cost you to ship a product from your warehouse to their home. Also mention the time it might take and the return process your organization usually follows.
Keep this information in an easy-to-see spot so that everyone can find it and go through the same beforehand. We’d only suggest you write it down in the FAQ section.
8: Customer Engagement Features
People like to feel involved. That’s why customer engagement tools are such powerful eCommerce website features. They don’t just help with sales - they build a connection.
Various essential online store features like wishlists, reviews, and ratings can give your users more than a reason to stick around. For example -
- A wishlist can help you save a product you liked for later.
- Reviews give your users a voice and offer their own views on your products.
Then we have a unique feature called social proof.
A little “Just bought in Texas” popup in the corner or a count of how many people checked the item can make your store look active and trusted by many.
These features also play a big role in creating a more mobile-friendly eCommerce experience. On phones, quick access to reviews or wish lists can help users make faster decisions, especially when they’re shopping on the go.
9: Special Offers & Discounts
Everyone loves a good deal. And if you can use this strategy correctly, promotions can become one of the most effective eCommerce features to drive sales.
Discounts, free shipping, and limited-time offers push people to act fast. It’s all about urgency and value. Think countdown timers, flash sales, or even something simple like “20% off for first-time shoppers.” It works—because nobody wants to miss out.
You can also use tactics like “Buy One Get Two” or exclusive discounts for registered users. Private sales make people feel like insiders. That sense of exclusivity?
It’s powerful.
Free shipping’s another big one. Even if the item’s a bit pricey, knowing you don’t have to pay extra for delivery makes it feel like a win. I’ve personally added stuff to my cart just to hit the free shipping minimum.
The Bottom Line
While there are some e-commerce website features you need to add to your online platform, don’t try to overdo it.
Also, if you need any assistance regarding the same, do collaborate with an expert. This way, the implementation of the features would be much safer and more effective!
