15 Must-Have Features for Ecommerce Sites


All websites are unique in their own way.

We’ve seen trends in ecommerce website design like animation, 360-degree product previews, advanced filtering, and dynamic product search.

However, trends don’t guarantee conversion rates or robust user experiences. There are certain elements that every ecommerce site should have to stay relevant and competitive.

Here is a list of 15 must-have features that attract online shoppers.

1. User-Friendly

This comes from the old K.I.S.S. adage about keeping it simple.

Simplicity should be a goal in good design and you don’t have to sacrifice elegance to achieve it.

As a matter of fact, studies show that 76% of consumers say the most important characteristic of a website is ease of use.

The objective is to help shoppers get to what they want faster and without running into unnecessary complexity that can clog up the path to purchase.

Online sellers have minutes, if not seconds, to make a sale. Focus on the user experience by providing shopping categories, filters, and comparison capabilities.

To make your ecommerce site more user-friendly, consider the following:

  • Improve search functionality with an autocomplete option like Under Armour:


  • Create effective, visual navigation like Stanley:

2. navigation-stanley

  • Pre-populate forms like Target:


Ecommerce sites should be a competitive advantage instead of a troublesome experience.

2. Mobile-Friendly Website

Mobile shopping accounts for 50% of online transactions.

With a responsive website, content intuitively adapts to whatever device is accessing it to provide the most user-friendly experience.

Walmart increased mobile sales by 98% after optimizing its mobile site.

4. walmart-mobile

And Intelligentsia created a better purchase experience on mobile that led to a 16% increase in mobile transactions.

It doesn’t matter if you have millions of product pages or five.

Creating a mobile-friendly experience for your shoppers will improve sales and potentially your rankings.

3. High-Resolution Photos & Video

Gone are the days of posting one photo…


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