What makes a great eCommerce website? 10 essential features

With more retail businesses moving online, having a well-designed eCommerce website is no longer optional — it's essential. But what separates a mediocre eCommerce site from a great one? What makes users not only browse but also buy, return and recommend the site to others?

In this article, we’ll explore 10 essential features that make an eCommerce website stand out from the crowd and succeed in a highly competitive digital landscape.

1. Easy-to-use navigation that makes sense

First impressions count. A clean, intuitive design and straightforward navigation are foundational to any great e-commerce site. If users can’t find what they’re looking for quickly, they’ll leave.

Key considerations:

• A simple, uncluttered layout
• Clear categories and subcategories
• Prominent search bar with predictive search
• Filters and sorting options to refine product results

Think of navigation as a virtual store layout – well-organised shelves helps customers find what they need. The more effortless the shopping experience, the more likely customers are to stick around and make a purchase.

Take a look at our article The do’s and don’ts of website navigation.

2. Mobile experience that works everywhere

More than half of all eCommerce traffic comes from mobile devices, with a lot of users preferring to shop in the comfort of their homes. If your website doesn’t display and function well on smartphones and tablets, you're missing out on a huge chunk of potential customers.

A mobile-responsive design ensures that:

• Content adapts to various screen sizes
• Buttons and menus are touch-friendly
• Loading times are optimised for mobile networks

A seamless mobile experience not only improves usability but also plays a critical role in SEO and Google rankings.

3. Speed that keeps users engaged

Website speed directly affects user satisfaction and sales – there’s nothing more frustrating than trying to shop online and the website you’re visiting is extremely slow to load. Research shows that a delay of just one second in page load time can reduce conversions by up to 7%.

To keep your eCommerce site snappy:

• Optimise images and media files (for hints and tips see The ultimate guide to using images for your website)
• Minimise the use of heavy scripts or plugins
• Use a reliable hosting provider
• Implement caching and content delivery networks (CDNs)

Remember, in online shopping, speed equals convenience. A fast site builds trust and keeps customers engaged.

4. Visuals that sell your products

Unlike physical stores, online shoppers can’t touch or try the products – so displaying beautiful-looking visuals is essential. High-resolution images and videos can make or break the customer’s buying decision.

Best practices include:

• Multiple images from different angles
• Zoom-in functionality
• Product-in-use images or lifestyle shots
• Short product videos or 360-degree views

Visual storytelling helps convey quality, dimensions and use cases, reducing doubts and returns.

5. Product descriptions that inform and convert

Beyond images, great product descriptions answer all the "what, why, and how" questions. They should be informative, persuasive and easy for your potential customers to scan.

Additionally, if you want your product’s pages to rank well in search engines, you’ll need to include relevant keywords so users can find your goods.

An effective description includes:

• Key features and specifications
• Benefits to the customer
• Use cases or applications
• Sizing, materials or compatibility details
• A conversational tone that matches your brand

SEO-optimised product copy also helps improve search visibility, driving more organic traffic to your store. If you’re interested in more info, visit our Website copywriting page.

6. Checkout process that’s simple and secure

A complicated or untrustworthy checkout process is one of the top reasons for cart abandonment. Your goal should be to make checking out as smooth and reassuring as possible.

Key features of a great checkout:

• Guest checkout option (no forced account creation)
• Auto-fill for address and payment info
• Multiple payment methods (credit cards, PayPal, digital wallets)
• Trust signals (SSL certificate, security badges)
• Progress indicators (so users know how many steps are left)

Don’t let a clunky checkout be the roadblock between your customer and their purchase.

7. Social proof through reviews and ratings

Social proof builds trust. Most online shoppers read reviews before making a purchase, and real feedback can strongly influence their decision.

Integrate:

• Star ratings on product pages
• Written reviews with optional photos
• Verified buyer tags for authenticity
• A review request follow-up after purchase

Encouraging and showcasing honest feedback not only reassures new customers but also gives you insights into how to improve your products or service.

8. Smart search and filters that save time

Especially for stores with large inventories, a powerful search and filtering system can dramatically improve usability.

Key functions to include:

• Smart search with auto-suggestions
• Filter by category, price, brand, size, colour, etc.
• Sort by relevance, popularity, newest or price
• Search term highlighting and corrections (eg. "Did you mean...?")

Helping users find what they want quickly leads to higher conversion rates and a better shopping experience.

9. Built-in SEO for long-term visibility

An amazing website is useless if people can’t find it. A great eCommerce site is built with search engine optimisation (SEO) in mind to attract organic traffic.

What to focus on:

• SEO-friendly URLs and metadata
• Optimised images and ALT tags
• Fast loading and mobile responsiveness
• Structured data for product pages
• Internal linking and clean code

It’s crucial your product pages have originally-written descriptions to avoid potential duplicate content issues.

Ongoing content strategies like blog posts, buying guides or FAQs can also drive targeted traffic and position your site as an authority in your niche.

10. Support that’s easy to reach and actually helpful

Online shoppers need to feel supported – especially when things go wrong or questions arise. A standout eCommerce site provides multiple ways to get help.

Support features might include:

• Live chat or chatbot options
• Contact forms and clear support email
• Help centre or FAQ section
• Easy return and refund policy details
• Order tracking functionality

Quick, helpful customer service can turn a first-time buyer into a loyal brand advocate.

Bonus ideas to take your store even further

While the ten features above are essential, here are a few extras that can elevate your store even further:

• Loyalty programs: Reward repeat customers with points or discounts.
• Abandoned cart recovery: Send automated reminders to reclaim lost sales.
• Personalisation: Recommend products based on user behaviour or preferences.
• Social media integration: Let users share, like or review products on their favourite platforms.
• Email marketing tools: Build your list and keep in touch with customers through promotions and updates.

Creating a great eCommerce website isn’t about flashy design or endless features – it’s about understanding your customers and making their shopping journey smooth, trustworthy and enjoyable.

If you get the essentials right – clear navigation, mobile responsiveness, fast speed, great product pages, secure checkout and solid support – you’re already ahead of the game.

Remember: Your website is your digital storefront. Investing in its quality is an investment in your brand, your customer experience, and ultimately, your business success.

Need help building or improving your eCommerce website?

Whether you're starting from scratch or looking to optimise your existing store, reach out to our team – we’d love to help you create a high-performing online shop that delivers results.