The success of an eCommerce website doesn’t solely depend upon the quality of products; a range of factors also play crucial roles.
With 26.6 million eCommerce sites worldwide, an eCommerce store must focus on two key factors: marketing and website design that help it stand out.
Successful online stores remove obstacles and provide a personalized shopping experience that drives more conversions.
A website must have features that can strengthen your business game and maximize customer satisfaction to attract more customers.
An e-commerce website has certain features that make it more user-friendly for customers and easy to manage from the owners’ perspective.
Here are 30 e-commerce website feature lists that make them successful.
Start Free Trial
Highlight real-time activities like reviews, sales & sign-ups.
Introducing Next-Gen E-commerce Features
With eCommerce rapidly evolving, businesses must embrace next-generation features that create personalized, immersive, and unique shopping experiences for customers to stay ahead of the curve.
From AI-powered recommendations to visual search and conversational commerce, it enables customers to interact with brands like never before.
Using these next-generation eCommerce website features can differentiate themselves, enhance customer satisfaction, and drive long-term growth.
Let’s talk about each eCommerce website feature list that every e-commerce website should focus on creating exceptional customer service and driving more sales for the store.
Here are some features of eCommerce website that make it user-friendly and enhance customer experience.
So let’s have a look at each –
eCommerce Features for Better User Flow
1. Responsive Design
With the increase in mobile shopping, it’s crucial to ensure the website is responsive and functions smoothly on various devices, including mobile devices, desktops, laptops, and other devices.
Responsive designs allow e-commerce sites to adapt layouts and content to fit different screen sizes and devices.
It helps to improve user experience, increase conversions, better search engine ranking, and cost savings for separate mobile devices.
2. Easy Navigation (User-Friendly Navigation)
A seamless navigation system is the key to helping customers find products quickly. Products should be well-organized with clear labels, logical hierarchies, and breadcrumbs to guide customers effortlessly.
Moreover, use mega menus for large product catalogs, a robust search bar with autocomplete suggestions, advanced filtering to refine searches, and sticky navigation to make the menu visible, allowing users to browse your site effortlessly.
A well-structured navigation system can significantly improve user experience, reduce bounce rates, and drive more conversions.
3. Footer Navigation
The footer of your website, often overlooked, is a prime opportunity to enhance user experience and drive engagement.
A well-designed footer can provide easy access to essential information and encourage further interactions.
Include a comprehensive site map for efficient navigation, precise contact details for accessible communication, and links to the social media platforms for engagement.
Additionally, encourage visitors to subscribe to the newsletter for updates, promotions, and exclusive offers.
eCommerce site should carefully curate the content in the footer, making it a valuable resource for visitors.
A well-organized footer improves navigation, reinforces brand identity, and provides information.
4. Fast Loading Times
As the span time of visitors has reduced, the slow loading speed can lead to frustration, increased bounce rate, and lost sales for an online store.
To improve the loading times, start by optimizing images. Compressing images without compressing quality can reduce file sizes and improve load speed. Moreover, image formats like WebP or AVIF can be used more efficiently.
Next is to minimize CSS and JavaScript to remove unnecessary characters and reduce file size, significantly improving the loading time on slower connections.
Enable browsing cache to store static assets, reducing server load and improving performance.
In addition, consider using a CDN to distribute your website’s content across multiple servers, improving load times for users in different locations.
5. Clear Call-to-Actions (CTAs)
A call to action is a way to encourage and influence customers to take action on your website.
If placed strategically, CTA buttons move customers through the sales funnel and increase the chances of conversion rates on your website.
Use strong verbs like “Buy Now,” “Shop Now,” or “Subscribe Now” to create a sense of urgency and encourage customers to take action.
Additionally, consider using scarcity tactics like limited-time offers or countdown timers to create a sense of urgency.
Make your CTAs visually appealing by using contrasting colors and a clear, readable font. Place them strategically on your website, such as above the fold or at the end of product pages.
6. Language Options
Connecting with global audiences is essential for a professional e-commerce website.
Offering your website in multiple languages is a strategic step towards expanding your reach and catering to diverse customer needs.
Adapt your content, including product descriptions, marketing materials, and even images, to resonate with your target audience in different countries.
Optimize your website for search engines in each target language by using relevant keywords, creating high-quality content, and building backlinks.
Also, offer multiple currencies to make it easier for international customers to purchase and increase the conversion rate.
7. Social Media Integration
Integrate social media into your eCommerce website for increased visibility, engagement, and sales.
Allow customers to share products, see social proof, and shop directly on social platforms like Instagram, Facebook, etc.
To increase conversions and engagement, run contests and giveaways by offering valuable prizes that align with your brand and target audience.
Also, run targeted ads to reach specific demographics, interests, and behaviors. That allows you to efficiently reach your ideal customers and drive traffic to your website.
8. Single Sign-on (SSO)
Single Sign-On (SSO) allows customers to sign in faster using a single set of credentials. It simplifies the sign-in process, enhances security, and improves efficiency, building trust among them.
Customers can sign in quickly with Google, Microsoft, Facebook, Apple ID, or another often-used account, providing a seamless experience to them.
9. Mobile App
In addition to having a mobile-friendly website, consider having a mobile app that enhances customer engagement, provides convenience, improves conversion rates, and strengthens brand recognition.
Mobile apps allow customers to access your product pages from the mobile device itself, which offers a personalized experience and offline functionality and improves brand recognition.
Start Free Trial
Highlight real-time activities like reviews, sales & sign-ups.
Product Page Features List
10. High-Quality Product Images and Videos
You might be selling top-quality products in your eCommerce store, but if the photos and videos look bad, people won’t even look at them.
That’s why high-quality, eye-catching images give a complete product view.
Use videos to dynamically showcase product features and benefits, creating a more engaging and immersive shopping experience.
Visuals should be consistent with your brand’s aesthetic and complement your product descriptions.
11. Product Comparisons
Suppose you have a significant connection of products to choose from on any category page. In that case, a product comparison can allow customers to make informed decisions and increase the likelihood of conversion.
By allowing customers to compare products side-by-side easily, you provide a valuable service that enhances their shopping experience. It provides an in-depth product description, ratings, reviews, and pricing.
Also, it can help upsell and cross-sell by highlighting product differences and complementary items to encourage customers to purchase additional products, increasing your average order value.
12. Product Reviews
Product reviews and ratings are the most popular form of user-generated content that helps build customer credibility and trust. They provide valuable insights into product quality, customer satisfaction, and brand reputation.
To effectively leverage customer reviews, encourage customers to leave feedback by providing clear prompts and incentives.
Display reviews prominently on product pages, and respond to all positive and negative reviews to demonstrate your commitment to customer satisfaction.
Moreover, it analyzes customer reviews to identify trends, areas of improvement, and opportunities to showcase positive feedback. Partner with experts and influencers to obtain authentic and trustworthy reviews that drive sales and build a strong brand reputation.
Product Page
13. Product Search and Filters
A robust product search and filtering system empowers customers to find the products online quickly and reduces frustration while increasing the chances of conversion.
Optimize your product listings with relevant keywords to implement an effective product search and filtering system.
The autocomplete suggestions provide options such as customer type, speeding up the search process.
Also, facet search allows customers to refine their search results based on various criteria such as price, size, color, brand, or material. Allows them to upload images and find similar products, and you can provide an engaging and personalized experience.
14. Wishlists
Add wishlist functionality that helps customers find the items they wanted during previous visits.
Sometimes, customers may find a product exciting and want to check that later for more details. A wishlist allows them to store a list of these products so they find them easily when they return.
Incorporating a wishlist into your eCommerce website can encourage repeat purchases, gather valuable customer insights, and personalize your marketing efforts.
Allow customers to easily create and manage their wishlists, and consider integrating them with social media for easy sharing.
15. Loyalty Programs
Are you looking to increase customer retention? Offering a loyalty program like reward points and other special offers for long-time customers can foster customer loyalty.
A successful loyalty program offers a clear and rewarding structure, allowing customers to understand how to redeem points or rewards quickly.
To encourage increased engagement, consider creating tiered membership levels with exclusive benefits for higher-tier members.
Ensure seamless integration across all touchpoints, from online stores to physical stores.
This provides customers with a consistent and rewarding experience, regardless of how they interact with your brand. Moreover, a successful loyalty program can convert visitors into loyal customers.
Learn more here: Best Ecommerce Loyalty Program Strategies & Examples
Customer Checkout, Shopping Cart, and Wishlist
16. Seamless Checkout Process
The average cart abandonment rate is 70.14%. This can be frustrating, right?
A well-crafted checkout page is crucial for converting visitors or browsers into buyers. By minimizing friction and building trust, you can significantly increase conversion rates.
A seamless checkout process is crucial for converting browsers into buyers. Minimizing friction and building trust can significantly increase conversion rates.
Make sure customers can easily find the shopping cart to check out.
Moreover, you can provide guest checkout options to allow customers to complete purchases without signups or registration and reduce friction.
Guide customers through checkout using clear progress indicators, reducing anxiety and abandonment.
Additionally, autofill features for returning customers should be implemented to speed up the checkout process and reduce errors.
That, in turn, leads to increased conversions, reduced cart abandonment, and a stronger customer relationship.
Also check: 15 Inspiring Checkout Page Design Examples
17. Secure Payment Gateways
Payment options are one of the most influential features of an eCommerce website. A robust payment gateway is essential for protecting your customer’s sensitive data and safeguarding your business from fraud.
Your store must have secured payment gateways like PayPal, Stripe, and others. Besides, it allows them to select from various payment gateways and choose based on their preferences.
You can build customer trust by prioritizing security features and choosing a reputable payment gateway.
18. Personalized Recommendations
Personalization has moved beyond simple product recommendations; it’s more about providing a tailored shopping experience that anticipates customer’s needs and preferences. Personalized can increase conversion rates by 10-15%.
You can use different tools like AI, machine learning algorithms, and different eCommerce platforms to gather and analyze customer data.
Analyze their purchasing history, browsing behavior, and demographics. This information will serve as a foundation for creating tailored suggestions.
Also, influence them to create user accounts with your store that help them to save products and payment methods, access loyalty pricing offers, and know their purchasing history.
19. Multiple Shipping Options
Shipping is another feature that helps to drive sales and creates return visitors. Offering a variety of shipping options can significantly enhance the customer experience and increase conversions.
Consider offering standard shipping with estimated delivery times and costs, as well as expedited shipping for customers who need their orders quickly.
To incentivize large purchases, you may also offer free shipping for orders above a certain threshold.
Moreover, for international customers, provide transparent shipping rates and estimated delivery times to ensure a smooth and predictable experience.
Offer a range of shipping options; you can cater to the diverse needs and preferences of your customers.
20. Well-Designed Shopping Cart
A shopping cart is the must-have feature for all eCommerce websites. This is where your customers view product descriptions, add or remove products, change quantities, choose shopping options, and enter promo codes.
A well-designed shopping cart provides a clear and concise summary of the customer’s order, including an itemized list, quantities, and total cost.
Moreover, it clearly displays shipping costs and delivery options and uses progress indicators to guide customers through the checkout process.
21. Returning Policy
The return policy is an essential eCommerce website feature that provides customers with guidelines for returns and shows businesses’ commitment to customer satisfaction, increases sales, reduces unnecessary returns, ensures legal compliance, and improves brand reputation.
A well-structured returning policy allows customers to make purchases without hesitation, knowing they have the option to return items.
Start Free Trial
Highlight real-time activities like reviews, sales & sign-ups.
Customer Service
22. Live Chat Support
Customers expect timely and quick support when they feel stuck or have queries. Live chat offers a convenient and efficient way to connect with customers in real-time, fostering stronger relationships by providing quick answers to their queries.
Using customer data, the support team can provide personalized interactions and tailored recommendations, enhancing customer satisfaction and creating a positive first impression.
Also, post-chat follow-ups are essential to demonstrate continued commitment to customer service.
23. FAQs and Help Sections
A well-organized FAQ section provides exceptional customer support. These resources empower customers to find answers independently, reducing the burden on your support team and improving overall satisfaction.
Anticipate common questions and provide clear, conscious answers. Organize your FAQs into logical categories for easy navigation and optimize them for search engines.
In addition to the FAQ page, consider adding a help center.
This should cover any general questions people may ask about online privacy, security, payments, shipping, returns, and other shopping concerns.
24. Order Tracking
Once the customers place an order, the next question is how they can track the order.
A robust order tracking system is essential for providing a seamless and transparent customer experience. By allowing customers to track the progress of their orders, you build trust, reduce anxiety, and improve customer satisfaction.
You can provide real-time updates on order status, including shipment confirmation, shipping updates, and estimated delivery dates.
Additionally, send them notifications, such as shipment confirmation and delivery, to keep them informed and reduce the need for inquiries.
25. Contact Page
The “Contact Us” page provides customers with a way to get in touch with customer services, gather information, and ask for help when needed.
A well-designed contact page includes a phone number, an online form, and an email address that allows customers to connect quickly.
Moreover, Google Maps should add locations and social links to increase trust.
Boost Conversion Instantly
Add Social Proof & Urgency to your website
Wrap up
The eCommerce key features are not limited to the lists mentioned above; you can add to them based on your business budget and scope.
Still, these 21 eCommerce website features will surely help to provide unique customer experiences.
Building a successful online store requires focusing on what you know about your customers, their journeys, and their needs.
eCommerce businesses need to develop a successful website, including easy navigation, one-step checkout, personalization, and many more to improve online shopping experience.
You can also use an eCommerce platform to craft a website that offers a unique experience and other features.
