Ecommerce Website Design: Everything A Store Owner Needs To Know in 2023

Ecommerce Website Design: Everything A Store Owner Needs To Know in 2023

It's been said that if you're not on the internet, you don't exist. As the online marketplace continues to dominate the shopping world, this saying becomes more applicable by the day.

For retailers, this means that if you don't have an ecommerce website yet, you can be limiting yourself from meeting revenue targets and realizing your full potential.

The ecommerce push has already begun, as more businesses and consumers turn to online retailers to make purchases. Walmart's online sales climbed by 97 percent in 2020. Amazon's sales and profit increased by 40% in the second quarter. It's not just the large brands that are profiting from the increased demand for online shopping. In comparison to the previous year, even smaller shops are enjoying double-digit and even triple-digit growth in ecommerce revenues.

What else do these businesses have in common? Their clean, modern ecommerce website designs were created with visitor conversion in mind.

Whether you're going to launch a fresh new ecommerce site or considering a redesign, the following selection of the outstanding website designs should provide plenty of ecommerce website design ideas.

>>> Check out the newest Product Landing Page Examples


I. What Is Ecommerce Website Design? 

An ecommerce site can help you build your brand, connect with more customers, and sell more products, but only if you have the right website design.

When developing an ecommerce website, web design is critical. A good ecommerce web design is all about using the right colors, fonts, images, words, and graphics to persuade visitors to buy. Your ecommerce website design should entice potential customers, provide a positive user experience, and present your store in the best light possible.

Simply put, it is the process of creating an online store for your company to sell digitally to targeted customers. To design an ecommerce website, you must plan, conceptualize, and arrange your content and products for effective online display.

Check out how to build an About Us Page based on

II. Why A High-performing Ecommerce Website Is Essential 

People really don't judge a book by its cover, do they? Actually, they do!

Whether it's the presentation of food at a fine restaurant or the latest Apple product, humans seem to adore beautifully designed objects. The same principle applies to websites, particularly those involved in ecommerce. If you're not providing your visitors with the best website design and properly packaging your products, you're most likely wasting money.

Attractive, cool website designs have always been an important part of a successful online sales and marketing strategy. This is due to the fact that beautiful design and an excellent color palette can raise the perceived value of your products.

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III. What Makes An Outstanding Ecommerce Website

01. Mobile responsive

The success of an ecommerce website depends on its ability to respond to mobile devices. More than 46% of consumers use their smartphones to complete their whole purchasing process with nearly 75% admitting to abandoning sites that aren't mobile-friendly. A responsive ecommerce platform ensures that visitors using a variety of devices have an equally positive on-site experience, regardless of design limits.

46% of consumers complete purchases on smartphones

Source: BigCommerce

ComScore reports that approximately 70% of digital media time is spent on mobile devices. However, many ecommerce solutions are not optimized for mobile and are designed exclusively for desktop surfing. This can result in a significant number of new sales being lost.

If you're using Shopify to establish your business, your store is "responsive." This means that the site is compatible with a variety of devices and screen sizes, regardless of whether customers access it via desktop, smartphone, or tablet.

When selecting a mobile-optimized theme, it's vital to personally test the convenience of use to ensure that you're satisfied with the transactional flow. If you are not, there is a significant probability that neither will your customers. Cart drawers and simple-to-use mobile navigation are critical factors to consider when making your decision.

02. Good visual appeal

Visual appeal is important in assisting customers to envision your products online and click "Buy."

When it comes to selling products online, perception is everything. In milliseconds, people form their first impression of your website. Making that first impression with your Shopify store is heavily dependent on the quality of your images.

Consider your product photography to be an ambassador, spreading the promise of your product online. Since your customer can't try, taste, feel, or wear your product before purchasing it, they'll rely heavily on your visuals to determine if it's right for them. And, unlike third-party online selling sites, where you must follow strict guidelines, you have complete creative control over your own site.

In general, you should include product photos with a white background, as well as lifestyle photos of your products in action. The homepage of Outdoor Voices features lifestyle images to communicate its brand alongside more product-centric images to entice visitors to learn more.

Outdoor Voices homepage design

Outdoor Voices homepage design

The gold standard of ecommerce photography is products photographed against a white background. This is because the white background makes it easier to see the item in detail and takes away the branding, allowing your product to appeal to a wider range of demographics.

Outdoor Voices homepage photography

Lifestyle photos are important whether you're selling through your own Shopify store, Amazon, or eBay because they allow customers to imagine using a product in their daily lives by picturing themselves as the model being shown.

Your product photos play an important role in increasing store engagement, conversion, and retention.

Aside from product photos, you should also think about the colors and fonts on your website. You could have the best product in the world, but if the aesthetics of your website, specifically its colors and fonts, aren't appealing, your customers will be turned off and may not make a purchase. The overall experience of purchasing a product is influenced by the appearance of your store.

Color is one of the most powerful tools for eliciting interest and emotion. It can also be used to direct your customer's attention to specific sections of your website and guide them through the buyer's journey.

Here's an example of how the Marke brand used simple black on white text with green accent colors.

Marke's homepage

Another important factor to consider is the accessibility of your website. The colors you choose should contrast well enough so that people of all ages and abilities can read and see your text.

Finally, you'll want to think about typography. Customers expect dynamic and interesting typography on websites rather than stale fonts like Times New Roman. While the words you write convey information, typography conveys the emotion behind that information.

The good news is that you can access templates with recommended fonts and designs if you use a store builder like Shopify. You can use these fonts on your website or choose fonts from another source to make the necessary changes.

As with colors, sticking to two fonts and creating a hierarchy between them is a good idea. Managing multiple fonts can be difficult for non-designers, and your website can look cluttered. Using only two fonts makes things easier. Choose one font for the header or title and another for the body.

Supergoop chooses a title font that reflects its brand well, while its body font is simple, clear, and easy to read.

Supergoop homepage

A distinctive header font can add a splash of color to your brand, while the body font will be your workhorse, used for all other copy on your website, from product descriptions to checkout instructions.

While display fonts can have a little more flourish due to their size, it's critical to choose a readable body font. Not every customizable font is designed for screen reading, and choosing the wrong one (for example, a thin sans serif) may drive customers away if they can't read your site.

If you want to learn more guides to improve your store visual and customer experience, check out these Website Design Tips.

03. User-friendly site navigation

The term "navigation" refers to all of the UI elements that users can use to access specific information on your website. Header navigation menus, product category pages, filters, on-site search, and footers are examples of these. Assume your ability to create custom navigation paths is restricted by an ecommerce platform. In that case, you'll end up with a visually appealing but functional website that only a few customers will want to use, and your conversion rate will suffer as a result.

A high-quality, easy-to-use website can mean the difference between a customer browsing and a customer purchasing.

Customers should be able to find your products quickly and easily using the navigation on your website. Good navigation also aids in the optimization of your site's SEO, allowing it to be found in search results.

Good navigation enhances the online shopping experience while also assisting merchants in increasing sales and profits. The theme you select can also be influenced by navigation. For example, if you have a large product catalog, a theme with a larger menu may be best for you.

Here are some pointers to keep in mind when designing your store: To begin, limit your navigation to only a few menu headers. When labeling these headers, be clear and direct—this is not the time to be clever. Here are some top-level navigation headers to consider:

      • Shop [Product Category]
      • About Us
      • Bestsellers
      • Contact Us

Here are three excellent examples of menus that make it easy to navigate. Every time, the visitor knows exactly what they're getting. As a beginner, I still recommend starting with the four listed above, but over time, you'll learn what your audience prefers.

Blunt's clear navigation

Source: Blunt

Cowboy's Homepage
Cowboy's navigation

Souce: Cowboy

Additional navigation links can be placed in your website's footer, which is located at the bottom of the page. We recommend the following labels for your footer:

      • Shop/ Product Category
      • Return Policy
      • Terms of Service
      • Contact Us

If you notice that your headers aren't being clicked on, you can always change them or add a sub-navigation menu with links to other important pages or product collections.

04. Provides a compelling user experience

Delight encourages customers to finish their purchase and then shop some more. What arouses that sense of delight and propels a brand to new heights? The best marketing tools in the world won't help if your website disappoints them.

What is the solution? A well-planned user experience (UX).

Hebe Boutique User experience

Source: Hebe Boutique

UX is critical in ensuring that your website is not only functional, but also intuitive, highly reliable, user-friendly, and simple to navigate. These elements improve the satisfaction of interacting with the site and make browsing more enjoyable.

Consider increased conversions, repeat purchases, rave reviews, and word-of-mouth referrals. These are significant and can mean the difference between a company's growth and decline.

POGG's Homepage

Source: POGG

Analyze the fundamental UI components. Assess the website to see if you like the navigation, the layouts, and all design elements are intuitive and appealing.

Examine the possibilities for customization. As your operations scale, the more elements you can tweak, the more unique UX you'll be able to create. Remember that what appears to be a good'starter' practice for a small store may turn out to be a costly liability for larger operations. As your priorities shift, make sure you can toss and add different design elements.

Review the website's performance. Page load time and overall website speed can improve or degrade your user experience. Sluggish pages, glitching design elements, and slow-loading product videos are frequently the result of the ecommerce platform's poor CMS/CDN and hosting provider.

05. Trust

Consider walking into a retail store and seeing a huge mess. Clothes are everywhere, the place is dirty, and no one greets or makes you feel welcome. What will you do next?  Probably leave as soon as possible.

When a customer visits your store for the first time, they may be unfamiliar with your brand, the quality of your products, or your dedication to making customers happy. Deals may gain their interest, but they'll need to trust you before making a purchase.

Customers must be confident that when they purchase from you, they will receive the product as advertised.

When developing a website, every company should include three essential trust indicators.

Contact information

Nothing turns off potential customers more than a website that lacks contact information. Include an email address, as well as a phone number and mailing address, if possible. This information, along with an About page, gives potential customers the impression that they are purchasing from a real person.

A return policy

A return policy not only makes it easier for customers to return products that do not meet their expectations, but it also increases sales by lowering shopping cart abandonment and instilling the customer with the confidence and trust that they can return an item if necessary, without incurring any transaction fees.

Unbound Merino's Product page

Source: Unbound Merino

Technical certifications

You'll gain access to additional features and payment services, as well as the latest security technology for securing your customers' information, when you add Shopify Payments. Use images or badges to indicate your security compliance as well as all of the payment methods you accept.

When you don't have any consumers, it's the toughest to build their trust, therefore keep these trust markers in mind while you design your store.

IV. 7 Key Tips To Create High Converting Ecommerce Website

Keep these website design tips in mind whether you're a startup or building your fifth ecommerce store:

01. When in doubt, keep it simple

Making more sales in your ecommerce business is always easier when you keep things simple. The more distractions you have on your website such as banner ads, pop-ups, and too many colors, the less likely you are to make a sale.

You don't need a lot of bells and whistles on your ecommerce website; they only serve as a distraction. Maintain a clear, clean, and simple design while focusing on the sale.

Read more: eCommerce UI: What You Really Need To Know

02. Express your brand/ Make branding a priority

It makes no difference if you're a photographer, a beautician, or a dropshipper. People prefer to buy from well-known brands with which they are familiar and identify. Take the time to define your brand and determine what distinguishes you from competitors.


Source: BeardBrand

When it comes to online shopping, people prefer to buy from established brands rather than faceless ecommerce sites that appear to be a trick to steal their credit card information.

If you want to build the trust needed to drive serious sales with your ecommerce business, you must give your branding some serious thought. Your branding is similar to the DNA of your ecommerce business; it represents who you are as a company, what you stand for, and how you differ from your competitors and it plays a significant role in connecting with your audience and driving sales.

Kylie Cosmetics' Homepage

Source: Kylie Cosmetics

Take the time to identify your brand and then include it into your ecommerce design if you want to get the most out of it. It's fine if you don't know who you are as a brand. Before you start developing, you'll want to undertake a little business soul-searching. Consider the following questions:

      • If my brand was a person, who would it be?
      • If I had to describe my brand in three words, what would they be?
      • What makes my brand different from other ecommerce shops out there?
      • What do we do better than anyone else on the market?

Once you've figured out who you are, you can include it into your ecommerce site's branding. And what about the branding? It will help you create trust with your audience while also driving substantial sales.

03. Use the best ecommerce platform for your online store

Using a platform like Shopify, you can quickly build a beautiful store with powerful ecommerce features and sell online. You can select from a variety of templates or use Shopify's online store builder, which allows you to create your own. You can always hire an ecommerce website designer who specializes in Shopify sites if you don't want to use any drag-and-drop builders. If you have a Wordpress site, you can quickly convert it into an online store by adding the “Shopify Buy” button.

04. Put yourself in a shopper’s shoes / Think like a website visitor

Is it simple to navigate your site? When shopping, how does it make you feel? How simple is it to check out? Consider what your customer will need in order to make a purchase in your store and design your store accordingly.

Leather Head's Homepage

Source: Leather Head

You must think like your audience if you want your ecommerce website design to connect with them. In the end, all your potential customers want from an ecommerce experience is a site that is simple to navigate, well-designed, and makes shopping easy, quick, and hassle-free.

And you should give them those things if you want your ecommerce store to grow.

Pure Cycles' Homepage

Source: Pure Cycles

Put yourself in your visitor's shoes during the design process. What kind of layout will be the most user-friendly for them? How can you organize your items such that the end consumer can understand them? How can you make the checkout process easier?

You can predict what your customers want from your ecommerce store if you think like them, and then design your site to match their demands.

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05. Use high-quality images 

Images may increase the conversion rate of a website by 40%. They must, however, be of high quality. To help boost the visual attractiveness of the shopping experience, invest in good product shots and use images from free stock photo websites.

Pilgrim's Homepage

Source: Pilgrim

No one will buy a product without seeing it first. If you want customers to buy your products, you need high-quality product photographs to show them what they're getting.

Having quality photos of all of your products, as well as images of your product from several angles, goes a long way toward building customer confidence and trust. They are more inclined to make a purchase if they are confident that they know what they are buying. However, if there are no photographs of the product they want to buy or only a single, low-quality image, they will be less likely to purchase it, and your conversions will suffer as a result.

Modern Urban Jungle's high quality images

Source: Modern Urban Jungle

Do yourself a favor and stock your ecommerce site with plenty of high-quality photographs of whatever you're offering. Your conversions will appreciate it.

06. Use social proof

Look for places to display social proof, such as positive reviews and user-generated content, when designing your ecommerce site. The more shoppers who see other people's positive experiences with your products, the more likely they are to buy.

Satya Organic's Customer Reviews

Source: Satya Organic

Look for ways to show your potential customers the positive feedback you've received from your existing customers when designing your ecommerce site. Add a ratings section where people can rate your products, and then try to get as many five-star reviews as possible. Add a testimonials section with customer photos and a quote or two about how much fun they had working with you. Request that customers review your products and tell you what they like about them so that you can post them on your blog.

The more visitors to your website see that other people have had a positive experience shopping on your site, whether through reviews or testimonials, the more trustworthy you'll appear and the higher your conversions will be as a result.

07. Make checkout a breeze

Customers may not buy from you even if you have a beautiful, innovative ecommerce website design. Make the checkout process simple, straightforward, and instant. Use payment gateways such as Shop Pay, Amazon Pay, PayPal, Google Pay, and other accelerated payment options to make purchasing as simple as possible for customers.

Ryder's Checkout page

Source: Ryder

Remember how we said that clumsy product pages kill sales faster than anything else? A clumsy checkout, on the other hand, comes in a close second.

Customers will leave if your checkout process is a pain in the you-know-what. If you want people to buy from you, you should make the check out process as simple, straightforward, and painless as possible.

Dress Up's cart drawer

Source: Dress Up

Maintain a clean, simple, and easy-to-navigate checkout page design. Allow your customers to register for your site or check out as a guest. Make it clear what information you need to process the purchase and where they need to enter it, the different shipping options available and how much they cost, and what to do if there is a problem with their order or they need to return it. Once the transaction is complete, direct your customers to a confirmation page to ensure that everything went smoothly.

In a nutshell, make the checkout process as simple as possible if you want people to buy from you.

V. 5 Types of Ecommerce Website That Boost Your Conversion

01. Facebook Landing Page 

A Facebook landing page is a specialized page created to convert visitors who have clicked on a specific Facebook pay-per-click (PPC) ad.

If you click on this ad, for example:

Teatox's Facebook Ad

You’ll be taken to this landing page:

Teatox's Product Page

These landing pages differ from other pages such as product pages on your website in that they are specifically designed to complement your Facebook ad. As they scroll through their Facebook newsfeed, they continue the "story" that has captivated the reader.

Read more: How To Create A Winning Facebook Ads Landing Page In 2021

02. Webinar Landing Page 

A webinar landing page is a website that generates webinar registration for a specific topic in order to convert website visitors. It informs readers about the webinar and explains the benefits they can derive from it. It also aims to grab the attention in the webinar and encourage people to register.

Salesforce Webinar page

Source: Salesforce

Read more: Inspirations For Your Webinar Landing Page: 25 Examples + 4-Step Tutorials

03. Landing Page Email Capture

You've probably been a part of one before. An email capture landing page is a website that is designed to get users and potential customers to enter their email addresses. How does it work? Most websites provide a one-of-a-kind offer to those who leave their email address, essentially a specific offer in exchange for an email address.

The Horse's pop up

Source: The Horse

Read more: How To Create A Landing Page To Capture Email (+ Examples)

04. PPC Landing Page

A pay-per-click (PPC) landing page is a web page that users arrive at after clicking a specific pay-per-click (PPC) ad on search engines.

If you click on this ad, for example:

Nespresso's pay per click

You’ll be taken to this landing page:

Nespresso's Homepage

Since they are tailored to complement the search ad, these landing pages can be similar to or different from other pages such as product pages on your website. If you want to raise brand awareness, a PPC ad about your entire business can simply link to your home page. However, if you want to increase sales of your summer products, a single standalone page dedicated to that product may be preferable.

Read more: PPC Landing Page: Best Examples and Industry Secrets (Updated)

05. Sales Page Template

A sales page, like all post-click landing pages, is created with one goal in mind: to convert visitors. Unlike all other landing pages, this one's sole aim is to encourage visitors to buy. As a result, they must be extra convincing. This usually results in longer pages, more social proof, plenty of badges, and a vast number of testimonials.

Jasper's sales page

Source: Jasper

Read more: Sales Page Template & Examples For eCommerce Businesses ( + Best Practices)

VI. 5 Amazing Ecommerce Website Examples To Learn From

01. Larq

Larq's homepage

LARQ makes us genuinely excited about something as easy as drinking water by using clear product graphics and animations. Through spot-on messaging, color-block product highlights, and an interactive plastic waste calculator, the reusable water bottle vendor persuades us to join their Bottle Movement and explore more of their attractive items.

Another turning point was the addition of multi-regional capabilities. Within three months, their conversions jumped by 80%, according to LARQ.

02. Burrow

Burrow's homepage

Burrow, a modular furniture company, used a home page video instead of words to convey their core value proposition: putting together new furniture can be enjoyable, quick, and tool-free. Burrow uses a mix of product and lifestyle photos to let you visualize their latest designs in your home, tweak them for the perfect fit, and order them in just a few clicks.

Burrow's homepage banner

03. Skullcandy

Skullcandy gets a lot of praise, but it's difficult to do better with an ecommerce business than this. They created a sleek, luxurious atmosphere by successfully balancing bright colors with a signature black website design. Products are simple to find, watch in detail on video, and then read about in the specifications. Despite the fact that Skullcandy's primary market is audio, their website is a joyful sensory experience thanks to their great use of images, material design components, and video.

Skullcandy's homepage

04. Solo Stove

The Solo Stove website is an excellent example of ecommerce iconography. To better express what they are selling and highlight some of the important product features, the fire pit manufacturer created bespoke icons for each product category. Their key message is reinforced by how-to product videos, graphics, and FAQ sections, all of which emphasize that their products are long-lasting, simple to use, and well worth the cost.

Solo Stove's homepage

05. Bliss

Bliss' website is cotton candy for the eyes. To visually appeal to its main buyer demographics, the spa-powered skincare brand uses three dominating colors: Millennial pink, baby blue, and Gen Z yellow. Microcopy further reinforces the brand's unique and approachable attitude. The button text, section headings, and form descriptions are written in a way that makes you feel like you're discussing your skincare routine with a buddy.

Bliss' homepage

VII. Conclusion

It's now easier than ever to build an ecommerce website. Many large and small businesses were previously unable to participate in the online market due to technical issues and time-consuming approaches.

It's all about functionality and iteration these days when it comes to great ecommerce website design. Begin with the most important pages and design short prototypes. To make alliterations, put them to the test with your team. Introduce a new look and seek feedback from your customers. You'll always have plenty of 'design' work to do between conversion optimization, new product landing pages, and seasonal offers.

Want to create a new page under 5 minutes?

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PageFly streamlines the process by providing a platform that allows you to scale as your business grows, allowing you to display your products while also operating and managing your website design with simplicity.

When it comes to building a successful ecommerce site, one of the most crucial factors to consider for business owners and marketers is design. After all, it only takes 50 milliseconds for your visitors to make a judgment about your website. It's important to make a good first impression, just like it's important to make a good first impression with a book

Designing an ecommerce website might be challenging, but now that you've learned the top web design tips for ecommerce, you'll have everything you need to set up a site that not only looks great but converts like crazy.

So, what do you have to lose? Use these tips to give your online store the makeover it deserves.

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