Key features of an eСommerce website

Key features of an eСommerce website

In recent years, the competition in the online marketplace has reached unprecedented heights, with global eСommerce sales projected to reach a staggering $6.54 trillion, representing a 21.8% increase from the previous year.

Key features of an eСommerce website: retail eCommerce sales worldwide

In this hyper-competitive landscape, the success of eСommerce development services hinges on the implementation of key features of eСommerce website that captivate customers, drive conversions, and foster brand loyalty. 

With shoppers becoming more discerning and demanding, it is essential for eСommerce websites to stay ahead of the curve by incorporating innovative and user-centric features. 

This article delves into the must-have features that will define the success of eСommerce websites, ensuring they stand out in the crowded digital landscape. (There are also bonus tips from our experts to implement each feature)

But first, let's take a moment to consider the impact of a well-designed eСommerce website. 

Did you know that 88% of online shoppers are less likely to return to a website after a bad experience? On the other hand, a user-friendly and feature-rich website can lead to a substantial increase in conversions and customer retention.

Key features of an eСommerce website: UX statistics and insights

In this highly competitive market, businesses cannot afford to neglect the crucial elements that define a successful eСommerce website. 

By choosing custom web development services and incorporating eСommerce the right website features, businesses can create an immersive and seamless shopping experience that caters to the evolving needs and desires of their customers.

So let's explore the key features that will empower eСommerce businesses to thrive!

eCommerce navigation features

1. Intuitive, clear, and convenient navigation 

1.1. Breadcrumbs 

Let's start with some basic eСommerce website features that you may also already know about, but remain crucial to this day for a great navigation on your eСommerce website/app.

Breadcrumbs are a navigational aid that shows users the path they have taken on a website, starting from the homepage and leading to their current location. They typically appear as a trail of clickable links, displaying the hierarchy of pages visited.

Having your breadcrumbs in place can enhance user experience by improving website navigation and reducing bounce rates. They offer a sense of orientation and help users easily backtrack to specific categories or product pages they were previously browsing. This feature also provides context and helps visitors understand the overall structure and organization of the website.

Key features of an eСommerce website: Breadcrumbs

Current Trends/Tips: We suggest optimizing breadcrumbs for mobile devices, as mobile shopping continues to rise. Implementing responsive design ensures breadcrumbs are easily visible and accessible on smaller screens. Additionally, incorporating microinteractions, such as hover effects or dynamic transitions, can enhance the user experience and make breadcrumbs more interactive and engaging.

1.2. A user-friendly menu 

A user-friendly menu is a crucial component of an eCommerce website's navigation system. It typically appears as a horizontal or vertical list of categories and subcategories, allowing users to navigate different sections of the website.

Just like breadcrumbs, it enhances navigation efficiency, reducing the time and effort required for users to find what they are looking for. An intuitive menu contributes to lower bounce rates and increased customer satisfaction.

Key features of an eСommerce website: a user-friendly menu

Current Trends/Tips: We recommend using mega menus, especially for websites with a wide range of products or extensive content. Mega menus display multiple levels of categories and subcategories, offering a more visual and comprehensive navigation experience. Additionally, incorporating search functionality within the menu can provide users with a convenient way to find specific items directly from the menu itself, further enhancing usability.

1.3. Advanced search function and filtering 

Improving UX audit services is the main aim of our eCommerce website features list. And this is where advanced searches shine!

An advanced search function enables users to search for products using keywords, while filtering options allow users to refine their search results based on specific criteria such as price, brand, size, color, or rating.

An advanced search function and filtering capabilities improve user experience by facilitating efficient product discovery. Users can easily locate desired products, resulting in higher conversion rates.

Advanced search functionality and filtering

Current Trends/Tips: Our experts emphasize the importance of implementing visual search functionality, powered by AI and machine learning. This feature allows users to search for products using images, enabling them to find similar or visually related items.

Some advanced platforms you can use here are Algolia and Elasticsearch. Whether you need real-time, typo-tolerant, or personalized search capabilities, Algolia and Elasticsearch are at the forefront of the search industry, catering to the needs of modern businesses seeking top-notch search solutions.

2. Customized call-to-action 

Customized call-to-action (CTA) buttons are strategically placed throughout the website to encourage users to take specific actions, such as adding products to the cart, proceeding to checkout, or subscribing to newsletters.

However, you'd be surprised to know how many businesses are messing CTAs up, even when they are one of the most crucial features for eCommerce website.

According to recent data, 53% of Fortune 500 companies deviate from the conventional call-to-action (CTA) practices on their homepage, while a staggering 70% of small businesses have websites that lack CTAs on their homepage.

On the bright side, well-placed CTAs contribute to higher conversion rates by capturing users' attention and encouraging them to take action, and are absolutely crucial for your website content to do its job and lead to action.

Key features of an eСommerce website: Customized call-to-action

Current Trends/Tips: We recommend implementing personalized CTAs based on user behavior and preferences. To implement personalized CTAs in real time you can utilize customer data and behavior tracking. 

For returning customers, displaying a personalized greeting and offering exclusive deals based on their previous purchases can encourage repeat purchases. Additionally, leveraging dynamic content to showcase recommended products or services based on individual browsing history and preferences can entice users to take action, resulting in increased engagement and conversions.

Don't forget incorporating microcopy, such as urgency-inducing phrases or persuasive language, can create a sense of excitement and encourage immediate action.

3. Focus on UX - Make Purchase Easy and Transparent

Responsive design, voice search, mobile optimization, different styles of buttons, and many other aspects of user experience (UX) in website development have gained traction over the past few years.

But that's not all we talk about when we talk about UX.

From elements of branding, to aesthetically pleasing design systems and carefully planned user journey, UX itself is much more complex than it used to be or look like for the eСommerce industry. 

With brands integrating AR/VR, conversational sale software, immediately responsive chatbots, and almost everything designed to make purchase easier and transparent, the competition to have the best UX, and customers willingly looking for it has increased.

Current Trends/Tips: Smaller details have bigger impacts. Experts suggest implementing microinteractions, such as button animations or loading indicators, enhances the overall user experience and adds a touch of delight to the interface.

Using (Progressive Web Apps) PWAs that combine the best elements of websites and mobile apps, offering fast loading times, offline access, and enhanced user experiences across different devices can also lead to increased engagement and improved conversion rates.

4. About us page 

The About Us page provides information about the eСommerce business, including its history, mission, values, team, and unique selling propositions. 

It plays a vital role in building trust and fostering customer loyalty. By sharing the brand's story and mission, it creates an emotional connection with customers, leading to increased brand affinity and repeat purchases. It also allows customers to identify with the brand's values and support businesses aligned with their own beliefs.

Key features of an eСommerce website: about us page

Current Trends/Tips: We suggest focusing on storytelling and authenticity in the About Us page. Sharing engaging narratives, behind-the-scenes content, and showcasing the brand's impact or social initiatives can resonate with customers on a deeper level. Incorporating multimedia elements, such as videos or interactive graphics, can further enhance the About Us page and make it more engaging and memorable.

Product listing and optimization features

1. High-quality photos and videos 

High-quality multimedia is one of the best eСommerce website features and also the most needed. Photos and videos are visually appealing, clear, and detailed images that showcase the product from various angles and perspectives. 

They accurately represent the product's appearance and help customers make informed purchasing decisions, and contribute to higher conversion rates by creating a strong visual appeal and showcasing the product's value, leading to increased customer satisfaction and decreased return rates.

Key features of an eСommerce website: High-quality photos and videos

Current Trends/Tips: The COAX experts emphasize the importance of optimizing product photos for mobile devices and utilizing high-quality videos as well. Another feature that can put you above competition is 3D Configuration to showcase your eCommerce products. You can use third-party apps like Naker to make this work. 

Key features of an eСommerce website: 3D configuration

Additionally, we recommend incorporating lifestyle or contextual images that show the product in use or demonstrate its benefits. This approach helps customers visualize how the product fits into their daily lives and enhances the emotional connection with the product.

2. Swatches 

Swatches are small color or pattern samples that allow customers to preview different variations of a product, such as different color options. They are typically displayed on the product listing page and enable customers to visualize the product's appearance without navigating to individual product pages.

They enhance decision-making by providing a visual representation of available variations, enabling customers to choose the option that best suits their preferences. Swatches can also contribute to increased engagement and reduced bounce rates.

Key features of an eСommerce website: Swatches

Current Trends/Tips: We suggest incorporating swatches with more interactive features. For example, allowing customers to switch between different product views or displaying additional information when hovering over a swatch can enhance the browsing experience. 

3. Product page 

Product pages require the most of all features of an eСommerce website.

The product page is a dedicated page that provides comprehensive information about a specific product. It typically includes product descriptions, specifications, pricing, availability, customer reviews, related products, and calls-to-action.

It's all about the visuals and quality of information!

A well-designed product page improves customer engagement and increases the likelihood of conversions. The inclusion of customer reviews and related products further assists customers in making informed decisions, leading to higher customer satisfaction and repeat purchases.

Key features of an eСommerce website: product page

Current Trends/Tips: Consider using a clean and organized layout with clear headings and bullet points to enhance readability. Make sure to leverage mind-blowing visuals for your product page design, add attractive brand elements, interactive videos, images, and more to stand out among competition that looks all the same!

Strategic marketing features 

1. Product reviews 

Marketing features of a good eСommerce website is what sets it apart from competition.

Like we said earlier, product reviews play a crucial role in building trust and confidence in potential customers. They offer unbiased opinions and insights, which can influence purchasing decisions positively. 

E-commerce websites that display product reviews tend to experience higher conversion rates, as customers feel more confident in the product's quality and suitability.

Current Trends/Tips: We recommend leveraging user-generated content beyond traditional text-based reviews. Apps like Yotpo, TrustPilot, and some high-ticket platforms like and Grin can help you create on-brand UGC/product reviews.

Visual user-generated content, such as customer-submitted photos or videos showcasing the product in use, can be more impactful and engaging. Additionally, implementing review verification processes to ensure authenticity and addressing customer concerns or questions promptly can also enhance the credibility of product reviews. 

1.1 Proper Feedback Channels

Addressing customer feedback and resolving issues promptly helps build trust and loyalty, leading to long-term partnerships and increased customer retention. It has always been a no-brainer to add a 'testimonials' section to your product pages, but we're taking this to the next level.

Proper feedback channels enable businesses to actively listen to their customers, fostering a customer-centric approach, which is ruling the eСommerce world now. 

Current Trends/Tips: This is the era of implementing various feedback mechanisms, including surveys, customer support chatbots, and post-purchase follow-ups. 

Leveraging SaaS platforms like Userback, Hotjar, Typeform, or SurveyMonkey to add real-time feedback options, give out promo codes for reviews, video feedback, and "ask a customer" features have become common and very powerful for brands who offer these features.

2. Personalized recommendation algorithms

Personalization and recommendation algorithms analyze customer data, such as purchase history, browsing behavior, and preferences, to deliver targeted recommendations, relevant product offerings, and personalized marketing messages.

This feature is currently taking over brands since by offering tailored product recommendations, B2B eCommerce websites can boost cross-selling and upselling opportunities, driving higher order values and repeat purchases.

Current Trends/Tips: Current Trends/Tips: Integrating machine learning and using artificial intelligence customer engagement to improve personalization capabilities continuously is almost necessary. Still, don't forget incorporating user opt-in preferences for personalization ensures transparency and compliance with data privacy regulations.

Consider some of these options: Recombee - a 3rd-party AI Recommender service, Google Recommendations AI - a 3rd-party AI Recommender service, Custom services with algorithms based on K-Nearest Neighbours (k-NN), or Custom AI services based on classifiers, using Bert or GPT models.

3. Special offers and discounts 

Special offers and discounts are temporary promotions that provide customers with incentives to make a purchase. These can include percentage-based discounts, BOGO (Buy One, Get One) offers, free shipping, limited-time deals, or loyalty program rewards.

They work wonders to incentivize customers to make a purchase, potentially increasing order value and generating repeat business. These promotions can also serve as a way to clear excess inventory, boost brand visibility, and encourage word-of-mouth marketing.

Current Trends/Tips: This is the era of personalizing special offers and discounts based on customer preferences and behaviors. Utilizing data-driven insights, such as past purchase history, browsing patterns, or demographic information, allows businesses to offer tailored promotions that resonate with individual customers. 

Implementing gamification elements, such as limited-time contests or interactive quizzes, can also enhance engagement and make the experience more enjoyable for customers.

eCommerce website purchasing features

1. Optimized shopping cart 

We all know what it is, but a shopping cart is a virtual container that holds selected products for purchase. It allows customers to review their chosen items, modify quantities, and proceed to checkout.

However, optimizing your shopping cart streamlines the purchasing process and enhances the user experience. By offering a seamless and user-friendly cart, businesses can reduce cart abandonment rates and increase conversion rates.

Current Trends/Tips: Our experts emphasize the importance of responsive design for the shopping cart, ensuring it functions well on various devices, including mobile phones and tablets. Additionally, implementing features like persistent carts that save items across sessions and devices can provide a more convenient and consistent shopping experience.

2. Waiting list and wishlist 

Waiting lists and wish lists are features that allow customers to express interest in products that are currently out of stock or save items they wish to purchase later.

By allowing customers to save, pre-book, or register in advance for restock items, businesses can generate future sales, maintain customer interest, and gain insights into popular products.

Current Trends/Tips: We recommend optimizing waiting lists and wish lists for personalized notifications. Businesses can utilize customer data to send targeted notifications about restocked items or provide personalized recommendations based on customers' wishlist items. 

Incorporating social sharing features that allow customers to share their wish list or waiting list items with friends or on social media can also generate additional interest and potentially lead to more conversions.

3. An easy-to-use checkout 

The checkout process is the final stage of the purchasing journey where customers provide payment and shipping information to complete the transaction.

An easy-to-use checkout process reduces friction and eliminates barriers to purchase. It minimizes cart abandonment rates, increases conversion rates, and enhances customer satisfaction. By providing a seamless checkout experience, businesses can build trust, encourage repeat purchases, and foster positive customer relationships.

Current Trends/Tips: We suggest streamlining the checkout process with minimal steps. Utilizing guest checkout options, where customers can complete a purchase without creating an account, can significantly reduce friction for first-time or infrequent shoppers. 

Implementing autofill capabilities for forms, providing multiple payment options, and ensuring secure checkout with SSL certificates are essential considerations to enhance the checkout experience.

4. Integrated Delivery System: Tracking and Notifications

This is an absolute must! 

Customers have gotten pretty used to delivery systems that seamlessly connect the eCommerce platform with logistics and shipping providers. However, many eCommerce websites still don't provide these frequent updates leaving customers unsatisfied.

An integrated delivery system enhances operational efficiency, reducing manual intervention and minimizing errors in the shipping process. It also improves transparency and customer satisfaction by providing accurate delivery information, minimizing customer inquiries, and building trust.

Current Trends/Tips: Experts recommend integrating IoT (Internet of Things) to optimize last-mile delivery and delivery route planning. Real-time tracking using GPS technology provides precise tracking updates, while AI-powered algorithms can predict and manage delivery delays.

The greatest example of this would be the e-commerce giant Amazon. We all love tracking our packages at every second of it's journey instead of waiting in mystery and wondering whether it got lost in the ocean or not!

5. Multiple shipping options 

On the same note as providing integrated delivery systems, this might be an uncommon but very essential feature today as well. Multiple shipping options allow customers to choose from various delivery methods and speeds for their purchased items.

Customers can choose between expedited shipping for urgent needs or cost-effective options for non-urgent orders. By providing a range of shipping choices, businesses can meet customer expectations, reduce cart abandonment, and improve overall customer experience.

Current Trends/Tips: We recommend implementing real-time shipping rates to provide accurate and transparent shipping information to customers. Additionally, incorporating sustainable shipping options, such as carbon-neutral shipping or eco-friendly packaging, aligns with current consumer preferences for environmentally conscious practices.

Security features for eCommerce website

1. Secure payment gateways 

Secure payment gateways facilitate the secure transfer of customer payment data from the eCommerce website to the financial institution for authorization and settlement. They encrypt and tokenize sensitive information, providing a secure and seamless payment experience for customers.

They offer several benefits, including the protection of customer payment information, reduced risk of fraud or data breaches, and increased customer trust. 

By utilizing reputable and reliable payment gateways, businesses can instill confidence in their customers and provide a secure environment for online transactions.

Current Trends/Tips: The experts at COAX recommend implementing payment gateways that support tokenization and one-click payments. Tokenization replaces sensitive payment data with unique identifiers (tokens) to prevent unauthorized access to customer information. One-click payments streamline the checkout process by securely storing customer payment details for future purchases. 

Key features of an eСommerce website: Secure payment gateways

Additionally, complying with industry standards such as Payment Card Industry Data Security Standard (PCI DSS) ensures the highest level of security for payment processing.

2. SLS certificate for domain 

An SSL (Secure Sockets Layer) certificate is a digital certificate that encrypts data transmitted between a website visitor and the server, ensuring the secure transmission of sensitive information.

They establish an encrypted connection between the user's browser and the website, protecting data such as login credentials, personal information, and payment details from unauthorized access or interception. Websites with SSL certificates display the padlock symbol and HTTPS in the URL, signaling to customers that their data is transmitted securely.

Current Trends/Tips: The importance of adopting Transport Layer Security (TLS) 1.3, the latest encryption protocol, is greater than any other feature. 

Key features of an eСommerce website: SLS certificate for domain

TLS 1.3 offers improved security and performance compared to previous versions, ensuring stronger encryption and faster connections. Additionally, we recommend implementing Extended Validation (EV) SSL certificates, which provide enhanced visual indicators, such as a green address bar, to further reassure customers of the website's security.

3. End-to-end data encryption 

End-to-end data encryption protects sensitive information from unauthorized access or interception by encrypting it throughout the entire transmission process. Encryption algorithms convert data into unreadable ciphertext, which can only be decrypted by authorized recipients.

This provides the highest level of security for customer information. It prevents unauthorized access, eavesdropping, or tampering during data transmission, bolstering customer trust and protecting sensitive data from potential breaches.

Current Trends/Tips: Consider adopting strong encryption algorithms, such as Advanced Encryption Standard (AES) with a minimum of 256-bit encryption. 

Key features of an eСommerce website: AES algorithm

Additionally, implementing Perfect Forward Secrecy (PFS) ensures that even if encryption keys are compromised, previously recorded encrypted data remains secure. Regular security audits and penetration testing can help identify vulnerabilities and ensure ongoing security.

Key features of an eСommerce website: key exchange algorithm

B2B eCommerce website features

1. Customer pricing and quoting 

B2B features in eCommerce website are essential when you're selling to businesses directly instead of individual consumers.

Customer pricing and quoting enable businesses to provide custom pricing based on negotiated contracts, bulk ordering, or customer-specific discounts. It allows businesses to tailor pricing based on customer relationships, order history, or other relevant factors.

Offering customer-specific pricing and quoting enhances the B2B buying experience by providing transparency and personalized solutions. 

It simplifies the purchasing process for customers by eliminating the need for manual negotiations and enables businesses to build stronger relationships with customers. Customer pricing and quoting can also increase customer loyalty and repeat business.

Current Trends/Tips: We recommend implementing dynamic pricing strategies that utilize real-time data and algorithms to determine optimal pricing for each customer. 

Platforms like Stripe help you integrate billing plans using their third-party integration. If you're looking for unique payment methods or features, consider a custom integration to make all of that work.

Utilizing customer segmentation and data analytics, businesses can identify opportunities for personalized pricing and quoting. Additionally, integrating self-service features that allow customers to request quotes directly from the website and providing a transparent view of pricing and discounts can enhance customer satisfaction and streamline the ordering process.

2. Account management 

Account management is a feature that provides B2B customers with dedicated sections on the eCommerce website to manage their accounts, track orders, access order history, and perform other administrative tasks.

This functionality allows B2B customers to have more control over their purchasing activities. They can view personalized product catalogs, manage multiple users within their organization, set spending limits, track shipments, and access detailed reporting.

All of this is much more advanced compared to how average eCommerce websites work. But in today's extremely customer-centered world it can supercharge your B2B strategy, fostering more trust and a deeper relationship with your clients.

Current Trends/Tips: Consider integrating self-service capabilities into account management features, allowing customers to make changes or updates to their accounts independently. 

Additionally, incorporating collaboration features, such as shared shopping lists or order approval workflows, can facilitate seamless communication and collaboration within organizations.

COAX Software – Build a feature packed and scalable eCommerce website with the experts! 

With all said and done, are you still not sure if you can implement these features effectively or what features should an eCommerce website have for your unique brand?

We're here to help!

At Coax Software, we pride ourselves on our years of experience in the eCommerce industry. Our talented team of developers, designers, and digital strategists has a deep understanding of the evolving landscape of online retail. We have successfully partnered with numerous clients, helping them transform their eCommerce visions into reality.

When it comes to eCommerce websites, we believe that every element counts. 

From intuitive navigation and captivating product displays to secure payment gateways and personalized marketing features, we meticulously incorporate the essential elements that enhance user experience, drive conversions, and foster brand loyalty.

Your website is designed with scalability in mind, allowing your online business to expand and adapt as your customer base grows. So you can evolve with the evolving digital world.

We leverage robust architecture and coding practices to ensure that your website can handle increasing traffic, inventory, and customer demands without compromising performance or user experience.

Ready to implement the best features for eCommerce website?

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