ecommerce development

Top 9 Essential Features For Successful E-commerce Sites

Selling products and services online is no longer an option but a need in today’s world. The e-commerce wave has quite literally changed the way people sell and buy things. As businesses are looking to conquer new heights, an eCommerce website connects them to global users. But do all of them receive a similar response?

No. Well, does it mean that their product or services are bad? That’s a no too. So, what exactly are the elements that lead to the success of an eCommerce website? The success of an eCommerce website doesn’t exclusively depend on product quality or fluctuating market trends. If that was the case, then the sites using 360-degree product reviews, dynamic product search, and other advanced filtering options would be high on success.

Now, coming to the SOLUTION!

When it comes to developing an eCommerce website, it is all about the functionality, features, and overall look and feel of the website. Suppose you’re designing a new eCommerce website. In that case, we suggest you include the below-mentioned features in your web design and development to impact your target audience successfully.


1. User-Friendly Navigation

For anyone who asks, what is the first thing a visitor pays attention to when they visit an eCommerce website? It is user-friendliness. Having user-friendly navigation ensures that you get more returning customers and invite many potential customers.

Many believe that to retain simplicity in a web design, one must compromise on elegance. But that’s not true. Reports have it that over 76% of the visitors say that ease of use is what they look for in a website.

As an eCommerce website owner, the objective is to help the customers get what they want easily. Things to do to make your website more user-friendly:

  • Add filters, shopping categories, and other comparison attributes
  • Create impactful visual navigation
  • Additional Forms

2. High-Resolution Video & Photo

You can no longer upload just one photo with a few captions and a price tag and end it. Shoppers are way smarter and want to see multiple angles of the product they wish to buy in various environments. In short, they want to zoom in and get a clear view of the product.

And, here, we do not mean just professional photos. Did you know that images that take too long to upload or don’t load (worse) lead to a customer drop-off rate of over 39%!

Well, my friend, images sell, not words. A good eCommerce website must display multiple high-resolution and fully optimised images per product.

3. Special Discounts & Offers

There’s no denying that special offers, discounts, and other promotion methods attract customers. In fact, over 97% of eCommerce customers look for special offers when they visit a particular website. Most successful e-commerce websites push special offers in their marketing practices via email, text, pop-up messages, social, etc.

When a visitor sees a special deal, it motivates them to buy more. As an eCommerce site, you can dedicate an entire page to listing the various discounts and offers to drive more sales and boost SEO.

4. Product Filtering

To a great extent, the success of your business depends on your product’s findability. An eCommerce website can have thousands of products to sell. But if you fail to organise or filter them in the right order or section, a customer won’t be able to find them. As a result, there are high chances that they will switch to your competitor’s site.

Hence, it is imperative to create the opportunity for users to choose their desired products from the various product categories or relevance filtering.

5. User-Generated Reviews

About 95% of the shoppers read the reviews. Having a negative review on a particular product may seem like a sale killer, but that’s not true. Instead, it shows that the product is genuine and people have bought it from you.

To your surprise, big eCommerce websites use user-generated reviews to state their social proof and build loyal fans.

6. Wish Lists

Can you even imagine an eCommerce website without wish lists? Imagine your customers adding books, clothes, or other gift items to the wish list, only to buy later. Sounds like a dream, right? Website owners are creating individualised options to drive more and more engagement.

Customers, who tend to add items to their wish lists, have a higher chance of returning to purchase them. This is also a great opportunity to market new products.

7. Secure Payment Getaway

No matter what and how you do, safety comes first. An eCommerce website should be secure and safe in the first place to ensure the shoppers’ trust. Having a safe, secure, and easy payment getaway system is necessary for any eCommerce portal such that customers can shop and pay in a hassle-free way.

Here’s a list of all the features that you can include:
  • SSL Certificate: This helps establish a secure connection between a website and the user. Before you trust an online website, look out for the HTTPS and the green lock in the address bar. It is advisable to select the one with an SSL certificate with name recognition.
  • Firewall: This provides a gateway between two networks and filters the authorised traffic while discarding the malicious ones.
  • Captcha: If your website uses a form to collect a user’s information like email, contact, and username, it is best to include a Captcha for additional security.
  • Two-Factor Authentication: This feature provides additional security by requiring the password/ username and a system-generated code sent via phone or email to the linked account.
  • Privacy Policy Link: It refers to the website’s privacy policies that ensure a customer’s data is safe and not shared with third parties.

8. FAQ’s

While making a complex purchase decision, a buyer needs confidence and detailed information to make the final decision. For instance, you sell high-end watches. The buyer needs some kind of authenticity certificate and other product-related details to feel comfortable while purchasing. An additional FAQ section that addresses the necessary and important questions related to the high-end watch will generate trust amongst the buyer.

Additionally, customers turn to the FAQ section to solve other general queries like product support, forgotten passwords, lost accounts, etc.

9. Shipping Details

Having a good eCommerce shipping strategy involves the following:

  • Choosing the best shipping methods
  • Determining the shipping rates and costs
  • Providing insurance
  • Tracking the shipments
  • Comparing shipping carriers
  • Selecting the eCommerce packaging labels.

It’s essential and suggested that the eCommerce websites must include the shipping details early in the checkout process. Also, there should be a ZIP code calculator to evaluate the cost. The website can also include the delivery options and time for faster delivery.

FYI: Shoppers tend to shop 30% more when there’s ‘FREE SHIPPING’.


An eCommerce website must use the tried-and-tested methods while incorporating the new elements to offer a fantastic shopping experience. At the end of the day, it is all about how your customer feels when they land on your website and how quickly and effortlessly your site meets their requirement.

The features mentioned above will help you employ a holistic approach to ensure an unforgettable shopping experience. For best results, seek the experts help!

Estie Web Solutions has a long list of well-served eCommerce clients. The experts bring in their 10 years of experience in eCommerce website design and development to curate web designs that include the above-listed features while also incorporating the client’s needs.

From helping you choose the right platform to create the best designs to convert sales and writing codes that offer maximum security, the professionals build Ecommerce websites that boost your brand’s growth.

Also Read: Top 5 PHP Frameworks For Web Development In 2021

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