Chapter 3: What are the key features of an ecommerce website?

Branded design and easy navigation.

Without a doubt, the ecommerce website is the new in-store display. To succeed in the highly competitive ecommerce landscape, it is absolutely essential for the design of a brand’s website to encapsulate its characteristics and qualities. Now more than ever, high-quality website design is a non-negotiable business asset in ecommerce. Businesses need an ecommerce platform that both includes building blocks for impeccable website design and allows flexibility for design flourishes that showcase individual brand identities.


Optimize your ecommerce website design to boost conversions.

Simple, no-fuss navigation is a core tenet of strong web design. It goes almost without saying that a good ecommerce website should be as easy to navigate as possible, and should feature advanced search powered by artificial intelligence to help visitors find relevant products as quickly as possible. Above perhaps all else, navigability and search are key to providing streamlined ecommerce experiences that maximize conversions. 


Easy navigation, of course, must translate to all screen sizes and all devices. With 60% of all ecommerce traffic coming from mobile devices, businesses can’t afford to build a great desktop ecommerce site that barely loads on a smartphone. Mobile can’t be an afterthought — it should be a primary focus, and businesses need to ensure that their ecommerce platform is equipped to seamlessly scale their online stores to every possible screen size and device.


Interactive Learning Tool

Your path to mastering mobile-first ecommerce starts here.

User-focused order functionality.

Ecommerce is for the users — the site visitors and store customers who purchase products and services from businesses. No customer should ever be taken for granted by any business — and this rings especially true in ecommerce, where visitors can abandon a potential purchase with a single click. Every aspect of a brand’s ecommerce presence should be tailored toward creating high-quality, personalized experiences for each user and their individual customer journeys.


A good ecommerce platform will allow a brand to use customer data to personalize shopping experiences for site visitors across multiple channels. Artificial intelligence can power product recommendations that automatically appear and readjust to users’ preferences in real time, with every click. Wish lists within user accounts can help brands further personalize product recommendations and marketing, while allowing shoppers to conveniently save items for future purchases.



Discover the true impact of personalized shopping based on data from 150+ million shoppers worldwide.

In addition, checkout, order management, and returns should all be hassle-free. Lengthy account signup forms can cause potential purchasers to abandon their carts, so every ecommerce checkout should feature an additional short form for speedy purchasing. A good ecommerce platform should also allow for order shipping transparency and painless returns, promoting a streamlined customer experience that extends beyond the purchase. 

When shopping online, customers should be able to know whether they can find a given product in the nearest physical retail store. A good ecommerce platform will feature functionality to add a find-in-store button linked to geolocation and brick-and-mortar inventory.


Brands should also be able to integrate their ecommerce platform with physical retail locations, to empower sales associates with the ability to eliminate walked sales with access to digital inventory, seamless ordering, and speedy delivery.


Italian clothing brand Boggi Milano, for instance, has created seamless transitions between its digital and physical stores, resulting in more than 100% year-over-year growth in digital sales — with almost 12% of those digital sales occurring at physical stores.



See how Boggi Milano achieves omni-channel success.

OVS, Italy’s leading fashion retailer, is another example of a brand embracing shopping without boundaries. It has implemented various digital innovations that integrate ecommerce with physical retail — including interactive in-store displays that deliver next-level shopping experiences, and online ordering with in-store pickup across more than 500 locations.


See how OVS delivers innovative, omni-channel experiences both in and out of the store.


Advanced security features.

By definition, ecommerce deals with transactions during which there is inevitably an exchange of sensitive financial information. Most ecommerce transactions and one-touch mobile payments are made with credit or debit cards, although some may also be made directly from bank accounts linked to a payment service like PayPal. What’s more, many ecommerce platforms offer users the opportunity to link their store accounts with personal social media profiles. 


Power secure shopping experiences with our scalable global eCDN network.

No matter the means of payment or accounts linked, all personal and financial information shared by ecommerce users must be kept secure. Businesses must invest in a reputable and secure ecommerce platform equipped with advanced, modern security features, including layered security, SSL certificates, VPNs, and more. 



Getting Started with Ecommerce


Chapter 3

What are the key features of an ecommerce website?