This post was last updated on June 9, 2022.
Good eCommerce website design is the marriage of form and function that serves the ultimate goal of any online store: to sell.
While good eCommerce websites come in many different forms, what they all have in common is visual design that creates a strong brand experience, content that builds trust, and a user experience that aids the customer in their buying journey.
In this blog we’ll take a look at the specific design elements and features that can help you up your design game, as well as 14 of the best store examples for inspiration.
Looking to get started on your online store right away? Get started with one of these eCommerce website templates.
Vivi et Margot
Celebs on Sandwiches
Gay’s The Word
Coal and Canary
Evolve Clothing Gallery
The Spice Suite
What makes good eCommerce website design?
It’s visually appealing
Just as lighting, music, and decorations create ambiance in a brick-and-mortar store, every design element of your website influences how your brand is perceived. Shoppers will evaluate your store in seconds—making it especially important for your branding to be polished, professional, and consistent.
Quality product photography is essential in helping shoppers understand and trust your products. Make sure that each product is accompanied by at least one minimalist photo that shows your item against a white or plain background. Include additional photos that show your product at various angles and/or close up so that shoppers can see the finer details. Aside from your product photos, remember that imagery plays a big role throughout your site. Weave lifestyle photographs throughout your pages and focus on creating a visual story about your brand.
Between video and 360° images, user-generated content and size charts—adding a variety of media can elevate the shopping experience on your site. Aside from offering an engaging experience, each of these elements can help your shoppers to visualize various things about your product: size, use, texture, color, and more.
Incorporating strong copy and engaging content into your eCommerce design helps to build your brand voice, create trust, and increase the professionalism of your brand. Every piece of text your shoppers encounter in their buying journey is an opportunity for creating a personal connection, so you’ll want to be thoughtful with your copywriting.
It fosters trust and loyalty
Even for the savviest of online shoppers, purchasing goods online requires a leap of faith. Design elements can be instrumental in building trust and influencing a sale.
We don’t need to reiterate the importance of social proof in creating a high-converting product page. But note that it’s your responsibility to make sure that customer reviews are easy to find. Additionally, keep in mind that customer reviews can help with SEO by adding depth to your product pages and touching on long-tail keywords.
About Us page
Invest in creating an About Us page where customers can connect with the human side of your brand. A good About Us page outlines your company values, communicates your commitment to your brand, and spotlights the people behind your products.
Creating and posting clear policies regarding returns and exchanges helps create transparency. Customers want to know what to expect from you before they make a purchase. Moreover, most expect returns to be easy; in fact, a whopping 92% of consumers say they would buy from a company again if it offers an easy return process.
It offers a clear path to purchase
Site design should never be the reason customers get frustrated and avoid making a purchase. Consider these several features that can help inspire, incentivize, and increase sales.
It’s hard to overstate the importance of a good user interface (UX) when it comes to eCommerce website design. Put simply, it should be easy for shoppers to browse and filter through all of their options. Features like your header, navigation menu, breadcrumbs, filters, on-site search, and footer can contribute to a good UI. As a general rule of thumb, all of your products should be accessible within three or less clicks.
Suggesting products that your customers might be interested in is a great way to enhance the shopping experience, increase AOV, and combat choice paralysis. Pro-tip: use product galleries to suggest related products instead of similar products so that your shoppers don’t second guess their choices.
Multiple payment options
Offering multiple payment options creates a customer-centric checkout process, which in turn maximizes sales. By allowing customers to pay with their preferred method (whether they prefer Apple Pay, BNPL, or traditional credit card), you eliminate friction during the final, most important step of the buying process.
01. Copper & Brass
Copper & Brass Paper Goods launched in October 2018 with an important purpose: representation. Copper & Brass sells paper goods featuring beautiful illustrations of Black people and characters, such as their famous Black Santa wrapping paper. The designs on their products shine through to their eCommerce store. This site serves as an example of how strong branding can help relay a company’s values and create a compelling reason to buy.
02. Sticky Lemon
Sticky Lemon sells adorable accessories “for little and bigger kids with an outspoken taste in the way they look.” Their motto—“quirky, colourful, bold and sunny”—is reflected in their site’s design, which artfully uses color blocking, patterns, and illustrations. Sticky Lemon’s site design is curated, high-quality, and cute—paying tribute to the charming children’s products in their catalog.
03. Vivi et Margot
French homeware brand Vivi et Margot’s aesthetic is a shining example of the power of photography. The site is rich with lifestyle photos set in the French countryside depicting “la vie en rose.” Their impressive following on social media (more than 20,000 followers to date) speaks to the persuasive power of photography in creating a strong brand experience as well.
04. Izzy Wheels
Izzy Wheels’ emphasis on inclusivity and bold self-expression is at the heart of their colorful online store. Irish sisters Ailbhe and Izzy Keane have collaborated with some of the world's biggest brands—including Barbie, Disney, and Hello Kitty—in creating bright, beautiful wheel covers for wheelchairs. By highlighting these brand names and press mentions on their homepage, Izzy Wheels creates buzz and increases trust among potential shoppers.
05. Celebs on Sandwiches
Have you ever wondered what your favorite celebrity would look like on a sandwich? Take a peek at Celebs on Sandwiches, which sells hilarious and tasteful (tasty?) prints that are certain to please both celebrity and sandwich enthusiasts alike. The key behind the success of its eCommerce design: simplicity and ease of navigation. Note the handy search function and the simple, scrolling homepage that puts the product front and center of this niche online store.
06. Gay’s The Word
Gay’s The Word has done an admirable job designing an online extension of their iconic London-based LGBTQ+ bookstore. Photos of its brick-and-mortar shop, coupled with vibrant pictures of its books, give shoppers the cozy feeling of being in a bookstore. The site includes Community and Events pages that keep online shoppers connected to the community that has surrounded this business since its inception.
07. Indian Summer
Sustainability is central to Indian Summer’s mission. The dedication to upcycling swimwear and accessories is made evident to shoppers throughout its online store. Indian Summer’s About Us page details their business mission. An “Eco Alliance” badge on the Home, Store, and About Us pages indicates that even their product packaging is certified eco-friendly and biodegradable. For the eco-conscious shopper, outlining the brand mission and values helps to create compelling reasons to buy from this beautiful, earth-friendly brand.
08. Melissa Mitchell
Artist Melissa Mitchell began her booming online business by making and selling prints of her bold, colorful art. Mitchell has since expanded her offerings to include clothing, head wraps, and swimwear, collaborating with global brands such as Spanx. While Melissa’s art is awash with bold colors and patterns, her eCommerce site stands out because of its simplicity. The white background of her homepage is a perfect contrast to her wild prints, playful fonts and creative copy.
09. Coal and Canary
Coal and Canary’s juicy color scheme, coupled with their use of bright imagery, make their site fun and evocative of their motto: “Cheeky Candles for Playful Personalities.” And while fun is central to the Coal and Canary brand, they’re not playing around with one thing: building a loyal customer base. Coal and Canary’s site features several entry points to sign up for their loyalty program and VIP email list, as well as a page dedicated to outlining their “Burn + Return” program. Their efforts to nurture loyalty have paid off—founder Amanda Buhse estimates that an impressive 50% of their sales come from return customers.
Ultasmile, the brand behind the three-sided toothbrush, faces a unique challenge in building trust: their product is new to many users. Ultasmile has done a great job incorporating trust-building elements into their eCommerce design. For example, by showing customer reviews on their product page and testimonials on their homepage, they’re able to highlight authentic user experiences. The site also features videos that showcase the merits of their one-of-a-kind product. Ultasmile’s success in building trust with its customers is evident in the company’s growth—this quirky three-sided toothbrush has grown into a business with six-figure revenue.
11. Evolve Clothing Gallery
Like the clothes that founder RanD carefully curates for his collection, Evolve’s online storefront stands out. Its product images and galleries pop against a black background. The site has a slick, sophisticated experience that feels as stylish as the Evolve brick-and-mortar store in New Jersey. Visitors can use detailed dropdown menus to choose their own adventure in terms of what product categories they’d like to browse. Evolve’s sleek design, combined with the easy navigation and smooth checkout process, creates an experience that is both fluid and fashion-forward.
12. The Spice Suite
Looking at The Spice Suite, one thing is immediately apparent: both the site and the store’s founder, Angel Gregorio, have flavor. The Spice Suite’s ‘About Us’ page outlines Angel's story, explaining her journey from vice principal to “SpiceGirl” and curator of the DC-based store which has sold over $2 million. The SpiceSuite’s site showcases Angel’s extraordinary commitment to her community, shouting out the 450+ black-owned pop-up shops she has hosted in her store.
Site visitors get the feel of Kaekoo’s unique, cozy style immediately. The hand-lettered logo, the tasteful photography, and the consistent color palette deliver the clear message that this business understands branding. Having an attractive and consistent brand is especially important for a store of handcrafted items. Home decor shoppers want to understand and trust the creator’s vision and aesthetic. Kaekoo’s site is packed with images of their products in different settings to help customers choose the product that matches their own style.
Celia Bernardo, founder of the Spanish fashion brand CeliaB, creates clothing designs inspired by her travels across the globe, and her website encapsulates the unique patterns, textures, and bright colors of her couture clothing. Beyond being beautiful to behold, the CeliaB site does an excellent job of engaging visitors. CeliaB invites visitors to join its mailing list by offering 10% off their first order. CeliaB is then able to stay in touch with their customers through a newsletter and marketing emails.
Ready to get started designing your store?
As you begin the design process for your online store, consider the look and feel of your products, as well as your target audience. As part of your research, consider the eCommerce design trends that can help you create a high-converting online store.
Wix provides designer-made templates for all kinds of online stores. Each Wix store additionally comes with business management tools for building, managing, and scaling your business. Build your own Wix eCommerce website today.
Marketing Writer, Wix eCommerce
Brielle is a Colorado native with a passion for innovation and helping to mobilize entrepreneurs. Brielle is a marketing writer for Wix eCommerce, which powers over 700k online stores worldwide.
What are some examples of e-commerce website? ›
(Among The) Best eCommerce Website Design Examples
- Apple. It's a little cliché, but Apple does it right. ...
- Snapchat Spectacles. ...
- Gorgias. ...
- Onfleet. ...
- Lookback. ...
- Yotti. ...
- Framer. ...
Top Examples of Ecommerce. There are some pretty major examples of ecommerce businesses that have made it big, including Amazon, FlipKart, eBay, and Myntra.What are 3 types of e-commerce websites and what is each used for? ›
There are three main types of e-commerce: business-to-business (websites such as Shopify), business-to-consumer (websites such as Amazon), and consumer-to-consumer (websites such as eBay).Which are best 10 features to have for every website? ›
- Helpful navigation. ...
- Strong brand identity. ...
- High-quality content. ...
- A blog. ...
- Clear calls-to-action. ...
- Contact information. ...
- Social media buttons. ...
- Security features. This is something that's most important to websites where visitors may enter credit card or other sensitive information.
- Portfolio website. Probably the first website you will ever create as a designer is your own portfolio website. ...
- Personal website. ...
- Blog. ...
- Business websites. ...
- eCommerce websites. ...
- Social media websites. ...
- Membership websites. ...
- Wiki or community forum website.
The seven unique features are Ubiquity, Global Reach, Universal Standards, Richness, Interactivity, Information Density, and Personalization / Customization.What are the 4 types of e-commerce? ›
- B2C (Business-to-consumer). B2C businesses sell directly to their end-users. ...
- B2B (Business-to-business). ...
- B2B2C (Business-to-business-to-consumer). ...
- B2G (Business-to-government). ...
- C2B (Consumer-to-business). ...
- D2C (Direct-to-consumer). ...
- C2C (Consumer-to-consumer).
- Business-to-Business (B2B)
- Business-to-Consumer (B2C)
- Consumer-to-Consumer (C2C)
- Consumer-to-Business (C2B)
- Business-to-Administration (B2A)
- Consumer-to-Administration (C2A)
- Blogs. ...
- Business/Corporate Websites. ...
- NGO /Non-Profit Websites. ...
- E-Commerce Websites. ...
- Educational Websites. ...
- 6. Entertainment Website. ...
- Portfolio Website. ...
- Social Media Websites.
- Business to Consumer (B2C)
- Business to Business (B2B)
- Business to Government (B2G)
- Business to Business to Consumer (B2B2C)
- Consumer to Consumer (C2C)
- Consumer to Business (C2B)
What are the 5 types of websites? ›
- Ecommerce websites. Ecommerce websites allow users to shop for and purchase products or services online. ...
- Personal websites. ...
- Portfolio websites. ...
- Small business websites. ...
- Blog websites.
google.com is the most visited website in the world in September 2022, attracting nearly 87.6B monthly visits.What are the 8 names of websites? ›
- Ecommerce website.
- Personal blog.
- Business website.
- Brochure website.
- Portfolio website.
- Entertainment or media website.
- Nonprofit website.
- Community forum or wiki.
- Your website satisfies user intent and has a clear goal. ...
- Your website has technical prowess. ...
- Your website is trustworthy, safe and secure. ...
- Your website has a great design and stellar UX. ...
- Your site has awesome, user-centered content. ...
- Your site is mobile-friendly (or rather, designed mobile-first)
- So, what makes a great website?
- Well Designed and Functional. ...
- Easy to Use. ...
- Optimized for Mobile. ...
- Fresh, Quality Content. ...
- Readily accessible contact and location. ...
- Clear calls to action. ...
- Optimized for Search and the Social Web.
Companies need to understand and optimize the five most vital components of a website page – navigation, headers and title tags, body content, images, and social buttons.What are the 3 basic website structures? ›
Three essential structures can be used to build a Web site: sequences, hierarchies, and webs.What are the 4 elements of website? ›
- Technology (Platform)
- Graphic Design.
- Information Architecture.
Google. There's no doubt that Google is the most popular search engine, but this year it remains at the top spot as the most popular website on the internet. Over 40k searches are reported each second on Google — which translates to over 1.2 trillion searches per year!What are 5 important requirements for e-commerce? ›
- Payment Systems. A significant component to consider is the payment system for your shopping cart. ...
- Mobile-Friendly Website and Storefront. ...
- Customizable Themes and Templates. ...
- Integration of Third-Party Apps. ...
- Customer Support and Interface. ...
What are the 2 pillars of eCommerce? ›
- Feature requests.
- Meeting revenue goals.
- Customizations, updates, or upgrades.
- Integrations with new technologies.
- Big data.
- Wave One (1995+): We learn to buy online. When Amazon did launch, it sparked Wave One of e-commerce. ...
- Wave Two (2006+): We discover new products online. ...
- Wave Three (2012+): We buy into stories. ...
- Wave Four: ?
The 5 C's are “company,” “collaborators,” “customers,” “competitors,” and “context.” The initial step is to understand what each represents and how it might help your business's marketing. The 5C marketing framework can help a business understand its position in the marketplace.What are the 8 elements of e-commerce? ›
- Responsive design. ...
- Web speed optimization. ...
- User-friendly navigation. ...
- Customer support. ...
- Ecommerce website Security and Privacy. ...
- Right eCommerce platform. ...
- Products with Description. ...
- Accurate Checkout option.
- Ubiquity. internet/web tech is available everywhere. ...
- Global reach. tech reaches across national boundaries which makes marketspace potentially billions.
- Universal Standards. ...
- Richness. ...
- Interactivity. ...
- Information density. ...
- Personalization/Customization. ...
- Social Technology.
- A mobile-friendly website.
- High-Definition Images and Video.
- User-submitted Reviews.
- Advance Payment Options.
- Capabilities for Search Engine Optimization (SEO)
- Promotional Offers and Discounts.
- Security Features.
- Easy navigation.
- Real-time information.
- Simplified pricing.
- Online order processing.
- 24/7 client focus.
- Personalized marketing.
His six Cs are content, commerce, community, context, customization, and conversation. We explicitly want to acknowledge his six Cs although the similarity to the Avenue A | Razorfish six Cs of Social Influence Marketing is a coincidence.What are the 3 types of web design? ›
Web designing is of three kinds, to be specific static, dynamic or CMS and eCommerce.What type of website is Amazon? ›
Amazon is an online marketplace on which businesses may set up a store and offer products within strict rules. Amazon offers several monthly plans for merchant stores.
Can I monetize my website? ›
Your business can earn recurring revenue by adding an online course or digital product, as part of a monetization strategy. You make money each time a website visitor registers for a live or recorded webinar, buys an e-book or participates in a course or tutorial.What are the 3 trends that will shape e commerce in 2022? ›
But as we look into the ecommerce trends for 2022, we see a steep rise in the adoption of mobile commerce, artificial intelligence for immersive shopping, the use of chatbots for conversational marketing and social selling.What is the most successful e commerce? ›
The most successful ecommerce businesses in 2022 include:
- Warby Parker.
- Dollar Shave Club.
- Edible Arrangements.
- Underwater Audio.
Direct to consumer
Direct-to-consumer, or DTC, eCommerce sales are expected to reach $151.2 billion in 2022, a 16.9% increase from 2021. The DTC eCommerce trend makes sense because it feels more personal to buy directly from a company rather than from a wholesaler.
Blue websites are clean, modern, cool, and transparent. It's appealing for many designers, thus making it harder to build an outstanding original page. This collection of blue websites should be an inspiration if you want to use blue as a primary color on a new website.What's the difference between a web page and a website? ›
What is the Difference between Webpage and Website? The webpage is a single document on the web using a unique URL, while a website is a collection of multiple webpages in which information on a related topic or another subject is linked together under the same domain address.What is the top e commerce website? ›
|Rank||Website||Pages / Visit Average website pages viewed per visit|
- Wix – Best overall website builder.
- Squarespace – Best template designs.
- GoDaddy – Fastest way to build a website.
- Shopify – Best for selling 10+ products online.
- Weebly – Fantastic free plan.
- Zyro – Best for those on a limited budget.
- Jimdo Creator – Best value for money.
What is the #1 ecommerce platform? ›
Shopify – Best All-Around Ecommerce Platform. Shopify is the world's most popular choice for getting an online store set up. It's beginner-friendly, yet capable of handling big-time sales.Who is the richest ecommerce? ›
- Avoid clutter. ...
- Simplify your menus. ...
- Add a search bar. ...
- Buy a premium web hosting service. ...
- Eliminate steps in your checkout process. ...
- Don't force shoppers to create a profile (but encourage it) ...
- Send shopping cart abandonment emails. ...
- Prioritize SEO.
- Training. People are quickly realizing that the things they learn in their universities have nothing to do with their life. ...
- Selling Digital Products. This is the next profitable business online. ...
- Blogging. I am a professional blogger. ...
- Freelance writing and other freelancing. ...
- Amazon FBA.
- eCommerce Website.
- Business Website.
- Blog Website.
- Personal Website.
- Portfolio Website.
- 6. News/Magazine Website.
- Educational Website.
- Membership Website.
1. China. China is the world's biggest e-commerce market, led by e-commerce subsidiaries of the Alibaba group – Taobao, Alibaba.com and Tmall. With an annual growth rate of 21%, China is also one of the fastest-growing e-commerce markets.What makes a strong website? ›
An effective website design should fulfil its intended function by conveying its particular message whilst simultaneously engaging the visitor. Several factors such as consistency, colours, typography, imagery, simplicity, and functionality contribute to good website design.What is the easiest platform to sell online? ›
- Amazon. Amazon is undoubtedly a reliable and go-to website that attracts more than 20.6 million people each month. ...
- Bonanza. This Seattle-based company is a relatively new face in the E-commerce world; however, it's doing incredibly well. ...
- Chairish. ...
- Craigslist. ...
- eBay. ...
- Etsy. ...
- 9. Facebook Marketplace. ...
Business-to-Business (B2B) Business-to-Consumer (B2C) Consumer-to-Consumer (C2C) Consumer-to-Business (C2B)What is the best e-commerce business in 2022? ›
- Fashion/Jewelry Product Market – Niche Example.
- Smart Home Products and Accessories – Business Idea.
- AR/VR Headsets, Apps, and Accessories Store – Business Idea.
- Vape Hardware, Flavors, and Liquids – Niche Examples.
- Online Learning Platforms – Startup Business Idea.