eCommerce
eCommerce website design
Good eCommerce design isn’t about how a store looks in a presentation. It’s about whether someone on a phone can find the right product, trust you and pay without any fuss.
Online shoppers have well-established expectations, shaped by the biggest retailers they use every day, so this is not the place to be too inventive. The Baymard Institute’s long-running checkout research consistently finds that extra costs shown late, forced account creation and over-long checkouts are among the top reasons people abandon a purchase. Getting those basics right often beats a dramatic new look.
Product pages have to answer the questions a person would ask in a shop. What does it look like at real size? Will it fit? When will it arrive, and what happens if I need to return it? Delivery and returns information near the “add to basket” button saves people from hunting for it. Filters need to reflect how customers think about the products, which isn’t always how your supplier categorises them.
Design for phones first
Thumb-reachable buttons, large images, and forms that use the correct keyboard and support autofill and Apple Pay or Google Pay all make a big difference on mobile. We test on real phones with real product data, and not just with the three neatest products in the catalogue, since long names and missing images are what break layouts. After launch, eCommerce optimisation continues the work with actual data.
Where store design loses sales
Hard-to-find products
Weak search, unhelpful filters and menus organised by internal categories.
Product pages with too little information
Too few photos, missing size guidance and unclear delivery details.
A long, awkward checkout
Mandatory accounts, too many fields and fees that show up at the last minute.
What the design covers
Navigation and search
Category structure and filters that are based on how customers think.
Product page templates
Layouts that handle every product type, including awkward ones.
Basket and checkout
Short, trustworthy journeys with express payment options.
Mobile prototypes
Clickable designs tested on phones before any build begins.
Design system
Reusable components that keep campaigns and new pages consistent.
Where it fits
- New store launches
- Redesigns of stores with weak conversion
- Brands moving to a new platform
Technology
- Figma
- Shopify
- WooCommerce
- GA4
- Microsoft Clarity
- Hotjar
eCommerce Design questions
Can you redesign our store without changing platform?
Do you design and build, or only design?
Should we use a premium theme?
Related services
Interested in eCommerce Website Design?
Outline what you need, and we will reply by email with questions or next steps.