Are you in the process of setting up an online shop? Want to make sure you include the essentials for success?

We share 15 essential features to include on your Ecommerce website in this infographic.

Starting an Online Shop? 15 Essential Features for Ecommerce Websites [Featured Image]

Here’s a quick summary:

  • Ease of Use
  • High-Resolution Photos and Video
  • Mobile-Friendly Website
  • User-Generated Reviews
  • Special Offers
  • Wish Lists
  • Find-in-Store
  • Related Items
  • Frequently Asked Questions (FAQ)
  • Social Proof
  • Security Features
  • Advanced Payment Options
  • Detailed Shipping Information
  • Multi-Touchpoint Contact Page
  • Return Policy

Check out the infographic for more detail.

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Starting an Online Shop? 15 Essential Features for Ecommerce Websites [Infographic]

Starting an online shop can be an incredibly rewarding experience. Not only do you get to share your passion with the world, but you also get to turn that passion into profit!

However, starting an online shop takes more than just an idea – you’ll need all the tools to help your business grow.

If you’re looking to start an online shop, here are 15 essential features for ecommerce websites that will help you plan, manage and grow your business.

Easy to Use

Once your website is up and running, it’s important to provide customers with an easy-to-use shopping experience. Products should be divided into easy to navigate categories with a search bar to help users find what they are looking for within seconds.

Put yourself in your customer’s shoes—if you were in their position how would you want to find something on your site? What questions would you have before making a purchase? What other products might you like after checking out?

Your ecommerce platform should address these questions from each customer’s perspective. Good navigation allows customers to easily find all of these answers quickly and efficiently when browsing your website.

High-Resolution Photos and Video

Pictures of products need to be clear and large enough so that viewers can get a good idea of what they are buying before adding it to their cart.

In fact, photos should not only help customers make purchasing decisions but also convert browsers into buyers as well as keep returning customers coming back for more.

Videos also play a vital role in making e-commerce stores successful as they give people a real sense of seeing, touching, hearing and smelling products that might be difficult to appreciate from pictures alone.


According to Google, more than 50% of web page visits come from mobile devices. If you’re not optimising your site for mobile, you’re leaving half of your potential visitors out in the cold.

Even if your main customer base is still on desktop, a responsive site will pay off with higher conversions later on as consumers begin to expect seamless cross-device shopping experiences.

Mobile-friendly sites earn 67% more ecommerce revenue per month than do non-mobile sites. Pay close attention to how your homepage looks and feels on a smartphone or tablet, as customers now consider it critical that every business has a mobile presence.

User-Generated Reviews

Shopping sites are more likely to be successful if they display real user-generated reviews.

Reviews show customers that other people have used and liked your products, encouraging future buyers to choose what has already proven popular among their peers.

Even better is when you have pictures of users wearing or using your product. Other shoppers want to know if a product will look good on them too!

This helps encourage shopping decisions much more than just reading text can do.

Special Offers

Do you have an item that will be selling at a limited time, or are there items that need to be ordered separately but are frequently purchased together? Adding these types of special offers to your online shop page can help increase sales.

Another marketing tool is offering free shipping when products reach a certain price threshold.

Just make sure you clearly display all special deals and offers on each product page so customers don’t miss out on any great discounts!

Wish Lists

Allowing users to create a wish list is an easy way for them to add items to your online shopping cart without checking out straight away. Items in their wish list will be available when they next visit, so there’s no need to re-enter shipping or payment details.

It’s also a great customer service feature if you have physical shops—giving users a place to stash items they can browse later makes it more likely that they’ll come back and make a purchase.


This feature is a very convenient service offered by many e-commerce stores. With a find-in-store option, shoppers can simply click to find out if a product is available in their local retail location.

This feature can drastically boost conversion rates, since customers don’t have to hunt through other sites or catalogs looking for your products.

They also don’t have to add items they want to buy online to carts and wait until checkout—they can go directly from product page to in-store purchase.

Related Items

One of the most important features you can include on your Ecommerce website are related items.

A list of other products similar to your customer’s chosen products should appear on the cart page. This allows customers to explore related or alternative items which they may have missed during their initial search process.

To help maximise sales, be sure to use a large, clear call-to-action button next to these suggestions so that customers are tempted to buy more immediately after checking out with their original item(s).

Frequently Asked Questions (FAQs)

If someone has a question about your product or service, chances are they’ll search online to find out what you say. Make sure you have a list of frequently asked questions (and their answers) ready to go.

This will save you from back-and-forth conversations and speed up your customer service process. Plus, people trust companies that display detailed information about products upfront—it signals credibility.

Look at Amazon as an example: it lists all its product specs right on each page under Product Details rather than burying everything in one long Terms & Conditions document on its site footer.

Social Proof

Are there testimonials and case studies on your site showing how others like you have achieved success using your products and services? If not, it’s time to add some social proof.

Adding social proof will help boost customer confidence in your business, ultimately converting more traffic into sales. Make sure that all comments are authenticated.

And if they’re good enough to include, then why not take a screenshot of them and use these as product images? Then link back to their original location.

Security Features

Making sure that your site is secure is of utmost importance.

We recommend implementing at least basic security features like password encryption, two-factor authentication, and using a strong password generator. These are all very easy to implement with your CMS—so there’s no excuse not to.

Lastly, make use of HTTPS by installing an SSL certificate. This ensures that your website will always be accessible via an encrypted channel. Most hosting companies offer a basic SSL service free within their fees.

Advanced payment options

Apple Pay, Google Wallet, Visa Checkout—new payment options are rolling out every year. If you want to get ahead of your competition, consider offering customers easy ways to pay.

Many online shoppers are wary and would prefer not to give out their credit card information, so give them a variety of safe and secure options to choose from.

You’ll have a better chance at closing sales as a result.

Detailed Shipping Information

Providing detailed shipping information to your customers is essential for online purchases. The more accessible and transparent you are, the more satisfied they’ll be with their shopping experience.

They can find all of their shipping-related info (including tracking numbers) in one place: your online store. What’s more, by saving them time and money, you’re creating loyal customers who will come back again and again!

Multi-touchpoint Contact Page

If your site offers more than one way to get in touch, consider putting all contact information on a single contact page. Visitors can give you their info once and then interact with you across channels without re-inputting data.

Remember that you want to stay safe by not collecting personal information until it’s absolutely necessary. That means no email address or phone number up front—stick to real-world names and physical addresses instead, even if it slows down some of your lead generation efforts.

Return Policy

A strong return policy will give customers peace of mind when making a purchase from your site. That in turn can increase conversions and lower shopping cart abandonment rates.

Customers may always look elsewhere when they feel uncertain about their purchase. Offering returns is a great way to earn customer trust and can be a great way to attract new business.

In order to attract return customers, make sure your policy is clear, straightforward and includes instructions on how to process returns.