A standout website involves more than just good design — it's about incorporating the right eCommerce website features that attract and retain customers while boosting your sales. If you’re wondering which features are essential, you’re in the right place!
This guide will introduce you to 30+ must-have eCommerce website features, organized into clear categories to help you easily navigate through them:
- Navigation features;
- Product page features;
- Customer engagement features;
- Checkout experience features;
- Customer support & policies;
- Content strategy & SEO;
- Mobile optimization & accessibility;
- And many others.
Let’s go through each category one by one!
Ecommerce Website Navigation Features
A well-designed navigation system ensures shoppers can easily find products, explore categories, or search directly for what they want. Join us to see the must-have navigation eCommerce website features you need to shine!
1. Breadcrumbs
Breadcrumbs are a simple but powerful tool that helps users keep track of their journey through your site. They show exactly where they are and make it easy to jump back to a previous category or section, thus preventing shoppers from feeling “lost” in your store.
Plus, breadcrumbs are great for SEO since they provide a clear site structure for search engines to crawl. The small, simple feature of breadcrumbs creates a positive impact on both SEO (technical advantages for search engines) and user experience (ease of navigation), making it a valuable addition to any eCommerce site.
2. Internal search bar
An internal search bar in an eCommerce website is a feature that allows users to search for products, categories, brands, or other items directly within the website's inventory.
To improve it, you can add extra eCommerce website features like autocomplete suggestions, filters, and typo tolerance to ensure users find what they need — even if their search term isn’t perfect. Also, we highly recommend placing your search bar at the top of every page so that you can create a shopper-friendly site.
3. User-friendly menu
A user-friendly menu organizes your products and categories in a natural way, making it easy for customers to explore. For larger catalogs, a mega menu works wonders by neatly displaying subcategories and featured items without overwhelming the shopper.
Whether on desktop or mobile, your menu should be responsive and intuitive, ensuring every visitor can quickly find what they need with just a few clicks. When done right, a great menu keeps customers engaged and returning for more.
Product Page Features
The product page is what makes a customer decide to buy. Every detail on this page, from how products are organized to how they’re presented, can influence that decision. Follow us to see what eCommerce website features should your product page have!
4. Product sorting & filtering
In online shopping, customers often have limited time to browse, so helping them find what they need quickly is essential. That’s why sorting and filtering features are so essential. By offering tools that let your customers sort by what matters to them — price or popularity — you make their experience faster and easier. At the same time, filters help narrow down options to the exact size, color, or style they want.
5. Product display
Customers can’t physically touch or feel your products online, so it’s up to you to make them feel as real as possible. We believe high-quality visuals are your best ally here. By showcasing products through clear images, videos, or even 360-degree views, you’re building trust and answering unspoken questions.
A great example is Apple, which uses videos on its iPhone sales pages to showcase key features like design and functionality. This approach builds trust and clarity, ensuring customers understand exactly what they’re buying. Well-executed visuals create a connection that can turn interest into action.
6. Product description
A good product description does more than just list features—it tells a story. Instead of listing what the product has, you should explain how it improves life or solves a problem. Use a tone that feels natural—like you’re having a conversation with them—and break up details into easy-to-read sections.
For instance, Taza Chocolate does a fantastic job with their product descriptions. They don't just tell you about the cocoa content; they describe the rich, bold flavors and the traditional stone grinding process that makes their chocolate unique.
7. Personalized items
Personalization has become a major trend in eCommerce, with customers increasingly seeking products tailored to their preferences. Here are several ways you can integrate personalization into your online store to meet this growing demand:
- Customization options for products: Allow customers to personalize their purchases, whether by selecting colors, materials, or adding personalized text.
- Personalized recommendations and bundles: Utilize customer data to suggest relevant products and craft custom bundles that cater to individual tastes, especially during seasonal events and holidays.
- Dynamic pricing strategies: Implement flexible pricing that adjusts based on market demand, purchase history, and customer loyalty.
8. Product reviews
According to a survey by PowerReviews, 93% of shoppers say product reviews significantly impact their purchase decisions. Furthermore, 99.75% of online shoppers read reviews at least occasionally, with 91% doing so regularly. This shows how much consumers rely on reviews as a trusted resource when deciding what to buy.
To make the most out of this eCommerce website feature, you can start sending customers a follow-up email after every purchase or offering small incentives like discounts for leaving reviews. Once reviews are collected, you then create a dedicated section that features star ratings, detailed comments, and even customer-submitted photos to provide the transparency buyers look for. For further customer experience enhancement, you can even organize them into categories, such as “most helpful” or “most recent”.
Customer Engagement Features
Customer engagement features turn browsing into a fun, interactive experience, from quizzes that guide users to perfect products, to live chats that offer instant support. These features are great for keeping customers interested, encouraging them to buy, and making them want to come back.
9. Customer login
Having a customer login on your eCommerce site makes everything more personal. It saves user preferences, shows order statuses, and speeds up checkout with stored information. Adding social media logins can make signing in even easier and more secure, further improving the user experience.
10. Shopping cart
Your shopping cart needs to be easy to use. Customers should see clear details about their items, like price and availability, and feel confident making changes like adjusting quantities or removing items. A straightforward shopping cart reduces frustration and helps guide customers through to purchase.
11. Call to action (CTA)
CTAs are your best tools for moving customers down the sales funnel. They should stand out visually and use urgent, action-oriented language like “Buy Now” or “Save Today” to grab attention and encourage clicks. Placing them strategically throughout your site can significantly boost your conversion rates.
12. Wishlist
Wishlists allow customers to save items they love but aren't ready to buy yet. This feature not only makes it easy for them to find their favorites again but also gives you insight into their preferences—super helpful for planning your marketing moves!
Look at how Amazon handles its wishlist feature: customers can easily add products to their wishlist with a single click on the “Add to List” button on every product page. They can even create multiple lists, set them as private or public, and share them with friends and family.
13. Coupon codes
Everyone loves a good deal, and coupon codes are an excellent way to provide discounts that attract and retain customers. You can create special promotions for occasions like Black Friday, back-to-school seasons, or celebrating new customer sign-ups.
Once your offers are ready, display them clearly on your website for easy visibility. A great place to start is the homepage, using eye-catching banner ads or pop-ups that grab attention right when visitors arrive.
Additionally, it's effective to display them on product pages or during the checkout process to remind customers of the savings they can take advantage of.
14. Loyalty program
Loyalty programs reward customers for repeat purchases, offering points that can be exchanged for discounts. By creating tiered levels, customers are motivated to spend more to reach higher reward tiers. From then, you will enhance their sense of exclusivity and increase their loyalty.
Sephora excels with its Beauty Insider program, where customers earn points for every dollar spent, redeemable for products or unique experiences. Higher tiers offer extra benefits like free shipping and birthday gifts, boosting customer engagement and retention.
15. Email & SMS opt-in
If visitors don’t buy something on their first visit, getting them to sign up for your emails is crucial. Capturing their emails helps you grow your audience and establish a direct line of communication.
A good way to boost email sign-ups is to place opt-in forms in both the header and footer of your website and pair them with a special promotion. This approach increases the opt-in’s visibility and offers immediate value, making it more appealing for customers to subscribe.
16. Push notifications
Push notifications are brief, clickable messages sent directly to users’ devices from an application or website. They can appear on mobile devices or desktop browsers, even when users are not actively engaging with the app or website.
They’re great for announcing a limited-time sale, dropping a new product, or nudging customers about items in their cart. These timely reminders can effectively drive traffic back to your site and boost sales.
17. Chatbots
Chatbots handle inquiries instantly, which can improve the overall customer experience. They guide shoppers, provide recommendations, and resolve simple issues, ensuring that your customer service is accessible around the clock without breaking the bank.
18. CRM features
With CRM features, you can manage customer interactions more efficiently, automate marketing tasks, and deliver personalized experiences. A robust CRM system is key to understanding your customers better and tailoring your engagements to meet their needs.
Each section now flows more naturally into the next, maintaining a conversational tone while emphasizing how each feature contributes to a successful eCommerce strategy. This structure should engage your readers and clearly illustrate the benefits of each feature.
Checkout Experience Features
Smooth and straightforward—these are the keys to a checkout experience that turns visitors into loyal customers. So, what are the eCommerce website features to enhance the overall experience of your store?
19. Checkout process
Streamlining your checkout process is key to improving conversion rates and customer satisfaction. A quick and straightforward checkout reduces frustration and helps prevent cart abandonment.
You can start by offering a guest checkout option to accommodate those in a hurry and don’t want to set up an account. Next, use a one-page checkout design to cut down on unnecessary steps and keep everything on a single page. Finally, enable auto-fill for returning customers to expedite the transaction. These improvements create a seamless flow that enhances the shopping experience and encourages repeat purchases.
20. Payment options
Next up, your eCommerce site should offer a variety of payment methods. You can offer options like credit cards, PayPal, Apple Pay, and Google Wallet. This way, everyone can use the method they trust and feel comfortable with, making them more likely to complete their purchase. Simple choices like these can really improve their shopping experience.
21. Shipping methods
It's good to give your customers options for shipping. Let them choose from standard, expedited, or express delivery based on their needs. Plus, adding automatic calculation of shipping rates based on their location makes things really straightforward. This way, they see the exact shipping cost upfront, which helps avoid any surprises at checkout and makes their decision easier.
22. Order tracking
After a purchase, your customers naturally want to know when their package will arrive. Offering robust order tracking that provides real-time updates and estimated delivery times is crucial for enhancing their post-purchase experience. To optimize this process, you can consider integrating popular tools such as AfterShip or ShipStation. These platforms automate tracking updates and send timely notifications, keeping customers well-informed.
Customer Support & Policies
Ever wondered what keeps customers coming back or turns them into loyal fans? It starts with solid support and transparent policies. That’s why in this section, we will dive into the must-have eCommerce website features that can build trust and satisfaction.
23. Return policy
A clear and accessible return policy builds customer trust by reassuring them of their purchase safety. It should detail the return process, list eligible items, explain the required return conditions, and specify time frames. By making links to more detailed explanations visible, you help customers make quick decisions comfortably.
An excellent example of a brand with a strong return policy is Brooklinen. They offer a 365-day return period with a simple online process and free return shipping in the U.S. and Canada. The policy clearly outlines eligible items and necessary conditions, fostering transparency and enhancing customer confidence in their purchases.
24. FAQ page
Your FAQ page is the crucial first-stop resource for customers with questions. It addresses common concerns like ordering, shipping, and troubleshooting. Regularly updating this page based on customer feedback can help reduce support tickets and enhance user satisfaction.
25. Support/Help center
Apart from the FAQ page, you can further enhance your help to the customers by offering them a dedicated Support or Help Center. This resource should be filled with detailed articles, video tutorials, and troubleshooting guides. A well-organized and searchable setup allows customers to quickly find solutions independently, which can ease the demand on your live support resources.
26. Local store information
If your business has physical stores, make sure to share important details like addresses, phone numbers, operating hours, and available services. You can put this information in the website's footer so it's easy to find on any page.
Alternatively, you could add it to a dedicated “Contact Us” page with interactive maps to engage visitors more or list it on a “Store Locator” page if you have multiple locations. This makes it super easy for your customers to find and visit your stores.
27. Personal data policy
Continuing your commitment to transparency, your Personal Data Policy should detail how you collect, use, and protect customer data. Be explicit about the measures you take to safeguard information, clarify customer rights, and explain how they can access, rectify, or delete their personal data.
Content Strategy & SEO (Search Engine Optimization)
In this section, you will learn the eCommerce website features designed to draw more eyes to your site. More specifically, we’re about to break down how savvy SEO and dynamic content like blogs can not only boost your visibility but also engage your audience like never before.
28. SEO
Strong SEO practices are vital for increasing your site’s visibility and driving organic traffic. By focusing on keyword-rich product descriptions, meta tags, and URLs, you optimize your content for search engines while enhancing user experience. Regularly revisiting and updating these elements will help you adapt to algorithm changes and maintain high rankings.
29. Blog pages
Complementing your SEO efforts, blog pages provide valuable content that attracts and engages customers. This is your chance to discuss new products, share industry insights, and respond to customer inquiries, helping to establish your brand as a thought leader in your niche. You can also incorporate keywords strategically to improve your search engine rankings and make your content more discoverable.
HubSpot's blog is a prime example of effective SEO practices. They produce high-quality, informative content that covers a wide range of topics related to marketing, sales, and customer service. Their use of keyword optimization, engaging visuals, and internal linking helps them rank highly in search results, attracting millions of organic visitors each month.
Mobile Optimization & Accessibility
Looking to go global with your eCommerce business? It’s crucial your site connects with everyone, everywhere. Coming up, we’ll explore how these accessibility eCommerce website features can enhance experiences and expand your reach.
30. Mobile site
Recent statistics underscore the significant shift towards mobile commerce. In 2024, mobile commerce sales in the U.S. are projected to reach $604.5 billion, representing a 16.3% increase from 2023. This surge indicates that mobile commerce will account for 44.6% of total U.S. retail sales.
To keep pace with this trend, having a mobile-optimized site is crucial. Please ensure your website is responsive, offers fast load times, and is easily navigable on smaller screens.
31. Multilingual support
Another feature to have on our eCommerce website features list is multilingual. You could start simple with tools like Google Translate, allowing visitors to view your site in their preferred language. For a better experience, consider creating versions of your site tailored to specific languages. This approach ensures the content is not just accurate in language but also fits well culturally, making your site more welcoming and user-friendly.
Advanced eCommerce Website Features
As we approach 2025, it’s time to upgrade your eCommerce site with some cutting-edge tech! Imagine AI that predicts customer desires, augmented reality shopping experiences, and more—all aimed at boosting your store’s appeal and efficiency.
Here are the eCommerce website features that you can consider to add extra for your store:
- AI-powered personalization;
- Voice commerce integration;
- Augmented reality shopping experiences;
- Sustainability features;
- Social commerce integration;
- User account features;
- Analytics and reporting tools.
eCommerce Website Features: FAQs
What are the features of an eCommerce website?
An effective eCommerce website incorporates several essential eCommerce website features designed to optimize the shopping experience and manage operations efficiently:
- Advanced product pages;
- Enhanced shopping cart functions;
- Multi-step checkout process;
- Comprehensive search with filters;
- Interactive customer reviews;
- Multiple payment gateways;
- Fully responsive design.
What makes a good eCommerce website?
A good eCommerce website is characterized by several important features that collectively enhance user experience and drive sales:
- Intuitive navigation;
- Mobile-friendly layout;
- High-resolution product images;
- Detailed product descriptions;
- Quick customer service access;
- Data encryption and security.
What are the main functions of eCommerce website?
The main functions of an eCommerce website are to showcase products, facilitate sales transactions, manage inventory, and provide customer service. It serves as a bridge between your products and your customers, making shopping seamless from browsing to checkout.
What are some of the interactive web technologies that enable to interactive functions of Internet which are essential for eCommerce websites?
For real-time interactions, WebSockets facilitate live updates, crucial for features like live chat and real-time inventory updates. Additionally, APIs are essential for integrating with third-party services, such as payment gateways and shipping trackers. CMS like Shopify and WordPress provide user-friendly platforms that support these technologies with plugins and themes designed to enhance user engagement.
Conclusion
Drawing from extensive research and firsthand experience, we've curated a list of over 30 essential eCommerce website features that are critical for any online store. Implementing these elements will not only enhance your site’s functionality but also significantly improve user engagement and sales. We hope this guide serves as a valuable tool in your journey toward eCommerce success.
For more insights, you can check out our Store Growth blog collection or join the community group where you can meet like-minded professionals.
