What is ecommerce web design?
Ecommerce web design is the planning, design and build of websites that sell products online. Compared with a standard business website it has far more moving parts: product catalogues, categories, filters, baskets, payments, delivery options, stock, customer accounts and order emails. Every one of those affects whether a visitor buys.
Choosing an ecommerce platform
| Platform | Good for | Things to consider |
|---|---|---|
| Shopify | Most small and growing shops that want reliability and easy management | Monthly subscription and app costs can add up |
| WooCommerce (WordPress) | Shops that want flexibility and full control | Needs good hosting and regular updates |
| Squarespace / Wix | Small ranges and simple shops | Less flexible as you grow |
| Custom build | Unusual requirements and complex integrations | Higher cost and ongoing developer support |
The right platform depends on your range size, budget, how you take payment and who will manage the shop day to day.
Navigation and category pages
Customers should reach any product in a few clicks. That means a logical menu, often a mega menu for larger ranges, clear category names that match how people search, and filters for size, colour, price or brand.
Category pages are also some of the most valuable pages for SEO. A collection page for "oak dining tables" or "titanium earrings" can rank for searches with real buying intent. Give each category a short, useful introduction, unique title and description, and links to related categories.
Product pages that sell
- Great photography: several angles, zoom and lifestyle shots where possible
- Unique descriptions: written for your customers, not copied from the manufacturer
- Clear price, stock and delivery information above the fold
- Reviews from real customers
- An obvious add to basket button that stays visible on mobile
- Product schema so Google can show price, availability and ratings in results
- Related products to help customers find alternatives and add-ons
Basket and checkout
Many shoppers leave at checkout. Reduce friction with guest checkout, express payment options such as Apple Pay, Google Pay and PayPal, clear delivery costs early on, and as few form fields as possible. Show security and returns information at the point where people hesitate.
Speed and mobile
Most shopping now happens on phones, and slow pages lose sales. Compress images, limit heavy apps and scripts, and test on real devices. Google uses page experience signals in its rankings too, so speed helps SEO as well as sales.
Trust signals
New customers need reasons to trust you. Display reviews, a clear returns policy, contact details, secure payment logos, delivery times and an about page that shows the people behind the shop. Guarantees and offers, displayed clearly, also help.
Ecommerce SEO: where most shops go wrong
- Duplicate content from manufacturer descriptions and filter URLs
- Thin category pages with no text for Google to understand
- Out-of-stock and discontinued products left as dead pages instead of being redirected
- Missing structured data for products, reviews and breadcrumbs
- No content beyond products: buying guides and FAQs bring in shoppers earlier in their research
Building these foundations in from the start is far cheaper than fixing them later. It's also how you get your products recommended by AI shopping assistants, which rely on clear, structured product information. Read more in our guide to GEO.
Planning your shop before design starts
- Know your customers: who buys, on what device and what makes them hesitate
- Map your range: group products into categories that match how people search
- Research keywords: find the category and product terms with real buying intent
- Decide on payments and delivery: providers, zones, costs and click and collect
- Gather content: product photos, descriptions, sizes and specifications
- Plan your policies: returns, delivery, privacy and terms
Payments and delivery
Offer the payment methods your customers expect, typically cards, Apple Pay, Google Pay and PayPal, plus buy now pay later where it suits your products. Make delivery options and costs clear on product pages, not just at checkout, and consider a free delivery threshold to increase basket size.
Measuring ecommerce success
- Conversion rate: the share of visitors who buy
- Average order value: how much each order is worth
- Basket abandonment: where in checkout people leave
- Organic revenue: sales from unpaid Google search, a sign your SEO is working
- Top landing pages: which categories and products bring in new customers
Set up Google Analytics 4 with ecommerce tracking and Google Search Console from day one so you can see what's working.
Ecommerce sites we've built
We've built online shops ranging from a piercing studio's jewellery store, OSCO London, to a large national retailer, Vape Store Direct. Each was planned around how customers search and shop. See more of our work.
How much does ecommerce web design cost?
Online shops vary more in price than any other type of site because the number of products, integrations and features differs so much. Our websites start from £400, and we quote ecommerce builds on scope after a free consultation, so you only pay for what your shop actually needs. Find out more about our web design in Milton Keynes.