12 Essential Features for Successful eCommerce Websites in 2023 [UPDATED]

John Ahya John Ahya May 03, 2022
8 mins read Last Updated January 06, 2023
eCommerce Features: Top 10 Crucial Features for Successful eCommerce Website

People worldwide now love to buy a lot of things online. They are using one or the other eCommerce website for the same. Besides this, there was a massive surge in eCommerce sales worldwide during the pandemic.

According to Nasdaq, more than 95% of purchases will be done online by 2040.

It indicates that the demand for eCommerce will increase in the near future like never before. But, what is the reason behind the success of the eCommerce website?

The most important thing behind the success of an eCommerce website is its features.

If you have a brick & mortar store and plan to develop an eCommerce website, the most important thing you need to look after is the features of an eCommerce website.

There are many eCommerce sites worldwide, and each of them has different and unique features. Hence, it is really challenging to pick up the best eCommerce features list.

We have been developing eCommerce websites for a long time. Thus, we are familiar with the most essential features of eCommerce websites.

Here, we curated the list of best eCommerce website features that you should consider.

1. User-Friendly Design

User experience is one of the most crucial things customers expect from an eCommerce website. If customers do not find what they want, they leave the website immediately.

Therefore, it is essential to understand what users want from your website, what issues they are facing, and how you can fulfill them efficiently. To know your audience well, conduct usability testing and structure your website accordingly.

In the end, it boils down to a user-friendly design. It is responsible for increasing engagement and retention. Thus, user-friendly design is one of the crucial features of an eCommerce website.

2. Search Bar

A quick and effective search bar is one of the must-have features for your eCommerce website. If your eCommerce website has a search bar suggesting relevant products, users will keep coming back.

On the contrary, if your eCommerce website doesn’t have a quick search bar, users will leave it. It is because most users have a busy lifestyle and don’t like to spend hours finding a product online. Therefore, you should have a search bar on your eCommerce website that provides the best recommendations to users.

You can consider the search bar of Amazon. It is strong, and it displays the best feasible searches instantly. Hence, eCommerce search features give users the best results.

3. Create a Wishlist

It consists of all the products that customers would love to purchase in the near future. With the help of this feature, customers have to save products for later and buy them as per their needs.

Many people think that a wishlist is similar to a shopping cart. However, there is a sharp difference. In the case of a shopping cart, customers add products to the cart and purchase instantly. But in the wishlist, customers can add any product to their list and acquire it when they need it.

Various eCommerce stores ignore this feature and make mistakes by not integrating it.However, it is one of the most essential eCommerce features in the case of products. Customers do not like to buy many things immediately like furniture, heavy electronic items, and more. They would rather add to the list and purchase in the future.

Besides this, a wish list is one of the best eCommerce features through which businesses can get valuable customer insights about customers and their products. They can make effective decisions based on the same.

4. Multiple-Payment Options

When we talk about eCommerce, there would be a lot of transactions. If you want to establish your website as a leading store in the future, it is necessary to integrate payment options.

If you are offering users to pay using a credit card or PayPal, you might still not be able to convert customers. Moreover, the limited payment option is one of the reasons behind increasing cart abandonment. Therefore, it is necessary to offer various payment options.

Currently, many users love to make their payments using electronic wallets. You should add this to your eCommerce website. Besides this, certain users love to purchase products the right way but don’t have money now. You can provide an option of Buy Now, Pay Later which is one of the top eCommerce trends right now.

Depending on the requirements of your audience and business, integrate multiple-payment options into your website.

5. Comprehensive Product Information

Shopping through eCommerce websites is a new norm. However, many people still hesitate when buying products from small retailers.

There are several reasons why people don’t like to purchase a product with a low to minimum description. Firstly, people don’t have the option to try a product before purchasing. Secondly, customers don’t find relevant information about the product.

In the USA,
56% of shoppers
place a higher value on detailed product descriptions.
Source: Periscope's Retail Reimagined Report

Do you want to improve your product information? We can help you with the best Product Information Management (PIM) solution.

Hence, it is really necessary to have a detailed product description that offers details like color, size, brand name, material, ingredients, etc. Also, there should be high-quality photos and videos of the product.

Lastly, a detailed product description helps the search engine understand the content well and rank high on search engines.

6. Customer Support

Strong customer support is one of the main reasons behind the success of an eCommerce website. Many customers get stuck while purchasing a product, have issues regarding the product, and face one or the other issue on an eCommerce website. Hence, they are looking for customer support.

To address the needs of these customers, you should provide them with different ways to contact you. It could be an email id or a toll-free number. Besides this, you can also integrate live chat to allow users to get answers to their queries instantly.

7. Reviews

A large number of users love to read real-life reviews before making any purchase. According to testimonial Engine, 72% of users don’t decide to buy a product before they read any review.

It indicates that customers trust reviews just like they get recommendations from their friends. Moreover, it gives them confidence regarding the purchase.

You should include customer reviews on your eCommerce site in a way that users can easily read it to make their purchase decision.

Integrating this basic eCommerce feature builds trust among customers about your brand and presents that you dare to present reviews.

8. Navigation

Navigation is another crucial eCommerce functionality. If your website doesn’t have proper navigation, users can’t find their desired product efficiently. Hence, you should provide better navigation to the users.

Besides primary navigation, your site should have breadcrumb navigation. It is a small text path indicating to users where they are on the website along with the symbol(>). It also states to Google that your site is structured. Therefore, you should integrate breadcrumb navigation into your eCommerce website.

9. Multi-Level Security

While accessing an eCommerce website and making a purchase, one of the things that people think about a lot is security. It is because users are sharing their data on the website.

For protecting users’ data from any kind of fraud, theft, or phishing attack, it is necessary to provide multi-level security. For those who do not know, multi-level security enables you to sort objects and users depending on a system of hierarchical security levels and a system of non-hierarchical security groups.

To provide better security on the website, you should ensure the site has an SSL certificate. It is necessary to protect users’ sensitive information. Moreover, browsers display a non-secure message on the website that is not secure. In addition, at times sites without SSL certificates don’t even open due to one or the other security issue. Hence, you should SSL on your site.

Apart from SSL, you should ensure that your site has HTTPS. It prevents users from any kind of attack. In addition, Google gives more importance to a site that has HTTPS. So, multi-level security is also one of the must-have eCommerce features that you should consider.

10. Mobile-Friendly Features

In this digital era, people have become heavily reliant on mobile devices to buy things online. According to Statista, more than 58.99% of web traffic was from mobile devices in the 2nd quarter of 2022. The number will increase in the coming years.

To survive and thrive in the competitive market, you should ensure that your site is mobile-friendly. You should provide a better experience to the users right from the visit to leaving your eCommerce website.

You can keep your website mobile-friendly by offering a streamlined process for checkout. Also, you can provide a guest checkout option to make the process more efficient.

By keeping your website mobile-friendly, more users will visit your website. It will increase your conversions and revenue.

11. An Effective Shopping Cart

A shopping cart is one of the top eCommerce website features, which simplifies the entire process of buying products. In other words, it fills the gap between shopping and purchasing. It is a feature that facilitates actual purchases.

The shopping cart accepts all the payments from the customer and shares the purchase details with the retailer, payment provider, and other third parties.

It is nothing but the online version of the basket and cash register present in a supermarket store. The main difference is that the online shopping cart does much more work. It includes the role of shelves, building, cash registrar, and payment category, which sends details to the bank.

In simple words, it consists of many features such as product summary, add or delete products from the cart, select shipping details, enter coupon details, and continue shopping.

The main thing here is to keep the users hooked on your store until they purchase products. Therefore, you should improve your shopping cart and keep it distraction-free. Offering a personalized experience on your shopping cart page can help, like showing recommended products or recently viewed items.

Further, you can integrate the abandoned cart module on the eCommerce store. When you integrate this, you can alert users about the products they have never purchased in their carts.

12. Special Discounts & Offers

Who prefers to avoid getting special discounts and offers on the product?

It is something that people worldwide look to offer while shopping from eCommerce websites. These things generate an emotion of FOMO (fear of missing out), and they love to purchase the product right away.

Moreover, most people believe they would save more through discounts & offers.

Now-or-never deals, limited-time offers, BOGO (Buy One Get One), etc., generally attract users to get the products at the best time and increase their sales.

One of the best things you can consider is offering free shipping to the users. It will drastically increase your sales. Hence, this is one of the best eCommerce store features.

Want To Implement These eCommerce Features in Your Online Store?

Our dedicated team of eCommerce developers can help you implement these eCommerce features in your online store to improve your user experience.

Final Words

We hope you have understood the top eCommerce features that you should have on your website. By integrating the right set of features on eCommerce websites, you can provide a better experience to the users and increase your revenue.

If you still have any doubts about the eCommerce website features, feel free to reach out to us.

Webdesk Solutions is a professional eCommerce development company. Hence, we can understand your needs well and provide you with the most reliable and futuristic solution.

John Ahya
John Ahya

John is the President and Co-Founder of WebDesk Solution, LLC. Living the digital agency life for over 10 years, he explores an extensive eCommerce world. He has immense experience in all major e-commerce platforms. Being a nature lover, he likes to breathe the fresh air on the hill stations during vacations.

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