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E-commerce: 11 Essential features to have on your website!

Nowadays, many people are getting into online sales. Unfortunately, there are those who succeed and others who face great difficulties.

The fact of offering quality products is not always enough. You must have an efficient site with the appropriate features in order to ensure a better user experience. To help you, here are the necessary features for your e-commerce site.

E-commerce website design: how to go about it?

Before discussing the different features to integrate into your future e-commerce website, let’s first see how to design it. Unless you are a developer and a computer expert, the simplest and fastest way is to use e-commerce platforms. Designing a ready-to-use e-commerce website has fortunately become much more accessible thanks to certain platforms such as PrestaShop, WooCommerce, or Shopify.

What are the essential features?

It is now time to discuss these famous features. Here they are:

An efficient search engine

On your website, the user must be able to find the product they are looking for as easily as possible. It would be best if they were not forced to go through categories and subcategories. They will only have to enter the product in question and the search engine will provide them with the appropriate results. A tip: pay attention to the display speed. The user should not have to wait more than 3 seconds, otherwise there is a great chance they will go elsewhere. Also, know that the vast majority of people who have had this kind of experience will not return to the site.

User reviews

It is true that the implementation of this feature can raise some apprehensions. Indeed, the fear is justified, because by giving consumers the opportunity to express themselves about the products they have purchased, you are openly exposing yourself to criticism. But on the other hand, you have nothing to fear if the quality of the products you offer is up to par.

In addition, by seeing the positive comments left by their “peers”, other consumers will feel confident and will be more inclined to buy. As for negative reviews, you can always use them to improve your products. In both cases, you are winning all the way.

A design adapted to mobile devices

According to INSEE, more than 95% of French people between the ages of 16 and 64 have a smartphone. And these days, most of them use their mobile to make purchases. On the other hand, there are also many consumers who use their PC or tablet to buy products on the internet. This means that consumers are making purchases on different devices. Hence the interest in a responsive e-commerce site. This means ensuring that the user has a smooth and pleasant navigation regardless of the device used.

In addition to that, thanks to responsive design, your site benefits from better search engine optimization, since the famous search engine Google particularly appreciates this modeling technique. In the end, you get ahead of your competitors.

See also: 10 Tips for Successful WordPress Development Services

A live Chat

Customers want quick answers to their questions. Adding a live chat service is an excellent way to provide the help customers need quickly. Additionally, this feature can help reassure your customers and build trust and loyalty towards your brand. Live chat systems are also designed to capture information about your customers, which can help you improve your customer service and personalize the customer experience.

Managing Payment Methods

As its name suggests, an e-commerce website is primarily for online sales. So, you must ensure that the secure payment process meets your requirements and those of your customers. The more payment solutions you offer, the more attractive your site will be. Credit cards, PayPal, Apple Pay and other payment methods are reliable ways for online transactions.

The product comparator

Equipping your website with a comparator is a way to easily allow users to compare various products within your store. The comparison can be made based on several parameters such as dimensions, weight or price.

The main advantage of a product comparator is that it is an excellent way to reassure consumers and make them more confident in their purchase.

Email marketing tools

Email is a very powerful tool for reaching and engaging with your customers. With an email marketing tool, you can send newsletters to stay in touch with your customers, promote new products, announce special offers and much more. Using this type of tool is an excellent way to generate more traffic and conversions on your e-commerce website. Additionally, emailing also helps you evaluate the performance of your campaigns through available reports and statistics and better understand the needs and expectations of your customers.

Cross-selling and Up-selling

Cross-selling and up-selling are two very effective marketing strategies to encourage customers to buy more. Cross-selling involves offering customers complementary products and services to what they have already chosen. For example, you can suggest a custom case to go with a smartphone model. Up-selling, on the other hand, involves offering customers additional products or an upgraded version of the product they have selected. For example, if a customer is looking for a smartwatch, you can offer them a more advanced smartwatch with additional features.

Recovering abandoned carts

For various reasons, some customers do not complete their orders. For example, they first wanted to get the opinion of their loved ones or the website simply crashed. Yes, it happens. To recover these abandoned carts, it is recommended to use an automated email system. This system will take care of follow-up by sending a reminder email. The impact of these abandoned carts on your sales is important, so it is in your best interest not to neglect them.


Another important aspect is security. Customers are always concerned about the security of the data they transmit online. They want to know that the information they share (credit card information, addresses, etc.) is protected by encryption technologies. You should include features such as an SSL connection to show your customers that their privacy is a priority.

Other e-commerce features not to overlook

In addition to the features mentioned above, there are other features and solutions that can make your website more efficient. Here is a non-exhaustive list of features that may be useful for your e-commerce website:

  • A content management system (CMS) to easily and efficiently manage your products, pages, and blog.
  • Supplier management to manage carriers and shipping methods for packages. Fast delivery to satisfy customers who want to receive their products quickly.
  • Free returns to give customers the opportunity to return products for free.
  • Advanced search filters to make it easy and fast for users to find what they are looking for.
  • Social features to encourage customers to share their purchases on social media.
  • Geolocation to adapt prices and content of pages based on the location.

In conclusion, the success of an e-commerce website depends on many essential e-commerce features that increase traffic, convert more visitors, and retain customers. That’s why it is important to choose the right e-commerce solution from the start.

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