17 Must-Have Features for Ecommerce Websites

The success of an online store depends not just on the products it sells but also on how seamlessly it delivers an intuitive shopping experience. A well-optimized e-commerce website provides smooth navigation, secure transactions, and personalized customer interactions.

Whether you’re launching a new online store or refining an existing one, having the right e-commerce website features is crucial for improving traffic, increasing conversions, and boosting sales.

This blog explores 17 must-have e-commerce features that ensure your site is user-friendly, secure, and highly functional. Let’s dive in!

1. Navigation & Search

1. User-Friendly Navigation with Breadcrumbs

Navigation plays a key role in retaining visitors and helping them find what they need. A well-structured ecommerce site should have:

• A clear, logical product categorization
• Easy-to-use menus
• Breadcrumb navigation, which helps users track their browsing path and return to previous pages without hassle

For instance, Amazon uses breadcrumb navigation effectively to show users the exact category they are browsing. This ecommerce functionality enhances the user experience and encourages customers to explore more products.

2. Internal Site Search

A robust search bar is essential for any ecommerce website. It should:

• Provide accurate and fast search results
• Offer autocomplete suggestions
• Allow filtering based on different product attributes (e.g., price, size, brand)

A great example is Nordstrom, which provides smart search suggestions, ensuring that customers find their desired products quickly and easily.

3. Product Filters

Filters are one of the most effective ecommerce features for enhancing product discoverability. They allow users to sort products based on factors such as:

• Price range
• Brand
• Size
• Availability

For instance, Walgreens’ website enables users to filter items based on nearby store availability, helping them make better purchasing decisions.

4. Footer Navigation

Your website footer should not be an afterthought. It should contain essential links, including:

• About Us
• Contact Information
• Customer Support
• Social Media Links
• Privacy Policy

T-Mobile’s website is a great example of an e commerce feature that uses the footer effectively to improve navigation and SEO.

2. Product Display & Engagement

5. Product Videos

Video content helps showcase products in action, leading to higher engagement and conversion rates. Apple, for instance, utilizes high-quality product videos to explain features, making customers more confident about their purchases.

6. Product Comparisons

Comparing similar products helps users make informed decisions. Websites like REI offer product comparison tools that display differences in pricing, features, and customer ratings.

7. Product Reviews

Customer reviews are a crucial part of features of an ecommerce website as they:

• Build trust
• Influence purchase decisions
• Improve SEO with user-generated content

Amazon’s AI-generated review summaries highlight key takeaways from customer feedback, making shopping more efficient.

8. Generous Return Policy

A hassle-free return policy increases buyer confidence. Zappos, for example, provides a 365-day return window, ensuring customers can shop without worry.

9. FAQ for Products

Adding an FAQ section under product pages helps answer common customer queries. Magic Spoon, a cereal brand, includes detailed FAQs to clear up concerns before purchase.

3. Checkout & Payments

10. Simple Checkout Process

A complicated checkout process leads to abandoned carts. A seamless checkout should include:

• Guest checkout options
• Auto-filled details
• Progress indicators

Urban Outfitters simplifies the checkout flow, reducing friction and making purchasing effortless.

11. Multiple Payment Options

An ecommerce website must support various payment methods like:

• Credit/debit cards
• Digital wallets (PayPal, Apple Pay, Google Pay)
• Buy Now, Pay Later (BNPL) options

Xena Workwear ensures a smooth checkout process by offering multiple payment choices.

12. SSO (Single Sign-On) Integration

SSO allows users to log in using Google, Facebook, or Apple, reducing signup friction. eBay uses SSO to streamline the login experience.

4. Customer Support & Order Management

13. Support/Help Center

A dedicated help center provides answers to common customer queries. Etsy’s support center includes guides on orders, payments, and seller policies.

14. Order Tracking

Customers should be able to track their purchases in real-time. AutoZone provides a tracking system that keeps users updated on their shipments.

5. Mobile & Marketing Strategies

15. Mobile App

With more users shopping via mobile, having a dedicated app is a key ecommerce functionality. Home Depot’s mobile app offers a seamless shopping experience with in-store navigation and AR features.

16. Email & SMS Opt-In

Capturing customer emails and phone numbers is vital for marketing. BetaBrand encourages visitors to sign up for email and SMS notifications, boosting customer retention.

17. Push Notifications

Push notifications help keep customers engaged by:

• Sending personalized offers
• Reminding them of abandoned carts
• Notifying them about price drops

SHEIN effectively uses push notifications to drive conversions and increase repeat purchases.

Conclusion

An ecommerce website must go beyond just selling products; it should offer an enjoyable, seamless shopping experience. By incorporating these ecommerce website features, you can:

• Improve site usability
• Enhance customer trust
• Increase conversion rates

Whether it’s optimizing navigation, streamlining checkout, or providing robust customer support, these features of an ecommerce website will set your business apart. Implement these e commerce features to create a high-performing store that keeps customers coming back!