Essential tips (checklist) for e-commerce

Launching or re-launching of an e-commerce store requires the execution and synchronization of a list of various tasks and interests: benchmarking, content strategy, information structure, informational didactics, target group research, SEO, CRM, CMS, payment requirements and back-end hosting … and the list goes on.

Designing an e-commerce store does not mean just to have something aesthetically pleasing at the end – yes it is more than supportive if your shop is visual pleasing – BUT more important is that your store is understandable and provide utility and usability – is easy to understand – easy to use – that the user can reach from the initial page, your homepage or a landing page, quick to the user’s aim and can complete his order in no time. The easier you create this flow – the more convenient the user experienced this work through your shop the more likely it is that he will come back and spread his positive experience with others by the social media channels.  Quality e-commerce web design is all about getting inexperienced and unknown consumers, potential customers through your selection and purchase process easy, smart, convenient and finally save.

   Values you have to keep in mind

  • Content
  • Communication
  • Convenience
  • Community
  • Consultancy
  • Commerce
  • Connectivity

I like to share a few basic points which I picked up in the course conceptualizing and designing a number of ecommerce websites. Please keep in mind that this list is by no means an exhaustive list – and must be optimized for your products and services.

  1. Offer various to brows and explore your site 
  2. Keep the search bar in easy reach  
  3. If items are out of stock, make it clear  
  4. Communicate very clear delivery time and costs  
  5. Make use of quality photography  
  6. Make the shopping cart obvious and clearly recognizable  
  7. Keep primary interactions like 'add to cart' obvious  
  8. Make your site easy to navigate     *N 
  9. Consider SEO  
  10. Do not  underestimate the worth of white space   
  11. Communicate your brand attribute as clear as possible  
  12. Integrate social media  
  13. Provide a product preview as early as possible  
  14. Display product variations intuitively  
  15. Design a easy to use and to understand clean checkout   
  16. Contact and support option have to be easy available and right around the corner  
  17. Solutions for mobile devices and various screen sizes  
  18. Design customer friendly return processes  

A navigation is not only for the navigation it is also and more often for the orientation of the user – if you have a well-designed navigation there is no need for a breadcrumb.


At this point I wouldn't like to bother you with one of my solutions - in lieu thereof I'd like to show you a well-designed solution by Gravity Department ( for Skinny Ties (
I have to admit I wear their ties and I like them but that is not really relevant  ;-)
but what is relevant is that they have found and designed a

  • Great responsive design - minimal and very clean
  • Supportive multi-faceted navigation
  • Brilliant photography which communicate their brand and quality very clear