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Good eCommerce website design is the marriage of form and function that serves the ultimate goal of any online store: to sell.
While good eCommerce websites come in many different forms, what they all have in common is visual design that creates a strong brand experience, content that builds trust and a user experience that aids the customer in their buying journey.
Learn more: What is an eCommerce website?
In this blog, we’ll take a look at the specific eCommerce website design elements and features that can help you up your design game, as well as 33 of the best eCommerce website examples for inspiration.
Start designing your eCommerce website today with Wix.
33 eCommerce website design examples and inspiration
01. Copper & Brass
Copper & Brass Paper Goods launched in October 2018 with an important purpose: representation. Copper & Brass sells notebooks, stickers, sticky notes and other paper goods with beautiful illustrations of Black people and characters, such as their famous Black Santa wrapping paper.
The designs on their products shine through to their eCommerce store. This site serves as an example of how strong branding as part of your eCommerce website design can help relay a company’s values and create a compelling reason to buy.
Pro tip: Looking to get started on your online store? Learn how to make a website with Wix and choose from hundreds of professionally designed, fully customizable eCommerce website templates today.
02. Sticky Lemon
Sticky Lemon sells adorable accessories "for little and bigger kids with an outspoken taste in the way they look." Their motto—"quirky, bold and sunny"—is reflected in their site’s design, which artfully uses color blocking, patterns and illustrations. Sticky Lemon’s eCommerce website design is curated, high-quality and cute—paying tribute to the charming children’s products in their catalog.
03. Vivi et Margot
French homeware brand Vivi et Margot's aesthetic is a shining example of the power of photography. The site is rich with lifestyle photos set in the French countryside depicting la vie en rose. Their impressive following on social media (more than 156,000 followers on Instagram alone) speaks to the persuasive power of photography in creating a strong brand experience.
04. Izzy Wheels
Izzy Wheels’ emphasis on inclusivity and bold self-expression is at the heart of their colorful online store. Irish sisters Ailbhe and Izzy Keane have collaborated with some of the world's biggest brands—including Barbie, Disney and Hello Kitty—in creating bright, beautiful wheel covers for wheelchairs.
By highlighting these brand names and press mentions on their homepage, Izzy Wheels creates buzz and increases trust among potential shoppers. We love how Izzy Wheels' store name stands out, while clearly indicating what their brand offers.
Pro tip: If you're ready to start a business of your own, you’ll need a catchy name. Try our store name generator to craft an equally catchy title for your brand, or take some inspiration from these eCommerce business name ideas.
05. Gay’s The Word
One of our favorite LGBTQIA+ websites, Gay’s The Word has done an admirable job designing an online extension of their iconic London-based LGBTQ+ bookstore. Photos of its brick-and-mortar shop, coupled with vibrant pictures of its books, give shoppers the cozy feeling of being in a bookstore. The site includes "Community" and "Events" pages that keep online shoppers connected to the community that has surrounded this business since its inception.
06. Cherry and Mint
Bright and refreshing, Cherry and Mint’s website has a fitting vibe consistent with the playful colors that track across their clothes, accessories and branding. Cherry and Mint makes their website fairly product-focused. You can shop directly from the homepage, starting with a call-out of the brand’s newest releases, and continue exploring various collections the brand has curated.
One unique feature they employ is a "Last Chance" section, where shoppers can view items marked down to a final sale price. This is a great marketing strategy to instill a sense of urgency and irresistibility to buyers.
07. Coal and Canary
Coal and Canary’s juicy color scheme, coupled with their use of bright imagery, make their site fun and evocative. And while fun is central to the Coal and Canary brand, they’re not playing around with one thing: building a loyal customer base.
Coal and Canary’s online store website design features several entry points to sign up for their loyalty program and VIP email list, as well as a page dedicated to outlining their "Burn + Return" program. "Burn + Return" grants customers $5 off one regular-priced candle for every empty candle jar they return to the shop’s Winnipeg storefront in The Forks Market.
Pro tip: Each Coal and Canary product page features a carousel of recommended products titled "More you’ll love." To add this feature to your own Wix store, select "Add Elements" from the left side of your online store editor. Then, click "Store," "Related Products" or "Best Sellers," and drag the gallery to your desired page. From there, you can customize the title of the carousel as well as what category of products to display (from the same category, frequently bought together or frequently viewed together).
08. The Spice Suite
Looking at The Spice Suite, one thing is immediately apparent: both the site and the store’s founder, Angel Gregorio, have flavor. The Spice Suite’s "Our Story" page outlines Angel's journey to "Spice Girlboss," culminating in a top-40 spot on season eight of MasterChef. The Spice Suite’s website also showcases Angel’s extraordinary commitment to her community, shouting out the 2,300+ Black-owned pop-up shops she has hosted from her store.
09. Kaekoo
Site visitors get the feel of Kaekoo’s unique, cozy style immediately. The hand-lettered logo, the tasteful photography and the consistent color palette deliver the clear message that this business understands branding. Having an attractive and consistent brand is especially important for a store of handcrafted items. Home décor shoppers want to understand and trust the creator’s vision and aesthetic. Kaekoo’s site is packed with images of their products in different settings to help customers choose the product that matches their own style.
10. T. Patterson Surfboards
T. Patterson Surfboards has made quite a mark on the surfing industry. Created in 1980, owner and second-generation surfboard builder Tim Patterson calls his work “a harmonious blend of artistry and technical expertise.”
The T. Patterson eCommerce website makes the brand’s expertise known through its mix of media (lifestyle photos and video) and impressive technical language. The "Board Builder" is a particularly unique tab where customers can fully outfit a custom surfboard, choosing from different shapes, dimensions, colors, fin plugs and more.
11. Evolve Clothing Gallery
Like the clothes that founder RanD carefully curates for his collection, Evolve’s online storefront stands out. The site has a slick, sophisticated experience that feels as stylish as the Evolve brick-and-mortar store in New Jersey.
Visitors can use detailed dropdown menus to choose their own adventure in terms of what product categories they’d like to browse. Evolve’s sleek design, combined with the easy navigation and smooth checkout process, creates an experience that is both fluid and fashion-forward.
Pro tip: Strong product descriptions are key to building a solid eCommerce website. If you have a large product catalog, give Wix’s AI text creator a try. Used by Wix merchants like Evolve, this generative AI tool can write hundreds of rich product descriptions for you in minutes, all from a few simple prompts. To get started, from your Wix editor, click "Add Elements" and then "Text." Click into the text box, select "Create AI Text" and choose the "Product description" option.
12. Papier Patate
Belgian family business Papier Patate offers an adorable assortment of customizable, kid-friendly cards and stickers—all made from recycled paper. With a focus on simplicity and sustainability, their eCommerce website design perfectly suits their initiative, featuring a simple yet refined pastel color palette, flat design, organic shapes and straightforward navigation. The brand even features a "Spotlight" page to showcase photos of customers using their stickers and other goodies.
13. Adamapple
Another proponent of sustainability, Adamapple is an England-based boutique offering dried flowers, flower preservation, wreaths, eco-friendly gifts and—most famously—100% biodegradable confetti.
Their website design features rich greens and pinks that evoke the feeling of floral design, and large, colorful photos are present across the homepage and all product pages. As an added selling point, customers can view the "As seen in…" section from the homepage, showcasing various brands and publications that have sung this bio-friendly brand's praises.
14. Lauren Simpson Art
The best artist websites serve a dual purpose: to display art and to sell it. Lauren Simpson Art has both of these necessities down with an elegant, refined website showcasing the best of her Alaskan wilderness-inspired portfolio.
From Lauren’s shop, you can purchase original paintings as well as prints, stickers or cards featuring her original artwork. Her homepage features a side-scrolling gallery with beautiful pictures of her working in the studio, and a simple "About the Artist" blurb further down the page details a few sentences about her mission statement.
15. The Boho Birdy
The Boho Birdy is a 100% Australian-owned and operated online boutique selling everything from housewares to loungewear to wedding attire. Their eCommerce website design is bold and organized, with easy-to-spot category pages, currency selector, "Contact Us" buttons and other website features that make it easy for shoppers to navigate. A homepage carousel of the "Latest Arrivals" also shows customers the newest items available for purchase.
16. Cristal’s Clay
Texas-based Cristal’s Clay has a simple yet chic arts and crafts site that acts as a storefront for a vibrant assortment of handmade clay earrings. From the "Home" or "Shop" pages, buyers can browse what’s on offer and cycle through images of each earring set. There is also easy access to a "Contact" form and owner Cristal Scott’s business Instagram. Cristal’s Clay is proof that good website design does not have to be overly complex; there are many simple website templates that can effectively drive sales.
17. Bonsie
Bonsie’s eCommerce website offers instant feel-good vibes as its homepage displays looping videos of infants donning its babywear collection. Beneath the adorable imagery, Bonsie’s homepage uniquely serves as an educational touchpoint, informing readers about the importance of skin-to-skin contact in the health and wellness of babies and caregivers.
These facts are accompanied by more adorable illustrations, glowing product reviews and a "Meet our experts" showcase of supportive quotes by professionals in the medical field. When it comes to convincing customers, Bonsie utilizes all the best website design features to draw people in.
18. Romaria
Lifestyle knitwear retailer Romaria makes a splash with a sleek, modern website design that instantly hooks visitors. A homepage gallery with looping video clips shows off the brand’s diverse, stylish and luxurious clothing.
Also on the homepage, you’ll find easy access to the shop’s "About," "Shop" and "Contact" pages. There is striking lifestyle product photography and a simple mission statement explaining how Romaria’s clothing is prepared in small batches in South Africa with cotton sourced from local, Better Cotton Initiative (BCI)-accredited farmers.
19. Beck & Cap
Beck & Cap is a custom furniture and signmaking outlet from northwestern Montana. Owners Tanner and Jana Roach have taken a less-is-more approach to their eCommerce website design, with a grid-style gallery on the homepage showcasing their creations in upscale, rustic living spaces.
Throughout the site, the use of a fine-weight sans serif font and crisp, airy photos gives the entire website a cohesive visual lightness that perfectly complements the couple’s handmade furniture.
20. Hydrascape
Hailing from Bellingham, Washington, Hydracscape is a sticker brand created by painter and mural artist Gretchen Leggitt. The rich tones and multidimensional elements of Leggitt’s artwork carry over into her site design for Hydrascape, instantly catching the consumer’s eye.
Scrolling through the homepage, you can see various examples of how Hydrascape’s stickers (and sew-on/iron-on patches) can be applied to various-sized water bottles, mugs and even cars. The top navigation additionally directs visitors to helpful links for instructions, inspiration and collab pages featuring other artists.
21. Something Good Studio
South African textile design studio Something Good Studio embraces bold lifestyle imagery at the heart of its eCommerce website design. Throughout the homepage and various navigation tabs, you’ll find photos of furniture, people and even pets wrapped up in the studio’s blankets and other textile goods. From their "Shop" page, you can also scroll to read glowing customer reviews and see a gallery of their goods in action, helping establish social proof and trust as a brand.
22. Handlebend
Handlebend is another example of cohesive branding, tying their eCommerce website design into the same warm tones and rustic textures of their product collection—handcrafted copper mugs and custom apparel. Site visitors are instantly greeted with striking photos of the collection, plus bolded-text callouts directing you where to click for corporate or custom gifting, directions to their O'Neill, Nebraska taproom and inspiring customer reviews.
23. Oak & Willow
With a goal of making no-waste and eco-friendly cleaning products affordable, Oak & Willow’s online store encourages customers to #maketheswitch. The site’s flat design, floral details and chic brand colors are reminiscent of 1960s- and 70s-era "Flower Power" motifs.
Notably, Oak & Willow lays out its ethos front and center of the homepage, detailing their commitment to sustainable and human-first business practices. Considering that 78% of consumers feel sustainability is important—and 75% of sustainable goods sell better online—this is a smart way to instantly connect with concerned customers.
24. Fieldstone
Fieldstone is an apparel brand inspired by the Southern sportsman lifestyle. A first glance at their eCommerce site will transport you straight to the outdoors as you scroll through beautiful photos of their apparel in action.
On the homepage, beneath the header gallery, they make it instantly clear what they stand for in their business: unique designs that are made in the USA with quality craftsmanship. Before you dive in to shop, you can also browse a few galleries of featured and popular products, as well as the brand’s recent Instagram photos.
25. Tach
Tach notes that their clothing is "both simple and complex, with a strong timeless appeal." That echoes true for eCommerce website design, too. The site has a simple homepage featuring images (some still, some moving) of models wearing the brand’s vintage-inspired clothing. As a cool alternative to an "About Us" page, Tach presents a dreamy, film-like video detailing their history and sharing a little bit about the sisters behind the brand.
26. Home & Patio Gallery
In addition to its three storefronts in Puerto Rico, Home & Patio Gallery has a gone about building a robust eCommerce website where shoppers can browse an impressive assortment of home goods. The homepage offers a wealth of information, including current sales, featured products and information about financing.
The furniture retailer additionally makes excellent use of a top navigation bar with broad product categories—such as "Dining" and "Living"—that drop down into subsections, such as "Futons," "TV Units" and "Barstools."
27. Furry Necks
If dogs could shop online, they would love the Furry Necks website. The good news is that humans love it, too. When consumers aren’t browsing the brand’s handmade dog collars (made from world-famous Harris Tweed), they may find themselves fawning over the "Gallery" page, which shows off dozens of doggies modeling Furry Necks’ products.
Notably, at the website’s footer, you’ll find emblems for the Harris Tweed Authority and Campaign for Wool, which speak to the brand’s authenticity and commitment to quality.
28. Healthy Eating on the Go
Healthy Eating on the Go proclaims that their snack bars will inspire "Love at first bite," and if you weren’t convinced, their eCommerce site makes a pretty compelling case. The homepage shines a spotlight on the bars’ best features—safe for everyone, gluten-free, high in protein and more—while also calling out fan-favorite flavors and reviews from satisfied customers. The site’s simple and clean layout reflects the simple and clean ingredients in their bars; no fluff, no filler.
29. Sena Runa
Paper artist Sena Runa has crafted a one-page website that serves as both an online portfolio and online shop. Scrolling through her store, you’re immersed in a kaleidoscope of vibrant colors and clean, crisp photography that masterfully captures the essence of each piece of artwork. Sena also features a brief "About" section, links to several notable interviews and a "Projects & collaborations" gallery, where you can see work she’s done for brands like Sugar Bear Hair, Royal Caribbean, Essie and others.
30. Brave Sunglasses
Brave Sunglasses’ eCommerce website design is bold, rugged and stylish, just like its versatile, fashion-forward sunglasses. Product photography is a standout feature across all pages of the website, showing both the details of each pair of glasses and examples of how they look on various models.
Additionally, Brave has gorgeous product pages that are well-organized and full of key product information: "Materials," "Features," "Light transmission," "Duties" and "Returns," to name a few of the expandable list items.
31. Love Her
Athleisure retailer Love Her uses their eCommerce homepage as prime real estate to show off product restocks, new releases and a featured "Item of the Month." The brand utilizes a blog as a smart way to add more content-rich pages to their website, along with an FAQ page.
In fact, if you’ve been looking for pointers on how to create an FAQ page, Love Her serves as a great example. There, the brand includes relevant details about sizing, returns, shopping, wash instructions and more, preemptively answering customers’ questions before they buy.
32. Lamarsa Coffee Machine Company
Lamarsa Coffee Machine Company is a team of self-proclaimed coffee enthusiasts selling fine coffee equipment both online and from their Petaling Jaya showroom in Selangor, Malaysia. Their eCommerce website is an homage to the brands they stock, with a simple top-bar navigation that lets customers browse by brand, product type or current deals.
At the bottom of Lamarsa’s website, you’ll find a "Why Buy From Us" section that offers reassurance in what they offer to customers: authorized dealer warranties, bespoke customer service and fast, reliable deliveries.
33. Mananalu
Jason Momoa—yes, that Jason Momoa—founded Mananalu on the principle that single-use plastics are bad for the environment and bad for people. The solution? Mananalu sells purified water in "infinitely recyclable" aluminum bottles, keeping plastic bottles out of ocean-going waste.
Mananalu’s site design is a masterclass in capturing the heart of an eco-conscious consumer. The homepage shouts out the brand’s partnership with rePurpose Global and features certification badges about its climate neutrality, recyclability and classification as a "plastic-negative" product. Additional testimonials and FAQ pages reflect further transparency and shine a light on the brand’s mission.
What defines good eCommerce website design?
A strong eCommerce website design is easy to navigate, visually appealing and effective in converting visitors into customers. Here are some of the key elements of good eCommerce website design:
It’s visually appealing
Just as lighting, music and decorations create ambiance in a brick-and-mortar store, every design element of your website influences how your brand is perceived. Shoppers will evaluate your store in seconds—making it especially important for your branding to be polished, professional and consistent.
It works well on mobile
As of this writing, 63.64% of worldwide website traffic comes from mobile devices. What’s more, in the U.S. alone, mobile commerce—or mCommerce—is projected to account for 6.5% of retail sales in 2023, increasing each year up to 8.7% in 2026. If your eCommerce website does not look good or work well on mobile, you are leaving money on the table.
It incorporates professional photography
Each product should be accompanied by at least one minimalist photo that shows your item against a white or plain background. Include additional photos that show your product from various angles so that shoppers can see the finer details. Aside from product photos, remember that imagery plays a big role throughout your site—and it’s one of our key "About Us" page tips. Weave lifestyle photographs throughout your pages and focus on creating a visual story about your brand.
It offers a variety of multimedia
Video, 360° images, user-generated content (UGC) and size charts are just some of the ways that a variety of media can elevate the shopping experience on your site. Aside from offering an engaging experience, each of these elements can help your shoppers visualize various things about your product: size, use, texture, color, etc.
It features strong copy
Incorporating strong copy and engaging content into your eCommerce website design helps to build your brand voice, create trust and increase the professionalism of your business. Every piece of text your shoppers encounter in their buying journey is an opportunity for creating a personal connection, so you’ll want to be thoughtful with your copywriting.
It showcases product reviews
Social proof is critical in creating a high-converting product page. According to BrightLocal, 46% of consumers consider online business reviews to be as trustworthy as personal recommendations from friends or family members. It’s your responsibility to make sure that customers can easily find those reviews on your website. Additionally, keep in mind that customer reviews can help with SEO by adding depth to your product pages and touching on long-tail keywords.
It outlines a return policy
Writing a clear return and exchange policy creates transparency. Customers want to know what to expect from you before they buy something. ShippyPro notes that 67% of consumers want to consult a return policy before making a purchase, and 58% want their returns to be simple, without wasting time digging or reaching out for more information. These policies should be clear and easily accessible from your eCommerce site.
It offers a clear path to purchase
According to Dynamic Yield, 21% of abandoned shopping carts are due to a site having a complicated or lengthy checkout process. Site design should never be why customers get frustrated and avoid making a purchase, and this includes your checkout page. Ensure that it’s optimized without being bogged down by extraneous buttons, banners or text fields that aren’t necessary.
It’s easy to navigate
It’s hard to overstate the importance of a good eCommerce UX in website design. Put simply, it should be easy for shoppers to browse and filter through all of their options. Features like your header, navigation menu, breadcrumbs, filters, on-site search and footer can contribute to a good UI. As a general rule of thumb, all of your products should be accessible within three or fewer clicks.
It offers multiple payment options
Offering multiple payment options creates a customer-centric checkout process, which in turn maximizes sales. By allowing customers to pay with their preferred method, which you can enable with a payment processing system like Wix Payments, you eliminate friction during the final, most important step of the buying process.
See more: Ready for a deeper dive into learning all about designing a website? See our comprehensive guide: What is web design?
Tips for designing an eCommerce store that sells
Now that you have the basics down, here are a few simple tips to keep in mind when researching how to design a website for eCommerce that sells:
Choose the right eCommerce platform
The best eCommerce site starts with choosing the best ecommerce website builder or best ecommerce platform.
The right eCommerce platform is crucial for a successful online business. It should offer a user-friendly interface and a seamless shopping experience for customers. This means robust security features, including SSL certificates and secure payment gateways, instill trust and protect your customers sensitive information. Learn more about ecommerce website security.
Scalability also is vital to accommodate business growth. The platform should support a variety of product types and sizes as well as flexible product customization options. Integration capabilities with third-party tools, such as CRMs and web analytics, also help you create a successful ecommerce website.
An efficient inventory management system prevents overselling and helps in tracking stock levels. Shopping cart software is integral to an eCommerce website builder. It should offer secure checkout processes, diverse payment options and seamless integration with inventory management.
You should also expect responsive customer support from your platform provider ensures timely assistance during technical issues.
Learn more: Ecommerce tools
Use ecommerce website templates
Using templates to build an eCommerce site is an efficient way to create a user-friendly selling site. Templates provide a structured design and web page framework, streamlining the design process and giving a professional look. They allow you to establish an online presence quickly while benefiting from professionally designed templates with proven layouts and features. Here are some to get started with:
Integrate your social media channels
Many eCommerce websites integrate media from their social feeds—such as Instagram photos—as a means to incorporate UGC into their site design, boosting social proof.
Establish customer trust
Showcase any trust badges or security certifications on your website and/or checkout page, such as SSL certificates or payment security icons. A hassle-free return policy, customer reviews and clear contact information also help establish your brand as trustworthy. See our round-up of the best "Contact Us" pages for inspiration here.
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