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9 Must-Have eCommerce Website Features in 2020

December 10, 2019

There are innumerable challenges that you might face while marketing your e-commerce website on digital platforms. With fierce competition and multifarious co-related methods of e-commerce digital marketing, it is not as simple as selling candy to a kid. Your likability is in proportion to your eCommerce website features.

Effective digital marketing strategies can bring you the potential sales numbers that are way higher than you would assume. Considering an estimate by statista, e-commerce share 22% of the total global retail sales in 2023, retail businesses have a huge opportunity to escalate their turnover by putting some focus on online marketing for their e-commerce business.

According to the 2017 Global Online Customer Report by KMPG International, the top reason why people buy online is that it let them shop at all hours of the day.

But how do you do it? And what are the best practices that must be kept in mind while getting into the digital world (Website)? Here are the best digital marketing strategies and features for your e-commerce website:

1. Showcase Your Product with Pictures and Video

Now when the customers expect 24*7 access to information of any kind, the best way to be available is getting a decent website that is designed for your user. Nowadays, people are reluctant to read the text; instead, they like easy access to information with visual comprehension. Product visualization using videos has become the best feature for eCommerce websites. With a fantastic product visualization on your e-commerce website, you can easily show off your products to your visitors so that they can take a look at the product details in the pictures/videos itself.

If it is feasible for your business to get the 3D images ready for your products, you can showcase them with a 360-degree view on your product pages. It helps in increasing user engagement and enhance the shopping experience of your visitors. It is estimated that businesses have achieved 25-30 percent sales growth by using 3D imaging over the flat one.

eCommerce Website statistics

Adding a video will also give a boost to your conversion rate. Showing off your products in action will attract your visitors by giving them an idea about how the product will look on them or be useful to them. Think of it, if you can show how better your product cuts or slices vegetables, your visitor will have a better understanding of what it does and why would they want it.

2. Make use of Data via AI

When they say data is the new oil, it can fuel your e-commerce sales as well. The ability to collect all the data about your customer behavior and purchases empowers your business to come up with exciting offers for existing products. This eCommerce website feature has helped many eCommerce businesses to come up with new product/service offerings.

The data can also be utilized to improve website performance to encourage conversions and loyalty. The better the website UI/UX, the more likely your users will prefer to visit your website and show engagement. 

The e-commerce websites are coupled with an admin dashboard, which showcases the business performance throughout the time. You will be able to manage your stocks by just analyzing which time of the year gives you maximum sales.

3. Setup elastic search

The more extensive your product line, the more you require advanced product filtering and elastic search. The users don’t have time to scroll through all of your product offerings. When you have a huge stack of products on your e-commerce website, the category method isn’t enough. Instead, you have to setup tools on your website that help your user to find the perfect product for him/her in no time.

Here is a competitive advantage you can have by making product search easy for users. It is considered the fact that 42 percent of significant e-commerce websites don’t have advanced filtering. And the number is even worse when it comes to the “Elastic Search” feature for eCommerce websites. If you are up for beating your competition, get your feature-loaded e-commerce website now.

4. Automate your process with Chatbot

It is nowhere feasible to have a dedicated person that instantly replies to every customer query on the website chatbox. The AI-powered eCommerce website feature, Chatbot, is the best solution to this problem. This futuristic feature is powered by AI and can make your customer experience amazing. Whether the visitor is looking for help to find out the desired product or he has some questions regarding the products, the Chatbot can help him instantly. Your customer will feel that there is someone who is helping him in his buying decision, making the experience personalized.

Apart from providing excellent customer service, the Chatbot can tell the visitors about any discount or deal that you are offering.

5. Reduce Cart Abandonment

The most famous reason why customers abandon their carts is the lack of suitable delivery options. Maybe your customer is looking for rapid delivery, and you are supposed to take some time to deliver, or it can be that your customer expects discounted delivery charges for slow delivery. Still, you don’t have such a policy. It is analyzed that more than 69 percent of the time, the cart abandonment is directly related to extra charges such as shipping and taxes.

There are many other reasons for cart abandonment, such as needing to set up an account, an over-complicated checkout process, and a lack of payment options. You can work on these issues to reduce your cart abandonment by addressing these issues.

abandoned cart open rate

But what if when it occurs? The best way to win your customer back is by going with an email strategy to recover your customers. You can send a series of emails that encourage your lost customers to complete their purchase. According to the statistics by SaleCycle, nearly half of the abandonment emails are opened by the receivers.

6. Encourage User-Generated Content

Nothing can sell your products better than the recommendation by your buyers. Customer feedback helps your visitors to figure out that if your product can be useful to them. According to Salesforce,  54 percent of the customers trust the feedbacks over your marketing.

You can use a hashtag strategy on social media to leverage the User-Generated Content (UGC). For example, you can give discounts on next purchases to your customers who post feedback (by posting pictures of them with your product) using your hashtags.

You also have to make sure that it is easy to post reviews on your e-commerce website so that your buyers don’t have to go through a bickering process to feedback.

7. Utilize Customer’s Wishlist

The wishlists are the gold mine of information related to customers’ choices. You can trigger the sales by sending personalized emails to your customers for the items in their wishlist. The emails can consist of clearance warnings, sales promotions, or low inventory. 

8. Make Your Website Mobile Friendly

Google found that 73 percent of website visitors bounce back from an unfriendly mobile site. As the usage of the internet via mobile devices is increasing day by day, there is a need to make your e-commerce website mobile-friendly. Mobile-friendliness is a ranking factor for google SERP and this eCommerce website feature also helps enhance user experience.

why mobile friendly website

Here are some UI/UX tweaks that make your e-commerce website easy to operate via mobile devices:

  • Make the shopping cart easy to find by putting the cart icon in the top section (Fixed)
  • Apart from a ‘Buy’ button, you can also add ‘Add to cart button’ and ‘Add to wishlist’ button. It helps users to easily add the item to the cart or wishlist.

Not all of the e-commerce businesses need a mobile app, though it is a boon to have but not the necessity. You can make your website look like a mobile app, and most of the latest browsers can give users a seamless experience to your mobile-friendly eCommerce website.

9. Pay attention to Personalization

As discussed before, the data gathered throughout the time can be used for hyper-personalized experience for your users. The data helps you to understand your customer, and you can personalize your website in a manner that shows the products which your buyer may want.

You can also make the experience personalize based on the locality of your users. For example, you only show the winter collection on your homepage to the users who live in a cold area.


Retailers need to have a feature-loaded eCommerce website that showcases their products and helps users to buy them online. Considering the fact that most of the business is serious about going online, marketing strategies discussed in the article are the ones that should be addressed if you want to grow your business.

Read another post on Insurance Technology Trends here: 5 Most Crucial InsurTech Trends of 2020

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