6 Things Customers Expect from Your Ecommerce Site
Poor design is the number one reason people leave a website. Make sure you know what your customers expect from your site.

The ecommerce landscape has grown from an ambitious yet unproven sales method in the mid 90s to being the most sought after avenue for getting your products to more customers.

As ecommerce methods have evolved, customers are expecting a certain experience - one that allows them to find the products they want, and fast. And although it may be tempting to stand out (which is important) customers expect things to be easy throughout their buying experience. As we are into the final months of 2022, what are the most common expectations of an ecommerce site?

1. User-Friendly Navigation

Ecommerce site navigation should help shoppers find products quickly and easily. Great navigation improves the experience for your customer, and as a result will help your business increase sales and profit, retain customers, and gain new ones. Navigation must included expected "cues" while also being unique and on brand for your company and this is where the help of design and ecommerce agencies can help as they are experts in the ecommerce experience and can recommend and guide you throughout the process.

2. Speed

According to the Nielsen Norman Group, viewers typically leave a website within 10 to 20 seconds and you won't get a second chance to make a good first impression.

This estimate is on the high end, as a customer's impression of your business can be determined in as little as five seconds. The speed of your site is very important in establishing a strong first impression and if your site is not created with this in mind you can easily lose customers without ever having them. Again, an expert is able to know what aspects of development is needed and which ones are not, as poorly developed sites can severely affect its performance.

3. An Optimal Site Search Process

Having a search option is critical, and having one functions quickly and accurately is important to the success of your business online. Most search options are found at the top of the page, where it is expected and will allow your customers to quickly see if you have what they want. In addition, companies like Klevu that we are partnered with can further enhance your site search to help drive traffic, conversion rates, and customer loyalty by combining linguistics and machine learning for example.

All this will help drive customers to their cart and checkout which opens up even more opportunity for potential business.

4. Product Reviews

Having product reviews improves customer trust and loyalty as having opinions for other customers from your site add an invaluable reassurance of not only the product, but also purchasing on your site overall. As more people interact with your brand, more people will have an opportunity to verify the experience with you and continue to do business with you as well.

We have partnered with Stamped on numerous projects as they are leaders in product reviews and ratings and also offer your loyalty programs, incentives, referral programs, and more.

Looking beyond the customer's experience, the addition of product reviews will allow you as a company to better understand your customers and continue to improve your customer service and support.

5. Loyalty and Rewards

For the customers that are loyal to your brand, offering incentives for them is the logical next step. Options include rewarding your customers with a points program, rewards, incentives for referrals and so on. It can create long-lasting brand loyalty, new business, trust, and that personal touch that so many are looking for while shopping online.

6. Convenient Checkout and Payment

Your customer has browsed your site and found the perfect product. They trust your site, have read the product reviews, they have added to cart, and are now ready to buy. The checkout is something most people won't see until they have checked off everything else they have been looking for in your site. Since you are one step away from converting this customer, it's of utmost importance to have a checkout process that works flawlessly.

Adding options for "one-click purchase" can help you and your customers, and having multiple payment options is also something that you need to consider. Although covering the most popular payment options is a most, there may be payment options you are unaware of, especially in other countries. And Shopify Payments is the simplest way to accept payments online as it eliminates the hassle of setting up third-party payment providers. You are set up to accept all major payment methods as soon as you create your Shopify store.

Other Important Considerations

Although these are some of the top features expected from an ecommerce site it is not limited to these alone. Gaining the trust of your customer is a very important step in creating legitimacy and trust which will result in a more positive experience and repeat business from your customers.

Make sure to utilize relevant information in an easily found "About Us" page and include navigational and informative links where they are most expected which includes the header as well as a more extensive array of options in the footer as well. It's instinctive to look at the very top of the page for assistance or scroll to the bottom. These are navigational expectations and you want to be sure to capture your customers attention as quickly as possible before they leave your site.

The great thing is, Shopify can handle all of these customer expectations and Able Sense is able to consult with you and implement your ecommerce solution. With the help of our technology partners, we are able to create a positive experience that helps you build relationships with your customers.


  • Create an easy return/exchange policy.
  • Focus on customer service with live chat and prompt response time.
  • Provide order tracking as the customer experience doesn't end with checkout.

Learn More

Able Sense is an award-winning design and development agency and a Shopify Plus Services Partner. We work with select clients who value our focus on research, strategy, and content, as well as our dedication to user experience.

Our in-house team works on projects that begin with an extensive Ecommerce Action Plan, to implementation and launch, to helping you manage the growth and optimization of your new ecommerce site.

Start your Ecommerce Action Plan or Contact Us to start a conversation about your ecommerce needs.

Able Sense is an innovative ecommerce studio specializing in Shopify Plus strategies and custom implementations for businesses around the globe.