Top 10 Features Checklist for Your B2C eCommerce Site

If you’re a B2C eCommerce business that’s targeting the 1.92 billion digital buyers worldwide, then your website is one of the most important business assets you own. Much like the brick and mortar’s appeal resides in the building itself, for eCommerce, the site draws customers in and either hooks or puts them off with its shopping experience.


Websites have come a long way since the first one saw the light of day in 1988. While they may seem simpler and more accessible, the reality is it takes a certain level of complexity for a website’s look and feel to generate an effortless journey for the user. Particularly in eCommerce, where most users nowadays expect a predictable browsing experience, a site’s structure will have a big impact on your online business’ potential to close sales.


What are the main features that users need when browsing e-shops? Read on and check whether your business is ticking off all of these 10 eCommerce must-haves. If not, it might be time for a site upgrade and some new dev work.


0. Responsive design

The first item is dictated by common sense. Starting our list is a site’s mobile-first structure, also known as its responsive layout. We’re not actually counting it towards our 10 features because, let’s face it, if you’re not mobile by now, chances are you’re not a legitimate player in your category (sorry).


At present, mobile traffic accounts for 67% of total worldwide eCommerce traffic and this number is expected to reach 73% within the next two years. This trend is that largely fueled by the younger, mobile-native generations, for whom mobile has been dubbed their new primetime. About 53% of teens already shop via their phones, by comparison to just 43% of their friends who are 25 years and older.


At present, mobile commerce is an $800 billion market, with some businesses registering the majority of their sales on mobile. Shopify, for example, recorded 66% of last year’s Black Friday-Cyber Monday sales on mobile. That’s a staggering $ 1 billion of mobile sales over just the course of one weekend.

                                                                       Responsive design of eCommerce site
                                                             Much of today’ eCommerce traffic occurs on smartphones or tablets.Given these user preferences for mobile browsing and shopping, it’s imperative nowadays that your site offer an impeccable mobile experience, so that customers feel at ease to browse and finalize transactions in your shop. If you’re not there yet, talk to your dev team or collaborators ASAP and start planning for a mobile upgrade.

1. Product filter and comparison options

Even if you’re only showcasing a handful of products or services on your site, it’s important to give the user the option to view these according to relevant criteria by category. The goal of filtering is to enable a user to get to their intended query faster, therefore speeding up the checkout process. In spite of its important role, about 40% of ecommerce sites still don’t have category-specific filtering options today.

                                                 Bitdefender allows users to choose their OS, to show the brand’s most relevant products.


                                                                   SysTools’ site also permits choice of OS and even product category.Consider introducing filters for things like switching between multiple product categories, sorting in relation to price, indicating product quality, and sorting depending on social validation (popularity). If your site features multiple products/services or tiered offerings, include a comparison feature. This way the user will be able to easily notice the differences between similar items in your portfolio.

2. Search function

You may feel like your site is the most intuitive destination ever, but for a first-time user it might be closer in perception to Babylon.  On average, it takes about 15 seconds for a user to decide whether the information needed is available on your site. Even if the layout is not clear from the start, often a search option will allow the resilient user to manually seek out their intended results.


When there is no option for searching, users may end up feeling frustrated. This risk is that much greater in SaaS, where product novelty or an abundance of information can make it hard for a user to navigate their way around your site. In cases like this, an on-site search function is an easy way for the visitor to find targeted information, instead of digging around your site with building frustration.

Cybersecurity company Gemalto places its search feature at the top of its site, so it is visible to users who don’t have the time to read the LP’s carousel.


Advisera offers consultancy and implementation in an abundance of standards. Beyond listing these in several places, Advisera also includes a search bar, for quicker results.

3. Geolocation

Not being relevant is one of the main dangers brands face today. Geolocation is the site feature that permits your business to be relevant in all of the different markets in which you’re active. By utilizing your visitors’ geographic location, obtained via device IP, geolocation enables serving them content personalized to their language and currency options. The goal of geolocation is to personalize the visitor experience so that they have a sense of familiarity and predictability from the moment their visit begins.

                                                                      Geolocation of the eCommerce site
Wherever your customers are browsing from, offer them a relatable shopping experience.

For merchants who are active in more than one country, having geolocation features on their site is mandatory. Even if you use English for all the markets you are selling into (because you’re new at cross-border, or don’t have enough resources), there are bound to be some variations that require different content/items to be shown to different visitors. Especially when it comes to checkout and payments, it is important to use geolocation. Customers are at least 70% more likely to purchase if the shopping cart is displayed in their native language and their preferred payment method is listed as an option. Geolocation is one of the first features a business owner introduces to create relatability with the user. Used in combination with other user demographic or psychological data, geolocation enhances personalization and improves conversion rates.

READ MORE:Top 10 Features Checklist for Your B2C eCommerce Site

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