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.
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.