Any business that wants to grow and attract new customers should go online. However, creating a website and posting product information is not enough – the competition is too high. It would help if you caught a client so that the brand name imprints in his subconscious. One way to achieve this is to use a unique design.
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What is eCommerce?
Simply put, eCommerce means the absence of direct physical contact. So, for example, if you own a grocery store and sell products via the website simultaneously, you are engaged in electronic commerce.
This scheme assumes the following:
- the seller puts on the website full information about the product, accepts payment via eCommerce payment systems, bank cards, cryptocurrencies;
- suppliers guarantee delivery;
- a potential client visits the website, learns the offer, and places an order.
However, a quality product alone won’t provide a steadily increasing customer flow. The visitor needs to be surprised, attracted only after he will learn the offer and clarify information. So you have to stand out from competitors, but without losing usability.
Current trends in eCommerce design
Remember, you only have one chance to leave the first impression. Forget about standard design cliches. Experiment!
We recommend the following:
- clear presentation of information. It should be obvious to the visitor who you are, what you do and what he can get;
- dynamic design. Use elements that enliven the home page and allow you to tell more about yourself;
- CTA (call-to-action). The design should lead the visitor to the target action. In a case with eCommerce – to make an order;
- the segment of mobile Internet users is growing. Remember that a significant part of visitors come to the site from smartphones. The design must be developed for different devices;
- dialogue with the visitor. Create the feeling that you are talking personally to each visitor, know what he needs, and are ready to offer it. Stop formalities;
- devote time to creating a visual component.
The awwwards.com platform regularly creates the top best sites for various criteria. There is a top list of eCommerce sites. The jury evaluates:
- design as a whole;
- quality content.
As a result, various ratings are awarded; for example, Honorable Mention is awarded if the jury and authoritative users rated the site at least 6.5. Site of the Day is awarded to Internet resources with the maximum rates per day. The best of the best compete for the title of the site of the year.
Explore this TOP, perhaps you will adopt some of the techniques used in the design of sites marked by the jury.
Dutch perfume eCommerce project by Karin Reutfeld. In 2019, a new collection called 7 Lovers was released – this is the inscription we see on the home page.
The design uses dynamic elements, black and white colors. Only perfume bottles in color. Minimum text – a brief description of each bottle and the “Add to cart” button.
The eCommerce project was launched in Minneapolis (USA). In 2017, Eric Ryan and Doug Stakenborg joined to everyone to choose their own personal first-aid kit. Such a first-aid kit can include strips, simple tools.
The design uses dynamic elements. The first-aid kits are bright, attract attention, the same applies to the strips themselves. Kit builder is available. The Mobile version is well developed.
Google does not need to be introduced. The awwwards.com jury highlighted their page on a new project of cloud gaming.
Clear presentation of information – specifics only. Even a person who knows nothing about cloud gaming will understand the Google Stadia concept in 20-30 seconds. This level of information should be sought. The eCommerce website uses dynamic elements – everything is colorful, clear, looks spectacular.
Google Pixel 3a
Another product from Google. The eCommerce page is dedicated to the new smartphone model.
It is worth noting the information content, the use of animation on the page. Scrolling combines vertical and horizontal, looks spectacular. The Mobile version worked out perfectly.
The German manufacturer of sportswear, footwear, and equipment drew attention to environmental issues. They launched a line made from 100% recyclable materials. This eCommerce website is dedicated to this line of Adidas products.
It is worth highlighting the following interesting design solutions: interactivity, endless scroll, footwear presentation in 3D. The website design is focused on the visual component. There is a minimum of text, only basic information on the new line.
The eCommerce project was launched by the American design studio Lateral. The site is dedicated to the new card game, plus you can buy the corresponding cards here. The game is intended for several people – this is not a competition, but a way to have a good time with friends.
The design is marked by horizontal and vertical scroll, interactivity – what is happening on the site depends on the visitor’s actions. Familiar design and a good color scheme. The information content is not damaged.
Another American company offers products for the care of damaged hair. The founder, Maurice, is the CEO. Natural elixir is his life-work.
The design of the eCommerce site focuses on the fact that the visual component is crucial. It applies soft colors, mid-tones, no sharp transitions. The background on the main page changes smoothly. The developers added a nice melody that automatically plays when logging in.
The eCommerce website was created by the British company Loaf. Brand Belongs to Charlie Marshall. The site offers to take a survey about your sleep and gives recommendations for improving it. Also, here you can buy pillows, blankets, mattresses, and other products for healthy sleep.
The eCommerce site uses dynamic elements. It is worth noting a well-chosen color scheme. Since the site is about sleep, no sharp colors are used, the scroll is smooth, the design sets in a calm mood.
The eCommerce website created by Ask Phill. This is a Dutch studio specializing in creating online platforms for new European brands. This resource was created for the brand of the Dutch musician and actor Yorick Scholten (known as Lil ’Kleine). The site sells original printed clothes.
The web resource is interactive, using the original pixel font. The description of the goods is unusually designed – when hovering, a meaningless set of characters turns into text.
Won Hundred is a Danish fashion company since 2004. The eCommerce website was created for sales of clothing.
The site is primarily an online store, hence the maximum information content and clear, concise presentation. Each item has a description. When you hover over the text, it disappears, and information on the available sizes appears – this is very convenient and saves time. In addition to informativeness, it is worth noting a clear, structured menu.
The Internet resource was created by the Paris agency Adelines. The eCommerce website is dedicated to a new brand of Alsatian wines. It presents the wine and acts as a trading platform at the same time. 4 types of wines are available.
The visual component is worked out superbly. Highly detailed 3D background changes completely when moving between sections. The awwwards.com jury also noted the technical component and elaborate design of the mobile version.
This Japanese online store sells Japanese-style household items. Launched in 2017
The creators promise to “bring Zen to every home.” The eCommerce website is designed in this style. No sharp transitions and bright colors, smooth scroll, laconic (but full) descriptions. The design immediately sets the right mood.
American resource dedicated to the work of Jordan Sowers. The eCommerce website offers to order paintings and get acquainted with the work of an American artist.
The design is minimalistic. The site provides only the necessary information. Each position has an image of a picture in high resolution, its characteristics. Note the smooth animation, scrolling.
Google Store is owned by the world-famous corporation Google. eCommerce website sells products by Google itself or in cooperation with it. The awwwards.com jury has included an updated version of this store in the top.
Improved usability, reporting of product information, in general, was highly appreciated. The site is not loaded with unnecessary elements.
The French project has been launched in 2003. A team of experienced specialists organizes expeditions to the Far North. eCommerce website offers to book such a trip and check the already organized tours.
The design involved large images of expeditions, animated elements, user interaction, and information content.
The website was created by Bulgarian designer Stella Petkova for the American company Synergy Products. eCommerce website is designed to showcase new technologies in bathroom equipment. Plus you can order new solutions here.
The abundance of animation demonstrating the device of new mechanisms captures the eye. Good scroll. Top storytelling. The site is one-page, but all the necessary product information is available.
The English eCommerce website owned by a Scottish alcohol company. It is based on the Mall island. Its symbol is a white-tailed eagle, hence the name.
The jury noted that the site was made on WordPress. All elements are in the same style, no alien elements. There are animations, but storytelling does not suffer. Using suitable images in the background sets the visitor in the right mood.
The site is owned by Sea Harvest. This is a family-owned Australian business. A classic eCommerce website that sells seafood at competitive prices.
The site was created on WordPress in a retro style. The eCommerce web resource follows the design of an old newspaper. It looks stylish and attracts attention.
The Dutch project Studio Job is a team of designers calling themselves pioneers of modern applied art. The eCommerce project brings together designers, specialists in the field of art and modern technology. A site is a portfolio, a way to contact the team and order their services.
Among the original design solutions, it is worth highlighting the colorfulness, the use of original fonts, convenient navigation. The awwwards jury gave the site a maximum mark for creativity.
The site was created to promote the French brand engaged in the design and creation of women’s clothing, handbags, and other accessories. There is an eCommerce section where you can buy these products.
The visitor’s microinteraction with the site elements is at a good level. The high quality of the photo and the color scheme of the web resource are worth noting. There is little animation, but this does not affect quality.
Hop Deco – Canadian design studio, engaged in interior design. The eCommerce website acquaints the visitor with the designers and their work, you can also order a room design selection service.
It is worth noting a well-organized architecture: the content is clear and logically structured, the user will not get lost. A lot of animation, high-quality photos, and striking examples of room design.
The site was created for the oldest wine house in Portugal, which is one of the world leaders in the port production. This is not only an eCommerce website but also a guide to the history of the company and its products.
It is worth noting the abundance of relevant animation, pleasant soundtrack, interactivity. Storytelling is top notch.
The website was created for a UK company specializing in soft drinks. Seedlip says he creates drinks for those who “want to drink but don’t want to drink alcohol.” They partially use recipes from the work “The Art of Distillation” of 1651. In addition, there is an eCommerce section. Note a minimalist style, high-quality animations, and videos. Navigation is top-notch.
The eCommerce site was created for a Danish company manufacturing premium video and audio systems. Awwwards has highlighted the page of a new line of “bronze” devices. The familiar style has been preserved, pages automatically resize images while scrolling. The colors correspond to the “bronze” design.
This is a Dutch eCommerce website by Wonderland Design Studio. The architecture is standard: the goods are divided into categories, there is a cart, the user selects clothes, shoes, pays for the order, and waits for the parcel.
The color scheme is nice, microinteraction with the user is available, animation allows you to learn more about the product without any clicks. Convenient cart.
Wonderland is a Dutch design studio. They created a website to advertise and promote their services. They are engaged in the creation of sites and promise an individual approach to customers.
The design of the site involves animation: animated background, non-static presentation of the work of the design studio. Colors and overall style are well matched.
The eCommerce site of a Canadian brewing company created by Stereo. This craft beer is not sold everywhere. The site provides an opportunity to order and learn more about the product. Here you can find a menu of restaurants serving this beer.
Awwwards.com experts appreciated usability and design in general. There are animation, colorful photos in the background, horizontal and vertical scrolling. Informational content is worth noting.
Another Dutch project dedicated to the new women’s and men’s shoes from the famous ETQ brand. This is an eCommerce website where you can order your favorite shoes. The design stands out for its simplicity and calm colors. Animation is small, but the site looks modern.
The Swallowtailtea brand was developed by the American company Red Rooster Coffee Roaster to respond to the increased demand for cafes and restaurants for quality tea. This is what the eCommerce website is about. Designers chose minimalism: no user interactions, animations, but the site does not look outdated. The information on the varieties of tea is well structured; even a beginner will not get confused.
The eCommerce site is owned by French company manufacturing shoes, clothes, handbags, and accessories. The brand was founded in 1968. The website was launched on its 50th anniversary. Here you can order your favorite thing, discuss its customization. The design is unusual; note unusual navigation in the main menu and an abundance of animation. It looks stylish and memorable.
This eCommerce website sells handmade suitcases and bags by Charles Simon. The design was developed by the Phoenix studio. Charles Simon makes simple but stylish things. Designers adhered to this principle when creating an online resource. The “vertical menu”, animation and a suitable palette of colors are worth noting.
American e-bike eCommerce website. The site combines the presentation of new products and the classic trading platform where you can order a bike.
The site is modern and high-tech. The design uses animation, 3D elements, high-quality photos in the background, bright font color and large labels.
The Canadian eCommerce site was launched in 2016. Various cannabis preparations are sold here. This is not a medicine, but rather a means to normalize the emotional background and relieve stress. Deliveries to different countries are not restricted.
It is worth highlighting non-standard navigation, smooth animation, horizontal scroll. The color scheme is nice – calm colors set the right mood.
The French eCommerce website where you can order backpacks was launched in 2018. Horizontal scroll and generally convenient navigation catches the eye. Animated elements, well-organized presentation of information, everything important is easy to find on the page. Top storytelling.
The cool club is a Dutch eCommerce website that brings together like-minded people passionate about creating card games. In addition to unusual decks, posters and other printed materials are available here as well.
The design was created in order to emphasize the level of team creativity. Animation, sound background are used in several sections of the site. A simple design style is selected on purpose.
This is the official site of the French brand. This is an eCommerce site and travel guide in the fashion world.
Note informative photos, design in bright colors, convenient navigation, videos.
The Brazilian website about “fight of the century” between Mohammed Ali and Joe Frazier. They don’t sell anything here, the site is informational, created using photos from Getty Images.
The site contains a lot of animation, video and photo materials, user interactions, audio support. The Internet resource is optimized for viewing on mobile devices.
The French project is dedicated to growing vegetables at home. The site offers various designs of greenhouses for country houses, the city, and describes the technology. On the eCommerce site, you can buy greenhouses ready for assembly and installation.
In the design of the site, we highlight the abundance of photographic materials, video, informative photos of greenhouses. There is animation, site navigation is simple and convenient.
The British eCommerce website sells gifts: gift sets, jewelry, household items, and others. Since this is an eCommerce website, the main attention was paid to classifying goods and navigation. The convenience of orientation on the website is worth noting: products are divided by category, price, age of the target audience—lots of high-quality photos.
American site created by Drexler. Ceremony Coffee was founded in 2002. It specializes in coffee only, offering classic and exotic recipes. The site has a regular eCommerce section where you can order various options for your favorite drink.
The design is minimalist. There are animations, interactive elements. The awwwards.com jury gave the highest score for adapting the site to mobile devices.
Nomos Glashütte is a German mechanical watch brand. This year marks the 20th anniversary of the domain registration date. The eCommerce site offers to get acquainted with the company and watch models.
The site is technologically advanced, it looks modern although it is made in a minimalist style. No abundance of animation and video. It is worth noting convenient navigation and correctly selected colors.
The Italian project owned by Conti Ducco – one of the best wineries in Franciacorta. This is an eCommerce website with a catalog of wines. Much attention is paid to storytelling: you can learn more about the winery and its products.
The design contains plenty of photos, smooth animation, horizontal scroll instead of the usual vertical. Perfectly selected fonts.
The eCommerce site of the Dutch Museum named after France Hals. This resource contains detailed information about the museum itself, a calendar of events planned for the near future. You can buy tickets here.
It is worth noting the contrasting, saturated colors, the font is outstanding. The design of the site uses simple animation, lots of photo materials. The information is divided into a menu, it is convenient to navigate the site.
P448 is an Italian brand. The company is engaged in the design and manufacture of men’s and women’s shoes. eCommerce website sells their products.
The site uses a parallax effect, animations, a lot of informative photos. Products are divided into categories. No navigation problems.
One of the few Ukrainian projects that got into the TOP according to Awwwards. The eCommerce resource sells comfortable and functional backpacks.
The design is quite simple. It is worth noting the use of animation, informative photos (although only 2 models of backpacks are available so far), video.
An American eCommerce site that allows you to join the development of the cryptocurrency trading bot. It predicts the behavior of cryptocurrencies based on completed transactions and can be trained independently.
The design is simple, but the site looks stylish. Everything is tied to scrolling: when moving down the page, the picture on the background updates and the text changes.
This is a New Zealand eCommerce website that sells household items: coffee grinders, woven coasters for dishes, serving items, cups, glasses, etc. Some of them are standard, others are exclusive.
The awwwards.com jury highlighted the approach to the information presentation, the color scheme, the information content. The highest rating was given for design.
Webflow is an American platform for building your own eCommerce site. The Webflow team promises that it is possible to create a full site without writing a single line of code.
Note original scrolling, interactive elements, fonts. The main thing is that the visitor immediately understands what he is dealing with. Familiar design is preserved.
Another American eCommerce project. Brothers Garrett and Larry Leyte created a brand of sunglasses and ordinary glasses. The site is designed to promote a new line of women’s and men’s glasses. There is also a list of stores where they are available for sale. The design is colorful. The main emphasis is on the photo. Animation and interactive elements are used.
An English eCommerce project that sells various products for skin care, anti-aging, excessive dryness, and other cosmetic problems. Delivery is available.
Note the convenient navigation and site structure: all products are categorized. Сhoosing a product is easy. Large, high-quality images and the overall color scheme combine perfectly.
eCommerce website design is as important as the quality of the product being sold. If you can’t make the site recognizable, catch the client’s attention from the first seconds, sales will be lower.
Do not copy the designs of the above sites. Instead, pay attention to the popular elements in eCommerce websites; use this when designing your own online resource.