Essential Features

 Essential Features


There are many features in an e-commerce website. According to a few of the most successful e-commerce websites, there are many essential features that are most commonly found and took part in its success (Purwati, 2011).

Logo

A logo represents the website or seller and instills trust in the customers. Each product has a logo that represents the seller or the website. It helps differentiate the brands and helps the customers in choosing the right product to buy. It communicates with the customers through images of different shapes, sizes and colors ('What makes a good ecommerce logo?', 2008).

Navigation System

Firstly, there is the navigation system. Its function is to help customers find their way through the website while shopping for products  to buy. In addition, it must be user friendly to better appeal to the customers. There are 3 types of navigation menus such as top navigation, side navigation and mega navigation. Top navigation is used when there are only a few options in the menu, side navigation is used when there are many options in the menu and mega navigation is used when there are loads of products separated into different categories to choose from (Paulene, 2023). 

Payment Processing

Customers need options of which payment method to choose from whether to use a debit card or credit card. Some customers refuse to provide and personal information and prefer to pay with cash (Paulene, 2023).

Order Tracking

This feature is to provide the customers information on where and when their orders will arrive as well as their current status. This is to assure the customers that their orders are on their way and to see if there are any delivery problems that delay on when the orders will arrive (Hines, 2022).

Catalogue

The Catalogue function is commonly found at the top and usually displayed as "Products", "Catalogue", "Gallery: and "Collection" (Purwati, 2011). 

Website Security

A website can be hacked and attacked by cyber security threats such as malware and password attacks. If the security is poor, the customers will not trust the seller anymore and will refuse to buy anything (Paulene, 2023). 

Product Reviews

There needs to be a place below the product description for the reviews and ratings of the customers who have bought the product so that other customers will know if the product is good or bad (Hines, 2022). 

Search

It is usually displayed as a text field or button (Purwati, 2011). It is one of the most commonly found feature in e-commerce websites. If the customers refuse to use the navigation system or found themselves in a rush, they could use the search function to find the product they are looking for specifically (Hines, 2022). 

Banner

Its function is to promote products and displaying limited time offers to attract the customers' attention in the form of images which the customers could click on to be directed to the displayed product. This type of banner is called the 'Static' banner. There are also banners showing videos, gifs and moving images to promote their products which are called 'Dynamic' banner (Importance of Banners in an eCommerce Website, 2020).

Shopping Cart

A place where the customers put all the products that they are interested in buying before proceeding to checkout. The shopping cart displays information such as product title, price, quantity, size, payment method and other necessary information to deliver or return the products (Paulene, 2023).

References

Purwati, Y. (2011) 'Standard Features Of E-commerce User Interface For The Web' Journal of Arts, Science & Commerce, Vol.– II, Issue –3 (Available at: https://www.researchersworld.com/).

Hines, K (2022) '21 Must-Have Features For Ecommerce Sites' , Search Engine Journal, June. Available at: https://www.searchenginejournal.com/ecommerce-guide/must-have-website-features/#close (Accessed: 6 July 2023).

Paulene, M. (2023) '14 Essential Features Every e-Commerce Website Must Have', Pixpa Blog. Available at: https://blog.pixpa.com/essential-features-every-e-commerce-website-must-have/ (Accessed: 6 July 2023).

Importance of Banners in an eCommerce Website (2020) Available at:https://morecustomersapp.com/blog/importance-of-website-banners-in-an-ecommerce-business/ (Accessed: 11 July 2023).

'What makes a good ecommerce logo?' (2008) Available at: https://99designs.com/inspiration/logos/ecommerce (Accessed: 11 July 2023).

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