E-commerce is a growth industry, increasing 25% year-on-year, with the UK being home to the most prevalent online shoppers. But online shoppers are the most fickle and demanding customers; 38% of online shoppers will leave a website if the layout or design is unattractive, 57% will leave if the website is slow to load, and on average, consumers will visit 12 other e-commerce websites before making a purchase.
You wouldn't open a shop and leave your products in boxes, with trip hazards on the floor, and hide the checkout/cashier desk from view; that's bad customer and user experience (UX).
The same logic applies to online shops and e-commerce websites. Products should be easy to find, attractively displayed with information to help the customer make a purchasing decision, such as reviews, peer reinforcement, sizing guides, product videos and shipping options.
And with more people shopping on mobile and tablet devices, you need to ensure that everyone enjoys the same seamless and responsive experience across all platforms and devices.