UI and UX design
UI UX design for ecommerce businesses
Online shoppers move through a fairly predictable path: arriving on a home, category or product page, browsing or searching, narrowing choices with filters, reading a product page, adding to a basket and checking out. Each step can lose people. Ecommerce UX design looks at that whole journey, with special attention to the details that cause doubt or friction: unclear delivery costs, filters that hide products, product pages missing sizes or materials, forms that reject valid addresses and checkouts that demand an account. Shoppers may well be on phones, so every step has to work well on a small screen.
This page covers navigation and search, filters, product pages, basket and checkout, delivery and returns information, mobile and accessibility. LetGetGrow provides wireframes, interface design, prototypes, design systems and usability reviews, with the scope, cost and timeline set out in a custom quotation.
Illustrative diagram
- Arrive
- Browse or search
- Filter
- Product page
- Checkout
Where shoppers drop out
| Step | Friction | Design response |
|---|---|---|
| Navigation | Categories named in internal terms | Labels customers use |
| Search | No results for misspellings or synonyms | Forgiving search and suggestions |
| Filters | Filters that empty the list | Counts shown, easy reset |
| Product page | Missing size, material or delivery details | Key facts near the add button |
| Checkout | Forced account, surprise costs | Guest checkout, costs shown early |
Filters
Filters should reflect how people choose: size, colour, price, material, compatibility. Show how many products each option leaves, make active filters obvious and let people remove them one at a time. On phones, filters often sit behind a button; make sure it is easy to find and that applying filters is clear.
What a product page needs near the top
Decision facts
- Price and any options
- Size, fit or dimensions
- Stock status
Confidence
- Delivery cost and timing
- Returns policy summary
- Clear photos from several angles
Action
- Add to basket, easy to reach on a phone
- Confirmation that it was added
Basket and checkout
Show delivery costs before the final step, offer guest checkout where possible, fill in what can be filled (such as address lookup), and keep form fields to what is needed. WCAG 2.2 criterion 3.3.7 Redundant Entry asks that information already entered is not requested again in the same process, for example billing and delivery addresses. Errors should explain how to fix them and keep what the shopper typed.
Improving a shop's experience
Data
Analytics and customer questions.
Output: Drop-off points
Review
Walk the path on phone and desktop.
Output: Problem list
Design
Fixes for the worst steps.
Output: Wireframes
Test
Shoppers try tasks.
Output: Findings
Release
Changes in the shop platform.
Output: Measured results
Example: a homeware shop
Illustrative example — not a client case study
Situation: A homeware shop sees many baskets abandoned at the delivery step.
- The review finds delivery charges are only shown at the last step, and large items cost more to deliver.
- Product pages are redesigned to show delivery cost by item size near the add button.
- A prototype is tested with five shoppers on their phones.
What this shows: Delivery costs stopped being a surprise at checkout. This example is illustrative.
Working within your platform
Shop platforms such as Shopify or WooCommerce have themes, checkout rules and apps that limit or shape what can change. Design within those limits, and check with your developer what is possible before designing custom features.
Mobile first
Review every step on a phone. Keep the add-to-basket button within reach, make tap targets large enough (WCAG 2.2 sets a minimum of 24 by 24 CSS pixels with exceptions) and avoid pop-ups that cover the page.
Accessibility
Product images need text alternatives, colour swatches need names as well as colours, and forms need labels. These help all shoppers and are part of WCAG 2.2.
Building confidence
Shoppers buying from a smaller brand want reassurance before paying: clear contact details, an easy-to-find returns policy, secure payment options they recognise and accurate stock information. Only show reviews and ratings that are genuine. These elements belong near the decision points on product and checkout pages, not only in the footer.
Accounts and repeat orders
Returning customers value order history, saved addresses and quick reordering. Offer an account after the first purchase rather than before it, and make tracking an order possible from the confirmation email without logging in.
Questions about UI UX design for ecommerce businesses
Where do online shoppers drop out?
Often at search, filters, product pages and checkout.
Should we offer guest checkout?
Where possible, it removes a barrier.
What should a product page show first?
Price, options, size, delivery and returns.
Can we change our platform's checkout?
Sometimes; check what your platform allows.
Why test on phones?
Shoppers may buy on phones, and problems differ.
Does accessibility matter for shops?
Yes; alt text, named swatches and labelled forms help everyone.
Sources referenced
Platform features, guidance and rules change. We check the current versions before committing to an approach. This page is general information, not legal advice.
- W3C: Web Content Accessibility Guidelines (WCAG) 2.2 (opens in a new tab) — reviewed 2026-11-03
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