Flag

We stand with Ukraine and our team members from Ukraine. Here are ways you can help

Get exclusive access to thought-provoking articles, bonus podcast content, and cutting-edge whitepapers. Become a member of the UX Magazine community today!

Home ›› Business Value and ROI ›› 6 Key Questions to Guide International UX Research ›› Five Signs of an Advanced E-Commerce Site

Five Signs of an Advanced E-Commerce Site

by Gil Remy
4 min read
Share this post on
Tweet
Share
Post
Share
Email
Print

Save

There are certain user-centric features that put some retail sites ahead of the rest.

There are basic features that make up the skeleton of every self-respecting e-commerce website out there: product sorting, add to cart, guest checkout, and order tracking.

Then there are those features that are more recent developments used only by the e-commerce elite—sites that are pushing the boundaries of the online shopping experience.

Here are five telltale features that separate the “men” from the “boys.”

1. Advanced Suggested Search Results

When users type in a search field, it’s nice to give them some suggested autocompleted searches, but it’s even better to show them some potential search results right then and there. Advanced suggested search results instantly provide users with images, category names, product details, and pricing without them having to click through to a search results page.

Altrec does this nicely, combining autocomplete and suggested results. With autocomplete, users still know that there are options other than the suggested results being shown next to, in this case, climbing shoes. At the same time, users become aware that if they do take the time to spell out what it is they are looking for, they will be instantly rewarded with a result.

2. Inline Field Validation

Frustration during checkout is likely to lead to lost transactions. And there are few things more frustrating for users than hitting the “Submit” button on a form to find out that a field was left invalid. With inline form validation, a checkout process comes one big step closer to eliminating frustration over invalid field data.

Along with the accompanying microdata that assists users through a checkout process, field validation helps reduce error rates and checkout abandons. An added benefit is the chance to build a rapport with the user through the messaging in either valid or invalid fields. As mentioned in Smashing Magazine’s “The State Of E-Commerce Checkout Design 2012,” address validation is not an ideal solution here. Sites that won’t allow users to process an order if the address validator mechanism or database insists that the address is invalid lose customers. Validate fields that can truly be validated, such as email addresses, credit card numbers, zip codes, etc.

Target validates fields instantly.

3. Animated Shopping Carts

For some e-commerce websites, keeping visitors engaged in shopping, rather than sending them straight to checkout when they add an item to the cart, can lead to increased revenue per-transaction. That’s where the animated cart comes into play. It’s an effective way to give users the confirmation that their product has been placed in their cart and that they can easily checkout if they so choose, without requiring them to take any action to keep on shopping.

American Eagle opens a frame at the bottom of the screen when a product is added to the cart, with details on the transaction and a checkout button.

Crate & Barrel does a nice variation on that idea. The website shows the total in the cart along with other suggested items in a pop-up window.

4. On-the-Fly Inventory Tracking

Another source of frustration for users can be finding out that the size they are looking for is out of stock. A nice way to keep them aware of your diminishing supply is to provide that information on the product page. Along with informing users when products are going out of stock, if possible, inform them of when the product will be back in stock as well. This increases the chances that they’ll pre-order or sign-up to receive updates about it.

Here’s how Threadless handles their inventory data, down to the size, before a user even makes a selection.

5. Video Product Demos

There’s nothing like a live person demoing a product for an online shopper. When well executed, product tours can push an already good e-commerce experience to the next level by giving users an enhanced sense of confidence about their purchase decision.

Zappos uses video to sell this pair of Doc Martens (as well as many other products).

Conclusion

These are just a few of the more recent features that users will increasingly expect to be part of their online shopping experience. They all use well-established technologies and none are particularly difficult to implement. Therefore, there’s really no excuse for not making them available on any e-commerce site striving for success. These features have shown to improve conversions and overall user experience and also help convey the feeling that the people behind the website care about their users and have put forth the effort required to deserve their business.

post authorGil Remy

Gil Remy
Gil Remy is an information architect and mobile GUI crusader at NYC digital agency, Blue Fountain Media, with an international background in Marketing and Project Management. He has over 13 years’ experience in taking projects from vision to completion through dynamic and effective team leadership and client management. He has worked for Grey Paris with clients including Nokia, BNP Paribas, and Honda and demonstrated his ability to identify, analyze and solve problems in order to increase customer satisfaction while maintaining a firm grasp of the company's constraints and goals. He is always eager to apply the right mix of no-nonsense approach, out-of-the-box thinking and diplomatic skills to every situation in order to get things done.

Tweet
Share
Post
Share
Email
Print

Related Articles

AI that always agrees? Over-alignment might be the hidden danger, reinforcing your misconceptions and draining your mind. Learn why this subtle failure mode is more harmful than you think — and how we can fix it.

Article by Bernard Fitzgerald
Introducing Over-Alignment
  • The article explores over-alignment — a failure mode where AI overly validates users’ assumptions, reinforcing false beliefs.
  • It shows how this feedback loop can cause cognitive fatigue, emotional strain, and professional harm.
  • The piece calls for AI systems to balance empathy with critical feedback to prevent these risks.
Share:Introducing Over-Alignment
4 min read

AI agents are getting smarter — but can they truly work together? Meet MCP, the open-source protocol quietly reshaping how machines connect, collaborate, and get things done.

Article by Josh Tyson
What to Know About Model Context Protocol (MCP)
  • The article introduces MCP — a new way to help AI agents easily work with business tools.
  • It shows how MCP could change how we use software by letting AI control all our tools through one interface.
  • The article sees MCP as a big step toward building smarter, more flexible AI systems in the future.
Share:What to Know About Model Context Protocol (MCP)
5 min read

Why does AI call you brilliant — then refuse to tell you why? This article unpacks the paradox of empty praise and the silence that follows when validation really matters.

Article by Bernard Fitzgerald
The AI Praise Paradox
  • The article explores how AI often gives empty compliments instead of real support, and how design choices like that can make people trust it less.
  • It looks at the strange way AI praises fancy-sounding language but ignores real logic, which can be harmful, especially in sensitive areas like mental health.
  • The piece argues that AI needs to be more genuinely helpful and aligned with users to truly empower them.
Share:The AI Praise Paradox
4 min read

Join the UX Magazine community!

Stay informed with exclusive content on the intersection of UX, AI agents, and agentic automation—essential reading for future-focused professionals.

Hello!

You're officially a member of the UX Magazine Community.
We're excited to have you with us!

Thank you!

To begin viewing member content, please verify your email.

Tell us about you. Enroll in the course.

    This website uses cookies to ensure you get the best experience on our website. Check our privacy policy and