Best practices and strategies in modern e-commerce

Mar 13, 2024
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In today's digital age, e-commerce has become an essential part of many businesses. With the growing popularity of online shopping, it is crucial for businesses to implement effective strategies and follow best practices to succeed in the competitive e-commerce landscape, as an e-commerce can become a valuable digital asset for companies. In this article we will share some key tips and strategies in the e-commerce website design and development process, along with some examples of successful implementations.

Design and development process

A well-designed and efficiently developed e-commerce website can significantly impact the user experience and increase conversions. Here are some best practices to keep in mind during the design and development process:

1. Design with mobile devices in mind.

With the rise of smartphones, having a design adapted to mobile devices is no longer an option, but a necessity. A responsive design from the beginning ensures that the website will adapt perfectly to different screen sizes, providing a consistent and user-friendly experience on all devices - it is important to keep in mind that most users browse e-commerce on cell phones, and then complete the purchase on a desktop computer. This approach not only satisfies the growing number of mobile shoppers, but also improves your website's search engine ranking.

When designing for mobile, it is important to prioritize simplicity and ease of use. Consider using larger fonts and buttons for easier navigation on smaller screens. Also, optimize images and minimize load times to create a smooth browsing experience for mobile users.

2. Simple and clear navigation.

An intuitive and streamlined navigation system is crucial to guide users through your e-commerce. Organizing your products into easy-to-identify categories and subcategories will help users easily find what they are looking for. Implementing search and filter functions further enhances the browsing experience, allowing customers to quickly narrow down their choices.

When designing the navigation menu, keep it concise and easy to use. Avoid overwhelming users with too many options and prioritize the most important categories. Also, consider implementing breadcrumbs to provide users with a clear path back to previous pages.

3. Secure payment process.

One of the main concerns of online shoppers is the security of their personal and financial information. To build trust, it is essential to implement strong security measures in payment processing. It is essential to have an SSL certificate to encrypt sensitive data and to offer secure payment gateways that are widely recognized and trusted, such as PayPal or Stripe (in Colombia the most widely used are Mercadopago and PayU).

When implementing secure payment processing, clearly communicate the security measures you have implemented to reassure customers. Display trust seals and logos from recognized security providers to instill confidence. Also, regularly update your security protocols to stay ahead of potential threats.

Example of successful e-commerce

1. Aesop

One of the most successful projects we know of is Aesop's e-commerce, developed by the agency Work & Co in New York. This website has become a worldwide reference, as it reflects the essence of the brand very well, handles images and videos very well, and has a very clear navigation for users -despite the large number of products on the site-. The project was inspired by the user experience in physical stores, which led the e-commerce strategy to reflect the customer service, expert knowledge and product range experienced in a physical Aesop store. Thanks to this work, the brand created a great digital asset that became an extension of its brand and improved conversion by 15% in just 60 days of launch.


AIAIAI's e-commerce was designed and developed by the agency Spring Summer, this project was custom developed for the brand, with features that make it stand out from its competition in the hearing aid category, for example people can customize their products in more than 1,000 different configurations, as well as explore products and combinations recommended by users. All these features, combined with an attractive design and a lot of personality, make this digital product stand out from the competition and connect very well with the target audience of this brand.

3. Matelibre

Matelibre is a project created by Locomotive studio, one of our favorites in the world and a reference in digital experiences. We believe that a digital project should be full of personality, interactions and moments that engage users, and this project achieves this with great success. An e-commerce that combines good development practices with an innovative and modern design proposal, stands out in all those industries where users are looking for increasingly personalized and modern experiences.

4. Beckett Simonon

Finally, Beckett Simonon is a project in which we had the opportunity to participate, we were part of the design process of this e-commerce. In this project we focused on creating a design proposal at the height of the footwear industry in the United States, so each section, page and module had to be designed taking into account the best practices of e-commerce. This process culminated in a custom software development by the client's in-house team.

Tools and applications that we recommend to develop an e-commerce business.

To help you implement these strategies effectively, here are some recommended tools and apps:


Shopify is a leading e-commerce platform that provides an easy-to-use interface and a wide range of customizable themes. It offers secure payment processing options and seamless integration with various third-party apps and tools. Our customers use it for the ease it allows to create and edit products, as well as manage orders, inventory, collections, as well as other analytics and marketing tools.


Yotpo is a customer feedback and marketing platform that integrates with Shopify. It allows you to collect and display customer reviews, helping to build trust and credibility for your products.

Google Analytics:

This is the most important tool on any website, because if we don't measure and analyze the users that visit our website, we won't be able to make the right decisions to improve the experience.


Our favorite SEO tool, it helps us measure the reach of our website, the positioning according to the industry, the efforts of our competitors, and the opportunities we have to create content for our e-commerce. It is a very powerful tool to have an overview of the behavior and results of our website, which will allow us to create specific actions to improve results.Implementing these tools and apps can improve the overall functionality and success of your e-commerce website.


In conclusion, applying best practices and strategies in the e-commerce website design and development process is crucial to the success of your business. By focusing on mobile-friendly design, agile navigation and secure payment processing, companies can offer their customers a seamless and secure shopping experience. Examples from Beardbrand, Kettle & Fire and Nisolo demonstrate how companies of different sizes can effectively implement these strategies. In addition, using recommended tools and applications such as Shopify, Oberlo, Yotpo, Klaviyo and Privy can further enhance your e-commerce operations. By adopting these practices and using the right tools, you can thrive in the competitive world of online shopping.

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