Our Favourite Ecommerce Website Designs [2022 Update]

Mitchel White
January 21, 2022

Whilst eCommerce website designs can often look the same to the naked eye, the amount of work that goes into designing a site that converts visitors is mind-blowing.

From user experience to product imagery and copywriting, the best eCommerce website uses the perfect blend of storytelling and product. In a crowded online market, retailers are using their unique brand values and stories to engage new audiences and convert visitors to loyal customers.

What makes the perfect eCommerce website design?

Website design is more science than art.

Whilst your site needs to look great, the main purpose is to drive sales and brand loyalty. Crafting an eCommerce site starts with the customer in mind and aims to create a seamless buying experience from first landing on the site to product discovery to purchase.

The perfect eCommerce website design creates the simplest journey from discovery to purchase, making sure the visitor has all the information they need in a digestible format.

3 basics to get right with eCommerce website designs:

  • Easy to navigate: website navigation is somewhere a lot of sites fall down, make it easy for your visitors to find what they’re looking for
  • Great product imagery: poor website photography is a definite no for any eCommerce brand – the perfect blend of product and lifestyle photographs is needed to engage and convert potential customers
  • Social proof: user-generated content from social media is gold for eCommerce store owners, by using customer imagery you add life and trust to your brand image

Wearth London

Wearth London Home

Eco-friendly and sustainable marketplace Wearth London is a perfect example of a brand that is doing eCommerce right. Their homepage makes great use of storytelling, providing an authentic and consistent brand voice. Featuring user-generated content and customer reviews adds to the brand’s credibility, followed with the use of unique photography, icons and typography that aligns with the brands identity. Wearth London make excellent use of unique categories that are divided based on buyer values, enabling easy navigation throughout the rest of the site.  



Thought Home

Sustainable fashion brand Thought is a great example of how to do sustainability marketing with your website. Scroll down on their home page and you’ll see various storytelling points around the brand and the materials used to make their clothes. Click through to product pages and the site makes use of a full-width layout to include “you may also like” recommendations and product photography.


Reformation Home

Another sustainable women’s wear brand shows us how to do online merchandising with their site. Grouping product categories and collections make the site easy to navigate. The chatty and to the point copywriting style engages their target demographic market perfectly, whilst offering stylish photography that encapsulates the products perfectly.


Material Kitchen

Material Kitchen Gallery

One brand that thrives on utilising user-generated content is kitchenware connoisseurs Material Kitchen, which showcase high-quality photography of their product ranges through “Material Moments”. Their selection of gallery images link directly to products used in the creation of the photo, enabling users to easily navigate through their gallery and filter based on product category and colour. Their wholesome and homey feel their UGC speaks to their brand voice and identity. 

Warby Parker

Warby Parker Navigation

Warby Parker is a great example of a brand with a purpose beyond profit. But we’re not here to talk about Buy1, Give1. The Warby Parker website is the perfect example of an easy to navigate user experience. Segmenting male and female styles is front and centre across the site from product imagery on the homepage to menu navigation.

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Shades of Green

Shades of Green Home

Committed to creating healthier living spaces, homeware brand Shades of Green offers a unique evaluation system that grades every product based on its eco-friendliness and sustainability. Each product is marked based on its eco-value and assigned a shade of green icon. This unique approach to sustainable awareness of products provides a fun and stylish design to the Shades of Green website, as well as building onto their brand identity and story. This eCommerce website knows how to stand out from the competition. 


Ethnotek Home

Think ethically made backpack, think Ethnotek. A heavy focus on storytelling fits the brand perfectly. A mix of copy, imagery and icon design helps tell the story of how their bags are made and how they’re different to other retailers. Using social proof like “featured in” and client testimonials helps build trust for a product edging towards a premium online price point.


Pela Product Pages

An important rule for eCommerce websites is having product collection pages that use a consistent layout and structure throughout. Eco-friendly phone case and accessory brand Pela follows that rule to the T. A highlight of the site’s product pages is using recommendations on how buyers can “complete the look”, engaging with their visitors and helping them by providing advice on what products would best suit their needs. But they also stand out from the crowd, focusing on their use of storytelling on how the phone cases are made using a variation of media and authentic photographs that align with their brand. 


Bellroy Product Page

Calls to action are an essential part of eCommerce website designs - the Add to Cart button on the Bellroy site is the most noticeable element on product pages. This helps to draw buyers attention and entice them to make their next purchase. Opting for a different colour background also differentiates the page from others when visitors have multiple tabs open in their browser.


Bugaboo Navigation

Differentiating between exploring and shopping within the navigational menu allows Bugaboo to segment their audience based on how ready someone is to buy a pushchair. The use of imagery in the menu also enables visitors to see product sizing and style without clicking through to product pages, reducing bounce rates and lost visitors.


What do these eCommerce website designs have in common?

All of these eCommerce sites are easy to navigate and blend storytelling and product. The best eCommerce stores grab your attention and make it clear from the moment you land on the site who they’re there to serve.

But perhaps the one thing all of these sites do best is knowing who their customer is. From copywriting to imagery and product selection, these sites know exactly who they’re trying to convert and do everything they can to engage, convert and win them.

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