E-commerce websites have changed the way businesses and customers interact with each other. For businesses, these platforms have reduced costs and enhanced sales. For customers, access to online platforms that host a variety of sellers and products and offer doorstep delivery has made the buying experience easier. That said, not all e-commerce platforms are created equal. The best ones tend to have a few key features that enhance user experience.

1. User-friendly interface
E-commerce platforms need to attract as many users as possible. This is why the most successful platforms prioritize smooth user experience via an easy-to-access interface. E-commerce sites need to be accessible to people of all ages, so nothing about the structure and functioning of the site should be difficult to navigate. For instance, all the pages should be lag-free and easy to find. Additionally, the font and images must be clear, and the overall design must be clutter-free to avoid overwhelming users. Any problems navigating the platform will force users to switch to another e-commerce site.

2. Complete information
Most e-commerce platforms handle a large volume of data, as they expect buyers to browse the sites before, while, and after adding products to their digital shopping cart. This data includes product images and descriptions, payment options and related details, price and additional charges, discounts, financing and EMI options, and delivery date and time. The best e-commerce platforms must also have dedicated sections for product reviews and enough space for all specs. Good sites also help customers compare options, look for similar products, and access recently viewed items. The complete information here helps buyers make an informed decision. This enhances their buying experience, making them rely on the platforms for future purchases.

3. Generous return policies
A key feature that gives e-commerce sites an edge over traditional retail stores is the option of returning a product if it does not meet the buyer’s requirements. That said, not all e-commerce platforms have flexible return and refund terms. This is often exclusive to sites that prioritize improving customer experience. A generous return policy is a great way for up-and-coming e-commerce websites to boost confidence in their products and customer service. Not just that, customers today tend to review an e-commerce site’s return policies before deciding to buy products on it. So, customers can decide not to come back to a site if their post-purchase experience was not positive and they did not get to return an unsatisfactory product due to rigid return terms.

It is important to note that the biggest e-commerce companies in the world have a “no questions asked” return and refund policy. Once a customer shares why they are returning a particular product, the site will ask them to mail it back or send delivery personnel to their home to retrieve it. The site may even provide a replacement product if the customer asks for it. This hassle-free approach helps build trust and loyalty among customers, encouraging retention and leading to positive reviews.

4. Order tracking
One of the most frustrating experiences for customers is to receive their orders later than they expected. The issue worsens when they do not get any updates regarding the delay and keep waiting for the product to arrive. This is why all good e-commerce websites offer order tracking and ETA details. These platforms use GPS tracking to accurately pinpoint the exact whereabouts of ordered products. This information is relayed to customers in real-time. Generally, customers are less likely to be alarmed by delays if they can track the shipments and know beforehand that they could be delayed. So, in this way, e-commerce platforms enhance customer satisfaction.

5. Compatibility with multiple devices
An e-commerce platform must be accessible on all kinds of devices. People like to shop on devices that are always within their reach, such as smartphones, laptops, or even tablets. So, an e-commerce platform that is trying to reach a wider audience must be designed to work on all gadgets and be easy to operate on all devices. This enhances user convenience, boosting traffic and reach.

6. High-end security measures
E-commerce websites process and store sensitive information that belongs to their customers. This includes their names, email addresses, passwords, purchase and search histories, payment details, and other information. While these details are typically safely stored in the websites’ databases, e-commerce platforms must have additional security measures to prevent malicious attacks. Any lapses here can lead to data misuse, identity theft, and unauthorized transactions, affecting the reputation and credibility of the platforms.