20 Features Consumers Look for in a Shopify Store

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Start delivering more of what consumers love

Have you ever wondered what features consumers look for in a Shopify store?

Websites are often designed to reflect a brand and optimise for conversions, but how often do we ask consumers what they truly want? Understanding and delivering more of what consumers love could be key to winning loyal customers and repeat business.

Here at Create8, we’ve designed and developed countless Shopify stores for businesses across a wide range of industries. Over time, we’ve gained a deep understanding of which features matter most to consumers and how to incorporate them seamlessly into various web designs.

In this article, we’ll reveal which elements of a Shopify store we’ve found to be most important to users. By integrating these features into your Shopify web design, you could supercharge your store’s UX and start winning more conversions.

What factors drive consumer purchasing decisions online?

To understand which website elements are most important to consumers, we first need to look at the factors that influence their purchasing decisions. After all, you’re more likely to purchase if you’re having an enjoyable user experience, right?

Some of the factors that most commonly influence online consumer purchasing decisions include:

Price and product value
Website functionality
Security
User experience
Credibility and trust
Payment options and checkout process
Shipping and returns policies
Promotions and discounts
Branding and values

Website elements that provide a positive experience in these areas are very important to consumers as they make their shopping experience smoother and more enjoyable. Developing a smooth and fast UX is often key to turning satisfied visitors into paying customers or leads. Not only does this boost your bottom line, but it also helps build a strong business reputation and encourages word-of-mouth referrals.

What are the top 20 features that consumers look for in a Shopify store?

Once you understand which elements of your website matter most to consumers, you can prioritise them in your web design and eCommerce strategy to boost customer satisfaction and improve your Shopify store’s overall performance.

Price and product value

Attractive products and competitive pricing are often what attract visitors to your website in the first place. Without these, it’s unlikely users will stick around to see what else your store has to offer.

1. Detailed product information

The role of product quality is still extremely important in eCommerce. However, when shopping online, consumers rely on your Shopify store’s product imagery and text descriptions to bring your products to life. Optimise your product pages by providing detailed and accurate product descriptions and high-quality product photography to help customers make informed buying decisions and reduce returns rates.

2. Transparent and competitive pricing

Product pricing should be clear, transparent, and competitive. Consumers often compare prices across multiple stores, so make sure that you’re offering good value for money.

Website functionality

Shopping online shouldn’t be complicated. Your website’s design and user experience (UX) should make it quick, intuitive, and simple for customers to find what they’re looking for and make a purchase. Even the biggest brands with the best products will flop online if their Shopify store isn’t easy to use. So, underestimate the importance of website speed at your peril!

3. Responsive website design

More people than ever now shop online using their smartphones. If your Shopify store doesn’t display or function correctly on a mobile device, then you could be losing over 50% of potential customers. Consumers value responsive website designs that seamlessly adapt to whatever screen size, browser, or device they are using. So, enhancing mobile shopping experience can significantly improve UX and boost conversion rates.

4. Lightning-fast load times

Time is of the essence when it comes to online shopping. Did you know that 53% of users abandon a mobile site if it takes longer than 3 seconds to load? If you’re your store takes longer than 3 seconds to load, it’s crucial to improve Shopify site speed. Addressing slow site speed and ensuring that your store is optimised can significantly enhance user experience on Shopify while also reducing bounce rates and increasing sales.

5. Simple and intuitive navigation

Users want shopping experiences that are simple to navigate, making it quick and easy for them to locate the products or information they’re looking for. They value websites with a clear and easy-to-follow structure and intuitive menus and navigation.

Security

With online scams and security breaches on the rise, consumers are now more cautious than ever about where they shop online. Make sure your Shopify store isn’t raising red flags by prioritising security to build trust and show customers that your website is safe and secure.

6. Security badges and certificates

Consumers want to shop with brands that take their online security seriously. Take steps to secure your website and then display security badges like your SSL certification badge and other industry-recognised badges on your website to reassure visitors.

7. Secure payment options

Consumers feel reassured that their financial information will be protected when they see a wide variety of secure and trusted payment options available, including PayPal, Apple Play, and popular credit card providers.

8. Data protection and privacy policy

If you expect users to provide you with their personal information, it’s only right that you are transparent and honest about how you will handle and use this data. Create a data protection and privacy policy and display it clearly on your Shopify store to demonstrate transparency, reassure users that their data is safe in your hands, and explain how you are meeting GDPR and other relevant data protection standards.

Credibility and trust

Consumers prefer to shop with credible, trusted brands that inspire confidence in delivering an excellent shopping experience and great value for money.

9. Customer Reviews and Ratings

Consumers love reading product reviews and ratings as they help them discover their peers’ honest opinions of your products. They trust these independent reviews and use them to aid their buying decisions. Adding customer reviews and ratings to your store can significantly improve your brand’s credibility and boost your Shopify store’s conversion rates.

10. Trust badges

If your brand has won any awards, is a member of any recognised associations, or offers customers any promises, like a money-back guarantee, display these trust indicators prominently throughout your Shopify store. These badges reassure customers, reinforce your store’s credibility, and can significantly influence consumer purchasing decisions.

Payment options and checkout process

Once your website visitors have located the products they want to buy, they want to check out and complete their purchase quickly. Any friction during this process can cause frustration and prompt the user to abandon their basket. Consumers value a fast, simple, and hassle-free payment process.

11. Streamlined checkout process

Streamlining your store’s checkout process to allow users to complete the process in as few steps as possible can significantly improve their shopping experience and boost conversion rates. Use Shopify apps to implement features like the ‘buy now’ button, which allows customers to bypass their shopping basket and navigate straight to the checkout, and the ‘fast checkout’ feature, which reduces the number of fields customers need to fill out before they can checkout.

12. Multiple payment options

Users highly value the convenience and security of being able to pay using their preferred payment method, so make sure you offer plenty of different payment options and display their badges prominently.

13. Buy now, pay later (BNPL)

In 2024, 50% of adults in the UK have used a BNPL service. The option to BNPL is particularly appealing to younger consumers. Offering BNPL as a payment option helps to remove barriers to purchase and makes higher-value items more easily accessible.

Shipping and returns policies

If users can’t quickly locate information about your shipping policy and return policy, this could be a deal breaker. Consumers value fast, affordable, and convenient shipping and return services.

14. Clear and prominent shipping information

Clear, transparent shipping information, including costs and delivery times, is a priority for consumers. Offering free or discounted shipping is particularly appealing and can influence the final purchase decision.

15. Transparent returns policy

Consumers are more likely to return items that they buy online than they are those bought in-store, so the impact of a simple returns policy is huge. Consumers prioritise Shopify stores that offer a flexible and hassle-free return policy, so it’s important to create a seamless and easy return process and promote it prominently throughout your store to give users the confidence to buy.

Promotions and discounts

Consumers love to feel like they’re getting a good deal, so offering promotions and discounts can motivate users to make a purchase.

16. Bundles

Use an app from the Shopify app store to sell product bundles on your website. Then, offer consumers a discount when they buy multiple items together. You sell more items, and your customers feel they are getting a better deal—win, win.

17. Discount codes

Consumers are always searching for the best deal, so prominently displaying a discount code on your website can encourage them to choose your store over competitors. Offering a visible discount makes customers feel they’re getting better value for money and increases the likelihood of them completing a purchase.

Branding

Consumers like to engage with and buy from brands that they feel align with their own identity and values. They look for brands with a strong, clear identity and well-defined values. When consumers feel a genuine connection to your brand, it can significantly influence their purchasing decisions and help to foster customer retention and long-term loyalty.

18. Strong brand identity

Consumers look for brands that have a clear and cohesive brand identity that sets them apart from their competitors. From your logo and visuals to your tone of voice, every element of your brand should reflect your unique identity. This consistency helps consumers easily recognise and relate to your brand.

19. Clear brand value proposition

Your brand’s value proposition is the promise you make to customers about the benefits of choosing your products. Consumers look for brands that clearly communicate what sets their store apart, as this helps guide their purchase decisions.

20. Brand values

More than ever, consumers want to support brands that reflect their own values, particularly when it comes to social responsibility, sustainability, and ethical practices. Clearly communicating your brand values, such as eco-friendly initiatives or ethical sourcing, can help you connect with like-minded consumers and foster brand loyalty.

Partner with Create8 to build your Shopify store

At Create8, we are proud to be a trusted Shopify partner, helping countless businesses build eCommerce stores that resonate with consumers. We understand that delivering a shopping experience that meets customer expectations is key to building a high-converting Shopify store.

Whether you’re building a Shopify store from scratch or need help revamping an existing website to optimise its performance, our team of experts are here to help.