Make or break online shopping experiences: Composable order management
Retailers need flexibility to simplify the backend complexity of omnichannel fulfillment. Composable order management provides that.
The global e-commerce market has topped $6 trillion, according to Forbes, which predicts that online retail will capture 22.6% of total retail sales by 2027. As more shoppers browse virtual aisles, what elements does a modern e-commerce website need?
While customer needs may differ across B2C, B2B, D2C, and B2B2C models, the fundamental site requirements are similar. Whether a consumer shopping a retail site or a business customer buying supplies, the online transaction must be easy and seamless. Customers today expect nothing less, and will quickly switch brands if they run into problems.
Delivering the best e-commerce experience requires a cohesive integration of functions, including order management, personalization, product and content management, and payment systems.
To stay ahead of the curve, focus on these five essential e-commerce website elements:
- Speed, reliability, and security
- Easy navigation
- Omnichannel + payment options
- Personalization
- Accuracy + transparency
1. Modern e-commerce is fast, reliable, and secure
Building an e-commerce website that customers trust requires speed, reliability, and security. Customers expect a smooth experience across all channels—web, mobile, app—along with strong data protection, so confirming that your e-commerce platform can support all of these functionalities is a must.
Websites loading within two seconds maintain a bounce rate of only 9%, compared to 38% for those taking five seconds, according to digital consultancy Okoone.
This means that even during peak times, like product launches or the holiday season, site performance can’t falter. Slow sites or glitches in checkout will lead to abandoned shopping carts and lost sales.
Security is essential for customers to feel confident in their purchases on your site. Encrypting data and two-factor authentication are key measures that protect both customers and businesses.
2. Make the online shopping journey easy
Modern shoppers expect a frictionless experience, beginning with intuitive navigation and powerful search functions. Whether they stumble upon your site through a search engine or come directly, the journey should be straightforward.
Easy-to-follow site layouts and clear product details are a must. Streamlining the checkout process, with options like guest checkout, helps reduce friction.
According to Statista, 26% of US shoppers abandoned their shopping carts when faced with mandatory account creation in 2024. A long, complicated checkout process led 22% to drop out.
Post-sales activities also are important. Shoppers expect immediate order confirmations and delivery updates. These bolster their confidence in their purchase. Behind the scenes, an order management system helps track inventory and ensure timely fulfillment and delivery.
If there’s a problem, customers need easy, quick access to customer support through the channel of their choice, whether that’s live chat, phone, or email. The customer service rep should be able to access their order details so that the shopper doesn’t need to repeat their purchase history.
And of course, customers also want an easy returns process. This can be shipping the items back or returning items to a physical location. A strong recommerce platform streamlines these processes and also promotes sustainability, which a growing number of consumers are prioritizing.
3. Endless aisles, omnichannel, and payment options
A broad product range is a core feature of modern e-commerce. Without the limitations of physical space, businesses can offer endless aisles of products and services. This can extend into online marketplaces, which create a one-stop shop for customers.
Customers also want flexibility such as seamless channel-switching and delivery options. A genuine omnichannel experience allows customers to shop seamlessly across channels and offers multiple delivery options, including home delivery, workplace delivery, retail locations, and locker pickup.
With 52% of online shoppers venturing internationally, accommodating global markets is a plus.
Payment flexibility removes friction at the final step of a transaction. Shoppers can be confident that their preferred payment method will be accepted. A buy now, pay later (BNPL) option can encourage shoppers to make larger purchases as they can pay in increments.
4. The personal touch makes it meaningful
Customers want to feel special. If they’re a returning customer, they expect their brand to know them and their preferences. Personalization has become a defining feature of modern commerce.
Personalization drives engagement, offering tailored product recommendations that resonate with an individual customer. Loyalty programs and exclusive offers nurture long-term relationships. These kind of personalized experiences foster memorable interactions, increasing the likelihood of positive word-of-mouth.
Brands rely on their customer data to deliver individualized experiences and offers, but they’re also tapping artificial intelligence to help them understand and anticipate customer needs. For example, AI can analyze browsing and buying patterns and purchase history to generate relevant suggestions and content.
5. Accuracy + transparency
For customers, buying a new product often requires a leap of faith. A crucial e-commerce website element includes providing accurate information to help them make informed decisions and bolster their confidence to hit the buy button.
Product visuals should be on point, depicting the real deal when it comes to color and size. Customers also look for customer reviews, which must be genuine and authentic in order to win their trust and influence buying decisions.
Transparency and accuracy in product availability and delivery timelines are vital. Customers want assurance that what’s shown online reflects actual stock. If an item is out of stock, there should be a clear process for customers to receive stock notifications.
Bonus feature: AI in e-commerce
AI’s role in e-commerce is poised to become bigger as more companies incorporate it into their e-commerce operations. Beyond deeper personalization, AI can help them improve customer service and boost operational efficiency.
Shoppers can save time by reading AI-generated summaries of customer reviews, uploading images to conduct visual searches for the right product, and even having an AI-based shopping assistant to answer questions and suggest products.
Altogether, with AI and the five features described above, companies can build a strong foundation for trust and customer satisfaction, creating a winning formula for a modern and successful e-commerce experience.
