What Is an Ecommerce Website—and What Does It Need to Succeed?

A Quick Guide on Who Needs an E-Commerce Website and What It Should Include

In today’s fast-moving digital world, an e-commerce website is no longer a luxury — it’s a necessity for anyone selling physical or digital products - and thankfully selling online has never been easier. An ecommerce website allows you to sell your products or services directly to customers through your own online shop. Whether you're a solo artist , a maker - creating handmade goods, a boutique business, or a growing brand, ecommerce lets your work reach the world and your online shop can become a powerful, around-the-clock sales tool.

But simply having an online store isn’t enough—you also need to include the right information to build trust, keep things running smoothly, and make it easy for your customers to say “yes” to buying from you.


Who Are Ecommerce Websites For?

Ecommerce sites are perfect for:

  • Artists and makers Those who create handmade, limited-edition, or one-of-a-kind items, selling original pieces, prints

  • Product-Based Businesses – Anyone who sells physical products, from fashion to furniture, from jewellery to skin care products.

  • Boutique brands/retailers Specialised products with a unique value, aesthetic, or niche.

  • Service providers selling downloadable products, online courses, or memberships, courses, templates, or e-books

  • Holiday property owners offering bookable extras (like welcome hampers, bike hire, or art prints)

  • Hybrid Stores – Businesses offering both in-person and online shopping.

If you sell anything online—physical or digital—an ecommerce site gives you control, flexibility, and the ability to grow without relying solely on third-party platforms.

Key Features Every Ecommerce Website Should Include:

1. Clear Product Listings

Each product should have:

  • A strong, descriptive title

  • High-quality images (ideally multiple angles)

  • Concise, compelling descriptions

  • Pricing info (including VAT/tax if applicable)

  • Stock or availability info

Helpful Hint: Include size, materials, care instructions, and any personal story behind the item—it helps connect with your buyers.

2. Shipping & Delivery Information

Shipping is one of the most important details your customers want to know. Be clear about:

  • Shipping costs

  • Shipping providers used

  • Estimated delivery times

  • Tracking info availability

  • Countries or regions you ship to (local? international?)

  • How long it takes to process orders before dispatch

  • Options like express delivery or local pickup

  • Return and refund policies

Add this info on a dedicated Shipping page and link to it from each product or the footer.

Why Shipping Terms Are So Important

Clear, accessible shipping information helps:

  • Build Trust – Buyers want to know when and how they’ll get their orders.

  • Reduce Cart Abandonment – Unexpected shipping fees or delays are the top reasons people don’t complete purchases.

  • Avoid Disputes – Transparent policies protect both buyer and seller from confusion or complaints.

3. Returns & Refund Policy

Build trust by showing you're prepared for the “what if”:

  • How many days do customers have to return?

  • Do they cover return postage?

  • Do you offer refunds or exchanges?

  • Are some items (like custom work) non-returnable?

This reassures hesitant buyers and reduces awkward email exchanges later.

Other Essential Features Every E-Commerce Site Should Include for a Smooth Shopping Experience:

✅ High-Quality Product Photos – Clear, well-lit images (and multiple angles!)
✅ Detailed Product Descriptions – Sizes, materials, usage, care instructions
✅ Pricing & Variants – Include sizes, colours, or options if available
✅ Mobile-Friendly Design – Over 60% of customers shop on phones or tablets -make sure your shop looks great and works perfectly on all devices.
✅ Secure Checkout – Use trusted payment processors like Stripe, PayPal, Squarespace, etc. - Reassure buyers that your checkout is safe and encrypted.
✅ SEO Optimised – Use keywords people are actually searching for (e.g., “handmade beeswax candles UK” instead of just “candles”)
✅ Easy Navigation –  Use categories or filters to make it easy to browse by product type, colour, size, etc
✅ About Page & Contact Info – Human connection still matters! People like to buy from people. Add a warm, personable About section and make sure your contact info is easy to find.
✅ Social Proof – Testimonials or reviews help build buyer confidence
✅ Terms & Conditions / Privacy Policy - These are legal must-haves. Include your terms, data handling, and cookie policy to comply with GDPR and consumer rights laws.

SEO Keywords to Consider:

ecommerce website, sell products online, secure checkout, shipping terms, online store essentials, build an online shop, Squarespace ecommerce, product-based business website

FINAL THOUGHTS FROM DAVID & GEORGE: Want to Sell Online? Start With a Strong Foundation.

An ecommerce site is more than a digital shop—it's a reflection of your brand, values, and professionalism. By including key information (like shipping, returns, product details, and policies), you're not just ticking boxes—you're building trust and making it easy for your visitors to become loyal customers.

David & George