The Secret of Good E-commerce

What distinguishes a well-designed online store? How does an e-commerce that customers want to return to differ from one that closes after a few months? At Wise People, we have one hypothesis: a good e-commerce combines the functions of a store with the functions of an image-building website. Because it sells not only the product but also value, idea, brand, and trust.

Good E-commerce: More Than a Shopping Cart

That is why a good e-commerce:

• prioritizes intuitive UX and logical purchasing paths,
• loads fast, operates stably, and adapts to mobile devices,
• builds trust through clear information about returns, regulations, and delivery time,
• facilitates purchasing decisions through recommendations, bestsellers, and FAQs,
• supports customer return through loyalty programs, notifications, and remarketing.

The Store as a Brand-Building Tool

The user doesn’t have time for tedious searching to find where the company presents products and where it provides information about itself. They have the right to expect to find everything in one place, and that finding all the necessary information will be a matter of a maximum of a few clicks or scrolls.

Therefore, e-commerce must simultaneously:

• sell (the store function),
• build an image (the image website function).

This means it’s worth taking care of:

• quality content (product descriptions, storytelling, blogs),
• cohesive design (visual identity, typography, color scheme),
• social proof elements: reviews, testimonials, case studies,
• sections for “about us,” partners, certificates, ESG, team photos,
• well-thought-out CTAs guided throughout the entire purchasing path.

This approach works both in B2B e-commerce and B2C.

What to avoid when designing an online store?

1. Content overload – too many blocks, carousels, pop-ups.
2. Lack of mobile-first thinking – the customer is buying from a smartphone, not a 27-inch iMac.
3. Too aggressive sales push – without building a relationship.
4. Hidden navigation – the customer should not have to guess where to click.
5. Zero uniqueness – copying a Shopify template is not enough.

A good e-commerce combines sales and image-building functions. It performs well, looks good, and gives the customer a feeling that they are shopping with someone they can trust. And it is this trust that is the currency of the future in digital commerce.