8 things your Ecommerce website must have in 2022


Ecommerce websites can be a very lucrative venture for many businesses. The global pandemic has only accelerated the growth of online sales, and the shift away from brick and mortar stores. As of 2021, an estimated 2.14 billion people were buying products online [1]. This demonstrates the huge global potential of any Ecommerce website! But not all websites are created equal. In this article we will be exploring 8 things your Ecommerce website must have to stand out from the rest.

1) Positive reviews

Your website needs to show off positive reviews and testimonials from previous customers. This creates social proof and instantly builds trust with potential customers. According to research by BigCommerce, customers are 63% more likely to trust and buy from a company with reviews [2]. Review platforms like Trustpilot and Google Reviews are completely free to join, and you can embed their reviews on your website. There are WordPress plugins available which let you add reviews in just a few clicks.

ecommerce box on laptop
ecommerce box on laptop

2) Your Unique Selling Points

Market analysis estimates there are between 12 and 24 Ecommerce websites worldwide [3]. This is a staggering amount, and means you need to work hard to distinguish your website from competitors. Your Unique Selling Points (USP) need to be prominent on your website. Here’s an example: if you were selling bodybuilding supplements, and these were developed by a professional nutritionist, that would be a USP. You would want to show that off on your website.

3) Your branding & identity

Your website is the front window of your business. Think of it as a “shop-front” on the high street. You want your website to show off your branding, and its unique qualities, having a colour scheme consistent with your branding is an absolute must. You also need to think about your brand’s personality, and how it translates to your website copy. For example: if you sell luxury products you would want to reflect that in your website copy, and make it sophisticated and elegant.

4) Regular offers and promotions

When someone visits a website, they need to see it’s active and updated regularly. Creating things like seasonal promotions are a great way of showing customers you are active, and your business is thriving. For example, you may decide to do a 25% off Christmas Sale. This also creates more of a connection with customers. If it’s December they would be thinking about Christmas whenever they’re shopping, and a Christmas sale could draw them in.

5) An SSL Certificate

An active SSL certificate is an absolute must for any website in 2022. SSL certificates encrypt your customer’s data, and keep it secure whilst they are using the site. This is especially important for Ecommerce websites, where people are entering sensitive information like card details. Everyone looks out for the famous padlock in the address bar, and it creates an instantly feeling of safety with potential customers. SSL certificates have become more affordable over the years, and you can even get free SSL certificates with companies like Let’sEncrypt [4].

ssl padlock
ultimate blend mega menu

6) Clear navigation

When someone lands on your website you have a limited amount of time to pique their interest. Research has found the average attention span of a user is just 8 seconds [5]. If a user lands on your website and can’t find what they’re searching for, they’re likely to abandon their quest and leave your site. Having a clear navigation structure is vital. A mega menu is a great way of making navigation easy.

This is a great example on ultimateblend.co.uk. You can instantly shop based on the product you are looking for, your specific needs, and any dietary requirements. The customer can find what they are looking for in just 1 click.

7) A returns & refunds policy

Unfortunately returns and refunds are a regular occurrence for Ecommerce businesses. Common reasons are clothing not fitting, or customers are unsatisfied with the product. It’s important you have a clear returns and refunds policy on your website, which people can easily access. This will make any potential order disputes easier, and put you in a stronger position legally. Also customers will trust you more if you have an honest and transparent returns policy. If someone is looking to buy clothes, they want to know if they can return them and receive a refund. If they can’t find this information they’re likely to leave your site and abandon their purchase.

8) Fast page speed

Going back to our point from number 6 – website visitors have a very small attention span. If your website takes 6 seconds to load, their attention span has already waned significantly. Your website needs to be lightning quick, to avoid frustrating your users. If your website is slow you will need to seek the help of an experienced Web Developer. They will be able to fix technical aspects, and get your website running smoothly. A slow website is also detrimental to your Google rankings, so it’s vital you speed it up. You can check your website’s speed by using Google PageSpeed Insights – https://pagespeed.web.dev/


In conclusion, Ecommerce websites are a wise investment for millions of businesses in 2022. They give you the power to scale your business worldwide, and generate sales around the clock. It’s vital you improve your website above, and the things outlined above are a great starting point.

If you’re looking for help revamping your website, you’re not alone. At Angelo Marketing we have years of experience building Ecommerce websites, and we would be happy to help. Feel free to contact us for a chat about your Ecommerce website.