How to Choose an E-commerce Store Design

The design of an online store directly influences conversion, brand trust and user experience. Leading European e-commerce brands rely on minimalism, clear navigation and mobile-first layouts to maximize sales.

1. Minimalism and focus on products

Clean layouts help users focus on what matters — the product itself.

• large product photos
• neutral backgrounds
• simple grid layouts

Example: IKEA (Sweden)
https://www.ikea.com/

2. High-quality visuals & videos

• 360° product photos
• demonstration videos
• clean and sharp images

Example: ZARA (Spain)
https://www.zara.com/

3. Simple navigation

• 6–8 main categories
• powerful filters
• visible search and cart

Example: Argos (UK)
https://www.argos.co.uk/

4. Branding and color scheme

Colors guide user attention and reflect the brand identity.

Example: Decathlon (France)
https://www.decathlon.fr/

5. Mobile-first design

Over 80% of users shop from mobile devices.

Example: H&M (Sweden)
https://www2.hm.com/

6. Fast & simple checkout

• minimal number of fields
• guest checkout
• PayPal / Apple Pay / Google Pay support

Example: ASOS (UK)
https://www.asos.com/

7. Page speed & Core Web Vitals

Fast loading improves SEO and conversion rates.

Example: Amazon EU
https://www.amazon.de/

8. Localized shopping experience

Language, currency and payment methods matter for trust.

Example: About You (Germany)
https://www.aboutyou.de/

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