Beyond Payments: How User Experience Is Taking Over Ecommerce

In the old days, the biggest challenge of setting up an online store was getting the popular payment options available on the site. Payment gateways were charging relatively high fees and those with low fees tend to have stricter requirements. Today, however, it is easy to get an online store up and running thanks to services like PayPal.

Don’t get me wrong; payment options still matter. Customers are more likely to complete their purchases if they can pay for the products easily and conveniently. That said, online store owners and internet entrepreneurs are shifting their focus more towards user experience as an important factor.

A Competitive Market

One of the reasons why user experience matters is down to the nature of today’s market. There are thousands of online stores competing for the same market segment, creating a very competitive market. It is not always easy for new online stores to attract customers, especially when competing against the more established e-commerce sites.

User experience quickly becomes the determining factor. Customers are more likely to return to an online store when they love the whole experience of shopping there. They are also more likely to recommend the online store to others – either through social media or in online and offline conversations – when they have a great experience on the site.


Creating a pleasant user experience is both easy and complicated at the same time. It is relatively easy to understand what the customers are searching for in an online store, which means understanding the improvements needed to deliver that stunning UX is not that difficult. Actually making the adjustments and getting to that perfect UX, on the other hand, requires a bit more effort.

Payment once again plays an important role and so does the checkout process. Online stores are starting to simplify their checkout process down to the single-step checkout we’re used to today in an attempt to make online shopping more convenient.

The design of the site, the information provided about products and services along with elements such as navigation, animations, and colors, all can be fine-tuned to suit the user experience that users actually love. It takes the time to get everything nailed perfectly, but the investment is well worth the results nonetheless.

Different Approaches

Online store owners are taking different routes to improve their site’s user experience. Some actually go as far as studying UX and UI design or getting an online MSMPP degree from top names such as Brandeis University, just to have more control over the process. A masters in project and program management degree will help you gain better control over the redesign project on your website.

Others choose to work with experts and professionals. It requires investing more money into the site, but the results – as I said before – are well worth the investment. Web design experts are teaming up with UX specialists to help online stores deliver the best possible user experience to their customers.

The future of online commerce lies beyond payments. Today, online stores that deliver stunning user experience are the ones that can remain competitive and successful on the market.

This page was last updated on April 26, 2017.

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