E-commerce Development
Catalogue, cart, checkout.
Read moreE-commerce · Delhi NCR & remote
Two screens carry all the money.
A store has dozens of pages and two that decide revenue: the product page and the checkout. Almost every design hour is better spent on those than on the homepage.
Short answer
E-commerce web design is the design of the buying path rather than the whole site. The product page has to answer every objection a buyer would otherwise ask a shop assistant, and the checkout has to remove every reason to stop. Homepage design matters far less than either, because most visitors arrive on a product page from search or an ad.
Product page first
Designed for phones
Checkout friction removed
Trust where doubt happens
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01 The premise
Nobody starts at your homepage.
Store owners think about the homepage because it is the page they look at most. Customers largely do not see it. They arrive on a product page from a Google search, a Shopping result, an Instagram ad or a shared link, and a large share of them will decide without visiting any other page on the site.
That makes the product page the whole store as far as they are concerned. It has to do the job a good shop assistant does: show the item properly, answer the question they are embarrassed to ask, say what the actual delivered price is, and make it obvious what happens if it is wrong when it arrives.
The checkout is the other half. Every field, every unexpected charge and every forced account creation is a reason to stop, and people stop far more readily than store owners believe. Checkout design is largely the discipline of removing things.
02 Product page
What a product page must answer.
Missing any one of these sends the visitor to a competitor tab to check.
The product page checklist
- What it actually looks like. Multiple real photographs, zoomable, including scale. One supplier stock image is the most common reason a product does not sell.
- The delivered price. Including shipping and tax, or a clear statement of what will be added. Surprise costs at checkout are the top abandonment reason worldwide.
- Whether it is in stock. Stated plainly, with an honest dispatch time. “Available” meaning “we will order it” damages trust once it arrives late.
- The specification. Dimensions, material, weight, compatibility, contents. Buyers of anything technical will not guess.
- What others thought. Reviews with detail. Five stars and no words persuades nobody now.
- What happens if it is wrong. Returns and warranty, on the product page, not buried in a policy link.
- Who to ask. A phone number or WhatsApp. In India this converts a substantial share of hesitant buyers who will not use a form.
03 Straight talk
Checkout: remove, do not add.
Almost every checkout improvement is a deletion.
Do this
- Allow guest checkout. Forced account creation is one of the largest single sources of abandonment.
- Show the full cost early. Shipping and tax visible before the last step, always.
- Keep it one screen on mobile. Or a clearly numbered short sequence. Never an unexplained scroll.
- Autofill and validate as they type. Pin code lookup, card formatting, and errors shown next to the field.
- Offer the payment methods people use. UPI, cards, net banking and, where it suits you, cash on delivery.
Never do this
- Surprise charges at the end. The single most reliable way to lose a completed cart.
- Ask for what you do not need. Every optional field costs completions. Ask on the phone instead.
- Hide the cart contents. People check again before paying. Let them, without leaving the page.
- Break the back button. A customer checking one thing should not lose their basket.
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Getting traffic but not orders?
Send me one product page and your checkout. I will tell you which of the seven questions above the page fails to answer, and what the checkout is asking for that it does not need.
- Specific findings on real pages
- You keep the list either way
- Reviewed on a phone, where your buyers are
- Same-day reply, all 7 days
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04 Local reality
Design decisions specific to Indian buyers.
Patterns that differ meaningfully from what generic e-commerce advice assumes.
- Mobile is not the secondary case
- It is the majority of traffic for most Indian stores. The phone layout is the real design and desktop is the adaptation.
- WhatsApp is a conversion route
- A large share of hesitant buyers will message rather than fill a form. Treat it as a checkout path, not a support link.
- Cash on delivery still matters
- Excluding it narrows your market. Including it invites returns. Design the rules deliberately — value caps, pin-code limits.
- Delivery time is a buying factor
- An honest estimate beats a vague one. Pin-code-level delivery estimates on the product page are worth building.
- Price sensitivity is explicit
- Buyers compare openly across tabs and marketplaces. If you are not cheapest, the page has to say why in a way a stranger believes.
— Questions
store design — your questions.
Straight answers, including the ones that cost me work. If yours is not here, ask it — I reply the same day.
Usually one of four things: the product page does not answer an obvious objection, the delivered price is a surprise, the checkout asks too much, or the traffic is the wrong traffic. The first three are visible in an hour on the pages themselves; the fourth needs a look at where the visitors came from.
Enough to remove doubt, which for most physical products means four to six: the whole item, the detail people worry about, something showing scale, and it in use. One supplier stock image is a reliable way to lose a sale to a competitor who photographed theirs.
Free shipping above a threshold usually outperforms both free-for-everything and calculated shipping, because it removes the surprise while protecting margin on small orders. What matters most is that the customer knows the delivered cost before the final step.
They help substantially, and detailed ones help far more than star ratings alone. Ask for them by email or WhatsApp a week after delivery. Do not buy them — fabricated reviews are increasingly detectable, and the damage when it is noticed is permanent.
The tone should. What should not carry over is Instagram’s visual density: a feed is designed for browsing and a product page is designed for deciding. They need different amounts of information in different places.
Yes, and it is frequently the highest-return work available on an existing store. Same platform, same catalogue, same URLs — a rebuilt product page and checkout, which is where the revenue is actually decided.
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Fix the two screens that carry the money.
Send me one product page and your checkout. You will get a specific list of what is losing the sale, before you commit to any design work.
- Product page and checkout first
- Reviewed on a phone, where your buyers are
- Specific findings, not a template audit
- Fixed price agreed before work starts
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