Plenty of e-commerce advice focuses on things customers never notice. These seven genuinely move the needle.
1. Fast, obvious search. Shoppers who use search convert at several times the rate of those who browse.
2. Real product photography. Multiple angles, in context, zoomable.
3. Delivery costs shown early. Surprise postage at checkout is the single biggest cause of abandoned baskets.
4. Guest checkout. Forcing account creation loses sales.
5. Reviews on the product page. Not a separate testimonials page — on the page where the decision happens.
6. A clear returns policy. Confidence to buy comes from knowing you can send it back.
7. Mobile-first checkout. Large tap targets, autofill, and a payment wallet option.