27 Elements Your E-Commerce Website Must Have Today


Your website is real estate in the online world. It's the gateway between your ideal customer and the product or service you're selling. Your goal as an entrepreneur is to deliver immense value in exchange for a loyal customer. Even if the product you are selling is a dime a dozen, the way you package the information is crucial in order to convert visitors into paying customers. Other than your social media account(s) your website is the first place people will go to learn more about your business. 

This is why I am creating this blog post because I get tons of questions regarding what exactly should be included in a professional website. I'm going to focus mainly on e-commerce websites but honestly you can use these actionable tips for ANY website you decide to create whether that be an informational website, a blog website, or a personal website.  

Let's Dive Right In!

CONTENT & CONSISTENCY are the most important factors to anything you do online. Think of content as the backbone of any online business. Before we get into the specifics of your website there's a few things we MUST get clear first!

Quality over Quantity

You must only use high quality images and videos throughout your ENTIRE website. NO EXCEPTIONS. Do not use blurry or distorted photos ever in life lol. If you want to be able to compete online in the year 2017 you cannot afford to be cheap or lazy when it comes to producing quality content. Only use high resolution images (1024 x 768 pixels minimum). You should also have a color scheme that is visually appealing. Make sure all text is readable.

OK! Here are 25 more elements your website must have if you don't have them implemented already:



When I first click on your website address there should be a pop up that contains an opt-in form where I can submit my name and e-mail address in exchange for an incentive. The incentive or lead magnet should be store updates, access to special events, exclusive deals, or a coupon/discount offer. Here are a couple of examples of verbiage:

  • be the first to learn about promotions, special events, new arrivals and more!

  • get exclusive deals you won’t find anywhere else straight to your inbox!

  • receive a 10% discount off your first purchase!

Your opt-in form can 'pop up' immediately upon visiting or a few seconds after scrolling down your website. Make sure to include your opt-in form in the footer section of your website also for anyone who didn't subscribe initially. 



Ok, once I've submitted my name and e-mail address the pop-up will exit and BAM I'm back to scrolling!

Your custom brand logo should be in the top left hand corner.  The navigation menu should be easily visible next to your logo or right below it. If I'm using my phone I should clearly be able to see where the menu is (usually I will see an icon button with 3 horizontal bars). 



You never want to over crowd your main navigation bar with so many pages. This is why you have a footer area to put more information. However these are the pages you should ALWAYS include in the top menu but you're not limited to them:


Your main page or home page displays your company's key features. Here are some examples of what you can feature to fill in your areas of content:

  • a slideshow (3 slides min)
  • featured collections (sets, accessories, denim etc)
  • featured products 
  • best sellers
  • new arrivals
  • $20 and under
  • sale
  • lookbook
  • Instagram feed


In your Frequently Asked Questions page you should answer the following questions (if they apply to your business):

How do I check out?

Do you restock sizes?

Do you have a size guide or chart?

Do you offer wholesale?

How do I use a promo code?

Which payment methods do you accept?

What is the processing & delivery time for my order?

How can I track my order?

Who can I contact about my order?

Is it safe to order online? Example answer: 

Our site meets the highest standards in security and encryption. When you enter your details such as name, address and credit card number, this information is sent to us using Secure Sockets Layer (SSL), which encrypts the data, preventing anyone else from seeing what is inside the transmission.

Your details are safe with us. We also 3D secure enabled, this means at check out you will be asked to provide your unique password to authorize the payment, only the card holder will know this information, if the password is incorrect the transaction will not go through. 


Include a contact form. You should also include any of the following that apply:

  • phone number
  • store location(s)
  • e-mail address
  • office hours


Imagine that I am visiting your company's website for the first time and I don't know ANYTHING about your brand and what you have to offer. I want to know more about your business and the meaning behind why you started it. I want to know if I even belong on your site and if your brand will reflect me in any way. Here's what I need to know:

  1. When was your company founded?
  2. What is your mission? 
  3. What separates your brand from others?
  4. Who shops at your store? [Who is your ideal customer?]
  5. Which country is your business based?
  6. What does your brand represent?


Some people want to know right away which items are on sale especially if they are purchasing from you for the first time. 


When my mouse hovers over the SHOP or PRODUCTS button on your website it should prompt a scroll down menu of the different product categories. When I click on a specific product this is what I should see:

Multiple Product Images [High definition quality]

Product Description

Product Details:

  • Material?
  • What size is the model wearing?
  • Wash instructions?

Variable Options:

  • size
  • color 


Related Products or Last Viewed Products

Add to Cart Button 

Wishlist [optional]


The footer is where most e-commerce websites have the customer service, press, size chart, account, returns, shipping, blog, copyright information, privacy policy and terms & conditions located. All of these things are important and you should include them. 

Customer Service 

  • Order status (for members)
  • Order history (for members)
  • Gift cards
  • Affiliate


  • Are returns allowed?
  • Exchanges only? Under what conditions? How many days within receipt of purchase?
  • Any final sale items? Anything non-refundable?
  • Out of stock concerns


  • What's the processing time?
  • Which shipping carrier(s) do you use?
  • What's the delivery time? Domestic and international?
  • What about on holidays and weekends?
  • Is there free shipping?
    • If so, is it only when I purchase over a certain amount? Is it domestic only? Is it free next day or standard shipping? 
  • What are the shipping rates domestic and internationally? Next day? Standard?


  • If you or your business have been featured in the media this is the place to showcase it. 
  • Offer a contact e-mail for collaborations


This isn't completely necessary but creating an account on your website should provide three options: 

  1. Faster check out
  2. Save multiple shipping addresses
  3. View and track orders

Size Chart or Guide

Privacy Policy

We undertake to comply with the terms of our privacy policy, which is provided on this website. By using this website, you acknowledge that you have read our privacy policy.

We may use cookies in delivering the website to you. A cookie is a small amount of data, which often includes an anonymous unique identifier that is sent to your browser from a website's computers and stored on your computer's hard drive.

We do not currently require our users to register in order to access our website, but reserve the right to do so in the future. Should we implement a registration process we will of course commit to comply with any privacy legislation applicable at the time in respect of your user information.

Security of Information

Unfortunately, no data transmission over the Internet can be guaranteed as totally secure. Whilst we strive to protect such information, we do not warrant and cannot ensure the security of any information which you transmit to us. Accordingly, any information which you transmit to us is transmitted at your own risk.

Termination of Access

Access to this website may be terminated at any time by us without notice. Our disclaimer will nevertheless survive any such termination.

Terms & Conditions

The terms and conditions set out below are to be applied to the use of this website. By using this website, you agree to be bound by these terms and conditions. If you do not agree to be bound by these terms and conditions, you may not use this website.

In these terms and conditions, the expressions "we", "us" and "our" are a reference to '___________' (YOUR COMPANY NAME)


Changes to Terms and Conditions

We reserve the right to alter and change these terms and conditions occasionally. Changes to the terms and conditions will be effective immediately upon publication on this website. Your continued use of the website following such publication will represent an agreement by you to be bound by the terms and conditions as amended. It is your responsibility to be aware of these terms and conditions as they may be altered.



This website and its content are provided 'as is' and except to the extent required by law, without any warranties of any kind, whether express or implied, including but not limited to, implied warranties of satisfactory quality, fitness for a particular purpose and non-infringement, to the fullest extent permitted by law. The information on the website is for general information purposes only and does not constitute as advice.

We do not represent or warrant that the information and/or facilities contained in the website are accurate, complete or current, or that the website will be uninterrupted or error free, or that any defects in the website will be corrected or that the website or the server that makes the website available are free of viruses or any other harmful components. Except to the extent required by law, we do not make any warranties or representations regarding the use of the materials in the website in terms of their correctness, accuracy, adequacy, usefulness, timeliness, reliability or otherwise, in each case to the fullest extent permitted by applicable law.

We reserve the right to suspend or withdraw the whole or any part of the website at any time without notice and without incurring any liability.

This website may from time to time contain links to other websites or information provided by third parties. We make no warranties or representations about the accuracy or suitability of the information or links provided on this website, including information provided by third parties. You use the information and links at your own risk. We have no control over their individual content and make no representations or warranties as to any of the information appearing in relation to any linked websites. We do not recommend any products or services advertised on those websites. If you decide to access any third party website linked from our website, you do so at your own risk.


Limitation of liability

Your use of the website is at your own risk. Where conditions and warranties implied by applicable law cannot be excluded, we limit our liability where and to the extent we are entitled to do so. Otherwise, neither we, nor any of our affiliates, officers or directors nor any of our agents or any other party involved in creating, producing or delivering the website will be liable for any direct, indirect, special, consequential or other damages that result from the use of, or the inability to use, the materials on the website, including damages caused by viruses or any incorrectness or incompleteness of the information on the website, or the performance of the products, even if we have been advised of the possibility of any such damages.


Your Obligations

You must ensure that your access to this website is not illegal or prohibited by laws which apply to you.

You must take your own precautions to ensure that the process which you employ for accessing this website does not expose you to the risk of viruses, malicious computer code or other forms of interference which may damage your own computer system. We do not accept responsibility for any interference or damage to your own computer system which arises in connection with your use of this website or any linked website.

You must not misuse our system or this website. Specifically, you must not hack into, circumvent security or otherwise disrupt the operation of our website. Furthermore, you must not undertake any activity which will place an unreasonable burden on our systems.

You agree to indemnify us and our respective officers, employees and agents against all actions, claims and demands which may be instituted against us arising out of your failure to comply with these terms and conditions.


Intellectual Property

All copyright featured or displayed on the website is owned by us. Except as may be otherwise indicated in specific areas within the website, you are authorised to view, play, print and download documents, audio and video found on the website for personal, informational, and non-commercial purposes only.

Except as permitted by applicable copyright laws, you may not modify any of the materials and you may not copy, distribute, transmit, display, perform, reproduce, publish, license, create derivative works from, transfer or sell any information or work contained on the website.

Except as authorised under the copyright laws, you are responsible for obtaining permission before reusing any copyrighted material that is available on the website. For purposes of these terms, the use of any such material on any other website or networked computer environment is prohibited. You will not remove any copyright, trademark or other proprietary notices from material found on the website.

In the event you download software (including but not limited to screensavers, icons, videos and wallpapers) from the website , the software, including any files, images incorporated in or generated by the software, and data accompanying the software (collectively, the "Software") are licensed to you by us. We do not transfer title to the Software to you. You own the medium on which the Software is recorded, but we retain full and complete title to the Software, and all intellectual property rights therein. Except as permitted by applicable copyright laws, you may not redistribute, sell, decompile, reverse engineer, disassemble, or otherwise reduce the Software to a human-readable form.

All of our trademarks, service marks and trade names used herein are our trademarks or registered trademarks, unless stated otherwise. You may not use, copy, reproduce, republish, upload, post, transmit, distribute, or modify our trademarks in any way, including in advertising or publicity pertaining to distribution of materials on the website, without our prior written consent.

The use of our trademarks on any other website or network computer environment, for example the storage or reproduction of (a part of) the website in any external internet website or the creation of links, hypertext, links or deep links between the website and any other internet website, is prohibited without our express written consent.


Restricted Use

Unless we agree otherwise in writing, you are provided with access to this website only for your personal use. You are authorized to print a copy of any information contained on this website for your personal use, unless such printing is expressly prohibited. Without limiting the foregoing, you may not without our written permission on sell information obtained from this website.


© 2017 FAB FASHION KILLAS (your company) | All Rights Reserved | Designed by (website developer)


  • Upcoming sales
  • Latest trends
  • Recent photoshoots
  • Campaigns, Contests & Giveaways
  • Behind the scenes look
  • News and updates


  • Shopping cart icon
  • Search bar
  • Social media icons
  • Currency icon
  • Quick shop option
  • Wishlist


If you want to see examples of popular and well put together e-commerce websites I'll provide a few links below!







Learn my step by step blueprint to winning online So YOU can live your best life.