As e-commerce technology advances and shoppers’ expectations change, it should come as no surprise that e-commerce web design must evolve in tandem to ensure great user experience and, ultimately, more sales. You can’t afford to get left behind, so check out our list of the latest e-commerce web design trends of 2020:
- Mobile-First Design
- Minimalism & White Space
- Bold Typography
- Dark Mode
- Chat Bots
- Fullscreen Forms
Going mobile isn’t exactly new, and you may be wondering why we bother mentioning it here. But while retailers have focused on mobile responsiveness for some time, in 2020, retailers are designing websites for mobile use first. Basically, websites are optimized for the mobile experience above all else, then expanded to tablet and desktop sizes.
So if you need a website redesign this year, start thinking about your mobile shoppers first. Here’s a great strategy to get you started:
- Conduct research on your phone by navigating through your competitors’ mobile checkout process.
- Take note of what you can see in one window, without having to scroll up or down, and prioritize content placement based on your findings.
- Then, create your wireframes and mockups in mobile dimensions.
- Solidify that design, then apply it to larger browser dimensions.
Website by Verk
As you can see, Verk designed its mobile website to display the most important elements at the top of the screen so the user doesn’t have to scroll to find important information. It features a hero image of a product, a short headline describing their product, and a call to action.
Minimalism & White Space
Many retail websites are too bulky. Creating too many distractions can, well, distract the buyer from clicking the “Buy Now” button. Simplicity is key in 2020. Focus on intuitive navigation, clean product images, and white space.
For those that don’t know, white space is a term for the blank areas between design elements. Using white space allows you to highlight the most important elements of your page, like call-to-actions while keeping a generally tidy and organized appearance.
So don’t overcrowd or “decorate” your page with many design elements. Scale it back, keep it simple, and let the content speak for itself.
Website by ECC
ECC keeps its homepage simple – just a product photo, the product name, and a deal for customers. The open space between the lamp and the text create balance and keeps the shopper from being distracted.
Staying on theme with the minimalist design trend, oversized typography is quickly gaining popularity. Large, eye-catching headlines draw the reader’s eye to what’s most important.
To best execute this trend, keep the number of other design elements on your page small, so you don’t overwhelm your online shoppers and stick to easy-to-read fonts. For a winning look, place your oversized headline on a fullscreen image or video. Your message will make a lasting impact on your visitors.
Website by BeanAbout
BeanAbout keeps things light and fun (like their brand) with a unique font that dominates the homepage. There’s no questioning what they sell.
It’s predicted that 2020 will bring bold, artistic website design. You can expect to see more websites using asymmetrical layouts to represent excitement, uniqueness, and enthusiasm. Because many eCommerce sites use traditional grid-based layouts, making a change that utilizes asymmetry will set your site apart from others. If you’re looking to adopt an asymmetrical design, keep it simple. If your design is overcomplicated, visitors may find the look a bit chaotic.
Try placing product photos of different dimensions next to each other to draw the visitor’s eye back and forth.
Website by OWL
Owl uses asymmetry on its homepage with product photos. The size difference and placement of the photos creates an artistic vibe that is compatible with their brand.
The dark mode is a feature that browsers and operating systems have adopted recently. It turns the background of the site or app to black, which reduces eye strain and preserves battery life (black pixels on a mobile phone are turned off).
An e-commerce website designed with a dark background naturally directs the eyes to foreground images, drawing attention to your products. In 2020, you can expect to see e-commerce websites go dark with their web designs. Some may choose to add an option for the dark mode that allows users to toggle between dark and light settings.
Website by Tom Ford
The dark background used for Tom Ford creates a dramatic effect, pulling shopper’s eyes toward the product photos in the foreground.
Movement is one of the most compelling ways to grab the attention of your website visitors. Our eyes instinctively gravitate toward moving elements, so take advantage of this trend to push customers in the direction you want them to go.
There are various types of motion to use on your site: micro-animations (like hover-effects on buttons), product videos, moving text, animated illustrations, and more. Don’t worry, you don’t have to go for fully-produced videos to be effective. Start small. Too much motion can overwhelm and distract website users, and too many videos and moving elements can slow down your website speed. And no one likes a slow website.
Website by Sheck
Schmeck uses simple animation in an extremely effective (and adorable) way. The simplicity of the brand name “carousel” placed on top of a baby in multiple outfits lets the shopper know exactly who they are and what they sell.
The biggest downside to shopping online is that you can’t physically see or touch the product. Buyers are more hesitant to purchase products than when they shop in a physical store. That’s why chatbots are making a huge impact in 2020 – they’re like digital assistants built to answer common questions, making customers more confident in their decision to buy. You can customize a chatbot with pre-set answers around your products, shipping workflows, and more.
Chatbots not only help shoppers understand your products, but they also help you understand your shoppers. Most chatbot integrations provide engagement data and analytics. You can gain insight into what your customers are looking for and the questions they need answering. Chatbots are proving to be so helpful that e-commerce platforms like Shopify have begun to offer them as add-ons.
App by Aerie
This conversation by Aerie shows how chatbots are an element that can be both valuable and fun for online shoppers.
Fullscreen Payment Forms
The overall theme for 2020 is large, simple elements surrounded by white space. So there’s no surprise that this trend has made its way to one of the most important elements of your e-commerce store – payment forms.
Your payment form might be the last thing you want a redesign, but making a form the size of the screen, breaking that form down to the bare necessities, and surrounding it with white space, makes it more inviting and improves user experience (hint: increases purchases).
Combine this simple, fullscreen form with micro-interactions that provide feedback in real-time and guide customers through the process, and you have a winner. For example, subtle animations like a red “x” next to a required entry signal they skipped a field, or feedback messages let the customer know the payment was submitted and a confirmation email is on its way.
Website by Goba
Goba’s fullscreen payment form is simple and easy to use.
All in all, you can expect to see bold, clean, minimalist websites featuring large design elements in 2020. These trends simplify the message you hope to send and make it easier for customers to remember your brand.
But don’t stop there. Add those functional features to take your online store to the next level. Videos and animation are perfect at offering additional insight for products, while chatbots provide a helpful nudge toward the checkout page. With every trend, remember to apply it in a way that will push your website visitors to make that purchase. Because making money is what it’s all about, right?