How to Design an Ecommerce Website That Sells

Before you even dream about colour palettes and fonts, the most crucial part of building an ecommerce website that actually works is the groundwork. You need a solid blueprint. The first two questions to answer are simple but powerful: who are you selling to and what makes your brand unique? Nailing these down will guide every single choice you make, from the platform you pick to how you lay out your product pages.

Where to Start Your Ecommerce Website Design

Feeling the pressure to get your business online? It’s a huge thing for small business owners, especially here in the Okanagan. Let's walk through it step-by-step, no jargon allowed.

Before you get carried away with the fun stuff—the design elements that make a site look great—we have to pour the foundation. Think of it like building your physical shop; you wouldn't put up walls without a solid concrete slab underneath. It’s the same thing here. Without this base, the whole project can get shaky…fast.

Know Your Customer Inside and Out

First up: who are you actually trying to reach? I can't stress this enough. This is the single most important question you will answer in this entire process.

Is your typical customer a tourist popping into your Penticton shop for a souvenir? Or are they a busy parent in Kelowna who needs to buy from you quickly and easily from their phone? Perhaps they're a fellow business owner in Vernon searching for a very specific B2B product you carry.

Getting crystal clear on your audience dictates everything that follows. It helps you understand:

What they value: Are they hunting for the best deal, demanding the highest quality, or is fast, reliable shipping their top priority?
How they shop: Are they scrolling on their phone during a coffee break or sitting down at a desktop to do in-depth research before buying?
What questions they have: What specific information do they need to see before they feel comfortable hitting that “Add to Cart” button?

When you know your customer this well, you can build an online experience that feels tailor-made for them. It’s what separates a generic, faceless website from one that feels like a welcoming local shop where the owner knows your name.

Tell Your Brand's Story

Okay, next question: what's your story? Every single business has one, and it's your most powerful tool. It's your "why." It's what sets you apart. Maybe you're a family-run operation that started in a West Kelowna garage, or you're passionate about sourcing every product from local Okanagan artisans.

Your brand's story is your secret weapon. It forges a genuine connection, builds trust, and turns first-time shoppers into loyal customers who are proud to support a local business they believe in.

This story shouldn't be hidden on an "About Us" page. It needs to be woven through the entire design of your website—in the photography you use, the tone of your writing, and the overall vibe a visitor gets the moment they land on your homepage. It’s about creating an experience that feels authentic to you. If you're still weighing the decision, we've outlined the 5 signs your business is ready for e-commerce.

Once you have a sharp picture of your customer and a clear handle on your brand story, you're truly ready to tackle the bigger decisions. This upfront planning is what turns a good-looking website into a powerful growth engine for your business.

2. Choosing the Right Platform: Shopify vs WordPress

Alright, let’s get down to one of the biggest decisions you'll make: where will your new online store actually live? Picking a platform is like choosing the foundation for a new building. It dictates what you can do later on, so it’s a choice that deserves some real thought.

The two names you’ll hear over and over again are Shopify and WordPress (specifically, when paired with its free e-commerce plugin, WooCommerce). Both are fantastic tools, but they’re built for very different kinds of business owners.

I’ve seen this play out countless times. A talented artist from Vernon just wants a beautiful, secure online gallery that works right out of the box. They want to focus on their craft, not on website maintenance. For them, Shopify is often the perfect match.

On the other hand, a growing West Kelowna business might need highly specific, custom features to manage unique inventory and complex shipping rules. They need total control to tweak and expand as they scale up. For them, the sheer flexibility of WordPress is a game-changer. There's no single "best" answer—only what's best for you.

This infographic lays out the early steps of an e-commerce plan, from zeroing in on your customer to building your brand identity. Getting this clear first makes the platform choice much easier.

With a solid brand and customer profile, you can confidently pick the right tool for the job.

Shopify: The All-in-One Solution

Think of Shopify as leasing a beautifully designed, high-end retail space in a premium mall. It’s an all-in-one, "hosted" solution, which means they handle all the tricky technical stuff for you.

Hosting, security, payment processing—it's all neatly bundled into one monthly subscription. This makes it incredibly user-friendly, especially if you're not the most tech-savvy person. You can pick a theme, add your products, and start selling in a surprisingly short amount of time.

Here's why so many small businesses love Shopify:

Simplicity is Key: The dashboard is clean and intuitive. Adding products, managing orders, and tracking sales is straightforward right from day one.
Rock-Solid Security: Shopify is fully PCI compliant, which means you don't have to worry about the complexities of securing sensitive customer payment data. They handle it.
24/7 Support: If something breaks at 2 a.m., there’s a real, live support team ready to help. That peace of mind is priceless when you're running a business.

The trade-off for all this convenience is a bit less control. While you can customize your store with themes and apps, you're ultimately playing in Shopify's sandbox. You'll also face transaction fees on top of your monthly plan if you don't use their in-house payment processor.

WordPress: The Flexible Powerhouse

If Shopify is a ready-to-rent retail space, then WordPress with WooCommerce is like buying your own plot of commercial land and building from the ground up. The creative freedom is practically limitless.

WordPress is open-source software. In plain English, that means you have complete ownership and control over every single file and line of code. You can build anything you can imagine, from custom product configurators for a furniture store to a complex membership site for a local winery. It’s the go-to for businesses with unique needs.

For many entrepreneurs, the ability to build a completely unique online experience that perfectly matches their brand is the deciding factor. WordPress gives you that power.

Of course, with great power comes more responsibility. You'll need to sort out your own website hosting, keep an eye on security, and manage software updates. There’s a steeper learning curve, and things can get technical if you venture off the beaten path.

Here’s why many Kelowna businesses go the WordPress route:

Unmatched Flexibility: If you can dream it, you can probably build it. There are thousands of plugins (both free and paid) to add virtually any feature you need.
Total Ownership: Your website is 100% yours. You're not tied to a subscription, and you can move your site to any hosting provider you choose, whenever you want.
SEO Prowess: WordPress is famous for being search-engine-friendly right out of the box, giving you a powerful foundation for your digital marketing from the get-go.

Shopify vs WordPress at a Glance

To help you see the differences side-by-side, here’s a quick breakdown. This table cuts through the noise and focuses on what matters most for a small business owner.

Feature	Shopify	WordPress (with WooCommerce)
Ease of Use	Very beginner-friendly; intuitive drag-and-drop interface.	Steeper learning curve; requires more technical know-how.
Cost Structure	Monthly subscription + transaction fees.	Free software, but you pay for hosting, themes, and plugins.
Customization & Control	Good, but limited to themes and apps within the Shopify eco-system.	Nearly unlimited; full control over code, design, and functionality.
Security & Maintenance	Handled for you by Shopify.	Your responsibility (updates, backups, security plugins).
Support	24/7 dedicated support via phone, email, and chat.	Community-based support through forums; paid support from developers.
Best For	Beginners, drop-shippers, and businesses wanting a quick, simple setup.	Businesses needing high customization, bloggers, and those with specific feature requirements.

Ultimately, the choice comes down to one question: Do you value out-of-the-box simplicity, or do you need ultimate control and long-term flexibility?

It’s a foundational decision, and getting it right sets you up for success down the road. There's a lot to weigh, which is why we put together an even more in-depth guide to help you decide. You can find our full comparison of WordPress vs. Shopify right here.

Designing for Customers and Conversions

A beautiful website that doesn't actually sell anything is like a shiny, expensive brochure. It’s nice to look at, but it’s not doing its job. Let's talk about what truly makes an ecommerce design work—and it all boils down to an intense focus on your customers.

The magic ingredient here is something called user experience (UX). It sounds technical, but it’s really just about making your website an absolute breeze for people to use. It’s about thinking through every single click a visitor makes, from the moment they land on your homepage to the second they hit that glorious 'Buy Now' button.

This whole process is about mapping out a smooth, intuitive path for your customers. You want them to feel understood and guided, never lost or frustrated. Good design removes friction and builds confidence with every step.

Crafting the Perfect Customer Journey

Imagine someone walks into your physical shop in downtown Kelowna. You wouldn't hide your best products in a dark corner or make the checkout counter impossible to find, right? The exact same logic applies online. Your website’s navigation and layout need to be clear, simple, and logical.

We always start by putting ourselves in the customer's shoes. What are they looking for? What’s the first thing they’ll want to see? This kind of thinking helps us create a flow that feels completely natural, and it’s a core part of how web design fits into a larger marketing strategy.

Here’s what a great customer journey often includes:

A Welcoming Homepage: It needs to instantly tell visitors who you are, what you sell, and why they should care. Think of it as your digital handshake and first impression.
Intuitive Navigation: Can people easily find your product categories? Is the search bar obvious? Your menu should be organized just like the aisles in a well-run store.
Clear Calls to Action (CTAs): Buttons like "Shop Now," "Learn More," or "Add to Cart" have to stand out. Use a contrasting colour and clear, action-oriented text.

Thinking through this flow from the very beginning is what separates a site that confuses from a site that converts.

Making Your Product Pages Do the Selling

Your product page is your digital salesperson. It's the critical point where a customer decides, "Yes, I want this." A weak product page can kill a sale in seconds, even if the customer was excited just moments before.

Your product pages are the heart of your store. They need to build desire, answer questions before they're asked, and create enough trust for a customer to pull out their credit card.

So, what makes a product page compelling? It's a blend of a few key ingredients:

Stunning Photography and Video: Show your products from every conceivable angle. Use high-quality images that let customers zoom in on the details. Better yet, include a short video of the product in use—it’s an incredibly powerful sales tool.
Descriptions that Tell a Story: Don't just list technical specs. Talk about the benefits. How will this product make your customer's life better? Use a tone that connects with your ideal shopper, whether they're a Penticton adventurer or a busy Vernon parent.
Crystal-Clear Information: Make pricing, shipping details, and return policies impossible to miss. Hidden costs are the #1 reason people abandon their carts. Be upfront and honest about everything.
Social Proof: Nothing sells like social proof. Be sure to include customer reviews, ratings, and testimonials. Seeing that other real people have bought and loved a product is a massive trust signal.

The Small Tweaks That Make a Big Difference

Sometimes, the smallest changes can have the biggest impact on your sales. We've seen it happen time and again with our partners here in the Okanagan. Smart, targeted improvements often beat a massive redesign.

Think about the mobile experience for a second. So many people are shopping on their phones while waiting for a coffee or sitting by the lake. Your site has to be flawless on a small screen.

This isn’t just a local trend; it's a global one. Many successful stores see enormous growth simply by focusing on a seamless user experience. Some have seen up to a 381% increase in total sessions and a 353% jump in their conversion rate right after launching a well-designed mobile-first site. It just goes to show how powerful a great user experience can be.

The goal is to design an ecommerce website that feels welcoming, trustworthy, and incredibly easy to use. When you get that right, you’re building a business that connects with customers and drives real, sustainable growth.

Building a Checkout That Closes the Deal

You’ve done all the hard work. You’ve guided a customer through your beautiful website, they’ve fallen in love with a product, and they’ve hit that magical “Add to Cart” button. Success!

Well… almost.

The checkout page is the moment of truth. It’s where a happy browser can turn into a frustrated, cart-abandoning statistic in the blink of an eye. We’ve seen it happen time and again; a clunky, confusing, or slow checkout is the digital equivalent of a massive, slow-moving lineup at a physical store. People will just give up and leave.

So, let's talk about how to design an e-commerce website checkout that feels less like a chore and more like a satisfying final step.

Make It Fast and Effortless

Every single click and every extra field you ask a customer to fill out is another tiny roadblock, another reason for them to second-guess their purchase. The goal here is to remove as much friction as humanly possible.

One of the biggest wins is offering modern payment options. Think about it: how often do you pay for things with a quick tap of your phone? Your customers are no different. Integrating options like Apple Pay, Google Pay, and Shop Pay can be a game-changer. They let shoppers complete their purchase in seconds with biometric verification, skipping the tedious process of manually typing in their credit card and shipping info.

Another must-have is a guest checkout. Forcing a first-time buyer to create an account before they can give you their money is a massive barrier. Let them buy first, then offer them the chance to save their information for next time.

Be Radically Transparent About Costs

Have you ever gotten to the very last step of a purchase, only to be ambushed by a surprise shipping fee that makes you rethink the whole thing? It’s the worst.

Unexpected costs are the undisputed champion of cart abandonment. That’s why it’s critical to be completely upfront about all costs—especially shipping—as early as you possibly can.

Show shipping estimates on the product page or right in the cart itself.
Provide a shipping calculator so people can see their options before they even start the checkout process.
Clearly explain your return policy and link to it from the checkout page. This builds trust and answers last-minute questions.

This kind of transparency shows respect for your customers' time and budget, which goes a long way in building the trust needed to close the deal.

Keep It Secure and Reassuring

Handing over credit card information online still makes some people a little nervous. Your checkout page needs to project trustworthiness from top to bottom.

A secure checkout isn't just a technical feature; it's a powerful piece of marketing. It tells your customers that you take their privacy and security seriously, which is essential for building a long-term relationship.

Use visual cues to build confidence. Displaying trust badges like SSL certificates (the little padlock icon) and accepted payment logos (Visa, Mastercard, etc.) provides instant reassurance. Keeping your design clean, professional, and free of errors is also crucial. A sloppy-looking checkout page just feels insecure.

Getting the technical details right is just as important as the visual design. The growth in e-commerce tax pools and online marketplaces means websites need to be operationally smooth and tax-compliant to capture revenue.

If a customer feels completely safe and guided through a simple process, they’re far more likely to complete their purchase. If your checkout feels more like a maze, it might be time to get some expert help to streamline the path from cart to conversion.

Keeping Your New Website on the Radar: SEO and Security

Hitting ‘publish’ on your brand-new website is a huge milestone. It’s an amazing feeling! But the work doesn't stop there. Now that your digital doors are open, the next crucial step is making sure people can actually find you.

Think of it this way: launching your site is like opening a shop. Now, we need to put up the signs and spread the word so customers can walk through the door. This is where a few post-launch essentials come into play—namely, getting found on Google, making sure your site is lightning-fast, and keeping it secure.

Getting Found on Google

When was the last time you needed to find something? You probably pulled out your phone and typed a few words into Google. Well, your potential customers in Kelowna, Penticton, and across the Okanagan are doing the exact same thing.

Search Engine Optimization (SEO) is simply the process of helping search engines like Google understand what your business offers so they can show your website to the right people. For an online store, a few areas are especially important:

Product and Category Pages: These are your money-makers. Your product titles, descriptions, and page URLs should all include the words people are actually searching for.
Helpful Content: A blog can be an absolute game-changer. For a local clothing boutique, an article like "How to Style a Summer Dress for a Winery Tour" can attract shoppers who aren't even looking for your brand yet.
Local SEO: If you have a physical storefront, your Google Business Profile is non-negotiable. Keeping it updated helps you appear in "near me" searches, driving local foot traffic right to your door.

SEO is a marathon, not a sprint, but the payoff is a steady stream of free, qualified traffic month after month.

Speed Is Everything

Let's be real—we’re all impatient online. If a website takes more than a few seconds to load, we’re gone. We hit the back button and find another option. Your customers are no different.

A slow website doesn't just create a poor first impression; it actively costs you sales. Google also prioritizes faster sites in its search results, so a sluggish site can torpedo your rankings, making it even harder for new customers to find you. I've seen businesses completely turn their sales around just by shaving a few seconds off their load time.

A fast website isn’t a nice-to-have feature; it's a fundamental part of the customer experience. Every extra second a customer waits is a chance for them to leave and buy from someone else.

Focusing on things like optimizing your images, choosing a reliable hosting provider, and keeping your site’s code tidy are all critical. A snappy, responsive site feels professional and builds instant trust.

Your Site Must Shine on Mobile

More and more, shopping happens on a phone. People browse from the couch, on their lunch break, or while waiting for a coffee. If your website is a pain to navigate on a small screen—forcing users to pinch and zoom or aim for tiny buttons—you're throwing sales away. It’s that simple.

Designing with a "mobile-first" mindset is no longer just a trend; it's the standard for any successful online business. For entrepreneurs, a clean, responsive design is the key to maximizing both sales and customer engagement. The impact is staggering; experts report that well-executed website optimizations can boost add-to-cart actions by over 500%.

Rock-Solid Security Builds Trust

Last, but certainly not least, is security. When a customer types their credit card information into your website, they are placing a massive amount of trust in you. It's your absolute responsibility to protect that data.

Here’s a quick checklist of the must-haves:

An SSL Certificate: This is what adds the little padlock icon to the browser bar and encrypts the connection between your customer and your site. Without it, you’ll lose both trust and sales.
A Secure Payment Gateway: Always use a reputable payment processor like Shopify Payments, Stripe, or PayPal. They handle the complexities of payment security so you don't have to.
Regular Backups and Updates: If you're using a platform like WordPress, keeping your software and plugins updated is your first and best line of defence against security vulnerabilities.

Building a secure, reliable online store not only gives you peace of mind but also gives your customers every reason to trust you with their business. If all this technical talk feels a bit overwhelming, it might be the perfect time to work with a partner who lives and breathes this stuff every day.

Your Ecommerce Website Questions Answered

Still have a few questions swirling around? That’s perfectly normal. Building an online store is a big step for your business, and it’s smart to get all the details straight first.

We hear a lot of the same questions from business owners right here in Kelowna and across the Okanagan as they get started. So, we’ve put together some straight-to-the-point answers to help you feel confident about moving forward.

How Much Does It Cost to Design an Ecommerce Website?

That's the big one, isn't it? The honest answer is: it really depends. It’s a bit like asking how much it costs to build a house—the final price tag is tied to the size, the materials, and all the custom finishes.

A simple, clean store using a Shopify template might only be a few thousand dollars to get up and running. On the other hand, a completely custom-built site on WordPress with unique features is naturally a larger investment.

The final cost really boils down to a few key things:

The platform you choose (like Shopify vs. WordPress).
The complexity of the design and user experience.
How many products you have and how they need to be set up.
Any special features you need, like a booking system for a tour company or a product customizer for personalized gifts.

Think of it as an investment in what will become your most powerful sales tool. At Navigator, we always start by understanding your budget and goals to create a plan that delivers real, measurable value.

How Long Does the Design Process Take?

We get it—you're excited to start selling, and you should be! The timeline for getting your site live really depends on the scope of the project.

For a more straightforward ecommerce site, say on a platform like Shopify, we can often get you launched in as little as 4-6 weeks. A more complex, custom WordPress site with deeper integrations might take closer to 3-4 months from our first chat to launch day.

The schedule is also a partnership. The project's pace depends on things like how quickly we get content and photos from you, how many revisions we go through, and the complexity of integrating your shipping and payment systems.

We believe in doing thoughtful, excellent work—never rushed. We'll always provide a clear and realistic timeline right from the very beginning so you know exactly what to expect.

Can I Manage the Website Myself After Launch?

Absolutely! That’s always our goal. The last thing we want is for you to feel handcuffed to an agency just to make simple updates. We build websites with you, the owner, in mind.

Whether you choose Shopify or WordPress, we provide hands-on training to make sure you feel completely comfortable adding new products, updating your homepage, and managing orders. We want to empower you to run your online store with confidence.

And of course, we’re always here as your partner for ongoing support, maintenance, or future upgrades whenever you need us. You're never on your own. Starting this journey can feel like a lot, but taking that first step with the right help makes all the difference. If you're ready to chat about your project, we're here to help.

If your website isn't pulling its weight, Navigator Multimedia can help you turn it into your best salesperson. Contact us to start the conversation.