Your e-commerce website isn’t just a digital storefront — it’s your best salesperson, your brand ambassador, and often, the make-or-break factor for conversions. But here’s the brutal truth: most websites in Singapore still look decent on the surface and leak revenue under the hood.
Slow loading times, clunky navigation, vague product pages — sound familiar? These aren’t minor issues. They’re conversion killers. If you’re serious about growth, it’s not enough to have a site that works.
You need one that sells. That means baking in features designed to reduce friction, build trust, and push users to checkout without hesitation. This article cuts through the noise and shows you exactly what those must-have features are — no fluff, no filler, just the stuff that drives sales.
Key Takeaways:
- Your e-commerce website isn’t just a storefront — it’s your top salesperson. Features like mobile-first design, lightning-fast load speed, and smart navigation directly impact conversions.
- Trust and transparency drive sales. Secure payment options, verified customer reviews, and detailed product content give buyers the confidence to click “Buy Now”.
- Smart tech gives you a competitive edge. From real-time chat support to personalised recommendations and schema markup, automation done right leads to higher revenue and better user experience.
- Performance isn’t optional — it’s expected. Singaporean consumers are digitally savvy and impatient. If your site feels slow, clunky, or irrelevant, they’ll bounce to a competitor without hesitation.
- Visibility starts with SEO, but ends with structure. Schema markup, mobile optimisation, and enriched metadata help you rank, attract, and convert — without paying for every click.
10 Features E-commerce Websites Need to Have
If your e-commerce website isn’t converting, it’s not your ads. It’s not your pricing. It’s the site itself — and what it’s missing. Below are the features that separate the best-performing stores from the ones burning ad budgets and guessing why nothing sticks.
You want strategy that actually works? Let’s get to it.
1. Mobile-First Design
Let’s be clear: responsive design isn’t enough anymore. If your e-commerce site is just “shrinking down” your desktop layout for mobile, you’re doing it wrong — and you’re leaving sales on the table.
In Singapore, over 82% of online shoppers buy directly from their smartphones. But here’s what most business owners get wrong: they assume mobile users will pinch, zoom, and dig through hidden menus to find what they want. They won’t.
Mobile users are impatient, distracted, and a bad experience means bounce — not buy. You don’t just need a mobile-friendly site. You need a mobile-first site.
That means your site is designed for mobile from the ground up — navigation built for thumbs, product images that load fast without compromising quality, and checkout flows that don’t require 10 taps and a miracle.
Real-World Example: ASOS
ASOS didn’t just make their site responsive — they redesigned their mobile UX around speed and simplicity. The result?
A 50% increase in mobile conversions after introducing sticky CTA buttons, predictive search, and simplified checkout. Let that sink in: not more traffic, not more ads — just better mobile design. That’s what moved the needle.
Use This Mobile-First Checklist Today:
- Sticky Add-to-Cart Buttons: Keep them visible as users scroll.
- Thumb-Friendly Navigation: No dropdown menus that require precision clicking.
- Fast Image Load: Use WebP or AVIF formats and lazy loading.
- Checkout in 3 Steps or Less: Anything more kills momentum.
- Auto-Fill for Forms: Reduce friction and fat-finger errors.
- Tap Targets at Least 48px: Google’s UX benchmark for mobile accessibility.
Your mobile experience is the customer experience. And in this market, where nearly every sale starts on a phone, mediocre mobile design isn’t just inconvenient — it’s expensive.
So here’s your next move: open your site on your phone, go through the full buying journey, and be brutally honest. Would you buy from your store?
If the answer is even “maybe,” it’s time to redesign for conversion, not just aesthetics. Because in e-commerce, mobile-first isn’t a trend — it’s the battlefield.
2. Fast Loading Speed
Here’s the truth no agency wants to tell you: your e-commerce site doesn’t have a traffic problem — it has a speed problem. If your pages take more than 3 seconds to load, most users will never even see your product, let alone buy it.
And in a high-intent market like Singapore, where expectations are sky-high and patience is low, slow load times don’t just kill UX — they kill revenue. The highest e-commerce conversion rates happen when page load time is under 2 seconds.
After 3 seconds, every extra second drops conversions by up to 20%. Think about that. You’re spending money driving clicks, only to lose the sale because your site is sluggish. This isn’t about vanity metrics — it’s about direct ROI. The faster your site, the more money you make. Period.
Real-World Example: Decathlon Singapore
When Decathlon shaved just 0.8 seconds off their average page load time, they saw a 12% lift in transactions in under a month. Not from more ad spend. Not from fancy CRO tricks. Just better speed performance.
That’s the compounding effect of speed: every millisecond you save stacks revenue in your favour.
What You Should Be Doing — Now
| Optimisation | Why It Matters | Tools to Use |
| Compress Images | Large images are the #1 speed killer. |
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| Use Next-Gen Formats (WebP, AVIF) | Smaller files, faster loads, better quality. |
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| Lazy Load Below-the-Fold Content | Speeds up the first paint. |
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| Minify JavaScript & CSS | Reduces file size and parsing time. |
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| Use a CDN | Distributes content faster across regions. |
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| Leverage Browser Caching | Avoids re-downloading assets. |
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| Reduce Third-Party Scripts | Each one adds load time. |
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Slow websites are a tax on your growth. They frustrate your customers, kill your ad performance, and send your SEO rankings into a nosedive. Google even uses Core Web Vitals (which includes loading speed) as a ranking factor. So here’s your move:
Run your site through GTmetrix or Google PageSpeed Insights right now. If you’re not green across the board, it’s time to optimise — not tomorrow, not next quarter. Today. Because in e-commerce, fast wins. Always.
3. Intuitive Navigation and Search
If users can’t find what they’re looking for in under 5 seconds, your e-commerce site isn’t just underperforming — it’s repelling buyers. Navigation isn’t “just UX.” It’s sales architecture.
It’s what turns clicks into conversions and curiosity into cash. You’ve got products. You’ve got traffic. But if your category structure is vague, your search bar is useless, or your filters are a confusing mess?
Then congrats — you’re paying to frustrate your customers. In 2023, 68% of e-commerce sites still make basic navigation and search errors — like unclear categories, inconsistent filters, or search bars that ignore typos.
These aren’t design issues. They’re revenue leaks.
Here’s your playbook:
| Feature | What You Need to Do | Why It Matters |
| Clear, Shallow Category Structure | Use broad parent categories (e.g. “Men’s Shoes”) with clear sub-categories (“Running”, “Formal”, “Sneakers”). Avoid over-nesting. | Reduces friction and bounce rates. |
| Persistent Navigation Menu | Keep it visible on mobile and desktop. Use icons + text for clarity. | Helps users orient themselves instantly. |
| Search That Tolerates Human Error | Implement fuzzy search and autocorrect for typos. | Users won’t always type your product name perfectly. |
| Autocomplete with Visual Suggestions | Show product previews as users type. | Boosts speed-to-product and increases engagement. |
| Synonym Matching | Link “joggers” with “sweatpants,” “trainers” with “sneakers.” | Local language and cultural variants matter in Singapore. |
| Searchandising | Promote bestsellers or high-margin items in top results. | Converts intent into profitable outcomes. |
| Filter Logic That Makes Sense | Use checkboxes, not dropdowns. Prioritise popular attributes (size, colour, price). | Helps users narrow down products without effort. |
Pro Tip: Use Data to Drive Structure.
Use tools like Hotjar, Crazy Egg, or Google Analytics to see what users are searching for, where they click, and where they drop off. If users are using site search to find basic products you thought were easy to navigate to, your navigation is broken.
Also, check your “no results” search queries. That list is gold. It shows you exactly what people want and what your site fails to deliver. In a hyper-competitive e-commerce landscape, intuitive navigation and powerful search aren’t luxuries — they’re conversion levers.
If your users have to think, you’ve already lost them. Fix it, and you don’t just make your site easier to use — you make it harder to leave without buying.
4. High-Quality Product Images and Videos
Here’s a brutal truth most e-commerce brands ignore: if your visuals don’t sell the product, your copy never gets the chance to. No one’s reading your product descriptions first. They’re scanning the images.
And if those photos feel generic, pixelated, or worse — like stock — you’ve already lost the sale. Today’s shoppers, especially in Singapore’s digitally savvy market, demand visual proof.
They want to see the texture, scale, fit, and function — instantly and clearly. A 2023 Shopify study found that 75% of online shoppers rely on product photos to make purchase decisions — and conversion rates jump by up to 250% when videos are included. So no, media quality isn’t a “nice to have.” It’s a revenue driver.
Your Visual Commerce Checklist
| Visual Asset | Best Practices | Why It Matters |
| High-Res Images (Minimum 1500px) | Crisp detail, white or clean backgrounds, consistent lighting. | Builds trust and gives shoppers clarity. |
| Multiple Angles + Close-Ups | Show front, back, sides, texture, and product in use. | Reduces uncertainty and boosts engagement. |
| Zoom-In Functionality | Let users inspect material and detail. | Mimics the in-store experience. |
| 360° Views | For tech, fashion, furniture — anything tactile or spatial. | Increases confidence in the purchase. |
| Lifestyle Shots | Show the product in real-life context (e.g. a watch on a wrist, a couch in a room). | Helps buyers envision ownership. |
| Short Product Videos (15–30 sec) | Demonstrate fit, scale, movement, or features. | Especially effective for clothing, electronics, and tools. |
| Consistent Image Ratios | Avoid jarring shifts in layout across listings. | Maintains a polished, professional look. |
Pro Tip: Video Is Your Competitive Edge
Platforms like TikTok and Instagram have trained shoppers to expect video-first content. If your product pages only rely on photos, you’re not meeting modern expectations.
Adding a short product demo or unboxing video can dramatically increase time on page and conversion rate — especially for high-ticket or complex items.
Bottom line? Your visuals should answer every unspoken question your customer has before they ask it. Because in e-commerce, your product media is your first impression — and your best closer.
If it’s not top-tier, your competitors will thank you for the handover.
5. Detailed Product Descriptions
Most e-commerce product pages fail before the user even hits “Add to Cart” — and it’s not because of pricing or product. It’s because the description is either too vague, too thin, or just straight-up boring.
You’ve seen it before: five bullet points of recycled manufacturer copy and maybe a one-liner about “great quality.” That’s not selling — that’s wasting space.
In Singapore’s hyper-competitive e-commerce landscape, your product description isn’t filler. It’s your closer. It needs to do what a good salesperson would: answer objections, paint value, and trigger action.
Real-World Example: IKEA
IKEA nails this balance. Take their popular “MARKUS” office chair. The product page doesn’t just list materials — it explains why mesh matters (“increases air flow to keep you cool”), how it improves your posture, and what makes it last longer than cheaper alternatives.
You get specs, sure — but also context and confidence. The result? IKEA ranks high in both conversion rate and low return rate, because they pre-emptively answer customer concerns through copy.
How to Write Descriptions That Convert — Not Just Inform
| Element | What to Include | Why It Works |
| Benefit-First Opening Line | Don’t just say what it is — say why it matters. E.g., “Designed for 12-hour comfort — not just quick Zoom calls.” | Hooks attention immediately. |
| Skimmable Format | Use bullet points for specs, paragraphs for narrative. Prioritise mobile readability. | Helps buyers process info quickly. |
| Clear Specs + Dimensions | Give exact measurements, weight, and compatibility where relevant. | Reduces return rates and uncertainty. |
| Use Cases and Scenarios | Who is it for? What problem does it solve? Where will they use it? | Helps buyers visualise owning the product. |
| Address Common Objections | “Worried it’ll be too bulky?” → “At just 4.5kg, it fits neatly into small rooms.” | Builds confidence and reduces hesitation. |
| Sensory Language | “Silky soft”, “rugged matte finish”, “whisper-quiet motor” — activate their imagination. | Adds emotion and tangibility to digital buying. |
| SEO Keywords (Strategically) | Use terms customers actually search, but don’t stuff. | Boosts discoverability without compromising quality. |
Pro Tip: Use AI — But Don’t Let It Write for You
Tools like Jasper or Copy.ai can help speed up drafting, but always inject your voice, tone, and context. Generic AI-generated blurbs won’t reflect your brand — or close the sale.
Write like someone who knows the product inside out and understands what your buyer actually needs to hear. Because done right, your product copy doesn’t just describe — it sells, reassures, and converts.
6. Customer Reviews and Ratings
Here’s the truth: people trust people, not brands. And when someone’s deciding whether to buy from your e-commerce website, they’re not scanning for marketing speak. They’re looking for proof. Real, unfiltered, buyer-to-buyer proof.
95% of consumers read reviews before making a purchase, and products with at least five reviews are 270% more likely to convert than those without any. So if you’re still treating reviews as a nice-to-have, you’re actively leaving money on the table.
Your Review Strategy — Done Right
| Feature | What You Need to Do | Why It Works |
| Verified Buyer Tags | Only allow reviews from actual purchasers. Mark them clearly. | Builds instant credibility. |
| Star Ratings Breakdown | Show a visual summary of 1–5 star ratings. | Helps shoppers process sentiment quickly. |
| Photo and Video Reviews | Let users upload their own media. Prioritise them at the top. | Adds authenticity and showcases real-life product use. |
| Review Highlights & Filters | Use AI or tags to highlight common themes (e.g. “Great fit”, “Fast delivery”). | Gives buyers what they’re looking for — fast. |
| Request Reviews Automatically | Use email or WhatsApp follow-ups post-purchase. Offer small incentives (discounts, points). | Increases review volume without manual effort. |
| Respond to Reviews (Especially Negative Ones) | Show that you’re active and accountable. Address issues publicly. | Turns potential objections into trust wins. |
Pro Tip: Don’t Fear Negative Reviews — Use Them
According to PowerReviews, 82% of shoppers specifically look for negative reviews to gauge authenticity. A product with nothing but 5-star ratings? That screams “filtered.”
Instead of deleting or hiding criticism, respond professionally, explain your resolution, and use that feedback to improve. It shows transparency — and transparency sells.
Customer reviews aren’t just social proof — they’re conversion assets. But only if you treat them that way. If your product page feels like a brand monologue, it’s time to shift the spotlight. Let your customers speak. Their voice is your most powerful sales tool.
7. Secure Payment Gateway Options
You might think payment is the last step — but for your customers, it’s the moment of truth. A slow, confusing, or insecure checkout is the single biggest reason for abandoned carts worldwide.
In fact, Baymard Institute reports that 18% of online shoppers abandon their carts specifically due to payment issues. In Singapore’s tech-savvy market, your e-commerce website must offer not just secure, but seamless payment experiences — fast, flexible, and frictionless.
Your Payment Gateway Playbook
| Feature | What to Implement | Why It Matters |
| Multiple Payment Options | Credit/debit cards, PayNow, GrabPay, Apple Pay, Google Pay, e-wallets popular in Singapore. | Caters to diverse buyer preferences, reduces drop-offs. |
| PCI-DSS Compliance | Ensure all gateways meet the Payment Card Industry Data Security Standard. | Protects customer data and builds trust. |
| One-Page Checkout | Avoid multi-step or redirect-heavy flows. | Minimises friction and reduces abandonment. |
| Save Payment Details Securely | Offer “save card” or “one-click buy” for returning customers. | Speeds up repeat purchases and improves loyalty. |
| Clear Payment Security Badges | Display SSL certificates, secure payment icons, and encryption notices visibly. | Reinforces trust at the crucial decision point. |
| Real-Time Payment Status | Immediately confirm success or flag errors. | Avoids confusion and repeated payment attempts. |
A secure, smooth payment gateway is your last line of defence against cart abandonment. Nail it and you don’t just protect your customers, you keep the sales funnel flowing.
8. Cart Abandonment Recovery
Let’s be blunt — if you’re not actively recovering abandoned carts, you’re bleeding revenue. 69.99% of e-commerce carts are abandoned on average, and in Southeast Asia, that number can spike even higher due to mobile browsing, price sensitivity, and digital distractions.
The good news? You can recover up to 30% of those lost sales — if you do it right. This isn’t about sending a generic “Oops, you forgot something” email. It’s about building a smart, timely, and multi-channel recovery system that turns hesitation into conversion.
Real-World Example: Sephora SEA
Sephora’s Southeast Asia operations are laser-focused on retention. Their cart abandonment strategy includes:
- A series of recovery emails (not just one), triggered within 30 minutes, then 24 hours, with personalised product reminders.
- Push notifications for mobile app users nudging them to return, often with time-sensitive incentives.
- Dynamic retargeting ads across Facebook and Google showing the exact product left behind.
The result? Sephora has consistently seen double-digit revenue gains from abandoned cart recovery flows, particularly in mobile-first markets like Singapore and Malaysia.
How to Build a High-Converting Cart Recovery System
| Component | What to Do | Why It Works |
| Email Recovery Flow | Send 2–3 emails: immediate reminder (30–60 mins), follow-up (24 hrs), final nudge (48–72 hrs). Include product photo, link, and urgency (e.g. “limited stock”). | Keeps your brand top of mind and reactivates intent. |
| SMS or WhatsApp Follow-Up | Use a short, personalised message — “Still thinking about your cart? It’s still here [link]” | Opens and clicks are significantly higher than email in Asia. |
| Exit-Intent Popups | Triggered when users show signs of leaving — offer a discount, bundle, or save-for-later option. | Captures users before they vanish. |
| Retargeting Ads | Use Facebook, Instagram, and Google Display to show users what they left behind. | Reinforces memory and intent across platforms. |
| Save Cart Feature | Let users email their cart or save it for later (logged-in or guest). | Reduces friction for returning shoppers. |
| Incentivised Recovery | Offer a one-time 5–10% off or free shipping if the cart is recovered within 24 hours. | Creates urgency and pushes conversion. |
Pro Tip: Segment and Personalise
Don’t blast the same message to everyone. Use behaviour-based segmentation:
- New visitor vs. returning customer
- High-ticket cart vs. low-ticket
- Desktop abandoner vs. mobile shopper
The more personalised the message, the more likely they are to come back. Here’s the bottom line: recovering abandoned carts isn’t just a tactic — it’s a growth lever.
If you’re not actively chasing down those lost conversions, someone else’s retargeting ad or discount email will. You paid to get that visitor. Don’t let your follow-up be the reason you lost the sale.
9. Personalised Product Recommendations
If your e-commerce website shows the same product grid to every visitor, you’re leaving serious revenue on the table. Today’s buyers expect more than just options — they expect relevance.
And personalised recommendations can lift conversion rates by up to 26% and average order value by over 30%. Let’s be clear: this isn’t about “Customers also bought…” thrown randomly at the bottom of a page.
It’s about smart, data-driven suggestions tailored to each user’s behaviour — in real time.
Your Personalisation Game Plan
| Tactic | What to Do | Why It Works |
| Behavioural Targeting | Track and analyse what users browse, search, and add to cart — then adjust product suggestions accordingly. | Increases product relevance and re-engages intent. |
| Dynamic Homepage Personalisation | Show product categories, deals, or collections based on user profile (e.g. gender, location, device). | Gives users a tailored start, improving engagement from the first click. |
| Product Page Cross-Sells | Use “Complete the look” or “Goes well with…” suggestions tied to the current product. | Increases average basket size and improves user experience. |
| Email + On-Site Sync | Use personalised recommendations in cart reminders, thank-you emails, or win-back campaigns. | Reinforces brand memory and drives return traffic. |
| First-Time vs Returning Logic | Serve different recommendations based on session history and purchase status. | Prevents repetitive suggestions and increases relevancy. |
Pro Tip: Start Simple, Optimise Ruthlessly
You don’t need enterprise-level AI to begin. Tools like Nosto, Dynamic Yield, or even Shopify’s native personalisation apps can get you 80% of the way there.
What matters is continuous testing — measure click-through rates, conversion rates, and average order value for each placement. Use heatmaps, session recordings, and A/B testing to see where recommendations actually move the needle.
10. SEO and Schema Markup
Here’s the hard truth: it doesn’t matter how beautiful your e-commerce website is if no one can find it. Search traffic is still the most valuable traffic you can get — it converts 10x better than social or display ads because the user is already looking to buy.
But ranking on page one isn’t just about keywords anymore. Google now looks at structure, context, and clarity — and that’s where SEO and schema markup come in. If you’re skipping structured data, you’re telling Google: “Good luck figuring this out.” Not smart.
Your SEO + Schema Blueprint (That Google Actually Rewards)
| Area | What to Optimise | Why It Matters |
| Title Tags & Meta Descriptions | Write unique, click-worthy meta data for every category and product page. | Boosts CTR and keyword relevance. |
| Product Schema Markup | Use Product schema to tag name, price, availability, and review score. | Enables rich snippets in Google search. |
| Breadcrumb Markup | Implement Breadcrumb schema for clearer navigation in SERPs. | Helps Google understand your site structure and improves indexing. |
| Review Schema | Apply AggregateRating schema to display customer ratings in search. | Builds trust and improves visibility. |
| Mobile SEO | Use responsive design, fast load speeds, and mobile-first indexing best practices. | Google prioritises mobile performance. |
| Alt Text for Images | Every image — especially product shots — needs descriptive, keyword-rich alt text. | Helps with image search and accessibility. |
| Canonical Tags | Avoid duplicate content issues across product variants or paginated categories. | Preserves authority and improves ranking consistency. |
Pro Tip: Use Google Search Console + Rich Results Test
Most business owners install SEO plugins and call it a day. That’s not enough. Use Google Search Console to track index status, structured data errors, and keyword performance.
Then run your key product and category pages through Google’s Rich Results Test to validate your schema markup. If SEO brings the traffic, schema markup closes the click.
And when both are working together? You show up before your competitors, earn trust before the first page loads, and dominate search without paying Google another dollar.
Ignore it, and you’re betting your revenue on hope. Invest in it, and you’re building compounding traffic that works for you while you sleep.
How to Optimise Your e-Commerce Website
Image Credit: Dribble
If you’re serious about growing your online sales, the difference between “just another store” and a high-converting machine comes down to execution.
You don’t need more generic advice — you need a strategy built for your customers, your products, and your market. That means faster load times, smarter personalisation, better UX, and a structure that search engines actually understand.
But here’s the truth: doing all that in-house can burn time and money you don’t have. That’s where we come in. At MediaOne, we specialise in building e-commerce websites that don’t just look good — they perform.
From technical SEO and CRO to advanced personalisation and chatbot integration, we deliver results that scale. If you’re ready to stop guessing and start growing, get in touch with MediaOne.
We’ll help you optimise your e-commerce website for visibility, speed, and conversion — so you can focus on what matters: driving revenue.
Frequently Asked Questions
What is the best platform to build an e-commerce website?
The optimal platform depends on your business needs. Shopify is user-friendly and ideal for beginners, while Magento offers extensive customisation for larger businesses.
WooCommerce integrates seamlessly with WordPress, making it suitable for content-driven sites.
How do I choose the right payment gateway for my e-commerce site?
Consider factors like transaction fees, supported currencies, and regional availability. In Singapore, popular options include PayPal, Stripe, and local providers like eNETS, which cater to various customer preferences.
What are the essential security measures for an e-commerce website?
Implement SSL certificates to encrypt data, use secure payment gateways, and ensure regular software updates.
Additionally, comply with data protection regulations like the PDPA in Singapore to safeguard customer information.
How can I improve the mobile shopping experience on my e-commerce site?
Design a responsive layout that adapts to various screen sizes, optimise images for faster loading, and simplify the checkout process. Given the high mobile usage in Singapore, a seamless mobile experience is crucial.
What strategies can I use to reduce cart abandonment?
Offer guest checkout options, provide clear shipping information, and send timely follow-up emails with incentives. Implementing exit-intent popups can also re-engage potential customers before they leave your site.
