From Product Search to Checkout: Understanding the Key Functions of E-commerce Websites

Key Functions of E-commerce Websites

E-commerce websites, like conventional physical retail stores, allow customers and businesses to purchase and sell to one another on a defined platform. The major distinction between e-commerce and physical commerce is that e-commerce transactions occur exclusively on the Internet rather than at a physical location.  

Electronic commerce (e-commerce) allows users to buy anything online at any time and location by making an online transaction. As per Statista, the total number of digital shoppers globally grew by roughly one billion between 2019 and 2022 and is set to keep growing. Amazon which is the key partner of NimbusPost is one of the trusted companies with a broad range of online products that attract the largest number of website visitors. It earns the title of top dog in e-commerce, as the net sales and market capitalization of Amazon remain the highest globally.  

In this blog, we will understand the key functions of e-commerce websites and how they play an important role in customer retention. 

Functions of e-commerce websites 

  1. Accepts orders and payments
  2. Offer client service
  3. Manage transport and logistics
  4. Convey a clear message 
  5. Generate traffic 

Features of An Effective E-commerce Website 

  • Product Sorting and Filtration

E-commerce takes into consideration a variety of characteristics for websites. Product categorising and filtering are one of the e-commerce features we will discuss first. Product discoverability is essential to your company’s success. Even if you have a flawless business model and there are hundreds of products available for online purchasing, you may consider the need for product filtering. People have become more mindful of the amount of time they spend online.

  • Product Evaluations 

It is the initial step you take when visiting a website. Product evaluations are one of the finest e-commerce features. We also suggest that you redefine the significance of negative evaluations, as they boost your credibility just as much as positive ones. Product evaluations help establish credibility, facilitate decision-making, and increase sales. Special discounts and other promotional strategies are undeniably difficult to resist. It promotes sales, reduces losses, cultivates long-term consumer relationships, increases brand recognition, and boosts conversions. 

  • Wishlists

We wager that everyone has created a desire list at least once in their lifetime. Wishlists are of great value to business proprietors when it comes to e-commerce platforms. Such a tool enables you to understand your customer’s world, and their perspective increases website traffic, and simplifies the handling of out-of-stock items. Moreover, mobile consumers are notably fond of this e-commerce feature.

  • Similar Products 

There is information about additional products that may be of interest to you. When developing an e-commerce platform, use cross-selling because there is a clear rationale behind it: if a customer can’t find the desired product, they may eventually discover related products and product descriptions, which will prompt them to return to the filter options. Therefore, we guarantee that your traction will skyrocket! 

  • Shopping basket 

A shopping cart is one of the e-commerce features that bridge the divide between browsing and buying. This instrument collects and distributes a customer’s payment method information to the payment processor and other parties. A shopping cart contains product information; it is a portal to customer administration, thereby establishing trustworthy customer relationships; it displays product categories and website data. It is the virtual equivalent of a grocery store receptacle and payment register. 

  • Secure Payment Options 

The payment process must be entirely secure for the merchant, consumer, and payment processor. In terms of security, funnel integration has been considered the finest software. There are a variety of other gateways that can be integrated, such as PayPal, Apple, Google Pay, etc.

  • Shipping Information (multiple shipping companies) 

Only with a shipping strategy can an e-commerce business complete the entire purchase cycle online. Not only does our team consider the establishment of such a strategy, but also several other factors as well. A shipping strategy for e-commerce involves selecting the best shipping methods, evaluating shipping costs and rates, comparing shipping carriers, selecting e-commerce packaging (including labels), offering insurance, tracking shipments, and, of course, integrating shipping.

Companies like NimbusPost, Amazon, Baidyanath, and Xpressbees provide their clients with constant support and comprehensive information regarding domestic and international shipping.

Benefits of E-commerce 

  • Increase your conversion rates

E-commerce increases conversion rates by 30 and 60% of all e-commerce site revenue generated by on-site searchers. Provide a distinct, frictionless path to your customers’ desired products and make purchasing from you more convenient. 

  • Offer a superior customer experience

On-site search is a major factor in the customer journey of consumers who either know exactly what they want and have come to your website to find it or have an idea of what they want to purchase but may need help narrowing down their options. The search experience is a crucial component of the overall purchasing experience and can make or break your users’ satisfaction.

  • Utilise analytics data to make more effective business decisions

You can gain valuable insight into what your customers want, how they describe the products they’re searching for, and which searches yield irrelevant or no results. For instance, if you discover that many consumers are seeking products you don’t carry, you may want to consider expanding your product line. 

  • Let you establish stores and product listings

When a consumer searches for an item, they see a product listing. This is one perk of e-commerce that is intended for the vendor. One benefit of operating an online business is the capacity to customise the product listings once they have been created.

The number of images, descriptions, categories, prices, shipping costs, and delivery dates that sellers may include is unlimited. So you may provide buyers with a lot of information about the product in just one step. Making an online listing lets potential purchasers see what you have.

Occasionally, it is optional to alter your business strategy, but rather your search solution. You can determine where you may need to add or modify search criteria on the back end based on the data from your consumers’ searches.


In addition to quickly guiding high-intent customers to the products they want, e-commerce is a powerful tool because it gathers crucial information about what your customers want, their preferences while choosing and picking a product and services, and how you can offer tailor-made solutions as per their needs and desires.

With that, achieving order fulfilment in e-commerce is as important as other factors, for which you need a reliable courier partner. Leading Indian courier companies like DTDC, which is one of the carrier partners of NimbusPost, a tech-enabled shipping aggregator offers exclusive shipping services in India and abroad at highly competitive rates. You can visit their website to check DTDC courier charges and DTDC tracking features anytime. 

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