E-COMMERCE  /  SME

By Dennis Velasco | First published: February 28, 2022   Updated: January 28, 2026

As more businesses go digital and online shoppers become increasingly discerning, a generic e-commerce experience is no longer enough to capture sales. We dive into what it takes to build a smart, intuitive online store that converts customers into loyal fans.

• The quality of e-commerce experiences can make or break sales, with around one in two consumers abandoning their carts due to a poor experience.
• To succeed in e-commerce, small businesses need to ensure that their online stores are convenient, user-friendly, and tailored to customer preferences.
• Features like flexible delivery options enhance the online shopping experience and help your brand to stand out.

For most B2C businesses today, a basic online store is essential – but not always enough for sales success. Shoppers are becoming more sophisticated and spoiled for choice, with 66% of consumers in Asia-Pacific (APAC) making e-commerce transactions at least once a week. As an e-commerce seller, how do you build an online store that engages visitors and converts them into repeat customers?

To meet these higher expectations, more SMEs in APAC are investing in their online presence, with the aim to grow their business both locally and internationally. In this competitive landscape, the quality of your e-commerce experience can make or break sales. Nearly one in two consumers regularly abandon online purchases due to poor shopping experiences.

Small businesses must prioritize what matters to consumers – speed, convenience, and seamlessness – to deliver a standout online shopping experience. Here are five e-commerce features that encourage customers to browse your store and come back for more.

1. A strong brand essence

Successful brands have consistent, distinctive brand personas that go beyond visual aesthetics. Brand essence is the heart and soul of your company, defining how customers perceive your brand and how deeply they connect with you.

Think about Apple’s brand essence. The technology giant has built a trillion-dollar business by crafting an image of innovation and simplicity. When consumers buy an Apple product, they expect advanced technology, sleek design, and an intuitive user experience.

To stand out from the crowd, your online store needs to clearly communicate your brand essence. You can define how you want your business to be perceived by answering these three questions:

• What does your business do best?
• How do you deliver value?
• Why should people choose you?

Next, transform these guiding principles into a consistent persona to connect with your target audience. The more you understand your demographic, the easier it will be to speak to your target customers on an emotional level and inspire their trust and loyalty. Think of your brand as a real person:

• What do they look like?
• What are their likes and dislikes?
• How would you describe their personality?
• How do they speak, and what do they sound like?
• How do they engage with others?

Your answers can help you build an online store that consistently embodies your unique brand persona in every detail – from your ‘About Us’ page to your product imagery.

2. User-friendly design and functionality

Ease and convenience play a key role in why people buy online. If customers encounter friction in their shopping journey, chances are, they will find another website.

Common friction points include slow website loading, too many steps in the check out process, and a clunky mobile experience. In addition, shoppers should be able to easily browse your site and find the information they need. Missing contact details, low-quality product images, a confusing navigation menu, difficulty in searching for products, a cluttered layout, and broken links can all frustrate potential customers.

To identify friction points, put yourself in your customers’ shoes and examine your online store’s features. Imagine that you’re a first-time customer looking for a specific product and walk through the entire user journey from product search to checkout. You can test the browsing experience on mobile, identify moments where you feel confused or inconvenienced, and implement solutions to eliminate this friction.

Use A/B testing on your e-commerce platform features to see which leads to higher conversions. You can also engage a third party to run a site audit for UX and UI, ensuring that your site is fully optimized and aligned with current e-commerce best practices.

Finally, customer feedback can give you valuable insights into their concerns and needs. Conduct surveys and gather data from social media comments, live chats, and other customer conversations to spot recurring complaints.

3. A seamless omnichannel strategy

Picture this: a customer has just discovered your brand through a Facebook ad. Curious, they check out your Facebook Business Page, browse your content, and ask about your shipping policies through a live chat. They’re interested in your products, so they click through to your e-commerce website. After viewing your product videos and looking at customer reviews, they finally decide to buy from you.

This scenario is typical of how today’s customers shop. They move fluidly between touchpoints like online stores, social platforms, and search engine results – and they expect brands to provide a consistent and personalized experience across all channels.

Having an omnichannel strategy helps you to meet your customers where they browse and shop. It enables you to deliver a seamless experience that drives sales and builds a lasting relationship with your customers after the first purchase.

Here are three online store features that can enhance your omnichannel strategy:

• Personalized recommendations: By tracking customer behaviors across channels, you can personalize your content to their interests. For example, first-party cookies allow your website to ‘remember’ which pages a user has previously browsed and show them more relevant product recommendations.

• Omnichannel marketing automation: Automated tools allow you to engage customers with tailored messages across various channels. For instance, you could set up an automated workflow that emails friendly reminders or shipping discounts to shoppers who have left their carts without checking out.

• Real-time product availability: If your brand is selling across multiple channels, it’s essential to have a unified view of your inventory. When customers can check product availability in real-time, they’re less likely to be disappointed by stockouts at checkout.

4. Convenient delivery options

The customer journey doesn’t end after checkout. A smooth delivery experience leaves a lasting impression on shoppers and shapes whether they choose to purchase from your brand again.

A FedEx survey showed that APAC consumers prioritize delivery speed and flexibility. 60% expect their orders to arrive within two to three business days, and 45% look for convenient delivery options to enhance their shopping experience. A reliable logistics provider can help your online store meet these demands by giving your customers their choice of fast, convenient, and cost-effective delivery options.

For instance, FedEx International Connect Plus (FICP) is a day-definite e-commerce shipping service designed to help e-tailers elevate their delivery experience. This service enables online sellers to ship internationally within two to three business days at attractive rates. With FedEx Delivery Manager, you can also offer customers the ability to customize their delivery date and location at no extra cost.

5. Reporting and analytics tools

Every click on your site offers valuable insights into shopper behaviors – but you need tools to turn that data into smarter business decisions. Reporting and analytics tools are essential features for your online store or e-commerce platform, enabling you to uncover buying patterns and adapt effectively to your customers’ preferences.

Besides understanding your customers better, e-commerce analytics tools can also help you gain a clearer view of your business performance and optimize your inventory. By tracking your order volume across weekly or monthly sales periods, for example, you can forecast demand and avoid overstocking during off-peak seasons.

As a starting point, consider integrating these key reporting functionalities in your online store:

• Order analytics: Monitor your sales trends and identify top-selling as well as low-performing products to inform your marketing campaigns.

• Checkout experience analytics: Track user behavior from cart to checkout and pinpoint where shoppers are dropping out before completing their purchases.

• Customer engagement analytics: Find out which pages attract the most traffic to your store or drive the highest conversions, and test different messages or CTAs to learn what engages audiences best.

Make your online store stand out

In an increasingly competitive e-commerce landscape, it’s more important than ever to know your customers and respond to their needs. These five e-commerce features give you the right foundation to adapt quickly to shifting consumer demands and deliver a memorable shopping experience at every step. With these features in place, you’ll be ready to sustain growth and build a resilient business.