What Can We Learn from the Most Successful Online Stores

Kieran Watman
4 min read

According to E Fundamentals , 71% shoppers in the UK believe they will get a better deal online than in stores. E-Commerce is playing a key role in developing customer’s buying habits that is why it is crucial to put the needs of the user first. Definition of success in eCommerce world can be defined in many different ways- by rich user experience, personalized website content, reviews, instant payment options and many more… 

We have prepared a detailed list of successful eCommerce store examples- their inspiring marketing strategies and user-generated content is something that every eCommerce start up is looking up to. How do they stay on top and what makes these platforms leave their competitors behind? Read more to find out!



Research from Harvard Business School says that ASOS works with 800 different brands with over 80,000 different products and 3,000 new lines each week. User-friendly content is available in several different languages with selected brands and news for each market. Their platform is well presented on mobile and available as Android and iOS apps which also include personalised product recommendations. ASOS’s customer care is beyond exceptional- they are available to help 24/7 via live chat, email, Facebook, Twitter, phone, Google+, Instagram, and YouTube. 

Kylie Cosmetics

One of the marketing strategies used on the website is highlighting the products you want to sell the most. Think about using labels such as “Bestseller” or “Our Favourite”. Another thing that Kylie Cosmetics does well is inserting videos on product pages to visualise the purchase, when reading descriptions is just not enough nowadays. According to Neil Patel, 64%-85% visitors are more likely to buy after watching a product video. 


This beauty retailer is famous for its easy to navigate product pages full of reviews, detailed product descriptions and instructions for use. It definitely answers all of the questions and concerns that customers may have. 

Sephora uses AI engine with their ModiFace’s facial recognition , where customers can upload a photo from Facebook and a Visual Artist will automatically recognize the most compatible shade and recommend relevant products from Sephora. At the bottom of the page visitors can find “explore this product” section where customers share their looks and review the items. In fact, Econsultancy says that 61% of consumers read online reviews or ratings before making a purchase decision. We see what you’ve done here Sephora!

Nasty Gal

The iconic clothing brand greets visitors with discounts and promotional offers every day of the week. New customers can enjoy 25% of their purchase after signing up to the newsletter. Nasty Gal shows their latest collection in “What’s New” section, where you can browse the newest items. They offer help to all visitors via Live Chat where the team can answer all of your questions regarding the product, shipping and returns.



According to Referral Candy , Birchbox grew from 200 to 850, 00 subscribers in 3.5 years! They reward their customers by giving away points which can be exchanged for beauty products. How can you earn those points? Refer a product to a friend or write a review, simple as that! They provide plenty of user-generated content with their online magazine full of beauty tips and videos. 

These five examples should suggest the changes you could make to improve your eCommerce site’s performance. What are the main things you should consider?

1. Personalised website content – research the group of people you are personalizing for and adjust your product descriptions and offers accordingly and add some recommendations.

2. Reviews and rating – make sure your platform displays all reviews from previous purchases to show you are a reliable source of information. 90% of customers’ buying decisions are influenced by online reviews, according to E Fundamentals . Don’t let them go back to Google to form an opinion about your product!

3. Optimize your website for mobile- 70% of Ecommerce traffic in the UK is from smartphones. Make sure your platform works well on all devices and consider developing a mobile app like ASOS. Everyone shops on the go now!

4. Bestsellers and recommendations- invite influencers to test your products and make it visible in your catalogue. Consider Adding “best sellers’ and ‘our favorites” sections to showcase that you’re good at what you do. 

5. Add video content- tutorials, how-tos, guides… it all gives users a better understanding of your products and helps to make a final decision about the purchase. Statistics say that 65% of customers are more likely to buy a product online after they’ve watched a video. 

6. Instant payment options- while being in a rush, looking for credit card details may be challenging. Offer your customers different payment methods which can make their life easier, for instance PayPal or Klarna. Pay after delivery is another thing to consider which gives customers a chance to try things before the payment will be taken from their account.

7. Provide superior customer care- be there for your customers in case of any concerns they may have. Include a detailed list of FAQs and consider adding a Live Chat feature to your platform to help your customers 24/7. They will thank you for that later with making more purchases! 

There is many other aspects to think about while building your ecommerce platform such as good product photography, user-friendly design and layout, deals and promotional offers and free shipping & returns. 

Taylor & Francis Online says that it takes about 0.05 seconds for users to from an opinion about your website.  As you can see, you don’t have plenty of time to make a good first impression, so make your platform stand out in a crowd by researching the competition and adding more features to your site.

Author Bio:

Sabrina is a content writer for Appnova, a creative digital agency based in London that specialises in luxury brands. She writes on a variety of topics that range from SEO to crafting the perfect digital marketing strategy.

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