Tips to Improve Customer Experience on eCommerce Stores

In a world where customers are harder to come by than ever before, customer experience (CX) has become the undisputed secret weapon for winning loyal shoppers. Every interaction, from browsing your site to unboxing a delivery, shapes how customers feel about your brand. According to our eCom 202X Report, over half (55%) of leading eCommerce professionals believe that on-site experience matters most to customers when considering a purchase.

We’ve entered an age of customer-centric excellence, where every touchpoint should feel personalised, seamless and bespoke. At Brave, our two decades in digital have proven that focusing on CX is the key factor in turning one-time buyers into lifelong fans. This blog will break down what eCommerce customer experience really means, why it’s so critical, and how to improve the customer experience on your site to drive loyalty and conversion.

eCommerce customer experience encompasses the overall perception and satisfaction a customer has with your online store across every touchpoint of their journey. This includes seeing an ad or social media post, browsing products on your site, reading reviews, completing the checkout, contacting customer support and even receiving follow-up emails. All these moments add up to an impression in the customer’s mind. If each step feels easy, enjoyable, and tailored to their needs, you’re delivering a great eCommerce CX. If not, even one rough patch (like a confusing checkout or slow support response) can sour the entire experience. Learn more about CX on our dedicated customer experience page.

Wondering how to make every visitor feel like your eCommerce store was built just for them? Here are several proven ways, updated for 2025, to improve the customer experience on your site. These tips cover the entire journey, and at Brave, we employ all of these strategies when crafting winning online experiences for our clients.

Just like people eat with their eyes in a restaurant, visuals are the product in the customer’s eyes. Shoppers can’t touch or try items through a screen, so your site must compensate with excellent imagery and videos. Small or sparse photos will undermine trust and leave customers unsure. Instead, showcase products from multiple angles with zoomable high-resolution images. Add product videos or 360° viewers to really bring items to life. These efforts help customers visualise owning the product, which boosts confidence in buying.

In eCommerce, there’s no longer room for one-size-fits-all. Tailor-made experiences are all that make the difference. In fact, according to Epsilon research, 80% of online shoppers are more likely to buy from brands that offer personalised experiences.

Today, customers expect websites to remember their preferences and recommend things that matter to them. So, use data to show relevant product recommendations (“You might also like…”), personalise email offers and tweak on-site content based on behaviour. This level of personalisation makes shoppers feel understood and special, driving higher engagement and loyalty. We use personalisation extensively at Brave – from dynamic homepage content to segmented email campaigns – to ensure every touchpoint feels bespoke for each customer.

Let your customers do the talking. Highlighting customer reviews, ratings and testimonials on product pages and across your site builds instant trust. Seeing positive reviews and real-life photos from other buyers gives new customers the confidence to add something to their cart. Even negative feedback, when responded to professionally, can show transparency. At Brave, we help brands integrate user-generated content (like reviews, Q&As, and Instagram photos) into the shopping experience. This not only influences purchase decisions, but also creates a community feel where customers feel heard and involved.

Humans crave connection, and that’s true even in eCommerce. Social media groups, forums or loyalty programs can all contribute to building a brand community, giving customers a sense of belonging and investment in your brand. They aren’t just buying products, but joining a club.

Your customers might discover a product on Instagram, visit your website on their phone, and later buy it on a laptop. They expect a seamless switch from one channel or device to another. To improve CX, ensure your messaging, look-and-feel and shopping cart remain consistent across mobile, desktop, and in-store if you have a brick-and-mortar. According to Aberdeen Research, companies with strong omnichannel customer engagement retain 89% of their customers on average. At Brave, we make omnichannel integration a priority for all our clients – unifying inventory, customer accounts, and marketing so that moving between channels is effortless for the user.

Online shoppers don’t have a sales associate in the aisle to help, so the next best thing is live chat support. When a question or issue pops up, customers want answers immediately, and ideally, they don’t want to have to chat to someone if they have to. Build a strong FAQ section that answers as many questions or queries as possible, and as a backup, implement a live chat widget or chatbot to give real-time assistance.

The final step of the journey is often where the battle is won or lost. A complicated or tedious checkout will send shoppers running, so keep it simple, fast and user-friendly. This means minimising the number of form fields and clicks required to complete a purchase. Offer guest checkout (forcing account creation is a common conversion killer), and integrate convenient payment options such as credit cards, PayPal, Klarna, among others. Be upfront about all costs (from shipping to taxes) to avoid unpleasant surprises at the last second. Master all this, and you’ll be more likely to get that all-important sale.

At Brave, our conversion-rate optimisation experts treat checkout design like a science, continuously testing and refining it until it operates at maximum performance for a particular website’s unique audience. The payoff is huge: smoother checkouts mean higher conversion rates and fewer abandoned carts, directly boosting revenue.

Want to transform your customer journey and make CX your secret weapon? Brave is the eCommerce agency that can get you there. With over two decades of digital experience, we’re an accomplished team that lives and breathes eCommerce customer experience. Our philosophy is simple: we don’t just help brands acquire customers, but turn them into loyal fans. Every strategy we implement, whether it’s a UX revamp, a personalised email campaign or a loyalty program, is laser-focused on delivering the kind of experience that keeps shoppers coming back.

Contact us today and let’s start bolstering your brand. When you partner with Brave, you get a close ally who is obsessed with your success and unafraid to do things differently to achieve it. Your customers deserve the best, and so do you. Let’s make every interaction count.