ecommerce site with UX problems

Top 25 E-Commerce Sites With Excellent UX-Design in 2023


There are plenty of inspirational top E-commerce Sites and these 25 were chosen for their clean design, great UX-Design, or creative products in 2023. It’s a great time to be a consumer. With so many buying options, retailers have to work harder than ever to give people good value and even better service.

The basic idea is this: UX design is all about getting inside the head of your visitor. It’s about creating a simple, seamless, and enjoyable experience for your users. The idea is to deliver information quickly and even make them smile.

Does the phrase “seamless experience” raise your blood pressure? If so, relax as it’s not as tricky as it seems. All you have to do is take one step back and focus on the desired outcome.

For example, if you already have a brick-and-mortar location make sure you integrate the experience from both channels. Try offering services where a user can easily return products purchased online to a retail store.

Best, E-Commerce Sites, With Excellent, UX-Design

Good UX design sparks dopamine and happiness in your visitors. And that makes them more likely to trust you. Crucially, it makes them more likely to buy from you.

UX design article, let’s take a look at how it works in action. Specifically, we’re looking at the UX design of top e-commerce websites in 2023.

Best, E-Commerce Sites, With Excellent, UX-Design

For retailers, however, the challenge lies in giving potential buyers the best possible user experience (UX) to ensure they make it all the way to the checkout.

What makes an eCommerce site great in 2023?

Do you know what is the average time spent on a website in 2023? According to HubSpot the average time spent on a page across all industries is 52 seconds. This is less than a minute of browsing and it should capture the visitor’s attention and get them engaged in your product and services.

This is why it is important to redesign or build an eCommerce site that captures the visitor’s attention. But before that let us know a few important things required for the best & top e-commerce website in 2023.

1. Appealing Design: The first and foremost point which is considered the best eCommerce site is visually appealing design. It is the first impression that a visitor gets about a site. According to research, visitors are more likely to leave a website when the visuals are not appealing to their eyes. To make a site more appealing you can include things like font, product images, layout, and more.

2. Responsiveness: If you have an e-commerce website that is not mobile-friendly you will surely miss tons of sales. Half of the web traffic worldwide shop on their phones. That’s why a responsive eCommerce site that looks great across all devices is important helping the customers to buy more from you.

3. Easy to Navigate: A great e-commerce site must have a navigation menu. The navigation on the site helps shoppers find what they want quickly and easily. It includes a main menu, search bar, filters, and product category pages. In addition, it also helps with SEO for better crawling of the site.

4. Great User Experience: To create an optimal eCommerce site, UI/UX designers use these top 6 practices to create the best e-commerce site:

  • Make an emotional connection with users
  • Create a seamless user journey that keeps visitors engaged
  • Utilize gamification to incentivize and increase engagement
  • Provide navigation cues to guide users through the site
  • Offer feedback to confirm user actions (such as a confirmation page or email)
  • Implement thoughtful automation to minimize friction

Top E-commerce Sites in 2023

I’ve taken a look at some top & successful e-commerce sites in 2023 to see what they’re doing well from a UX point of view.

How do these websites use clever UX design tricks to encourage their visitors to buy?


Best, E-Commerce Sites, With Excellent, UX-Design

Ketnipz is an animated character created by the British artist Harry Hambley. It is a small, pink, and gender-neutral character with a simple design, resembling a bean or a coffee bean. The character was first introduced on Instagram in 2016 and gained popularity among young people.

The site is quirky and full of bright colors and fun fonts to keep the visitors engage. The brand knows its target audience and has gorgeous product images and calls to action encouraging you to shop.

2.  Target

Best, E-Commerce Sites, With Excellent, UX-Design

Target is the eighth largest retailer in the United States. it is one of the top and best e-commerce sites in 2023 which is clutter free and sells thousands of items. The website is easy to navigate and fulfills all the essentials of a best eCommerce site from product images to detailed product descriptions. This thoughtfully designed site offers simple sales and payment facilities.

3. The Whisky Exchange

 Best, E-Commerce Sites, With Excellent, UX-Design

This site can do no wrong in my eyes because whiskey makes my mouth do a massive party. But the site happens to have a lot of great UX design elements, too. It provides an easy-to-navigate interface.

I particularly like the taste guide it has on the individual product pages, telling the buyer everything from sweetness levels to flavor notes.

4. Apple

Apple may be an obvious choice for site design and UX, but I particularly like the 360-view option on its products.

You’d expect a company that puts design and innovation at its heart to excel at UX design, and they do. Check out their product pages for a start.

Best, E-Commerce Sites, With Excellent, UX-Design

Unlike some other sites, there’s no need to drag the image around. All you have to do is hit play and watch it go.

Effectively this is the same as providing multiple stills from different angles but presented in a way that makes it easier for the consumer.

They use parallax scrolling to make the images dynamic, drawing the user in, and eliminating any exit points. You’re immersed in the world of Apple.

Clever animations show you exactly how the products work, like the new 3D touch. Scrolling galleries invite you to interact and explore, and clever copy tells you exactly how the new iPhone will improve your life (rather than a long spec list of features).

Their navigation is simple and clean, and I love their use of images to further differentiate the options (we scan the web, so words have a habit of blending into each other)

During the checkout process, they give you the option to chat with a specialist while buying. It’s a simple but useful trick. It gives newbies some help over the line but doesn’t impede confident buyers from getting their credit cards out.

5. Asos

I use the example of Asos a lot, but there’s a good reason for that. Their UX design is brilliant.

It all starts with a knock-out value proposition. Great image, simple explainer, the ‘free delivery’ guarantee, and the obvious calls to action directing you to the men’s or women’s section.

Best, E-Commerce Sites, With Excellent, UX-Design

One of their standout UX features is the video catwalk, so visitors can actually see what an outfit looks like. It gives customers the best possible view of the items and gives them the confidence to buy.

Buying jeans that fit properly can be a nightmare, particularly online when you can’t try them on.

Asos has got around this in its jeans section, providing really clear images of the different types of jeans and how they look. There’s even a video explanation from an Asos stylist.

Best, E-Commerce Sites, With Excellent, UX-Design

This type of detailed information makes the buying decision much easier for the consumer, so they are likely to feel more confident completing their purchase.

They also have an excellent new feature called ‘quick view’. On their product page, you hit ‘quick view’ and a small pop-up appears with extra images and all the info you need. It saves the customer clicking back and forth to different pages. Simple, intuitive design.

6. Bose

Best, E-Commerce Sites, With Excellent, UX-Design

Bose is one of the best e-commerce websites for electronics in 2023. The website has an excellent UX design where the products are categorized in a user-friendly way. The site is used for commercial and private use and serves both B2B and B2C online.

7. Bellroy

Better yet, I’ve included Bellroy for its use of video on its homepage. In each group of images there is a short video explaining all the features of the product, showing customers all the unique features.

Best, E-Commerce Sites, With Excellent, UX-Design

Apart from the videos themselves being really nicely put together, this type of content appeals to certain people and lets consumers see the product in a different light and ultimately makes the purchasing decision easier.

Another feature I like is the navigation bar at the top of the product pages. You can choose between general lifestyle categories such as ‘every day’ or ‘for travel’ to get product types.

This is helpful for customers because they can very quickly get to what they want without having to know much about Bellroy’s products beforehand.

8. Graze

An image that tells you everything you need to know. Wording and design with a personality. An immediate discount for new users, and a big, bold call-to-action.

This is a simple masterclass in UX design.

Best, E-Commerce Sites, With Excellent, UX-Design

There are plenty of positives here. The page is sleek and visually pleasing, with nice product imagery. But more importantly, there is a really simple explanation of what the company does.

One of my biggest pet hates on any website is when it’s not immediately clear what the point of it is, and Graze definitely doesn’t fit into this category.

Another fantastic piece of UX on the Graze website is when it comes to choosing your product.

It could not be simpler: three options, with a brief explanation under each one, along with some nice imagery. If there are too many options the customer could get confused or frustrated and end up looking elsewhere.

9. Amazon

Amazon is the biggest and top e-commerce website in the world, and quite frankly one of the best. You could pick any one of their features as an example of UX design.

Best, E-Commerce Sites, With Excellent, UX-Design

There are a hundred tips you could take from Amazon’s website, but one thing I really like is the way it sorts its reviews.

The reviews themselves are rated as being helpful or unhelpful, and then ranked in order of helpfulness.

This is useful to customers because it filters out the useless information and lets them see the most relevant and helpful reviews immediately, with no effort required.

From their clever bundles to their customer recommendations, they anticipate their users’ needs and deliver. However, it’s their one-click order system that we’re highlighting today. Once you’ve input your payment and shipping details you can make purchases with a single click of your mouse.

Best, E-Commerce Sites, With Excellent, UX-Design

It’s still the best example of check-out efficiency on the web. At the core of e commerce UX design is the cart and check-out process. The smoother the better. And it doesn’t get smoother than one-click ordering!

10. Space Posters

Minimalist Space poster just like its name the website has simple black and white animation. It is one of the top e-commerce websites in 2023.  It sells simple posters of space, planets, and orbits using fun fonts. The best has one of the excellent UX designs keeping in mind people’s interest in minimalist posters and tons of design elements.

11. Burrow

Best, E-Commerce Sites, With Excellent, UX-Design

Next on the list of top e-commerce websites with excellent UX design, we have Burrow. It is one of the best examples of a product image that offers modular furniture with minimalist designs. If you check the homepage, you can see a video of two consumers unboxing their furniture. This helps the brand approachable and easy to use.

12. Away

Away is a simple and one of the top e-commerce websites which showcase luggage and bags for a modern-day traveler. The Ux of the website is simple, with straightforward purchasing, high-quality product images, and easy checkout.

13. Bliss

Best, E-Commerce Sites, With Excellent, UX-Design

Bliss is a skincare brand that offers clean, cruelty-free, and spa powered products. the website uses bright and cheerful colors with a subtle pastel touch. The product images are shown against a white background providing a clear view. Notably, this one of the top e-commerce sites offers an “enable accessibility” option in the upper right-hand corner. This feature alters the color scheme to enhance visual accessibility, demonstrating the brand’s commitment to inclusivity.

14. Farmdrop

Farmdrop’s homepage uses eye-catching imagery and simple copy that immediately tells you what the site is for.

There are only two options for the user at this stage: explore the shop or find out more. This provides the customer with a straightforward journey and guides them towards the purchasing stage.

Best, E-Commerce Sites, With Excellent, UX-Design

When you click on the ‘find out more’ button the page scrolls down to a nicely illustrated explanation of what Farmdrop actually does. Again, there are two options: go to the shop or find out more.

Farmdrop’s approach is very clever here. Some people just want to get in and buy something, whereas some people appreciate details.

They’re ‘sick and tired of seeing food sourced from miles away’. That’s something that most customers can get on board with. Before they try to sell you anything, they connect with you, and give you a reason to buy.

15. Zara

Best, E-Commerce Sites, With Excellent, UX-Design

Zara’s website is a masterclass in simplicity. Clean, intuitive, and limited. It’s an ode to Hick’s law: a design principle that limits navigation choice and gives the user clear but restricted options.

The idea is that too many options will overwhelm your visitor. By offering fewer choices, they feel more confident. We’ll look at more excellent navigation throughout this post, but Zara’s is one of the best.

16. Hardgraft

Best, E-Commerce Sites, With Excellent, UX-Design

I’ve chosen this for the product selection page. It’s completely image-based in a simple grid format.

For a fashion and lifestyle brand this is perfect, because the way the products look is the customer’s main concern. The grid format also makes it ridiculously easy to navigate through the products.

17. Abof

Abof (All About Fashion) uses a devilishly clever UX trick on their website. Hit up the homepage, and it doesn’t look like a traditional and top e-commerce sites. Instead, it looks more like a blog. It’s full of juicy content that inspires its audience.

Best, E-Commerce Sites, With Excellent, UX-Design

Within their stories and articles, they then highlight the clothes in a prominent section called ‘Shop the story’. In our previous UX article, we talked about the importance of creating a relationship with your audience. Abof does this perfectly with relatable stories and content.

Only once the customer is inspired do they try to sell something.

On their product page, they have useful ‘style tips’ notes, which are perfect examples of ‘micro-interactions’ – small nuggets that reach out and engage your audience.

Best, E-Commerce Sites, With Excellent, UX-Design

Notice they also having a ‘size guide’ to help customers get their exact measurements right (the fear of clothes not fitting is one of the biggest reasons we abandon shopping carts). They also use an ‘estimated delivery’ section to give customers even more information.

18. New Look

Best, E-Commerce Sites, With Excellent, UX-Design

New Look gets a place on the list for their innovative basket. It sits on their navigation bar at all times with a bold indicator to remind you it’s there.

When you click on it, it doesn’t drag you away to a different page. Instead, you get a sliding panel moving in from the side to show you what’s in your bag. It means customers never get lost, and they can easily check out whenever they like.

19. Vertty

This site only sells one product, but the UX is fantastic.

Vertty keeps things very sleek and straightforward, letting you flick between all the different color options and showing you all the key information when you hover your mouse over the product.

Best, E-Commerce Sites, With Excellent, UX-Design

This type of site is effective because it focuses on the product and avoids unnecessary distractions, so the customer is exactly where you want them to be.

I also love the page that appears when you click on one of the towels. You get a nice image showing what the towel would look like on the beach, and the background color changes depending on which product you select.

20. Firebox

Best, E-Commerce Sites, With Excellent, UX-Design

When your items don’t fit into normal categories, get creative! Firebox specializes in unusual gifts and irreverent items. Their top 50 chart is the perfect way to explore their most popular products.

The box layout is great for browsing quickly through products, and many of the images are dynamic, moving, and interacting with the customer.

Since they specialize in gifts, they also have a ‘gift finder’ on their nav bar, a fantastic way to narrow down the options.

21. Allbirds

Best, E-Commerce Sites, With Excellent, UX-Design

Next top e-commerce sites in 2023 we have Allbirds- an eco-conscious, sustainable shoe and clothing store. If you see the home page of Allbirds first thing you will notice is the headline “tree runner” or “wool runner” shoes. It easily captures the attention of visitors. the product images are shown in a simple light to highlight the image.

The navigation is simple to use, you will find the product categories on the left side of the page. While the location and other information on the right side avoid clutter.

22. Pura Vida Bracelets

Best, E-Commerce Sites, With Excellent, UX-Design

Pura Vida Bracelet is yet another top and best e-commerce sites with excellent UX designs. The site is full of vibrant colors, stunning images, and a “Shop Now” call to action button. It offers lucrative off which encourages visitors to shop. On the left side, the website showcases a notification bar that offers free shipping or $10 for referring a friend.

23.  Peloton

Premium indoor cycling and spin class subscriptions have thrust Peloton into the spotlight as a leading home-fitness company. We like its simple and elegant eCommerce website design. There are no gimmicks, catchy slogans, or jargon. Pared-down navigation choices offer all the information a potential customer needs to order.

24.  Bugaboo

Best, E-Commerce Sites, With Excellent, UX-Design

Well, if you are a new parent, then this top e-commerce sites with excellent UX design is perfect for you. Bugaboo is a website that offers car seat accessories for all ages. The website has simple-to-use menus with proper product descriptions. In fact, they offer a 100-day trial, spare parts, and outlet centers for the best user experience.

25. Goorin Bros.

Goorin Bros is the best e-commerce hat-making website, from simple to glow-in-dark hats. Its popularity increased when Bryan Cranston wore its Pork Pie hat in the TV show “Breaking Bad.” Undoubtedly, it is one of the top e-commerce sites which is mobile-friendly, has proper calls to action, informative content, and more. It is one of the fine examples of how visitors turn into customers.

One great UX TIP: Make the checkout process and payments faster.

Have you given thought to making things as easy as possible for customers to pay? After all, this move leads to an increase in conversions and sales. Here are some pointers for making things easier for your customers to pay and increase sales.

  • Provide numerous payment methods (e.g. debit or credit card, Apple pay, PayPal)- According to reports, 56% of respondents expect a variety of payment options on the checkout page.
  • Do not force people to sign up; it’s a major conversion rate killer.
  • Have a seamless look and feel on your checkout page.
  • Offer a guest checkout experience.
  • Minimal form fields (seriously, the less the better!).
  • Stop sending them to other websites to pay.
  • Provide reassurance on security and privacy.
  • Add a clear call to action.

Conclusion: make people’s decisions easier

Never mind ‘innovative’ web design, the thing that people really want is helpful information.

Speaking as a relatively indecisive consumer myself, I always appreciate e-commerce sites on which there is enough information for me to make a fully informed buying decision.

Frequently Asked Questions( FAQs)

1. Which website is the best and top e-commerce sites in 2023?

The top 5 best e-commerce websites are:

  • Amazon
  • Alibaba
  • Walmart
  • Ebay
  • Best Buy

2. What are the different types of e-commerce?

The 8 types of e-commerce are:

  • B2B (Business-to-Business)
  • B2C (Business-to-Consumers)
  • C2C (Consumers-to-Consumers)
  • C2B (Consumers-to-Business)
  • Affiliate websites
  • Marketplaces
  • Single brand website
  • Online retailers (Amazon)

3. Which is the most successful & top e-commerce sites in 2023? is the most successful e-commerce website $746.22 billion in 2023.

4. Which is the fastest-growing e-commerce website?

According to Statista, in the United States was the fasted growing e-commerce website in 2022

5. What are the 7Cs of effective website design?

The 7 C’s for effective website designing are:

  • Creativity
  • Consistency
  • Clarity
  • Content
  • Continuity
  • Compatibility
  • Customization

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