5 Things Customers Expect From Your Modern Online Store

For the modern customer, there’s a lot to like about buying things in-store. There’s the instant gratification of being able to use the item immediately.

You can choose and try on clothes at your own pace before you take them home. And there’s always the retail therapy—the feeling of getting a new item that makes you feel good about yourself and ready to take on your day.

But when shopping online, we know customers expect more than just a good deal. They want convenience, efficiency, and quality services delivered with a personal touch. Below are five things customers expect from your modern online store.

A mobile-first approach

A mobile-first approach to e-commerce means that you prioritize the user experience for shopping on a mobile device. This means your website is designed to be accessed first on a smartphone and then on a desktop computer.

Unlike the traditional desktop-first approach of designing websites with large text and images optimized for larger screen sizes and then trying to cram everything into smaller screens, a mobile-first approach focuses on optimizing every element of an e-commerce site. 

For these reasons, you should hire software developers who can optimize your website for mobile.

Clear descriptions

The entire point of an online store is to provide your customers with the information needed to make an informed purchase decision. The content, images, and product descriptions you choose should always be clear and concise so buyers can easily navigate your site.

If you’re selling a pair of shoes, include the style name and size in the description so that shoppers looking for those details don’t have to hunt for them elsewhere on your site or social media channels.

A simple and focused checkout process

When customers are ready to buy, they’ll be looking for the easiest way to complete their transaction. Offering fast and secure payment options will help you achieve this goal.

Don’t waste time asking questions that don’t matter or adding unnecessary steps—the more “clutter” in your checkout flow, the less likely customers will complete it and buy something from you.

Therefore, make sure that every question asked and field required is relevant and necessary for completing an order. In other words, don’t make customers jump through hoops to pay for your products or services—or they won’t buy from you.

Customized experience

Customers want a personalized experience. They want to feel like you know them and appreciate your efforts to make them feel special.

Customers will most likely return if they’ve enjoyed their previous shopping experiences with your company. Therefore, give them the tools and information they need to help guide future purchases by offering product recommendations based on past purchases or other relevant factors.

Customers also want information that relates specifically to their needs, such as sizing charts and return policies specific to the item the customer is purchasing. So, if there is some way for your customer service team to connect with the customer personally before making a purchase, do so.

Readily available customer service

The customer service experience is an essential part of the overall package you provide, and customers expect it to be easy to use, available 24/7, and easy to find.

Customers have come to expect that you have a way for them to contact you about their concerns or problems with your product or services. If you don’t make it easy for customers to find your support channels, they may feel like they’re on their own—and this doesn’t encourage their loyalty.


If you have an online store, it’s essential to keep up with your customers’ expectations. They know what they want, and if you don’t give it to them, they’ll move on to the next eCommerce store. Therefore, you should ensure your site is as pleasant as possible while providing engaging experiences that make customers want to come back again and again.