10+ Leading eCommerce Design Trends in 2024 [+ Examples]

Your eCommerce store’s design represents your brand’s image and value.

While you want to keep that image and value at the highest position in front of your customers, it’s not just about aesthetics — it’s also a key factor for your store’s conversions.

That’s why your eCommerce store design needs to be crafted carefully, artistically, and of course, technologically.

Also, you need to keep upping the game with the latest eCommerce design trends — because you want to give your customers novelty, convenience, and a great experience, overall.

So, we’ve reviewed over a hundred popular Shopify/eCommerce stores and dived into the eCommerce design world to discover what’s trending.

In this blog post, we’re going to share our observations and predictions about the eCommerce design trends in 2024 and beyond. Plus, we’ll also share some of the best examples of eCommerce store designs.

10+ Top eCommerce Web Design Trends

1. Mobile-First Design Approach

From the business perspective, this has to be one of the most critical trends to pay attention to. And it’s not just for 2024 but also for the future.

Mobile commerce (also known as m-commerce) is on the rise and it’s only going to go up from here. A recent study found that nearly 61% of US adults believe mobile shopping is necessary for convenience.

No wonder the m-commerce revenue in the US alone is expected to reach a whopping $558.29 billion in 2024. By designing your store with a mobile-first approach, you can ensure mobile users have a great user experience.

Here are some important aspects to consider:

• Responsive web design suitable for all devices, especially mobile
• Touch-friendly user interface
• CTA (call to action) elements suitable for a small screen
• Proper layout and hierarchy
• Mobile-friendly content format

Rahul Vij, the CEO of WebSpero Solutions — a web development & digital marketing agency — advises merchants to design eCommerce stores keeping the mobile experience in mind:

“The mobile-first design approach isn't exactly new, but it's more important than ever. With the majority of online shopping now happening on mobile devices, merchants need to ensure their stores are optimized for an effortless mobile experience. This means a clean, responsive design, fast loading times, and easy-to-use checkout processes specifically designed for smaller screens.”

Pro tip: When designing your Shopify store, GemPages can help you create a responsive and appealing store design for all devices — desktop, tablet, and mobile. Also, GemPages comes with many advanced features — e.g., AI-powered image-to-layout feature, marketing and eCommerce design elements, A/B testing, and professionally designed templates.

2. Striking Visual Appeal with Video Elements

Many popular brands have been using video content to make their website look premium and more appealing. It immediately grabs attention and makes the visitors stay on the page.

According to Forbes, web pages with a video show an 88% increase in the average time spent by visitors on those web pages.

The thing is, videos can be used on your eCommerce store in many different ways. So, we’ve divided this section into three segments. Let’s go through them one by one:

2.1 Above-the-fold intro videos:

“Above-the-fold” is the top section of a web page that appears immediately once you land on it—before scrolling it down.

This is one of the most important sections on your website because that’s the first thing your visitors would notice. So, you need to make sure you create a solid first impression.

Rebecca Minkoff is a brand that offers women's designer clothing, handbags, shoes, and other accessories. Its above-the-fold section starts with a video in the background that quickly gives an idea about the brand’s style statement.

And the amazing thing is that we noticed this design trend with many other brands too. Here are some of the top brands that we saw nailing the above-the-fold videos: williampainter.com, decathlon.com, fashionnova.com, gymshark.com, and us.bremont.com.

2.2 Product demonstration videos

When shopping online, customers love seeing products in action. Videos give that experience to customers and allow them to imagine how it could look in real life. 

Bee Inspired is indeed an inspiring example of using video for effective product display.

Here are some other brands that do great at showcasing their products through video content: thinx.com, ruggable.com, and wearewild.com.

Learn more: How to Add Video to Shopify Product Page in 3 Ways

2.3. Storytelling videos

Brands have been making great use of videos to share their brand’s story and mission as well. Such videos help create a strong connection and bond with your customers.

Many popular brands — including Alo, Bombas, Headphone Zone, Condor, and FIGS are using video content on their About pages. It is to be noticed that these brands are using different methods to embed or upload videos.

3. Landing-Page Style Product Pages

A typical product page would have product images, description, and other specifications in a simple format that’s commonly used by eCommerce stores.

However, a landing page covers the product in a much more detailed manner with visual elements, social proof, and FAQs.

The goal of a landing page is to offer everything that a customer needs to make a buying decision and tackle all their potential objections to close the deal.

This is more applicable and helpful when you’re selling high-ticket products.

Onewheel is a great example of creating this type of product page along with stunning visuals and copy:

Pro tip: When talking of landing pages, GemPages is the top-tier landing page builder for all Shopify stores. You can design landing pages through professionally designed templates, an AI-powered image-to-layout feature, or create one from scratch with an intuitive visual editor.

4. Minimalistic Design with Neutral Colors

This is one of the most widely used design styles in eCommerce and the trend doesn’t seem to be going anywhere in the coming years too.

Why? Let’s take a quick look at Couple’s website design:

With a minimalistic design and neutral colors, the whole website looks neat and clean, focuses on the product and its visuals, and highlights the important details and the message with minimum distractions.

Also, one more good thing about this design style is that it gives your brand and products a premium or luxurious look and feel.

Here are some of the common characteristics of this design style:

• Shorter copy instead of huge blocks of text
• Emphasizing the details with clean images and white space
• Minimum possible distraction
• Less number of colors
• Formal font style

Neutral or pastel colors are soft colors with low intensity and saturation. Thus, minimalist designs with neutral colors are easy on the eyes and give your website a neat and clean design.

Brooklinen — a brand that offers high-quality home essentials — has given its website a premium feel with its minimalistic website design.

Thinx and halobeauty.com are a couple of other brands that have designed their website with this design style.

5. Immersive Website Design

Immersive website design creates a whole different experience for your visitors. They can interact with your design elements to go on a visual journey with your website.

Here are some of the elements of an immersive website design:

• 3D animations or graphics
• Audio effects
• Interactive web design elements
• AR (Augmented Reality)

You must’ve been seeing many eCommerce brands with static product images. However, displaying products with animations could make it more attention-grabbing.

It could also help present the product’s features and benefits in a more creative way and with storytelling techniques. 

“Beyond static images, interactive elements like 360-degree product views, AR filters that let customers virtually try on products, and high-quality product videos are becoming increasingly popular. They allow customers to engage with products in a more meaningful way, reducing purchase hesitation.” - Rahul Vij, CEO, WebSpero Solutions

6. Smooth Page Transitions

Page transitions can not only enhance the user experience but also encourage the visitors to explore more on your website. Make sure that page transitions are fast, or else, the visitors might bounce off of your website.

Different styles of page transitions include:

• Flash transitions
• Fade transitions
• Slide transitions

7. Creative and Interactive Social Media Feeds

As of April 2024, Instagram had more than 2 billion active users worldwide.

So, as long as your target audience hangs out on Instagram, it should be not only a key platform for marketing but also your storefront, i.e., website.

Many brands have started using Instagram feeds on their website which provides them with social proof. But more importantly, it can help you increase your conversion through user-generated content (UGC).

Here’s a great example where PopSockets has embedded links to the respective product pages with Instagram feed. Customers can click on the plus button, quickly view the product name with price, and go to the product page to purchase the same product.

And there are many more brands implementing this strategy:

• puravidabracelets.com
• aloyoga.com
• soylent.com
• naturalbabyshower.co.uk
• lackofcolor.com
• nicceclothing.com
• tropicskincare.com
• us.cambridgesatchel.com
• hiutdenim.co.uk

8. Neubrutalism

Do you want your brand to stand apart from the crowd with a bold, quirky website design? 

If yes, let’s introduce you to this “rebellious” design style — “Neubrutalism” — also known as “Neobrutalism”.

But wait, wondering what’s “neubrutalism”? 

Neubrutalism is a design style that goes against the typical and formal design style and structure. Here are some of the characteristics of the neubrutalism design style:

• Bright and high-contrast color scheme
• Thick and dark shadows on blocks
• Funky typography with big fonts, especially for headers
• Illustrations and geometric shapes 
• Sharp lines

The website design of The Outrage is a fitting example of the neubrutalism design style:

9. Personalized Navigation Menus

Personalized navigation menus help guide your customers to exactly what they’re looking for from your store. 

We’ve been using navigation menus to make it easy for customers to find products based on collections. However, brands are now using it even more smartly.

Brands are focusing on understanding the customers’ pain points and providing menu options based on those pain points.

For example, here’s how Soylent makes it easy for customers to choose the product based on the specific benefits they are looking for. The brand offers solutions in the main header menu based on health benefits.

Here’s one more great example where The Man Company offers products in the sidebar menu based on customer concerns.

10. Bold Colors and Typography

Your website’s color scheme and typography play a crucial role in expressing your brand’s personality and style. Also, it helps your brand create a psychological connection with your customers.

We already talked about minimalistic design that uses neutral colors and formal font style, and that how popular it is in the current era. However, if you want your website to look different in the sea of minimalist website designs, you can go for this design style.

Using a vibrant color scheme and unique typography, your brand can stand apart from other eCommerce brands in your niche.

Based on our review, we didn’t find websites that really grabbed our attention, and that also means that there’s a good opportunity if you want to dare to be different.

11. Multidirectional Layouts

Typically, you’d see website designs with linear layouts; however, multidirectional layouts break this norm. In this design style, the elements do not necessarily flow up and down only but also horizontally.

“Traditionally, eCommerce stores followed a horizontal, linear layout. Today, designers are experimenting with multidirectional layouts that break the mold. This usually involves asymmetrical elements, diagonal scrolling, or even split-screen functionalities.” - Rahul Vij, CEO, WebSpero Solutions

Again, this is one of the design styles that we haven’t commonly observed in the stores we observed. But you can see this as an opportunity. 

Why? Rahul shares about the potential of this design trend —

“While not for every store, these layouts can create a more dynamic and engaging user experience, particularly for younger demographics.”

What’s the Best eCommerce Design for Your Brand?

How to choose the right eCommerce design for your brand?

Here are the important factors that you should consider while choosing the web design for your eCommerce store:

• Your Buyer Persona

This is the most important factor. After all, you want to impress and provide the best user experience to your ideal customers. Just because something’s trending doesn’t need to be implemented. You need to consider what “your customers” would love to see on your website.

You can even conduct a survey or interviews with your customers to collect feedback, and then implement the design changes.

• Type of products

The kind of products you sell on your eCommerce store heavily impacts (or should impact) your store’s design. For example, here are some questions you should consider:

• Are you selling products that are complex to understand?
• If yes, let your design simplify the explanation.
• Are you selling products that customers buy mainly for their visual aesthetics?
• If yes, showcase the best visuals of your products through your eCommerce store design.
• Does your product represent a special theme? E.g., sustainable or eco-friendly products.
• If yes, craft your website design to represent your brand’s mission or theme.

• Brand style

Whether to have a minimalistic website design or one with popping and vibrant colors depends on your brand style. These aspects must’ve been defined when you created your brand style, and thus, you need to ensure any website design changes are aligned with your brand style guide.

Learn more: Shopify Fonts 101: How to Find the Best Font Combinations for Your Shopify Store

Final Thoughts on eCommerce Designing

The eCommerce world keeps evolving with technological advancements and consumer behaviors. You need to keep up with the trends that can help you enhance the customer experience.

However, keep in mind that you don’t need to jump on every flashy trend you come across. See if it’s aligned with your buyer persona’s preferences and your overall branding.

Looking for advice on your Shopify store design? Join the GemPages Facebook community where you can meet fellow Shopify merchants and GemPages users and experts.

FAQs on eCommerce Design Trends