Delivered February 22, 2020. Contributor: Megan B.
To find well-rated, top examples of effective mobile ecommerce websites from D2C brands (NOT retailers), with a particular interest on UI and product filtering.
Awwwards has several examples of ecommerce websites that have won its Mobile Excellence Awards.
Business.com found some major brands with highly-rated mobile sites, such as Express, Nike, Threadless and LUSH.
Some common themes are large/clear images, ability to look through images without changing page, minimal clutter, CTAs and predictive search bars.
Hubspot also names Express in its top of all mobile websites. Shutterfly is another D2C that is included.
According to one expert, 90% of the top 50 ecommerce sites in the world hide their filters behind a button. Users then tap the button to open the filters. One consideration is button placement so it can be easily reached with the thumb.
The remaining 10% (except IKEA) place filters at the top with a button option to access more options.
Incorrectly-tagged products can have a negative experience on product filtering. On mobile, there is also the problem of too many attributes/values in the filter, which affects user experience.
Top websites should allow users to select multiple attributes and values when filtering. Also, sliders should be avoided as they are awkward on mobile.
Only the project owner can select the next research path.