I hate it when I walk into a store and, within two seconds, a salesperson is already standing next to me. Not because I don’t want help. I’m just not there yet. First, I want to look around. I want to see what’s there and figure out whether I’m interested at all. But the opposite isn’t great either. There comes a point when I do have a question, and suddenly there’s no one around to ask.
Somewhere in between is the moment when help actually feels helpful. I think online stores work exactly the same way.
Many people see an e-commerce website as an online catalog. But a good online store isn’t really about displaying products. It’s about understanding where the person on the other side is in their journey.
Because people don’t arrive in the same mindset. Some know exactly what they want. Some are just browsing. Others don’t even know yet what they need. That’s why, before designing an online store, I don’t start by asking how many categories there should be or what the homepage should look like.
Instead, I ask these five questions:
1. What would someone do if they walked into this store right now?
The first few seconds matter. Some visitors know exactly what they’re looking for, while others simply want to explore. A good online store should make both feel comfortable from the very beginning.
2. What would make them feel lost?
Too many choices, unclear navigation, or unfamiliar terminology can quickly overwhelm people. My goal is to create a shopping experience that feels simple, intuitive, and easy to follow.
3. When do they actually need help?
Visitors don’t always need guidance immediately. Helpful information should appear at the right moment, when they’re comparing products, making a decision, or looking for reassurance.
4. What would make them feel, “This is for me”?
People connect with businesses when they feel understood. Clear messaging, relatable content, and thoughtful design help visitors recognize that they’ve come to the right place.
5. What happens to people who aren’t ready to buy yet?
Not every visitor becomes a customer on their first visit. A great online store also welcomes people who are still exploring, helping them build confidence and return when they’re ready.
I think that’s why designing an online store has much more in common with designing a physical store than with creating a product catalog. Because in the end, the question isn’t where to place the “Add to Cart” button. It’s whether someone feels that this place was designed with them in mind. When they’re decisive. When they’re uncertain. And when they’re simply curious.
And honestly, I think we’ve all been each of those people at some point.
Maybe that’s why designing a great online store is so difficult. Because you’re not designing for one customer. You’re designing for all of us, on different days, in different moods, and at different stages of making a decision.
