Ecommerce websites that caught our eye in 2018

By Matthew Freeman

Ecommerce websites that caught our eye in 2018

2018 was another great year for ecommerce stores. The amount of Q3 sales generated by Amazon alone was a staggering 29% increase year on year. But what about those brands not centering their ecommerce strategy on Amazon?

In this article, we look at ecommerce sites that have caught our eye in 2018 and how they’re tackling the direct to consumer relationship by using stunning creative, design and UX to win the hearts of customers. Kudos to the designers, developers, photographers, writers and others involved.

1. Balenciaga


The Balanciaga website uses the popular brutalism design trend. The site is stripped back with full focus on the user’s journey. Very clear design and use of white space guides the user to their chosen destination without any distractions. When you are arrive on the category pages you are hit with very clear product photography, that again gives full focus on where the user wants to go. The product pages follow on using this very stripped back approach. The prominent green call to action stands out making it very clear for the user. The 50/50 page layout works well to show off the crisp product photography, and the right hand side houses a very nice zoom function showing off the details and quality of the product. The whole site also works very well on mobile devices.




Nordstrom features a large range of products, ranging from clothing to furniture. The whole look and feel needs to work in harmony with all of this. Because of the large range of products, there are very good search and filtering features. This allows the user to find what they want on such a large site, very easily. The way it sticks as you scroll down the page works well. Another thing that works well is the simple but effective category page. The colour options for each product work on rollover, giving the customer a quick way of viewing each colour without having to navigate away.

The overall width of this site responds up to a large 1660 pixels wide. This caters for the large retina screens that are now so popular with customers. All imagery is sharp, well photographed, and again set up for retina devices.




The ASOS website is constantly evolving. Despite this all the new images and assets are perfectly on brand and always consistent. Their imagery all works really well throughout the site, helping to sell their products. Due to the sheer amount of products on ASOS, they have worked hard on the search and filtering functions. This allows the customer to find the type of product they’re looking for. Each product category has a different type of filter for each product type. For example you can search for leather and non leather under shoes, and under jeans you can sort by denim wash colour.


The tone of voice used throughout the site represents the brand perfectly and gives them their own unique personality throughout the whole site and marketing materials.

The navigation on desktop on mobile works extremely well. Each category has its own custom template in the meganav. On mobile it uses large vertical spaced navigation with supporting images. This helps support the user journey throughout the site.

4. Not Another Bill


Not Another Bill is a lovely example of an online store. It isn’t just ‘another website’. The whole look and feel is clean yet quirky, this appeals perfectly to their target audience.

All the product photography is shot in a situ, making them even more appealing to the customer.

The lazy load of gift ideas on the homepage gives a relaxed browsing experience for the user to find a perfect gift for themselves or loved ones.


The search function also allows a personalised tailored shopping experience where you can shop by price, recipient and edits. This simplifies the process and takes the user to the products they desire within only two clicks.

Subtle animations of bespoke icons further gives the website a personal feel and makes it visually appealing.

5. Burberry


Burberry has recently gone through a very well documented rebrand. The new website sits in harmony with this perfectly with its monochrome colour palette and the use of all-caps sans serif typeface. The whole look and feel of the site works with the brand’s high-end products.

The large beautifully shot hero image sets the scene for what the rest of the website will be. This level of photography features throughout the site, highlighting the quality of the products.

The product page uses a lot of white space, allowing the product to really stand out. The clean page layout makes the already clear main call to action stand out even further. The zoom feature on the product photography is another nice touch, with it going in to a fullscreen slideshow highlighting the high quality product photography.



6. Lush


Lush has always been known for innovation, not only as a company, but also on their website. The layout of the site allows the beautifully shot, colourful products stand out. Unlike other websites we have looked at, Lush is a lot less forceful with pressuring customers into buying. Instead it breaks up the products with features and other engaging content. This creates a brilliant way of making customers make a purchase without actually being obviously sold anything.

The bespoke typeface and icons makes the site personal to Lush, and also features on their product packaging, giving good continuity throughout the brand. This makes it instantly identifiable throughout all of Lush’s branding.


The use of video on product pages show the customer how the product works and is applied, for example how absorbing a moisturiser is, or how their famous bath bombs react in water. The way the ingredients are presented again works well by showing the natural content of each product.

The whole design of the site really stands out, and is a great ecommerce example.