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Showcase of Fresh and Well-Designed Online Shops

E-Commerce websites are often thought of as typically being unattractive or poorly designed. In this post we will feature 35 appealing designs of online shops. Those featured in this post include examples from a variety of different industries and showcase several different styles of design.

Throughout this showcase the most noticeable trend of well-designed e-commerce sites is the use of high-quality photos. Many of the sites use large images on the homepage, and product and model photography is always important for creating interest from visitors.

You may also be interested in these other posts from Smashing Magazine:

Fresh Well-Designed Online Shops Link

Madsen Cycles5

Madsen Cycles6

Dripping In Fat7


Custom T-Shirts9


JAQK Cellars11


Weta Shop13





Screenshot18 – The “Real” Online Bookstore19


Pure and Little21




Amazon Window Shop23


Behance Outfitter25


Opera Ma-Ge27


Struck Apparel29


Hot Sauce Emporium31


Ophelia Fancy33


One Horse Shy35














Crate and Barrel45


Brilla Mare




Free People Clothing Boutique


Nicholas Deakins Clothing


More of Me49

More of Me50





Soma Intimates55

Soma Intimates56

Fred Perry57

Fred Perry58





Martin + Osa

Martin + Osa

James Perse63

James Perse64



Clever Craft67

Clever Craft68



The Company Store71

The Company Store72



The Sak75

The Sak76





House of Fraser79

House of Fraser80



The Specials

The Specials

Lucky Brand Jeans83

Lucky Brand Jeans84



Bergdorf Goodman87

Bergdorf Goodman88





Pixie Market

Pixie Market

You may also be interested in these other posts from Smashing Magazine:

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Steven Snell is a Web designer and blogger. In addition to maintaining his own blog and writing for a number of other top design blogs, he also manages an online shop that offers premium graphic design resources.

  1. 1

    Good collection – It really helps when products in your shop are attractive as well.

  2. 2

    I must be a pervert.. When I glanced at the article I saw “Fresh” and the picture of the middle-aged woman and thought a feminine hygiene post?

  3. 3

    “fresh and Well-designed” slow-loading, resource intensive, annoying

  4. 4

    Martin Sanders

    September 5, 2009 2:11 pm

    Nice collection of sites. Good photography plus attractive products can really make a design.

  5. 5

    Most of the sites lack basic usability.

    Where do i click? Calls for action?

    Flash is nice, but Google killed it, especially for e-commerce.

  6. 6

    Sure these examples look good but ecommerce isn’t about inventing a new interface and confusing the crap out of your visitors

  7. 7

    Durrr I hate the flash b’cuz of the googlez and da usabilities r 2 confuzing… my Sitez are Good b’cuz they’re like templates and htmlz like and all the others on the interwebs.

    lame. lame. and lame. Some of these like the VW one are VERY nice.

  8. 8

    Awesome selection and quite a bit of eye candy + as a bonus a few features I am looking forward to including in my carts soon. Most of the sites above are very feminine and that’s nice, considering that most of the recent “well designed” comparisons I saw, were absolutely hideous blog type design rehashes made by Nielsen loving developers.

    If I may – I’d like to add two more site to the collection – Little Catwalk and Composition. Hardly a “google economy” optimized stuff, but well worth watching with.

  9. 9

    Virtuosi Media

    September 5, 2009 4:24 pm

    These sites look pretty, but why are they well-designed? To me, ‘well-designed’ means far more than just the looks of the site and encompasses the functionality and overall purpose of the site. Are they incredibly usable? Do they have a high-conversion percentage? If so, why? And if not, why not? If you’re interested in more on the topic, check out our series on A Checklist For Business Websites.

  10. 10

    great post , thankx, smashing mag rocks!! =)

  11. 11

    nice list, but what’s the shopping cart software behind these?
    can we get an article comparing shopping carts?
    thank you!

  12. 12

    There is no particular reason why I chose to click on Ophelia Fancy, but once I so innocently did, I found the online store, and the whole site in general, to be quite poorly designed. Any site that immediately lists their whole catalog of on 15 consecutive long scrolling pages fails the user friendliness test by default. After all, UI design and HTML validity is the first thing on my mind when I visit a lingerie store website.

  13. 13

    The word ‘Fresh’ irks me to no end. It’s the 21st century, not the 1990’s. We had a customer said her site wasn’t fresh enough, then showed us another web site that was super dull and boring, and said she liked that. The one we made was much nicer, better colors, but not so bright it was annoying…

  14. 14

    Keep it simple. Keep it organized. And above all if I’m drunk I still should be able to navigate the cart and buy a product.

  15. 15

    Yes – once again well designed here is well designed as a picture, static work of art. Not necessarily well designed as a shop, or when tasks or suitability is concerned. Some of those examples had good approach on products and their presentation as well – that goes beyond having big picture of it in aesthetically drawn front page.

  16. 16

    Most of the designs in this article are great web designs, that’s a given, and some of them are even good e-commerce designs. But I agree that usability triumphs cool graphics. Flash sucks for SEO, which is uber-importante for e-commerce. You also have to take into consideration that most users have certain expectations of what the Add To Cart button will look like, what the shopping cart icon will look like etc. True genius is finding a way to mix it up and do something truly unique while still staying within user expectations. This is why we developers are charging $15,000 – $30,000 for full custom e-commerce sites these days. It is difficult to reach that balance.

  17. 17

    This is off subject, but after reading all the posts i started thinking: Does beautiful and unique design really matter when it comes to e-commerce.

    I have an e-commerce website, and it took me two months to pick the right color scheme. Do customers really care if i use black or blue header? Maybe I was just designing it for myself.

    Do customers look for being entertained, or they simply want to buy a pair of black socks? Could striking visual design actually distract customers? I would love to see a study on that (there must be some out there).

  18. 18

    Nearly every site featured in this post would fail for accessibility and usability. Still using images and javascript rollovers for navigation, how 5 years ago. I thought the target case changed all of that.

  19. 19

    I would say these are all nice but not really “mainstream” … More like boutique shops. Have a look at this one. the filtering on the right hand side is fantastic. It is built usign the Shoptimized service that is going public in next month or so.

  20. 20 has a pretty nice/user friendly layout


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