“Great e-commerce design doesn’t win design awards. It wins sales.”
I recently had a client who wanted “out-there” design, even though the real issues were a 7-step checkout, slow load times, and weak CTAs. Their Gen Z audience lives on mobile, where parallax and animations don’t impress — they frustrate. What actually converts is a streamlined 3-step flow, fast checkout with Apple/Google Pay, and clear trust signals. In e-commerce, the work that looks “boring” to designers is often what feels effortless to customers — and that’s why it works.