Practical Ecommerce

10 Innovative Ecommerce Sites

What follows is my view of ten excellent ecommerce sites, each offering innovative ideas in navigation, images, and content marketing. The sites all use the Magento open-source platform, but the ideas can apply to other platforms, too.

Schwinn

Zoom Enlarge This Image

Schwinn’s site uses its home page to promote content marketing, which is the idea of offering shoppers more than just products, but also entertaining and engaging content. As an example, the Schwinn Life section includes many how-to videos.

Zoom Enlarge This Image

The Schwinn site is also a leader in site navigation. Notice how the images are incorporated in the flyout menu.

Zoom Enlarge This Image

Bonobos

Zoom Enlarge This Image

Men’s clothing retailer Bonobos has also included graphics in its flyout menu, giving shoppers a better idea of what each label represents.

Zoom Enlarge This Image

Gant

Zoom Enlarge This Image

Gant is clearly selling an image as much as it is selling products with its photo-rich site. The company — notice the trend — even includes those images in its main product navigation.

Zoom Enlarge This Image

Clad

Zoom Enlarge This Image

The Clad ecommerce site is the result of a partnership between Esquire magazine and J.C. Penney. Esquire editors help choose the products available on the site, and include magazine-like content.

Zoom Enlarge This Image

Clad is also noteworthy in that it uses very large product images on all of its product detail pages.

Zoom Enlarge This Image

Clad's product detail pages feature very large product images.

Clad’s product detail pages feature very large product images.

Warby Parker

Zoom Enlarge This Image

Warby Parker offers boutique-quality eyewear at reasonable prices, and gives a pair of glasses to someone in need every time it sells a pair. Its site includes graphics in its navigation.

Zoom Enlarge This Image

The Warby Parker also has a virtual try-on tool that works with a shopper’s web camera.

Zoom Enlarge This Image

Parker's virtual try on is ahead of the curve in ecommerce marketing.

Parker’s virtual try on is ahead of the curve in ecommerce marketing.

Crombie

Zoom Enlarge This Image

Crombie makes great use of photography on its home page. Large product images fade in as black and white images, and then colorize. The site also includes link to the looks on each image.

Zoom Enlarge This Image

Outdoor Research

Zoom Enlarge This Image

Outdoor Research includes many forms of interesting and engaging content, including several videos, which appear either inline with product content on in a special video section. This sort of content marketing no doubt attracts a lot of customers.

Zoom Enlarge This Image

Outdoor Research has also done a good job with product detail pages, providing shoppers with lots of great information without compromising design. There are even links to articles that relate to the lifestyle the product represents.

Zoom Enlarge This Image

Stella & Dot

Zoom Enlarge This Image

It stands to reason that a site selling fashion items should be fashionably designed, and this is certainly the case for Stella & Dot’s great looking Magento site.

The company’s magazine-like look is optimized to run on the Apple iPad where shoppers can almost bend the corners of its virtual pages. This feature not only represents a good example of content marketing, but it demonstrates how easy it can be to integrate third-party solutions like Issuu’s publishing platform into Magento.

Zoom Enlarge This Image

Kelly Paper

Zoom Enlarge This Image

The Kelly Paper store has several innovative features, include a home page video and a widget that helps shoppers find the proper paper for their printers, products, or industries.

Zoom Enlarge This Image

Kurt Geiger

Zoom Enlarge This Image

The Kurt Geiger site features large, bold home page graphics. These images are part of a full-width content slider that is, seemingly, meant to convey the company’s brand.

Zoom Enlarge This Image

Tags:    

Armando Roggio
Armando Roggio
Bio  |  RSS Feed


Get the Practical Ecommerce RSS feed

Comments ( 6 )

  1. Mary Weinstein February 23, 2012 Reply

    Great post Armando!

    I appreciate that you included a lot of images to highlight the emphasis images receive on these sites.

    Do you think a focus on content marketing clashes with LPO at all, in this case for the Schwinn site?

  2. Armando Roggio February 23, 2012 Reply

    Mary, I do not. In my opinion, landing page optimization should be secondary to providing good content. It is not that LPO is not important, but just that content is more important. This is, in my opinion, especially true in the social media/RSS age.

  3. Saima Khan March 21, 2012 Reply

    Excellent article, more emphasis on graphics and content. The innovate techniques attracts the customers. and these techniques are more useful for customer, because customer will delight when they get the desired items in the main page. customer satisfaction is important in modern marketing.

    http://www.nichesuite.com/

  4. Raimondas Nauseda June 19, 2012 Reply

    Its great to see companies creating more versatile front end and stepping out of the comfort zone when using Magento as their backend. Great list of strores.

  5. Mike Darnell December 30, 2012 Reply

    Great articles. Proves video is a great addition to any e-commerce website.

  6. Anthony Gordon October 10, 2013 Reply

    Here is a eCom tip for you. Your links to other sites should open in new tabs. So the user doesnt leave your site.

Email Newsletter Signup

Sign up to receive EcommerceNotes,
our acclaimed email newsletter.

And receive a free copy of our ebook
50 Great Ecommerce Ideas