Online Shop Functionalities:
25 Functionalities for a Successful Online Shop

E-commerce is booming and on the rise. The competition is growing, and online shops are equipped with more and more new functions. But what functionalities are actually important for the success of an online shop? Which functions are indispensable in any online shop? This is what our current article is all about. Here, we take a look at the 25 functionalities that are essential for a good and modern shop as well as for the success of e-commerce. This way, you can integrate these functions into your own online shop as needed.

The Essentials in Brief

Technology is constantly evolving. This also applies to online shops and e-commerce. New functions and possibilities regularly appear on the market. It is often difficult to keep track of everything. Which functions do I actually need? Which functions can I possibly do without? Is there a way to save money on these functions? These are just a few of the questions that many e-commerce operators ask or are confronted with. In this article, the experts at Shopboostr thoroughly address the topic. We show you which functions are particularly important and which functions you might be able to do without.

What Are Online Shop Functionalities About?

In this article, the experts at Shopboostr.de, together with you, examine the most important functionalities for a successful online shop or an auction platform. We want you to know which functions you absolutely cannot do without and which functionalities can help contribute to the success of your e-commerce. We focus in particular on the 25 most important functions. Due to rapid technological progress and the many possibilities, it is often not so easy to recognize and adopt the truly important functions for your own shop. This is exactly what we aim to prevent with this article. The 25 functionalities for a successful online shop are intended to show you exactly what matters and which things you should never do without in your e-commerce.

Why Are the 25 Functionalities Important?

Technology is constantly advancing. This is especially true for IT. New functions and possibilities contribute to making e-commerce increasingly complex, user-friendly, and interesting. Some functions are particularly important to the visitors of your shop, while others are nice to have but not absolutely necessary. Especially if you are working with a tight budget, foregoing some functions can save a lot of money. Additionally, too many functionalities can overload the online shop. The store becomes cluttered, hard to manage, and its performance suffers. Moreover, there are many security risks that these functions may entail.  

When Are the 25 Functionalities Needed?

The functionalities presented here are the most important features for an online shop. However, this does not mean that you actually have to implement and use all of these functions in your e-commerce. You need to decide for yourself what makes sense, which functions are practical for your shop, and what your financial means allow.

In principle, however, you should try to implement at least the most important and promising functionalities in your online shop. At the same time, you should always ensure that security, performance, and administrative effort remain within acceptable limits.

How Does the Implementation of the Functionalities Work?

The implementation of many of the functionalities presented here is possible with the shop system or the website itself. However, for some functions, it may be necessary for you to install so-called extensions or plugins. These are components of additional software that provide your e-commerce with new functionality in an easy way. Many of these plugins and extensions are free, while for some higher-quality software you may be charged a one-time or monthly fee. The extensions are worth your money and are often indispensable for the success of your shop.

How exactly the functionality and implementation of the features looks is different from software to software and can also vary depending on the chosen shop system. Therefore, we unfortunately cannot provide assistance in this regard. However, shop systems, plugins, and extensions come with extensive documentation, their own support, and a community portal – all resources that you can use if you have questions or encounter problems.

Advantages and Disadvantages of the Functionalities

Now we will look at the advantages and disadvantages of the online shop functionalities or their implementation in your shop. It is important that you understand that new functions can bring not only advantages but also disadvantages. In addition, you need to know exactly what the advantages – and especially the disadvantages – are. This way, you can pay attention to them and prepare accordingly.

The Advantages

• New functions and possibilities

• Better user experience

• Higher customer satisfaction

• Greater success and more revenue

• Advantages in Google and SEO

These are, of course, only some of the advantages. Depending on their purpose and goal, functionalities can bring additional benefits. However, you must always consider that too many functions can potentially have a negative impact on your store and business.

The Disadvantages

Despite all the advantages, many online functionalities are not solely positive. There are also some negative aspects that you should definitely consider. Otherwise, the functions may have negative impacts or bring about other unexpected consequences. The most important disadvantages of online shop functionalities are:

• High costs

• Impact on performance

• Impact on security

• Complicated administration

The perfect solution for your online shop must therefore be a mix of functionality, security, and performance. You cannot possibly implement all functions—even good or important ones. Instead, you must limit yourself to the essentials. The skillful selection of functionalities is crucial for the success of your online store.

An Overview of the 25 Functionalities for Your Online Shop

In the following, we will briefly present the 25 most important functionalities for your online shop. For each function, you will also receive a short description that explains the purpose and rationale behind the functionality. This way, we aim to give you an overview of the possibilities and show you which functions you should particularly consider. Of course, you do not always have to and cannot implement all of the functions presented here in your online store.

Functionality 1: User Groups

For most online shops, it makes sense to create user groups. This simple function is especially practical because it allows you to categorize your visitors and customers. Examples include visitors – people who have registered but haven’t yet made a purchase, customers, premium customers, referrals, and B2B customers, etc. Many programs allow you to perform actions based on the user groups. This way, you can give certain groups access to specific areas, send individual emails to user groups, etc.

Functionality 2: Sitemap 

The sitemap is also a function that can be easily implemented and should not be missing on any website, online shop, or online marketplace. Essentially, the sitemap is nothing more than a map or overview of your entire website or shop and its structure. It provides an overview of the site’s layout and access to all areas.

Functionality 3: Homepage

Every shop operator on the internet should have their own homepage. Even though the online shop is undoubtedly the heart of any e-commerce, there must still always be a website with information about the company, a blog, etc. Some shop systems offer the function to create a website out of the box. Others, like WooCommerce, are plugins specifically designed for integration into already existing content management systems like WordPress.

Functionality 4: Live Chat

Today, you find a live chat on many websites. It is practical and is one of the functions that should absolutely not be missing. One of the biggest disadvantages on the internet so far was that customers could not get information in advance as they could at a specialist retailer. With a live chat, that changes. You give your customers the opportunity to contact you directly, whether for questions or issues with their purchase. This helps secure sales and enhances success as well as customer service.

Functionality 5: Product Details

An extremely important function. Keep in mind that your customers cannot examine a product as they could in a specialty store. They cannot see, touch, or try the product themselves. You need to compensate for this with the product details page. A detailed description, multiple photos, and ideally a video should not be missing!

Functionality 6: User Profile

A user profile is also one of the most important functionalities of a successful online shop. The profile allows your users and customers to log in, making it easier to process future orders and payments. The re-entry of data is not required. Many profiles also offer additional functions. In addition, you directly benefit from user profiles. You can use the information for marketing.

Functionality 7: User Interface (GUI)

The user interface in an online shop should be modern yet simple and intuitive. Customers should quickly find what they are looking for or at least have access to tools, such as the search function, that assist with finding items. The user interface should be customizable in certain areas and should also be optimized for mobile devices.

Functionality 8: User Experience (UX)

Customer-friendliness and user experience are important. All functions of your website and online shop should primarily serve the purpose of improving UX. Live chat, simple design, numerous payment options, etc. are just a few of the possibilities you have to enhance the user experience.

Functionality 9: Search Function

The search function is extremely important for any online shop! Visitors come to you in search of a specific product. For sales and thus for your success, it is crucial that this product is found quickly. Lengthy searches, incorrect product suggestions, or imprecise search results are the most common reasons why customers abandon their purchase and choose another online shop.

Functionality 10: Categories

Sort your products and divide them into categories. In this way, you have all related and relevant items in one category. For example, the category “TOOLS.” A customer who is looking for a screwdriver and might need other tools will find everything he needs much more easily. If the categories are also linked to the search function and product suggestions, then you have done everything correctly.

Functionality 11: Blog

Your website should have a blog in addition to the online shop or your e-commerce platform. On the blog, you should publish news and special promotions as well as tips and tricks. For example, if you sell clothing in your store, it makes sense to cover topics such as cleaning, care, and selection. This will increase interest in your website and the number of visitors.

Functionality 12: Calendar

A calendar is not necessarily essential for your website or your e-commerce. However, if you work with special events and dates, then you should consider implementing this function in your online shop. A calendar provides visitors with an insight into upcoming events and important dates related to your company or e-commerce.

Functionality 13: Favorites

You should give your customers the option to mark certain products as favorites. This is especially sensible if you sell consumables or other items that are used regularly. Thanks to favorites, customers can easily find the items they want and order or reorder them when needed.

Functionality 14: Messaging

A messaging function is not necessarily required. However, it is especially useful if you offer used items or trading between visitors. An example is eBay. In such a case, the messaging function can simplify or enable communication between the parties. You do not need to be directly involved.

Functionality 15: Review Function

This is one of the most important functions for your e-commerce, even though many people fear such an option due to negative comments. Customer reviews play an extremely important role in online trading! If you have authentic, positive reviews, it speaks in favor of your shop and attracts new customers. You should not be discouraged by occasional negative reviews. Even the best retailer cannot always satisfy every customer. Ideally, you should also take the time to briefly respond to all reviews.

Functionality 16: Interactive Map

Time and again, online shops – as well as other websites – integrate an interactive map into their online presence. Whether this function is useful or not is something you must decide for yourself. It may also depend on the shop. Many proponents of the interactive map say that it is practical to see where the customers come from, especially for companies with a connection to a specific region.

Functionality 17: Emails

Emails are a useful extension for communication. This does not necessarily refer only to communication between customers, as is already possible via the messaging function. In this case, emails refer to the sending of newsletters and other information. As an e-commerce, you should not do without a good email marketing strategy.

Functionality 18: Payment Methods

Payment methods also constitute an important function. In this, you must primarily orient yourself according to your customers’ wishes. PayPal is particularly important, but options such as direct debit, GiroPay, and instant transfer should not be missing. Additionally, it may also be sensible to enable payments by credit card and, if applicable, on account (especially interesting for companies and public authorities).

Functionality 20: Own Offers and Listings

Depending on the type of e-commerce you operate, you may also need a functionality that allows customers to publish their own offers and listings in your shop so that they can sell items and services. This function is, of course, only necessary if customers have this option in the shop. Otherwise, the shop software already allows the administrator to upload products.

Functionality 19: B2B Area

Whether you are a pure B2B shop or your offering is directed at all customers equally, it is usually sensible to have a separate area for B2B or business customers. Companies usually require different payment methods, a larger credit limit, etc. You can also use this special area for premium customers, and so on.

Functionality 20: Own Offers and Listings

Depending on the type of e-commerce you operate, you may also need a functionality that allows customers to publish their own offers and listings in your shop so that they can sell items and services. This function is, of course, only necessary if customers have this option in the shop. Otherwise, the shop software already allows the administrator to upload products.

Functionality 21: Order History

Registered customers should have the option to view all orders they have placed in the shop in the past. Truly good software even enables the same order to be placed again with just one click or to automatically place the order at regular intervals.

Functionality 22: Automatic / Recurring Orders

Depending on which items you offer in your store, customers may need to reorder regularly. This is the case, for example, with consumables, office supplies, etc. If your shop offers such items, then you should give your customers the option to set up automatic or recurring orders. Once placed, the customer automatically receives their goods within a specified time frame, provided that the payment was successful (assuming no payment on account, credit, etc.).

Functionality 23: Mobile Optimization

More and more people access the internet via mobile devices. Accordingly, more and more people also place their orders online. For this reason, you should ensure that your website and your store are optimized for all types of mobile devices. For example, if there are errors during checkout or payment, you lose a valuable customer and revenue!

Functionality 24: Design and Usability

Design and usability in your online shop should be modern. This means that responsive design as well as support for accessibility features, such as those used by visually impaired and disabled individuals (ARIA), should be supported by your shop. Otherwise, you might be excluding a significant portion of potential customers in your target group.

Functionality 25: Provider and Customer Functions

There should be special functions and areas both for customers and for some potential providers, if they are present on your website. Some of these have already been listed here as separate functions – such as a customer area with an overview of orders. But other functionalities may also be necessary, such as things like shortlists and favorites, pre-orders, etc.

A List of Examples for Online Shop Functions

In this section, we have compiled some examples of online shop functions for you. This gives you an insight into the important functions and how you can successfully implement them in your online shop.

Example 1: Payment Options

A wide range of payment options convinces your customers to shop with you. This is especially true when they already know and have used these payment methods. Most users, for example, have a PayPal account and can quickly and easily order from your store. They do not have to enter lengthy details or disclose bank information, etc.

Example 2: Live Chat

Customers who go to a hardware store or specialty retailer have the opportunity to ask a salesperson or even an expert directly if they have questions. Unfortunately, this is often not so simple on the internet. Live chat is an excellent way to overcome this disadvantage. In real time and with minimal effort, your customers can get in touch with you for questions or issues with your e-commerce.

Example 3: Customer Area with Access Restriction

A dedicated customer area is important for your shop. Here, your visitors and customers should be able to view past orders, create favorites and shortlists, and have other management options. Changing personal data, payment information, etc. should also be possible. This saves your support team work and prevents long wait times for customers before placing an order.

The Different Types of Functionalities

For online shop functionalities, there are generally three categories into which the various functions and options can be divided. These are:

The Most Important Characteristics of Online Shop Functions

The most important characteristic of online shop functionalities is obvious: the function must benefit you and your customers, make the shop safer, or be sensible for another reason. It makes no sense to implement a functionality just because someone recommends it or because the function has just been released. Furthermore, not all functionalities are sensible for every shop. For example, a messaging or email function is only worthwhile if you also have sellers in your shop. If it is a simple e-commerce for selling to customers, then a live chat is entirely sufficient.

Important Questions About Online Shop Functionalities

Below you will find answers to some of the most frequently asked questions about online shop functionalities. We want to answer the most important questions for you and highlight some key points.

How Do I Recognize Which Functions Are Important?

You need to determine that for yourself. Look at which functions are sensible and offer real added value to your users. In addition, you should consider which functions have the potential to increase the success and revenue of your online shop.

Do I Have to Implement All the Functions Listed Here?

No. We have only provided an overview of the most important functions here. While you should indeed implement many of the functions—especially the ones mentioned first—you usually do not have to and cannot implement everything. Some functions simply depend on the type of online shop.

What Costs Will Incur for the Functions?

This varies. Some functions are already implemented in the online shop system and only need to be activated and set up. For other shop systems, there are free extensions or plugins. In both cases, you pay nothing – apart from the licensing fees of the shop software. However, other shop systems require the purchase of paid modules or extensions. In this case, you may have to expect high costs. Additionally, there are fees from third-party providers. For example, many providers such as PayPal charge a commission on all payments.

Do Many Functions Affect the Shop’s Performance?

That depends on the functions. In general: the more extensions and plugins you use, the slower the shop will become. A good server can counteract this. On the other hand, there are also functionalities such as design, the interface, or things like payment providers, etc., that do not affect performance.

Conclusion