Ecommerce website design
We design ecommerce sites around the two page types that carry the revenue — product and checkout — and treat everything else as what it is: the fastest possible route to get a shopper to one of those two pages.
We’ll check your product and checkout pages for friction and show you what’s costing you sales right now.
A senior ecommerce designer will reply within one working day.
A shopper doesn’t buy from your homepage. They buy from a product page, by way of a checkout that either lets them through or loses them. Every other page on an ecommerce site exists to get someone to those two faster.
What ecommerce design is actually for
Most ecommerce redesigns start with the homepage, because it’s the page everyone looks at first and the one stakeholders have opinions about. But almost nobody buys from a homepage. They land on a product page from search, social or an ad, and the homepage either never gets seen or gets seen once the decision is already half made.
That means the real design work is elsewhere: a product page that answers every objection before it’s asked, images that show the thing from every angle a buyer would want, and a checkout that asks for nothing it doesn’t need and never makes someone create an account just to pay. Everything above that in the site — category pages, search, navigation — exists purely to get the right shopper to the right product page as fast as possible.
We design in that order on purpose: product and checkout first, then the navigation and category structure that feeds them, then the homepage last, as the front door rather than the destination.
See it at checkout
Fast checkout, clear pricing, no last-minute surprises — the difference between a browser and a buyer is usually three screens, not three features.
Illustrative checkout mockup in wtfont’s own design language — not a real store or client data.
Who it’s for
That almost always points at product and checkout friction, not a traffic problem. We start by diagnosing where shoppers actually drop off, not by assuming you need more ads.
Forced accounts, hidden shipping costs and too many form fields are the usual culprits. We audit checkout against known abandonment causes before redesigning anything.
If most of your traffic is mobile but most of your revenue is desktop, the mobile experience is losing people somewhere specific. We find exactly where.
Catalogue growth, new markets or new payment needs sometimes genuinely require a replatform. We’ll tell you honestly if that’s the case or if the current platform just needs better execution.
Our ecommerce services
The product page is where buying decisions actually get made, so we design it to answer every objection a hesitant shopper would raise: sizing, materials, shipping time, return terms, what other buyers said. Nothing is hidden behind a tab that most shoppers never click.
Product pages that answer objections before they’re askedWe audit every field and every step in your checkout against the one question that matters: does this need to be here to complete the order? Guest checkout as default, shipping costs shown early, and payment options matched to what your actual buyers use.
A checkout that asks for nothing it doesn’t needWe build on Shopify or WooCommerce depending on catalogue size, how you need to manage inventory and what you already run elsewhere in your stack, rather than defaulting to whichever platform we personally prefer. Both get the same product-and-checkout-first design discipline.
Shopify or WooCommerce, chosen for your actual catalogueFilters, sort order and breadcrumbs exist to get a shopper to the right product page with the fewest clicks, not to showcase a clever layout. We structure categories around how buyers actually search, not how the warehouse is organised internally.
Category pages that route, not decorateMost ecommerce traffic is mobile, and mobile shoppers abandon slow product pages faster than desktop ones. We optimise images, apps and third-party scripts specifically on the pages that carry revenue, not just the homepage a speed test happens to sample.
Store speed treated as a conversion lever, not a vanity metricEcommerce apps and plugins accumulate just like WordPress plugins do, each one adding a script to every page load. Our support plans keep the app list lean, handle platform updates, and give you a monthly block of development time for the small changes that come up constantly.
A store you’re never stuck waiting on us forOur process
Every stage is designed around the same priority: get shoppers to a product page, then through checkout, as quickly and confidently as possible.
We map your current funnel — where shoppers land, where they drop off, and where product and checkout friction is actually costing sales.
Wireframes and designs for the two revenue-carrying page types are built and signed off before anything else starts.
Category structure, navigation, search and the homepage are built to route shoppers to the pages that convert, as fast as possible.
Full QA across devices and payment methods, performance testing on mobile, then a monitored launch.
Conversion data from the live store feeds straight back into product and checkout refinements, not a one-off report nobody reads.
Why hire an ecommerce agency
Sectors
Same product-and-checkout-first discipline, tuned to what your category of shopper actually needs to see before buying.
Size guides, fit confidence tools and return policy clarity built into the product page itself, where hesitation about fit actually happens.
Ingredient transparency, shade and skin-type matching, and subscription options designed into the purchase flow rather than bolted on afterward.
Dimension clarity, room-context imagery and delivery-time transparency for considered, higher-value purchases that need more reassurance.
Subscription and reorder flows designed for repeat purchase, with allergen and ingredient information surfaced clearly on the product page.
Spec comparison tools and compatibility checkers built in, so a technical buyer can confirm fit before they ever reach checkout.
Tiered pricing, bulk ordering and account-based checkout flows designed for buyers purchasing on behalf of a business, not themselves.
Working together
We stopped guessing why carts were abandoned and started seeing exactly where.
Mobile conversion caught up with desktop within the first month of the rebuild.
The product pages finally answer the questions customers used to email us about.
Tools and tech
A deliberately short app list beats a store weighed down with twenty overlapping tools. These are the platforms our ecommerce team works in.
What you get
No homepage-first redesign that leaves the pages carrying your revenue untouched. Here is what lands in your inbox and your calendar.
And always: full platform admin access and full file handover. You own the store from day one.
Beyond ecommerce builds
For brands whose site needs to inform and build trust rather than sell directly.
Ongoing testing of the store we build, so improvements keep compounding after launch.
Technical and content SEO built on a store that was already fast and well structured.
A visual identity strong enough to carry the trust a higher-value purchase needs.
Buying guides and category content that feed shoppers straight into your product pages.
Dashboards showing exactly where shoppers drop off between landing and purchase.
The bigger picture
AI shopping assistants and comparison tools are increasingly the first stop before a product page, not the last. That shifts the burden onto the product page itself to answer, clearly and in structured detail, exactly the questions a comparison engine or an AI assistant would surface to a shopper on someone else’s behalf — materials, sizing, delivery time, return terms, stock availability.
At the same time, rising ad costs across every major platform mean fewer stores can afford to treat conversion as someone else’s problem to fix downstream. A product page that converts ten percent better than a competitor’s is now directly worth more per visitor than it was two years ago, because the cost of getting that visitor there has gone up and shows no sign of coming back down.
Checkout friction compounds the same pressure from the other end. Buy-now-pay-later options, one-click payment methods and expectations set by the largest marketplaces have all raised the bar for what a frictionless checkout looks like, and a store that still forces account creation or hides shipping costs until the final step loses shoppers it paid real money to acquire.
None of this requires a bigger redesign budget. It requires the same discipline good ecommerce design has always needed: design the pages that carry revenue first, measure what actually moves conversion, and treat everything else on the site as infrastructure built to serve those two page types faster.
Who you’re working with
Every ecommerce build at wtfont. has one named designer who owns it end to end: they run the funnel diagnosis, design the product and checkout flows, and are the person you call when a decision needs explaining after launch. No handoffs to a team you have never met.
Swap this block for the real person: their name, photo, years of ecommerce design experience and a store they are proud of. Showing who actually designed the funnel is one of the easiest trust signals to add for anyone checking your credibility before committing a project.
Ecommerce guide
Straight answers to the questions every store owner asks before committing to a rebuild.
Shopify suits stores that want a managed platform with less technical overhead; WooCommerce suits stores that need deeper customisation or already run on WordPress. We recommend based on catalogue size, technical resource and growth plans, not a default preference.
Only if it targets the right pages. A homepage redesign alone rarely moves conversion much, because most shoppers never buy from the homepage. Product and checkout redesigns, backed by funnel data, are what reliably move the number.
A focused product-and-checkout rebuild typically takes four to seven weeks depending on catalogue size and integrations. A full replatform, including migration, usually takes longer and is scoped separately once we understand your current setup.
Often, yes. If the platform and foundations are sound, targeted checkout and product page optimisation can lift conversion significantly without the cost and risk of a full rebuild. We’ll always recommend the smaller fix first if it solves the actual problem.
FAQ
Funnel diagnosis, product page design, checkout optimisation, category and navigation structure, performance work on mobile, and a homepage designed last as the front door to the pages that convert.
Fixed scope and fixed price for the design and build, based on catalogue size, platform and integrations needed. Ongoing support plans are priced separately and monthly with no lock-in.
Both, depending on the project. We recommend the platform that fits your catalogue, technical resource and growth plans, not a single platform we push on every client regardless of fit.
Yes. Checkout and product page optimisation can often be scoped as a standalone project on your existing platform, without touching the rest of the site.
The opposite is the goal. We audit existing apps and remove what isn't earning its place before adding anything new, because app and script bloat is one of the biggest causes of slow mobile product pages.
Ecommerce platforms need maintenance and apps need managing, so we strongly recommend one, but it is never mandatory. The store is built to be portable to any developer or managed in-house.
Yes. Migrations include full product, customer and order data mapping along with a redirect plan, so search rankings and existing customer accounts carry across cleanly.
No. Builds are fixed scope and fixed price; support plans are monthly with no lock-in, because we would rather earn the next month's work than trap you in a year-long agreement.
This page is specifically about product page, checkout and ecommerce platform work. Our general web design service covers the same quality bar for brochure and lead-generation sites that don't sell directly online.
From the blog
Guides and playbooks from the team. Placeholder titles, link them to your posts.
The specific friction points that cost the most sales.
A practical checklist for auditing your own product pages.
Which platform actually fits your catalogue and team.
The gaps that typically explain the difference.
Let’s talk
30 minutes with a senior ecommerce designer. No pitch deck, no obligation. Hang up anytime.
A senior strategist will reply within one working day.
Trusted with revenue
Stores that fixed the leak
between traffic and revenue
From single-SKU direct-to-consumer brands to multi-category retailers, we’ve rebuilt product and checkout experiences that were quietly losing revenue every day.
- Senior ecommerce designers on every build, not junior handovers
- Platform-agnostic recommendations across Shopify and WooCommerce
- You keep full admin access and ownership from day one
Talk to our ecommerce teamSome of the brands we build for
Replace placeholders with real client logos