The Evolution of E-Commerce Platforms: Trends and Examples from Manchester Businesses

The Evolution of E-Commerce Platforms: Trends and Examples from Manchester Businesses

At Blue Whale Media, we pride ourselves on staying at the forefront of web design strategies that enhance e-commerce platforms. In today’s digital age, businesses need to continuously adapt and evolve to meet the ever-changing demands of customers. With a focus on user experience, conversion optimisation, and innovative features, businesses in Manchester are harnessing cutting-edge web design strategies to thrive in the competitive world of e-commerce.

User Experience is Key

When it comes to e-commerce platforms, user experience is paramount. A website that is easy to navigate, visually appealing, and responsive across different devices can make all the difference in driving sales. Manchester businesses are investing in web design strategies that prioritise user experience, ensuring that customers have a seamless and enjoyable online shopping experience.

One example of a Manchester business excelling in user experience is Lush. Their website is beautifully designed, with vibrant colours and captivating visuals that reflect their brand identity. The navigation is simple and intuitive, making it easy for customers to find what they’re looking for. Lush also incorporates features like product recommendations and personalised offers, creating a personalised shopping experience for each customer.

Conversion Optimisation for Maximum Results

Conversion optimisation is another important aspect of e-commerce platform design. Manchester businesses are leveraging various techniques to optimise conversion rates and increase sales. From persuasive call-to-action buttons to streamlined checkout processes, these businesses are leaving no stone unturned in their quest for higher conversions.

Take as an example. Their website is designed with conversion optimisation in mind. The layout is clean and clutter-free, ensuring that customers can focus on the products without any distractions. also includes customer reviews and ratings, which provide social proof and help potential buyers make informed decisions. Additionally, they offer a seamless checkout process with multiple payment options, reducing friction and increasing the likelihood of a successful transaction.

Innovative Features to Stand Out

To stay ahead in the competitive e-commerce landscape, businesses in Manchester are incorporating innovative features into their websites. These features not only enhance the user experience but also set them apart from their competitors. From virtual try-on tools to interactive product configurators, these businesses are pushing the boundaries of what’s possible in web design.

One notable example is Missguided. Their website includes a virtual catwalk feature, which allows customers to see how the clothes look when worn by models. This interactive feature not only engages customers but also helps them visualise themselves in the products, increasing the likelihood of a purchase. Missguided also incorporates a “Shop Instagram” feature, where customers can directly purchase items they see on the brand’s Instagram page, streamlining the buying process.


As businesses in Manchester continue to adapt to the ever-changing digital landscape, web design strategies play a crucial role in their success. By prioritising user experience, optimising conversion rates, and incorporating innovative features, these businesses are able to stay competitive and thrive in the world of e-commerce. At Blue Whale Media, we understand the importance of these strategies and have been helping businesses in Manchester enhance their e-commerce platforms.

As the leading website designers in Manchester, we believe that user experience is at the core of a successful website. We strive to create websites that are visually appealing, easy to navigate, and provide a seamless browsing experience for the customers. By incorporating intuitive menus, clear call-to-action buttons, and engaging visuals, we ensure that customers can find what they need and make a purchase with ease.