Ecommerce shoppers expect more from an online store than a product catalogue and a checkout page. They want quick product discovery, relevant recommendations, simple payments and a consistent experience across devices. This makes the right ecommerce website features an important part of building a store that supports both customer needs and business goals. For businesses planning ecommerce website development, the focus should be on functionality that supports the complete buying journey. Mobile-first design, intelligent search, personalised experiences, automation, secure checkout and connected business systems can all influence how customers interact with an online store.