Why E-commerce is no longer just about selling, but about understanding and creating value for the user
Do you remember the iconic scene from “The Wolf of Wall Street” where Jordan Belfort (played by Leonardo DiCaprio) hands over a pen and says: “Sell me this pen”?
It’s a test of salesmanship. But not just about listing features. The real test is understanding the person’s need. What do they need the pen for? To sign an important contract? To jot down a memory? To leave a mark? Great salespeople don’t sell pens — they sell a solution, status, memory.
In e-commerce, we are also in the position of “selling” — products, services, ideas. But the question is: how do we do it? Are we just pushing goods, or do we truly understand the deep needs of users and create an experience that makes them buy and keep coming back? This is where UX design comes in — it’s the magic that transforms ordinary “selling” into understanding and creating value.
Unveiling the User’s Essence: The Data That Drives UX
To “sell the pen” effectively, you first need to know who needs it and why. The quality work of a UX designer in e-commerce relies on a deep understanding of the user, supported by a combination of data.
- Quantitative Data (Analytics): These are the “numbers” that tell us what users are doing. Traffic, conversions, cart abandonment rate, click paths. Tools like Google Analytics, Hotjar (for heatmaps and session recordings) show us where people navigate, where they struggle, or where they leave the site.Qualitative Data (Research): This data tells us why users do what they do. User interviews, focus groups, usability tests, surveys. By talking to real users, we discover their motivations, pain points, frustrations, and hidden needs. This is the “behind-the-scenes” information that helps us understand the true “why” behind the “pen.”Competitive Analysis: What are competitors doing? What works for them? What doesn’t? This helps us identify best practices and find gaps in the market.
Combining this data gives us a complete picture. We can see where users get lost and why, which is the first step towards creating a design that sells because it truly solves a problem.
Beyond the Product: Personalization and the Magic of Conversion
Once we know who our user is and what they want, UX design and personalization become powerful tools for increasing conversions. It’s like “selling the pen,” but specifically tailored for him or her.
- Dynamic Content: Display products and offers based on previous behavior, search history, geolocation, or even time of day. If a user has searched for laptops, show them the latest models or laptop accessories right on the homepage.Personalized Recommendations: Use AI and machine learning to suggest products the user is most likely to like. “Customers who bought this also bought…”, “Recommended for you.”Adapted User Journeys: Optimize the entire process — from finding the product to checkout — to be as intuitive and seamless as possible for each user segment. Clear Calls to Action, minimum steps at checkout, visual confirmation at each stage.Anticipating Needs: Good UX anticipates what the user will do and offers it to them in time. If they’ve added a product to their cart but haven’t paid, remind them. If they’ve browsed a certain category, show them similar items on their next visit.
Personalization is not just a luxury; it is a primary driver of conversions. It makes the user feel understood and valued, transforming the shopping process into a personal and pleasant experience.
Invisible Architecture: UX, Automation, and Logistics
The role of UX designers in online commerce is often underestimated, as many people associate UX only with a “beautiful” front-end. In reality, UX design intersects with the entire “backbone” of the online store — automation and logistics. This is like selling a pen that not only looks good but is also magically delivered to the customer’s door, without them having to think about the details.
- Internal System Optimization: Designers can improve the internal systems used by employees (e.g., for order management, inventory, customer service). Better UX for employees leads to faster and more accurate operations, which directly impacts the customer experience (e.g., faster delivery, more accurate order tracking).Logistics Transparency: Clear and automated communication about order status, estimated delivery times, easy tracking. The user should not have to wonder where their shipment is; information should be easily accessible and understandable.Seamless Return/Exchange Processes: Automated return forms, clear instructions for packaging and shipping, quick refunds. All of this reduces friction and improves the overall perception of the store.
UX designers are architects of the entire experience — from the first click to receiving the product and even beyond. When all these processes are optimized, the “pen” sells more easily, and the user is more satisfied.
Visibility and Discoverability: UX and SEO Optimization
In e-commerce, if the user cannot find you, there’s nothing for you to “sell” them. The role of UX solutions in SEO optimization is enormous because Google and other search engines increasingly value the user experience. Google “sells” the best and most relevant, so good UX helps your site be “sold” to the search engine.
- Speed and Performance (Core Web Vitals): Sites that load slowly or have an unstable interface are penalized by search engines. UX designers can work closely with developers to optimize performance, which is a direct SEO factor.Mobile Responsiveness (Mobile-First): Most online purchases are now made from mobile devices. A site that is not optimized for mobile devices offers poor UX and consequently ranks lower.Intuitive Navigation and Information Architecture: A clear site structure, easy navigation, and logical grouping of products (categories, filters) not only help users find what they are looking for but also help search engines index content effectively.Content Quality and Usability: Well-structured product descriptions, high-quality images, videos, customer reviews — all of this improves UX and signals to search engines the value of the page. Longer time spent on the page and a lower bounce rate are positive signals.
Companies should think of UX not as a separate function but as an integral part of their SEO strategy. Good UX naturally leads to better SEO.
Goodbye, Returns: UX as a Solution to the Problem of Returned Goods
The constant return of goods is one of the major problems for online retailers, costing them huge sums and logistical headaches. Here, UX design can be extremely effective in combating this problem by influencing the perception of the process itself.
Clear and comprehensive product information
Returns are often due to a mismatch between expectation and reality. UX designers can provide:
- Detailed descriptions: Not just features, but also benefits, material, usage.High-quality images and video: From all angles, with real sizes, in context (e.g., a garment worn by a model with different proportions).Size and fit guides: Interactive size charts, comparisons, virtual try-ons.User reviews and photos: Real reviews and photos from other customers that help new buyers make an informed decision.
Accurate expectation setting
Virtual try-ons (if applicable), AR functionalities for furniture or clothing that show how they will look in a real environment.
Optimizing the search and filtering process
The easier it is for the user to find exactly what they are looking for (by color, size, material, price, style), the less likely they are to buy something unsuitable.
Even when a return is necessary, UX can make it less painful. Transparent return policies, easy-to-fill online forms, automated return labels — all of this improves perception and builds loyalty, even during a negative experience.
Final Thoughts: Selling Value, Not Just Pens
In e-commerce, it’s no longer about the aggressive and often unethical tactics of “The Wolf of Wall Street.” True success comes from a deep understanding of the user and creating products and experiences that truly solve problems and bring value.
The UX designer’s task is to be the user’s advocate, to transform complex data into understandable stories, and to design products that don’t just sell, but create long-lasting relationships. “Sell me this pen” is not a call to manipulation, but to understanding, creativity, and ethics.
What do you think? What is the biggest UX problem that you believe can be solved in e-commerce today? Share in the comments! 💬👇
UX Moments: Sell me this pen was originally published in UX Planet on Medium, where people are continuing the conversation by highlighting and responding to this story.
