I was cleaning out old files. I tend to collect way too many whitepapers, research articles, and other materials that inform me about the world of ecommerce. I came across a document I saved. It’s from 2007 and entitled, “17 New Rules for Successful E-Commerce Websites”. As I read these, I am reminded how far some of the top online retailing sites have strayed away from the basics.

So, in 2025, Nearly 20 years later, let’s take a look at each of these and see how they may still be relevant today.

Here we go…

#1 – Tell me where I am

Navigation simplicity in a category/sub-category product assortment appears relevant today. As we have more cascade of choice and more and more product options to choose from, we need clear navigation. Narrowing down the shopping journey to our desired product is still important to conversions.

#2 – Let me remove narrowing options

Here again, the ability to narrow down what I now call the “Chaos of Choice” is particularly important in the best online shopping experiences.

#3 – Allow me to sort every which way I want to

Sorting and displaying options in more relevant ways can only be a good thing. Right? Having multiple sorting options tends to lead to greater engagement as long as it’s not too cumbersome or lengthy.

#4 – Show me the products

As an old school rule of thumb in web design, unless a company has more than 200 products total in a sub-category, it’s only right to offer the user the option of seeing every product on one page.

#5 – Refining options bring us joy

Different from sorting. This is about avoiding the situation where we land on that perfect product, only to find it’s out of stock.

#6 – The more specifics, the better

Building trust takes content and sincere messaging. But also the ability to be transparent so the more specifics about a product, purpose/mission, or how to more easily achieve that ‘right on time’ promotion, the better.

#7 – Tell me what it costs and what I’m saving

Seems like a no brainer. but it’s particularly important to show savings and value.

#8 – Keep the search bar within easy reach

Don’t every let search out of your sight. Now, the search functionality is much more advanced than what existed back in 2007. We get much more relevant results when we search with more natural language. GEO is for another post.

#9 – Give me search refinement options

Users still rate search as the most frustrating part of many ecommerce sites. Sorry for not having the source to cite here but if you shop online, search is a make or break basic function that needs to work well.

#10 – Get as close as you can get (while staying relevant)

The example here is. “Get more results with fewer keywords” prompt we see in some sites. Further, you may find… 3 items found for casual shoes or 5 items found for casual or 10 items found for shoes

#11 – Share the critical “Fit” information

Many products are designed to “fit” certain criteria. Whether it’s a laptop or a human body, or a kitchen appliance. In every instance of potential product matches, showing the critical information in the product details is essential. Don’t make me find the PDF document and page through to find the product dimensions of an appliance for my kitchen.

#12 – Tell me if you’ve got it

Inventory visibility has been a term that dates with me back to 2007. Or before, but right around the drift into multi-channel, cross-channel retail. Merging inventory levels across both physical locations and online in 2025 is still not optimal. This is despite major shifts in our shopping behavior. This remains a basic task that is complex to execute.

#13 – You can never have too many photos

Ashamed to have this even in here. Back in 2007, many didn’t realize the importance of having more than a couple of product photos from one angle. Even today, this is still not recognized by everyone. With AI apps on your phone like Photoroom, I really think there is no excuse. More pictures of products should be on websites today.

#14 – Let me see delivery options

Delivery options are a conversion maker. In the day of 2-day delivery from Amazon, having these front and center, along with costs are basic table stakes.

#15 – If you won’t send it to me, tell me who will

In this example, retailers miss a connection point by referring us as customers, to where we may find the product or size we are looking for. Don’t be afraid of referrals. This builds trust.

#16 – Reassure me along the way

Wow! Still very relevant today. Don’t make the customer panic and make sure order confirmation has clear next steps so I can follow along until I get the product I ordered.

You made it!!!

#17 – Give all the order details ASAP

This is important. Especially with sizing associated to a product. This also includes FAQ’s. How to return or exchange a product. Where or who to call for help. Content builds trust 😉

Well, back in 2007 these were deemed important basics online retailers had to get right. What do you think? Are online retailers delivering on these to the levels you expect today? If they are, please let me know. And for those who may be falling short delivering the basics, we’ll continue to work together to make the internet an even better place to shop.