E-commerce sites are evolving. Product ranges are expanding, references are multiplying, and suppliers are diversifying. As a result, catalogs are becoming more difficult to navigate. Although the selection is abundant, it still needs to be made visible and understandable to visitors.
In this context, the role of the e-merchandiser is more strategic than ever. They showcase the full range of products, guide visitors in discovering them, and highlight the right products at the right time (those that are meaningful to the customer and also meet the brand's business objectives).
Because beyond product exposure, it is commercial performance that is at stake: generating conversions, increasing average basket size, and offering a shopping experience that makes customers want to come back.
E-merchandisers face the daily challenge of balancing user experience with business performance. However, applying best practices can make e-merchandising a powerful tool for differentiation.
Best practice #1: Set specific business goals
Before organizing your products or thinking about the customer journey, first set a clear course. Your business objectives evolve according to context, seasonality, offerings, and media campaigns. For instance, during sales periods, the objective is to speed up inventory clearance. In contrast, when launching a new collection, the goal is to promote new items without distracting from existing offerings.
Depending on your priority (increasing the average basket size, clearing stock, or promoting your brand) you will adjust the levers at your disposal: sorting, filters, recommendations, banners, and so on.
Well-defined business objectives will guide your e-merchandising strategy, orient your performance indicators, and facilitate trade-offs for continuous optimization.
Best practice #2: Know your customers and understand their expectations
Good e-merchandising isn't just about pushing what you want to sell; it also has to meet your customers' expectations. The challenge is to combine business objectives with a detailed understanding of purchasing behavior.
Are your visitors looking for new products? Or promotions? Specialized or mainstream products? Remember, a B2C customer does not behave like a professional buyer, and an amateur DIYer does not have the same expectations as an expert. The more you segment your audience, the more relevant your promotions can be.
Understanding your target audience means adapting your tone, visuals, and product choices. Sometimes, it also means reconciling different expectations. Paying attention to signals, such as searches, trends, and performance, allows you to adjust your approach and stay as close as possible to expectations.
Best practice #3: Organize your product catalog
A well-structured catalog is essential. It must be clear, logical, and intuitive (not for you, but for your customers). By thinking like them, you can create a smooth, frictionless experience.
Just as in a well-organized store, the website's navigation should be intuitive, with a simple tree structure, well-designed menus, useful filters, and clear labels. In short, it should provide visitors with an effortless way to find their way around without searching or getting lost.
Best practice #4: Organize your list pages
On a list page, not everything is equal: 80% of sales are generated by the first 25 products. In other words, their positioning is anything but insignificant.
Each list page should have a clear strategy aligned with your objectives, such as promoting a new product, clearing stock, or supporting an advertising campaign. This intention should guide your ranking.
If certain products are heavily promoted in-store or on display, promote them here too in "end cap" mode. Your customers won't scroll endlessly, so put the right products in the right place from the start.
Don't miss our article: Personalized product browsing: a pillar of e-merchandising for better conversion and loyalty
Best practice #5: Focus on search
The internal search engine is the most powerful tool, yet it is often underused. However, visitors who use it convert three to six times more often than those who don't. Why? Because they know what they want. It's up to you to show them that you understand.
When working on search, the most important thing is to ensure relevant results. This includes synonyms, spellings, homonyms, filters, managing "zero results," and alternatives. Everything must be designed to respond quickly and effectively.
It's also a showcase with event corners, search bar recommendations, and dynamic filters that create a fluid, personalized, and engaging experience. It's a real engine that works to boost your performance.
Don't miss our article: Three arguments to convince you to invest in an e-commerce search solution
Best practice #6: Take care with your recommendations
Cross-selling can increase the average basket size by 8.5% on average. However, you need to have a strategy tailored to each area of the site.
- Product page: offer similar products to meet the initial need while suggesting an alternative. You can also consider up-selling: directing the consumer to a similar but more expensive product.
- Add to cart pop-in: focus on complementary products to trigger an impulse purchases that complete the consumer's cart (dress + tights, coffee machine + capsules).
- Home page: showcase your brand's DNA with bestsellers, new arrivals, or seasonal selections.
The goal is to stay relevant and useful without being intrusive. Good recommendations boost your customers' experience and your KPIs.
Best practice #7: Invest in your product listings
The product page is your best salesperson. This is where the click to purchase or abandonment happens. With Google Ads, many consumers arrive directly on your product page without going through the homepage or list page first. A third leave a site due to a lack of product information. To capture, convince, and reassure your audience, here are a few essentials:
- Mobile first: have a UX/UI adapted to mobile screens. For example, the “Add to cart” button should be sticky, always visible.
- Clear, simple, SEO-friendly title: speak their language.
- Optimized visuals, videos, 3D modeling: capture attention and help consumers visualize the product.
- Reassurance elements: customer reviews, return policy, warranty, delivery.
- Current promotions: if you have a code or an offer, this is where you should mention it.
A good product page is a mix of trust, clarity, and desire. Don't forget: it must convince both newcomers and loyal customers.
Best practice #8: Create triggers throughout the journey
Throughout the customer journey, send signals that encourage action: “Only 3 left in stock,” “15 people have added this product to their cart today,” “Only X€ more for free shipping,” or even a countdown to the end of the sale. These messages appeal to desire, urgency, and scarcity and can influence the decision to purchase. The e-merchandiser must ensure their consistency and visibility.
There's no reason to make customers search for a promo code they saw earlier. It must be visible where it counts (product page, shopping cart, banners, etc.) and easy to use, or even applied automatically.
Make your messages visible and useful, without overloading the page: every interaction should convey your sales pitch without disrupting the flow of the customer journey.
Best practice #9: Analyze, test, optimize
In e-merchandising, nothing is set in stone. The impact of sales promotions, changes in traffic, the pace of new collections, and the economic climate are all influential factors. There is no magic formula; data remains your best tool.
Three key KPIs to monitor closely:
- Click-through rate from list pages to product pages: if visitors are not viewing product pages, you need to review the items being promoted, the ranking logic, availability, filters, and even the product images used on the list page.
- The rate at which items are added to the cart from product pages. If this rate drops, examine the elements that reassure customers, such as the product description, image quality, customer reviews, price, and stock.
- The final conversion: if visitors abandon their carts before purchasing, you need to identify the stage of the checkout process that is slowing them down or driving them away.
This is also part of the e-merchandiser's role: observing, testing, analyzing, adjusting, and starting over. With AI like Sensefuel's, management becomes more refined and faster.
Best practice #10: Create synergies with other teams
E-merchandising plays a central role in the success of e-commerce strategies. It connects products to the website. Collaborating closely with other teams is crucial to maximizing its impact.
- With the product teams: be familiar with new products, trends, flagship products, and favorites to highlight.
- With the procurement teams: ensure that there is sufficient stock for the products highlighted online.
- With Marketing, CRM, and Traffic: coordinate communication around the products to be promoted (newsletters, campaigns, acquisitions).
More generally, e-merchandisers must share their results, relay their observations from the field, and feed other departments with their insights. Being an e-merchandiser is as much about organizing products as it is about connecting teams. This active coordination makes all the difference.
Don't miss our article: An introductory guide to e-merchandising