eCommerce design inspiration from Etsy

by Peter Yun - Get more articles like this sent to your email here

Even though eCommerce stores only account for about 5% of total retail sales in Australia, they have seen double digit growth year on year for the last 5 years running. A trend that is expected to continue.

Given this fast growth, the eCommerce industry is continually evolving with more and more money going into design, testing and optimisation for online stores. Which means more competition, but also more opportunity for businesses to scale rapidly.

With more investment into optimising the user experience and design of online stores, you are left with higher consumer expectations. People won’t accept a clumsy checkout process or a poorly designed product page anymore.

That’s why when we work with eCommerce businesses, they are regularly looking for inspiration in terms of website design, performance and optimisation. Because a few small tweaks could be the difference between big growth numbers and a negative ROI.

I figured I’d spotlight some of the best online stores so you can reference them for inspiration, design ideas and opportunities to improve your own site.

Today I want to look at Etsy.

Etsy is a peer-to-peer e-commerce website focused on handmade or vintage items and supplies, as well as unique factory-manufactured items. (Source: Wikipedia)

As of December 2014, Etsy had over 54 million registered users with yearly revenue numbers of US$195.6 million.

Their size and financial results are a fair representation of their website design, which is why they are a great example for you to take inspiration from.

Below you will find a complete list of the most important pages on the Etsy website across desktop and mobile, including screenshots and wireframes of the design elements for each one.

Etsy Website Images and Wireframes

Desktop Home Page

Desktop Home Page Wireframe

Mobile Home Page

Mobile Home Page Wireframe

Desktop Pages

Desktop Pages Wireframe

Mobile Pages

Mobile Pages Wireframe

Desktop Category Page 1

Desktop Category Page 1 Wireframe

Mobile Category Page 1

Mobile Category Page 1 Wireframe

Desktop Category Page 2

Desktop Category Page 2 Wireframe

Mobile Category Page 2

Mobile Category Page 2 Wireframe

Desktop Product Page

Desktop Product Page Wireframe

Mobile Product Page

Mobile Product Page Wireframe

Desktop Cart Page

Desktop Cart Page Wireframe

Mobile Cart Page

Mobile Cart Page Wireframe

Desktop Shipping Page

Desktop Shipping Page Wireframe

Mobile Shipping Page

Mobile Shipping Page Wireframe

Desktop Payment Page

Desktop Payment Page Wireframe

Mobile Payment Page

Mobile Payment Page Wireframe


As you can see Etsy is a world-class example of eCommerce design and site optimisation.

They have invested a lot of money into developing this business, and it’s paid off in spades.

Here are some key takeaways that are worth noting;

  • The hero image on the home page is static, rather than being a sliding carousel option. This is the way things are starting to move
  • There is a perfect balance between high-quality professional images, whitespace and text to break up the pages
  • Social proof, badges and guarantees are sprinkled throughout every page
  • A consistent set of basic colours are used on every page, including the checkout and shipping pages
  • The mobile site is optimised, brand consistent and easy to navigate
  • The site navigation as a whole is extremely easy to follow, with a clear category structure
  • Category pages are very visual, a bit like a real-life portfolio
  • Product pages have less distractions, and include product reviews, guarantees and an eye-popping green “Add to cart” button
  • The cart open page has related products as up-sells
  • There is no top navigation bar or any distracting links during the checkout process

What inspiration will you take from Etsy and apply to your online store?

Peter Yun

Peter Yun

Head of UX + Design at Web Profits
Peter is a business management professional specialising in marketing & advertising, with extensive experience within a direct, digital and creative marketing environment.

With a background in Fine Arts, Peter leads the UX, design, development and copywriting teams at Web Profits, focusing on UX/UI/CX, high-performance web design and development projects, industry leading conversion (CRO) techniques and innovative online advertising strategies.

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