8 questions that your online store must answer

Many aspiring entrepreneurs ask themselves, "What should my online store look like?" The answer is simple: it should address your customers' questions and fulfill their needs.

We’ve studied the behavior of thousands of online shoppers across various stores and identified key factors that influence purchasing decisions. No matter the size of your business or the type of products you sell, all potential customers come to your website looking for answers to the same essential questions.

Who is selling?

People prefer to buy from real people behind businesses, not faceless websites. Consider this: when customers feel a genuine connection to a brand, 57% are willing to spend more, and 76% will choose that brand over a competitor. Building strong brand relationships isn’t just good for engagement — it directly drives sales and loyalty.

The easiest way to start building a brand is to use the potential of your "About Us" page. Share the story behind your business: how long you've been in the industry, why you started your online store, your values, achievements, and most importantly, what customers gain by choosing you. Transparency is key, so provide clear contact information, legal details, and registration data to establish credibility.

Avoid generic marketing phrases like "We guarantee the best quality at the lowest prices!" Instead, use real, verifiable facts. For example, rather than claiming "fast delivery," say, "In the past two years, we've successfully delivered 3,975 bouquets across London." Concrete details add authenticity and build trust.

What are you selling?

Customers should immediately understand what products or services you offer. For instance, studies show that 75% of online shoppers rely on product photos to make purchasing decisions, and high-quality product photos have a 94% higher conversion rate than low-quality photos. This is why top-quality content is crucial:

The clearer and more appealing your product presentation, the higher your conversion rates.

How can I make a purchase?

A smooth and transparent checkout process is essential. Customers should easily find information on payment methods, delivery times, return policies, and order tracking. Make the purchasing process as seamless as possible — if people feel uncertain or frustrated at checkout, they’re more likely to abandon their cart. Clearly outline each step so that customers feel in control and confident about their transactions.

How do I choose the right product?

Shoppers love personalization: 57% of consumers say they’ll spend more on a brand that offers personalized experiences. Offering variations in size, color, packaging, or customization options can significantly improve the customer experience. Interactive features like size charts, comparison tools, and product recommendations help shoppers make the best choice, increasing their likelihood of completing a purchase. The more personalized their shopping experience, the more likely they are to return.

How can I contact you?

Good customer service is the second highest global priority for shoppers when considering which brand to buy from. Nothing erodes trust faster than a business that’s impossible to reach, so make sure your website has a clearly visible contact section with a phone number, email, and — most importantly — an estimated response time. If possible, add instant messaging options such as WhatsApp, Viber, or Telegram to make communication easy and convenient. Prompt responses to clients’ inquiries and brilliant customer service foster trust, credibility, and long-term loyalty.

How can I leave feedback?

Customer feedback is one of the most powerful tools for growth. Studies show that 85% of users trust online reviews as much as personal recommendations and nearly 95% of consumers read online reviews before making a purchase. If your website lacks testimonials, you’re missing a crucial trust-building element.

Offer an easy way for shoppers to share their experiences — whether through product reviews, testimonials, or direct feedback forms. Honest reviews provide valuable insights that help you improve your business while also reassuring potential customers that they’re making the right choice. A business that listens to its customers is a business that thrives.

To learn more about managing reviews, you can refer to this article.

What guarantees do you provide?

Trust is the foundation of e-commerce success. 4 in 10 consumers said they stopped buying a brand’s products after their data privacy and transparency requirements weren’t met. Shoppers want to feel safe when purchasing from your store. Besides providing secure payment options, you should also display trust signals such as certifications, security badges, affiliations with reputable organizations, and a professional-looking website design. Slow-loading pages, outdated layouts, or poorly written content can quickly turn potential customers away. Make sure your website looks professional, functions smoothly, and includes elements that build trust at every step of the customer journey.

Are there any discounts or loyalty programs?

Everyone loves a great deal. Discounts, promotions, and loyalty programs encourage customers to make a purchase and return for more: 73% of users feel more emotionally connected to brands that give them an exclusive offer. If you have promos and special offers, make sure they are clearly visible on your homepage or product pages. Limited-time discounts create a sense of urgency, while loyalty programs encourage long-term customer relationships. A simple “Sign up and get 10% off your first order” can go a long way in converting visitors into buyers.

Final thoughts

Your online store isn't just a place to sell — it’s a platform to connect with customers, answer their questions, and build trust. By ensuring your website addresses these eight critical concerns, you create a shopping experience that feels secure, engaging, and reliable.

Need help setting up an online store? Sellavi has everything you need:

Reach out today, and let’s build something great together!