I recently did a competitor analysis of current, top e-commerce apps. I observed Target, Nike, Apple, Samsung, Ebay, Chewy, Banggood, Drop, and Best Buy.
Here are 7 major UI patterns that I found popular and/or notable among them.
1. Flexible sign-in
Sign-in is often the first barrier, causing users to spend effort in completing the task. To reduce friction for first-time users, add flexibility to your sign-in.
Try a lazy sign-in. Here, sign-in is optional until you get to the shopping cart or other features further in the customer journey. This allows users to try out an app as a guest and experience its value even before creating an account (Levi, 2016).
Also, consider including other sign-in options through external accounts (i.e. Facebook, Google). This enables users to skip form-filling, and instead sign-in with a 2-click process (Levenson).
In Banggood’s account screen, you can clearly see that in order to access “Wishlist”, “Viewed”, and “Coupons”, sign-in is needed. Banggood also includes external account options in their sign-in.
This content was originally published here.