The retail experience is different for every customer, especially when it comes to shopping online. Some customers enjoy the convenience of shopping from the comfort of their own homes, whilst others view it as a wholly therapeutic experience, almost addictive. Whilst the majority of shoppers are used to the standard, functional websites of most retailers, there are UX designers who are challenging the status quo and creating ecommerce websites that mimic the in-store experience.

We’ve put together the top 10 brands that are changing the face of online retail.


A healthy snack subscription box service, the Graze website displays simplicity perfectly, with clear messaging and attractive product imagery. It provides enough options for personalisation without being over the top and confusing the customer.

2. Gramography

The ultimate in personalisation, Gramography gives the user the option to put their Instagram photos onto a product of their choice. Being able to see what the final product will look like before purchase, instead of trying to visualise it with stock photos.

3. Amazon

It would be wrong not to mention the global giant, Amazon, who do personalisation and UX so well. Stand out features include their 1-click ordering which streamlines the checkout process and the ability to filter their reviews by ‘most helpful.’

4. Asos

As any online shopper will know, it’s not uncommon to order something online and receive an item that looks completely different. There are even internet memes dedicated to internet shopping fails. Asos provides a detailed jeans section that shows how each pair looks on and video details from an in-house stylist.

5. Mulberry

A brand that pays more attention to their product imagery and easy navigation than anything else. The site is simple to use, with instantly visible categories and short, snappy copy to make it clear what you’re looking at.

6. Oliver Bonas

Fashion brands are leading the way in personalisation and customer experience. Oliver Bonas offers the option to personalise with simple menus and lifestyle shots to see what the products look like on.

7. Apple

Apple may be the leader of UX, but it’s the little things that make the difference. Rather than offering a 360 degree view where the customer has to manually flick through, Apple have created a video feature that plays it for them.

8. AO

Buying appliances online is different to buying clothes – they are generally bigger purchases and take more consideration. AO have made it as simple as possible for customers to view product information with lots of detail, including videos.

9. Argos

Argos is a brand that relies on UX more than others. Whether customers are shopping in-store or online, they won’t get to see the item they’re buying beforehand. With helpful buying guides online, they can research the product in detail before purchase.

10. Hunter

Having to click on each product image to see it at different angles may seem like a given, but Hunter has changed the game, allowing customers to scroll between photos with their mouse wheel. Anything that speeds up the sales process benefits both the customer and the brand.