Think about the softness of a new jumper, the tantalising aroma of whisky, or the delightful taste of chocolate melting on your tongue—the physical experience is paramount. But how do you distil that enchantment into your e-commerce?

The robustness of and ability to engage with a brand’s online presence is going to play a pivotal role in convincing customers to make a purchase, and this is exactly why every element must help express the brand and what it offers. For a business rooted in tangible experiences, translating this into e-commerce can be a huge challenge.

Think Apple, who have always had a rich online product platform, boosted by their online specialists. In many ways, their online product experience has informed their in-store experience, and the two now feedback to inform one another. In contrast, John Lewis has largely failed to build on its unique branding in its online platform. It feels like a soulless cataglogue merely built for conversion optimisation, instead of highlighting what makes the brand beloved by many.

Seamless integration

The first place to start is the choice of technology. The platform—whether Shopify, Woocommerce, or others—plays an important role in a seamless user experience. The wrong choice can lead to a disruptive, jarring and disconnected journey, the opposite of what anyone wants and can ultimately lead to an erosion of trust, more damaging than anything else.

When it comes to e-commerce, the urge is always to swipe away friction, ensuring lightning-fast shopping capabilities, but injecting those magical brand moments is just as crucial. It's finding the sweet spot between “buy now!” and allowing the customer to get a more in depth understanding of the brand. Bring in those moments of positive friction.

This is where copywriting steps in: amid the jungle of e-commerce interfaces, language is a secret weapon. Copywriting isn't just words; it's the brand’s unique stamp that's easy to add into high-level messaging copy, product descriptions, instructions, or success and error messages.

The right balance

Dynamic e-commerce is about finding that right combination: an immersive ride minus the wait times. Customers need to be able to get on, explore, and make their purchases – and slowing down their journeys by making them sit through long animations or videos is not helpful. Instead, showcase the spirit of a brand and its unique character through typography, imagery, and copy: communicate what the brand is about without having to spoon-feed users or interrupt their experience.

If brands want to sustain customer engagement throughout the digital shopping journey, particularly for those emphasising rich and sensory experiences, they need to create what are called “signature moments”. Tiny animations, clicks, or witty copy – these nuggets keep the sense of the brand alive, even after checkout. Once someone has become a customer there are then various ways that you can keep them engaged – be it through social content or email marketing – which are all an extension of the brand and its tone.

Purposeful interactions

When UnitedUs worked with Cocoa Runners, the sustainable craft chocolate stockists and tasting specialists, translating the tactile taste and experience of craft chocolate into a digital space was one thing, but education was the big question: why should consumers spend more on craft chocolate? Visual clues, interactive elements, and every product description helped remind customers of the need for fair prices for every artisan involved. Why does this matter? In a click-heavy world, connection prevails. It’s more than a sale pitch; it’s saying, “we care, and here’s why.”

In a world ruled by shopping giants, brands with soul are the ones that steal the spotlight. If this shines through the whole online presence, then the experience helps build loyal customers and attract other like-minded people. The pet brand Omlet is a prime example of this: everything on the website – from the tone of voice, colours and animation – highlights that these products are built with animals in mind, rather than prioritising the owner's assumptions over the pet's needs.

What these brands have understood is that e-commerce isn’t a box to tick; it's a canvas. It’s where brands can become digital maestros, orchestrating experiences that linger. It’s beyond clicks, it’s about resonating with consumers and creating lifelong customers.

Jan Rust, co-founder UnitedUs