Why does UX matter in an online store?
A poorly designed user experience can produce a situation where a potential customer abandons the purchase because they cannot find the information they need (about the product or the return process), or because they are frustrated by an overly complex and unintuitive checkout. The most common mistakes that lower a store's conversion rate are:
Remember that acquiring traffic costs — either directly, in the form of spending on Google or Facebook ads, or indirectly, through your team's effort to prepare e.g. social media posts. There's no point investing resources in driving traffic to a non-functional site where users cannot complete a purchase smoothly. No matter how visually striking your e-commerce is: if the user cannot complete a purchase quickly and without friction, they will leave your store and buy elsewhere. That's why it's so important to nail the UX before designing the interface (UI).