The criteria for successful online stores

Stefano Viani


28 Sep 2016 Marketing e-Commerce

Shop Usability Award 2016 as "Most Innovative Shop" goes to

Originality, reliability or attractiveness - what makes a successful online shop? Which criteria are important and which technology is necessary if you want to inspire customers and retain them in the long term? Last week, the Shop Usability Award 2016 honoured the best online shops in Germany. The online shop, which we redesigned in collaboration with brand agency moodley, scored points in the "Most Innovative Shop" category.


The laudation said: "The Viani shop impresses with its modern, appealing product presentation. Authentic short stories about producers, extensive information about products and recipes offer added value that whets the appetite for Italian cuisine. The intuitive navigation quickly leads the visitor to the desired product and arouses desire."

How innovative online shops score

Pragmatic qualities such as efficiency, transparency and reliability form the basis. Above all, loyalty is important in order to be convincing. As a brand, this means taking a clear stance. A unique, unmistakable positioning awakens desire for the products and services. Stories create a myth around the brand, making it a likeable companion. Originality is therefore particularly important in storytelling and design in order to stand out from the mass of similar offers.

Every year, the Shop Usability Award honours online shops that particularly meet the above criteria with the prize for special creativity, commitment and a user-friendly shopping experience, because this is exactly what the shopping experience of the future will look like: Innovative and customer-orientated. Shops inspire with their original design, new concepts and perfectly unite the interests of the customer and the company.

Kriterien für erfolgreiche Online-Shops - Blackbit

Functions for successful e-commerce platforms

In the online shop of delicatessen importer Viani, e-commerce is perfectly combined with editorial content. Products can be specifically positioned in blog posts. The emotional imagery not only appeals to the customer on a purely factual level, but also touches, entertains or makes the website visitor laugh or think. The concept works, as the unique brand presents itself on the web with an unmistakable online shop that works excellently for both B2B and B2C.

However, such a project cannot be realised without an elaborate shop concept and the necessary resources. The basis for the innovative Viani online shop is the open source framework pimcore, which offers endless possibilities for data and content maintenance and can be easily used by the employees themselves. The Shop Usability Award goes to all designers, copywriters and programmers who make such a project possible in the first place and who work every day to make the Internet a little bit better and more beautiful.

About the Author

As Executive Director of Blackbit digital Commerce GmbH, Stefano Viani manages all areas of the agency in the offices in Göttingen, Hamburg, Berlin and Kiev. His passion is the development of marketing strategies and their implementation in concrete measures.

In his free time, Stefano is passionate about riding his motorbike or working out in the gym.