E-commerce sites walk a fine line with users. If the site is friendly, easy-to-use, attuned to your audience and the products presented properly, the site should convert visitors to users. However, most e-commerce sites do not work convert visitors as well as they should because they are lacking in features that build trust and help convert visitors into customers.The following are several features that we feel are essential to the success of every e-commerce site, whether it be large or small. The lack of these features means that you are probably losing customers who have come to expect a certain level of service with an e-commerce web site.

Whenever you are not sure which features you need to add to a site, check out what the big boys, such as Amazon.com and others, are doing.