Running a successful ecommerce business requires more than just great products and fast shipping. You also need to think about how your products are presented. This is where merchandising comes in.
Merchandising is the art and science of how products appear on your website. It influences how visitors discover, evaluate, and purchase items. In physical stores, merchandising involves shelves, signage, lighting, and layout. Online, it includes homepage design, category structure, product recommendations, and promotional placement.
While it might not be as flashy as branding or as technical as SEO, ecommerce merchandising is one of the most powerful tools for increasing sales, improving the customer experience, and building long-term loyalty.
Merchandising Is a Sales Strategy, Not Just a Design Task
It’s easy to assume merchandising is about visuals or aesthetics, but its role goes much deeper. Effective merchandising creates a guided shopping experience. It anticipates what the customer might want next, removes unnecessary choices, and helps them move confidently toward checkout.
Every part of the shopping journey, from the homepage to the thank-you page, is an opportunity to influence decisions through smart product presentation.
This applies to every industry. Whether you sell office supplies, kitchen tools, workout gear, or digital downloads, the principles remain the same.
Build a Homepage That Converts
Your homepage is your storefront. It should quickly communicate what you sell, who it’s for, and why someone should keep browsing.
To optimize your homepage for merchandising:
- Feature your top-selling products or categories
- Highlight seasonal collections or time-sensitive promotions
- Use simple calls to action that encourage clicks
- Avoid clutter or distractions that compete for attention
Think of your homepage as the start of the customer journey. Make sure it points shoppers in the right direction.
Guide Shoppers With Clear Navigation and Product Categories
Shoppers need structure. They want to browse, compare, and filter products based on their needs. Confusing or inconsistent category structures can lead to frustration and lost sales.
Use clear, descriptive categories that make sense to your customers. Organize products by type, purpose, customer segment, or problem solved.
For example:
- A pet supply store might use categories like “Dog Toys,” “Cat Litter,” and “Travel Accessories”
- A home goods retailer might sort by “Kitchen,” “Bedroom,” and “Workspace”
- A wellness brand could organize by “Stress Relief,” “Sleep Support,” and “Energy Boost”
Include filters that reflect key decision-making criteria. This might be size, material, price, ingredients, or compatibility depending on what you sell.
Use Product Recommendations to Increase Cart Value
Customers often need a nudge to explore more products. Merchandising helps by placing relevant suggestions throughout the site.
You can offer:
- “Frequently bought together” pairings
- “Complete the look” or “You may also like” suggestions
- Product bundles or curated kits
- Add-ons at checkout
These recommendations should always be logical and useful. The goal is to help the customer, not overwhelm them. When done well, upselling and cross-selling can significantly boost average order value.
Personalize the Shopping Experience
One of the major advantages of ecommerce is the ability to personalize what each visitor sees. Personalized merchandising can tailor your product displays based on previous behavior, location, or purchase history.
Examples include:
- Recommending accessories that match a previously purchased item
- Showing returning customers new arrivals in a favorite category
- Highlighting trending products in the visitor’s geographic region
Tools like Rebuy, Searchspring, or Nosto integrate with platforms like Shopify and allow even small businesses to deliver personalized content that increases engagement and sales.
Merchandising and SEO Go Hand in Hand
Good merchandising also supports your search engine optimization strategy. Collection pages that group products by topic, feature, or use case can serve as effective landing pages for organic traffic.
Make sure each product and collection page includes:
- A clear, keyword-rich title
- A descriptive heading and introductory text
- Internal links to related products or collections
- Schema markup if applicable
By aligning merchandising with SEO, you improve both the customer experience and your discoverability in search engines.
Keep It Fresh With Seasonal Updates and Campaigns
Your merchandising strategy should change throughout the year. Rotate homepage features to reflect seasons, holidays, and new product launches. Create limited-time collections to encourage urgency. Promote gift guides and bundles during key retail moments.
This keeps your site feeling fresh and encourages repeat visits. It also helps you capitalize on shifting buyer intent at different times of year.
Track performance over time. Use heatmaps, click-through rates, and sales data to identify what works and what doesn’t. Refine your strategy based on results.
Conclusion: Merchandising Is an Ongoing Competitive Advantage
Ecommerce merchandising is not a one-time design task. It is a living strategy that shapes how people interact with your brand. When done right, it drives conversions, boosts order value, and builds customer trust.
Every online store has products. What sets successful stores apart is how those products are presented. Treat your website like your best salesperson. Give it the tools to engage, guide, and convert.
No matter your industry or platform, strong merchandising is essential for building a store that not only attracts attention but earns revenue.
