There is a big difference between the design of a web site and an eCommerce store front design. When you think of an eCommerce design you must think about many elements that usually you don’t think about for a basic web site.  Some of these elements are: who are your potential customers? what type of products/services you offer? how much information you will display? etc.
The most common mistake in eCommerce design is to create a very impressive home page and forget about the inner pages. The home page is very important for sure- it is your store front window! But let’s not forget that it is the  internet, and most of the users will be redirected to your web site from search engines.

We believe that the category page and product page are no less important than the home page (maybe even more!). The category page is a very popular page in any given eCommerce website. Usually the name of the category is a very popular keyword, and search engines will point to the category page. The design of this page should give the clients an easy navigation experience, and should let you promote featured items and messages.
Basically one of the goals of this page is to help the client continue browsing your site and spend more time (which = more money). The product page is even more important: the client that will land on this page from search engines that were looking for this exact product which is what makes them a fully qualified potential costumer. The page should display all the information regarding the product (specs, descriptions, price, shipping options, reviews, images, videos etc.) but yet it should look very clean and understandable.  Let’s not forget that on this page the client will make their purchase decision. The “call to action” element/button is very important from color and shape to the exact location on the page.
Let’s also not forget about the shopping cart design and the check out process design. When the process is complicated and unclear there is a good chance that you may lose the client in the process.