10 eCommerce Web Design Trends for 2023

Reinvent your website and your branding for the new year with these 10 hot new design trends for 2023.

10 eCommerce Web Design Trends for 2023

“New year, new me”. As cliché as that saying has become in the past few years, there’s still some validity in regards to web design–especially, eCommerce web design. It’s a good idea to plan out and execute a new website design at the beginning of the year as retail businesses typically tend to slow down now after the major holiday shopping season rush. Plus, by launching a design overhaul now, your website should be ready to be unveiled in time for the next wave of shopping seasons for the year.

Here are 10 cutting-edge eCommerce web design trends to look out for in 2023.

eCommerce Web Design Trends for 2023:

  1. Animations
  2. Abstract Layouts
  3. Neutral Color Backgrounds
  4. Pastel Tones
  5. Chunky Fonts
  6. Retro and Vaporwave
  7. 3D
  8. Video
  9. Curved Frames
  10. AI-Driven Features

#1: Animations

eCommerce Web Design Trends for 2023: Animations
SOURCE: Apple iPad Pro

As computer and mobile technology advanced, so did Internet technology. Animation on the web used to be heavily resource-intensive but modern coding has since made it easier to incorporate. Designers can add animation to web sites in a multitude of ways, from animated navigation and general website aesthetics to actual use in product presentation, such as animated product displays and zoom-in or exploded details. Regardless of how they’re implemented on your website, animations help to create a more immersive experience for the viewer, maybe even a memorable one if it’s the first time they’re visiting you.

#2: Abstract Layouts

eCommerce Web Design Trends for 2023: Abstract Layouts

Neat, evenly spaced columns of photos and text blocks are clean and easy to digest but they’re, for the most part, visually uninteresting. There’s only so much that can be done (out of what hasn’t been done to death already) with this basic layout structure. The trend today appears to be shifting towards abstract design. Unconventional layouts and unevenness–if done tastefully, as well as with consideration of the viewer–can give off an air of innovation. This is especially useful for brands looking to attract younger customers or those with unique visual tastes. An abstract layout is a smart way to breathe new life into older, familiar territory.

#3: Neutral Color Backgrounds

eCommerce Web Design Trends for 2023: Neutral Colors

Neutral colors work not only by reducing the eye strain that can happen with predominantly white negative spaces, they can also subconsciously highlight specific and intended focal points. Grey shades are effective, but neutral colors can also extend into muted shades and hues of other colors such as creams, taupes, baby blues, light beiges, and soft yellows. Grey shades–especially, when paired with monochromatic imagery–can create a high-end luxurious appearance. Soft hues against color photos or images can enhance depth and richness of the target image. Also, if they’re within the same color family as your branding or logo, you can also use them to fortify your brand awareness.

#4: Pastel Tones

eCommerce Web Design Trends for 2023: Pastel Tones
Source: Ikea

Much like the use of neutral colors, pastel tones can also suggest moods or themes of your website. Pastels complement neutral backgrounds (and vice versa) and mesh quite well together. Incorporating brighter pastel colors doesn’t need to be restricted only to the background of your website; pastel-colored navigation buttons, menus, or other web elements help to instinctively guide the viewer through your website. This can really be useful when combining pastel colors in navigation with an abstract layout.

#5: Chunky Fonts

Minimalistic design was big last year and in conjunction with minimalism, chunky fonts are popular in 2023. Different than just regular oversized typography, chunky fonts are, as the name implies, chunky. Thick, bold, almost cramped-looking typefaces add character and personality to web design. It’s a youth-oriented design practice that inspires feelings of liveliness and light-heartedness, which is a good thing to have when the events of the past few years have been so dour and depressing. If you choose to use thick and sans serif fonts, or smooth and rounded ones, not only will the users immediately be drawn to your website and message, but also the overall look and feel of your design will feel welcoming and comfortable.

#6: ‘80s Retro and Vaporwave

eCommerce Web Design Trends for 2023: '80s Retro and Vaporwave
SOURCE: jmcdrift.neocities.org

As the saying goes, “What’s old is new again” and today’s pop culture is saturated with ‘80s nostalgia. Vaporwave takes its name from the electronic music genre that grew in popularity over the last decade which itself was inspired by 1980s SynthPop. The Vaporwave aesthetic is its own subculture, incorporating ‘80s and early ‘90s art trends, neon color, glitch art, Japanese anime inspirations, and dystopian Sci-Fi and Cyberpunk elements. It has widespread prominence on the Internet and social media circles, especially with Gen-Z and younger Millennials, and in our previous post, Gen-Z and Millennials have extreme buying power in today’s consumer economy.

#7: 3D

eCommerce Web Design Trends for 2023: 3D

3D images and Augmented Reality (AR) create virtual showrooms for shoppers to view their desired items in a real-time, lifelike simulated environment. While detailed, high-resolution product photos are always good to have in your product pages, adding a 3D view can help the shopper truly understand what it is they’re viewing; the side-effect being an increased sense of urgency to purchase or enticement that speaks directly to the shopper’s instant gratification. 3D images and AR can also better explain the fine details of products much better than descriptive words or static photos, where the viewer on the other end has to form a mental image. This isn’t so much an issue with products that the shopper is already familiar with, but it is very helpful for those who have never seen or previously experienced said-product(s).

#8: Video

eCommerce Web Design Trends for 2023: Video
Source: Spector Basses/Korg

Video, like animations and 3D, also strengthen the presentation of products on a website. Plus, videos are one of the most common types of shared content in social media; if a website visitor shares your video to their social media channels, think of it as free advertising as they’re basically doing the marketing legwork for you. Video can also be used as a solely decorative piece, such as HTML video backgrounds. For years, we’ve been used to seeing static images or solid backgrounds on websites. Videos were once difficult to implement online without them hogging up too many valuable resources or, in the worst case, not being able to display properly due to differences in browser technology (also device capabilities). Today, videos can be compressed more efficiently and played through a browser without clogging up too much bandwidth or stressing the processing abilities of your browsing device of choice.

#9: Curved Frames

SOURCE: Target

The use of curved frames takes its inspiration from architecture, where curves help smooth out the transition from room to room as well as create a more inviting, less sterile appearance. In web design, smoothing out the sharp angles of photo frames and blocks give off a modern, contemporary look that appeals to all ages. Curved frames are also easier on the eyes, making it easier for viewers to browse through multiple pieces of content. It is a subtle trick that is designed to convey a brand’s humanistic side to audiences in a way that shows and honors the brand’s authentic and unique side. Simple but effective.

#10: AI-Driven Features

Artificial Intelligence (AI) is seeing expanded use on the Internet and especially for marketing purposes. Websites can use AI technology to enhance the personalization and user experiences for their shoppers. AI can be used to find patterns in shoppers’ online behavior; a shopper that visits your website may browse through a select group of item categories and items and then AI technology can produce suggestions based off of the collected data. AI can act as a virtual personal shopping assistant to your website visitors, helping guide their way to making a purchase as opposed to letting them roam unattended, which can increase the likelihood of them leaving without buying anything. In a report by McKinsey & Company, it has been demonstrated that customer personalization programs are effective at increasing conversion rates by 10 to 15%, as well as customer satisfaction rates by 20%. Shoppers appreciate personalization as it restores some of the lost humanity of eCommerce and, as Episilon states, customers who receive personalized shopping experiences are more likely to return to a company.


Like trends in the eCommerce industry itself, trends in eCommerce web design often end up becoming permanent mainstays. The most successful designs inspire other developers to either copy or utilize popular elements into their own designs until they become the accepted standard. We at Diztinct feel that the 10 trends listed here will be hot in 2023 and have the potential to carry on through into the following years.

If you’ve been mulling over the decision to revamp your website and your branding, now’s the perfect time to do so. As the 2022 shopping season concludes and retail business stabilizes back to normalcy, it would be a good idea to take this time out now to prepare for the next upcoming shopping rushes. This is where we at Diztinct can help. At Diztinct, we are dedicated eCommerce industry experts in custom web design, development, and marketing. Every aspect of our services–from graphic design and logo illustration, to platform development and web design, to marketing and advertising–is custom-tailored to suit your business needs and the needs of your customers.

If you want your business to have a Diztinct advantage over the competition, get in touch and let us know how we can help.

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