Don't assume you know everything about your customers. Ask them and test each phase of the Website designing. Companies need to recognize what the needs of the consumers are and then respond to those needs in order to better serve the customer. E-commerce companies need to provide customers with trust. The customer should feel that their information will not be misused and is only collected to provide better services to them.
Customer service plays a key role in attracting prospects and retaining current customers.
Therefore, e-tailers need to really emphasize the importance of relationship building. Don't assume that you already know all the answers. Ask consumers what they want, and apply testing. Build a site based on consumers' perspective, not on company's structure. Be clear, concise, straightforward, and honest with your consumers.