A good e-commerce website must first and foremost, be user-friendly. Customers who arrive at the website must immediately understand within a glance which product(s) the website is selling, and why they should choose to buy from this particular website. Next, well-defined call to action buttons that are easily accessible to the user in a non-obtrusive manner is a must. In case of multiple product categories, it is very important to have a clear segmentation of various product categories, and then offer customers the options of adding filters as per prices, models, colours, and so on. A section for applying coupons or discounts and an excellently designed shopping cart is essential for driving sales and retaining customers.