Some good ground rules to follow include:
Ensure navigation is easy
Use high-quality images and videos
Optimize your site for Mobile - (More than 40% of online purchases happen on mobiles)
User-generated reviews
A well-designed ecommerce website can improve your revenue. Research by Shopify found a correlation between quality online store design and increased customer loyalty. In fact, Shopify is so confident in its research that it produced a 39-point checklist for all online stores to use when choosing a design.