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Ecommerce user experience: 3 best practice cases from successful brands

Ecommerce user experience: 3 best practice cases from successful brands

To the German article

The best ecommerce shopping experiences - and looking at best practices - is one of those buzzwords that’s constantly bandied about, but what does it actually mean and how can retailers make sure to deliver it as seamlessly as possible?

We’ve selected three examples of best practice – from MissPompadour, Armedangels, and KoRo – to demonstrate what you need to do to optimize your customers’ experience.

Every impression a customer forms of your business or service comes under customer experience. No matter whether it’s from an initial exchange on LinkedIn, a commercial or a shopping experience on your website, they all count toward the overall experience. That being said, the first impression is arguably the most powerful, which is why it’s important to convey a trustworthy image to customers. By way of illustration, we’ve chosen__ to highlight three stores t__hat have impressed us with their engaging and consistent customer experience.


  1. 1. Miss Pompadour
  2. 2. Armedangels
  3. 3. KoRo
  4. 4. Video: Marie introduces the stores and what makes them so great


This brand deals in everything to do with color – whether you’re looking for paints, primers, or painting accessories, this online store has it all. And it really stands out thanks to its cheerful design, featuring, for example, stylish hand-drawn icons. 

Then there are the little details that really accentuate the store’s charm, such as the brushstroke of paint that appears when visitors hover over a category. The pink and teal-themed design is consistently recognizable throughout the site and geared toward the predominantly female target group.


The MissPompadour brand values the concept of community very highly. This is evident from its website – especially the contact form and WhatsApp advice facility, which offer customers several different ways of obtaining advice and getting in touch.

Another great feature is the Inspiration and Tips category. This contains lots of DIY videos on colors and painting to inspire online shoppers.

Read the case study


Armedangels is a sustainable fashion brand that has pledged to respond to climate change. 

The fashion house’s website is peppered with slogans like “WE ARE NOT HERE TO MAKE FASHION,” which appears loud and proud on the dedicated Mission page.

This is where the brand makes its case for fundamentally rethinking fashion. The Armedangels philosophy is immediately obvious to website visitors. 

The store itself is structured so that customers are presented with information on the individual product pages regarding the origin and sustainability of the items, as well as ways to support the associated projects. 


Customers are given the option on the project information pages to donate and therefore support projects directly.

Sustainability and quality are clearly what Armedangels is all about. By being upfront about the origin of its cotton, the company creates a foundation of trust with customers.

Quality is also part of its philosophy: it aims to create ethical apparel rather than fast fashion. This message is underlined in a dedicated Care Guide, which gives customers advice on how to make their clothes last longer.

Key to a positive customer experience, particularly in the case of fashion brands, is a straightforward returns policy. Armedangels does not charge for returns, which are sent via DHL’s GoGreen service. Its aim is to make the returns process seamless for the customer by automating it to the greatest possible extent.

Read the case study


KoRo is a Berlin-based food startup whose stated aim is to rethink retail. Key to this endeavor is offering customers high-quality food products at affordable prices.


The store’s extensive product range is neatly displayed in an easy-to-view format and helps customers make their choice by offering complete transparency.

This is achieved through smart filter options and detailed category pages, which  has the added advantage, in terms of customer experience, of enabling shoppers to view the products without having to click on them individually. They just need to hover over a product with the mouse for a close-up view. It’s such a convenient feature for online shoppers, especially given the size of the product range.

Customers who decide to browse a little further are rewarded with detailed product descriptions and a transparent price history. All of this helps the store create a foundation of trust, which is hugely valuable, especially in the food business.

In addition, KoRo, like MissPompadour, offers its customers extras in the way of content marketing. The company attracts attention with its own original recipes and the KoRo podcast, inspiring customers to follow its lead and buy its products. 

Watch the Spotlight video

Listen up: if you like the KoRo online store and really dig its design, then we’ve got good news for you. You can now purchase the KoRo theme in the Shopware Store and give your own online store a KoRo-inspired look and feel.

Marie introduces the MissPompadour, Armedangels, and KoRo stores in this video 

If you’re interested in learning more about the growing importance of customer experience, make sure to watch the following video, featuring Marie Reckendrees – content management product owner at Shopware. In the video, she delves deeper into the three stores and demonstrates what customers love about them. 

Want to know more?

If you’d like to know even more about this subject and gain valuable insights into how to succeed at customer experience, download our free Customer Experience Guide via the link below: 

Download the guide

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