Hello, this is Lake and Moon Design.
When it comes to running an e-commerce site (online store), the most straightforward performance metric is “sales.” In a world where it’s often seen as “success if the numbers go up, failure if they don’t,” we tackle website development day in and day out.
However, after working in this field for a long time, there comes a moment when you notice something off.
Even though the numbers are growing, there’s a sense of unease. Even though products are selling, there’s a feeling that the brand is gradually losing its luster.
In this article, we’ll reexamine whether “chasing sales” is the only right approach for e-commerce sites and explain a design philosophy that looks beyond sales figures.
If you’d like to get a big-picture view of e-commerce sites, please start by reading this summary article on the types of e-commerce sites and how to choose one
E-commerce sales are the “result”; what’s important is designing “how” products are sold
Of course, sales are important. To keep the business running, you can’t afford to ignore them.
However, the more successful e-commerce sites are, the more carefully they design not just “sales themselves,” but “why and how they sold.” This is because numbers accumulated by ignoring the “quality” of sales will inevitably plateau at some point. And by that time, it’s not uncommon to find that neither the brand nor the customer base remains.
Short-Term “Manipulation” vs. Long-Term “Value”
I believe there are two broad categories of sales.
There are figures generated by temporary “manipulation,” and figures that grow over time as a result of careful “design.”
Points of Comparison | Short-Term Sales (Advertising & Campaigns) | Long-Term Value (Branding) |
Main Methods | Advertising, limited-time sales, discounts | Content, brand identity, customer experience |
Characteristics | Provides immediate results, but stops as soon as you stop. | Takes time, but builds up as an asset. |
User Motivation | “It’s cheap” or “It’s a limited-time offer” | “I want to buy this because it’s from this store” |
Examples | today’s snack, sold with flashy promotions, | The trust embodied in “Ubaga Mochi,” loved for 400 years |
The difference between short-term sales and long-term brand value
E-commerce sales can be broadly divided into two types.
Points of Comparison | Short-Term Sales (Advertising & Campaigns) | Long-Term Value (Branding) |
|---|---|---|
Main Methods | Advertising, limited-time sales, discounts | Content, brand identity, customer experience |
Characteristics | Provides immediate results, but stops when discontinued | Takes time but accumulates as an asset |
User Motivation | “It’s cheap” or “It’s a limited-time offer” | “I want to buy this because it’s from this store” |
If sales stop the moment you stop advertising, your business is in an unstable state. Brands that continue to be chosen even as times change have built “trust” that goes beyond mere discounting. Rather than relying entirely on short-term tactics, e-commerce site design requires creating value that accumulates over time.
E-commerce Site Design Changes Based on “Who You’re Selling To”
The era of “selling by offering a wide selection of good products at low prices” is over. Even for the same products, the design required for a site changes significantly depending on who you’re targeting and the circumstances in which you want to reach them.
Target Audience and Context | Required Design Approach |
|---|---|
We want them to buy right now, no matter what | LP-style design that appeals to momentum and emotion |
Want to deliver it as a gift for a special occasion? | Information-based design that prioritizes reassurance and satisfaction |
We want customers to connect with the creator’s passion | Brand-oriented design that emphasizes storytelling |
Furthermore, today’s consumers base their decisions not only on specifications and price but also on “who they’re buying from.” When the more they compare, the harder it becomes to discern the differences, people ultimately choose based on “who they trust.” Users are constantly searching for reasons to buy that cannot be measured by price or features alone.
Two Warning Signs Even When Sales Are Rising
Even if sales are on an upward trend, your e-commerce business cannot be considered healthy if it exhibits the following conditions:
- Unprofitable sales
: Sales figures are moving, but no actual profit is being generated - Reliance
on Discounts: You’re attracting only customers who say, “I won’t buy it unless it’s cheap,” causing your brand value to erode.
What E-commerce Site Design Really Controls
The role of design on an e-commerce site isn’t just to make the “Buy Now” button stand out. Design doesn’t determine “sales” themselves—it determines “how sales are generated.”
The Desired Way of Selling | Examples of Design-Driven Approaches |
|---|---|
Selling Through Trust | Neat fonts and white space that convey sincerity |
Selling Through a Unique Aesthetic | Photography and layout that convey the texture of the materials and the creator’s vibe |
Selling Through Approachability | Bright color schemes and soft typography that conveys warmth |
The essential role of e-commerce site design is to visually optimize the selling experience by empathizing with the user’s situation, so that they think, “I want to buy from these people.” If you focus solely on numbers, you risk sacrificing the brand’s warmth and your relationship with customers.
Operate Based on “Decision-Making Criteria,” Not Just Numbers
Sales and CVR (conversion rate) are important metrics. However, if you base operational decisions solely on them, you’ll end up being driven by short-term optimization. E-commerce sites that consistently deliver results have “decision-making criteria” in place before they look at the numbers.
Decision-Making Situations | Choices Based Solely on Numbers | Choices Based on Decision-Making Criteria |
|---|---|---|
Should we offer a discount? | Do it because it sells | Decide based on whether it damages the brand |
Should we increase advertising? | If it boosts sales, we’ll increase it | We decide based on whether it leads to repeat business |
Should we add more products? | Add them if they seem likely to sell | Decide based on whether it disrupts the site’s overall vision |
Numbers reflect past results, but the criteria you use to make decisions determine the future of your business.
Real-world example: The decision to deliberately discontinue a best-selling product
An e-commerce site once carried a product that “contributed to sales but didn’t align with the brand’s vision.” While it supported sales figures in the short term, customers who visited specifically for that product tended not to show interest in other items and would leave without making repeat purchases.
Consequently, we decided to remove those products from our lineup. As a result, sales dipped temporarily, but the site subsequently became a space where only “the customer base we truly wanted to reach” felt comfortable, and the repeat purchase rate improved noticeably.
Should we prioritize short-term sales or long-term customer relationships? The ability to make this choice intentionally determines the strength of an e-commerce site as a business.
Designing the “post-purchase” experience determines repeat purchase rates
The real test for an e-commerce site doesn’t end the moment a purchase is completed. The strength of the business is determined by whether customers “will buy again” and whether they “will recommend it to others.”
Touchpoints | Design That Ends as a Task | Experience Design That Nurtures Relationships |
|---|---|---|
Order Confirmation Email | Mechanical, automated notifications | Wording that builds anticipation until arrival |
Packaging and Included Items | Efficiency-Focused, Bureaucratic Packaging | Thoughtful touches like the joy of unboxing and handwritten cards |
Follow-up | A “sell-and-forget” approach | Touchpoints for maintaining the relationship, such as care instructions |
E-commerce sites with weak post-sale strategies are like buckets with holes—they must constantly spend large amounts on advertising to acquire new customers. It’s important to design an e-commerce site not merely as a system, but as a means of human-to-human communication.
An e-commerce site is not just a “place to sell” but a “place to communicate”
Today’s e-commerce sites are more than just sales catalogs. They are, in a sense, a form of “media”—where purchases are made only after products are compared, researched, and the customer is fully convinced.
The background of the product, the creator’s vision, and the story behind its long-term use—as these elements accumulate as content, a “product you can buy anywhere” transforms into a “product you want to buy here.” Sales can only be achieved through the accumulation of information and trust.
In practice, a common disconnect arises where advertising agencies and consultants aim to maximize “sales (numbers),” while in-house staff strive to preserve the “brand identity.” Neither approach is wrong, but because they are focused on different goals, if left unaddressed, the result is a site that “sells well but doesn’t feel like us.”That is precisely why it is crucial to establish a set of decision-making criteria from the outset that everyone involved can refer back to.
Frequently Asked Questions (FAQ)
Q. What is the main reason why e-commerce site sales aren’t growing?
A. There are various causes, but in many cases, the root cause is not just a lack of traffic but the fact that “there is no reason for customers to choose the site other than price.” Branding through design and content—which allows the site to be chosen without relying on discounts—is crucial.
Q. What is the difference between branding and design?
A. Design is a means of refining appearance and usability, while branding is the process of defining the very reason “why customers choose your brand.” On an e-commerce site, design serves the role of visually expressing that branding.
Q. Is it possible to increase brand value without losing sales?
A. Yes, it is possible. However, in the short term, sales figures may temporarily decline as customers who rely on discounts drift away. In the long term, this often leads to improved repeat purchase rates and average order value, so it’s important to proceed systematically after the team has agreed on the decision-making criteria.
Q. When is the right time to consider a site redesign?
A. If you recognize any of the following situations—“We’re generating sales but not making a profit,” “We can’t sell without discounts,” or “We can’t articulate why customers choose us”—it’s time to review your design and user flow.
Summary | E-commerce Site Sales Checklist
A good e-commerce site isn’t just a vending machine where the transaction ends with a sale; it’s a platform designed to deliver value and cultivate relationships with customers after the purchase.
- Focus on cultivating long-term value, not just short-term numbers
- Use design to clearly communicate why customers should buy from you
- Operate based on decision criteria rather than just numbers
- Prioritize the post-purchase experience
- Design it not just as a sales channel, but as a “communication medium”
Use the checklist below to assess the current state of your company’s e-commerce site.
- □ When sales increase, can you explain the reason in your own words?
- □ Beyond promotions and sales events, there are reasons why customers choose your store
- □ Customers say they “want to buy from you,” not just because of the product specifications
- □ You’ve intentionally designed the customer experience all the way through to after the purchase
- □ Decision-making criteria for when customers are undecided are shared within the team
If any of these items are unclear, there’s room for your site to grow. If you can nod in agreement to all of them without hesitation, then your e-commerce site likely already has a “structure for sustained sales” firmly in place.
If you’re looking to explore a delivery approach that truly reflects your company’s identity, please consult with us at Lake and Moon Design. Before we even discuss technology or systems, we’ll start by working together to articulate “what kind of business you want to be.”
Contact Form 
Related Articles 
