What is it about your brand or business that makes it unique? Why should a customer shop with your brand and not a competitor?

Hopefully you know the answer to these questions – the thing that sets your business apart from the other businesses out there. It’s usually referred to as a Unique Selling Point or Unique Selling Proposition – USP for short.

In the past five years or so, a trend has emerged in ecommerce website design where a brand will showcase their USP on their website in a visually eye-catching and accessible way. As highlighted by consultant Dan Barker in his recent mammoth thread of ecommerce tips, this most often makes an appearance in a dedicated bar on a brand’s homepage (usually at the top, but not always) known as a ‘USP bar’.


But what exactly constitutes a USP bar, why are they used, and which brands are using them effectively? Let’s take a closer look at this element of ecommerce design.

Premium content

To continue reading this content and gain access to more than 30,000 exclusive pieces of data, research, reports and articles, you need to subscribe. Use the button below to view your options and sign up. Already have a subscription? Simply sign in below

Need help signing in?

EMEA/USA: +44 (0)20 7970 4322 | email: subs.support@econsultancy.com