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.

To access all of our premium content, including invaluable research, insights, elearning, data and tools, you need to be a subscriber.

Explore our subscription options and get instant access for you, your team and your organisation to a wealth of resources designed to help you achieve excellence in marketing.

View our subscription options

Need help signing in?

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