Picking which online supermarket you prefer to park your trolley in can be based on little more than which supermarket you regularly visit in the real world.
It’s the one you’re used to, the one you’ve got a loyalty card with, it’s also probably the one that’s closest to your home.
We sometimes forget that we needn’t be beholden to such boundaries when we’re shopping online for groceries. We have the whole of the nation’s biggest food retailers to choose from and each has their own particular conveniences.
You’re decision on which ecommerce store to shop with may purely come down to which offers the cheapest products, reasonable delivery charges and the availability of a convenient delivery window.
However if all these things are moot, it may also come down to which offers the best user experience.
This post is not meant to definitively suggest which supermarket out of Tesco, Asda, Sainsbury’s, Waitrose or Morrisons is the best, it’s just meant to highlight various UX features and tools that make for a great customer experience, features that other ecommerce site designers could learn from.