Tate has launched a new e-commerce site aimed at increasing sales and driving more revenue to support the organisation’s galleries.

The previous version was almost 10 years old, so Tate Enterprises redesigned the site with a focus on better interaction with old and new customers – while making the site easier to navigate.

Tate has been testing and developing the site with e-commerce provider Venda for more than a year.

It says that the shop offers “larger product images, enhanced zoom, look inside functionality, reviews and a quick-shop experience.”

Allowing people to view interactive content on individual products is something Dune also relied on heavily when introducing catwalk-style videos to its site last December.

The new design also aims to introduce a stronger sense of consistency between the e-commerce offering and the main Tate website.

Tate Enterprises CEO Laura Wright said that the company regularly commissions artists, designers, illustrators and authors to create books and exclusive products, so wanted to deliver an exceptional shopping experience for customers.

We have ambitious plans to grow our sales in the future so that we can continue to support Tate’s activities.”

The updated online shop from Tate is easy to navigate, product pages are well laid out and upsell similar items - a good way to increase basket size.

The checkout also allows users to make a transaction without creating an account, which we highlighted as a key way of avoiding basket abandonment this week.