Avoid Template Chic.
Think like an architect. The design should be unmistakably yours. (this is especially true for brands that have a strong visual language).
Last update 15 sept 2025
If your eCommerce doesn’t make anyone feel anything, it’s just a warehouse.
We built the first index that measures how much desire your digital store can trigger. Emotion, not conversion.
Top performing brands or the least boring?
See the full ranking
Methodology
EDI is based upon a virtual focus group. Kind of.
No actual people were interviewed. Rather, we created a panel of synthetic humans: 8 buyer personas meant to replicate the mindset of as many luxury fashion clients.
Read the methodologyThe house view
Ideas and Opportunities for Reinvention
Directional cues. Subtle signals surfaced between the lines. Areas where brands can push further — in voice, format, narrative. Not prescriptions, but provocations to rethink what e‑commerce wants to become.
Curious where this could lead?
Editorial Content Matters.
It doesn’t immediately convert, perhaps, but a strong narrative thread will help your brand shine through.
Blend Commerce and Culture.
Don’t build “content ghettos”. Instead, let the narrative undercurrent penetrate every part of the website.
Challenge UX conventions.
Not every brand should do this but, for some, going beyond the grid/hamburger/cart tropes is something to be explored.
Have Fun
Don’t treat Ecommerce just as chore to be optimised. Treat it as a brand-enhancing playground. Infuse it with delight, surprises, features.
eConcept Store.
Ok, you can can buy clothing and accessories. What else does your eCommerce offer?
Copywriting and Photography.
Does you copy have a voice? Or is it just PIM-sourced? As for photography, don’t just rely on it to do all the weightlifting (it’s not enough, anyway).