Utility Of Filters In Ecommerce In Daily Life

Filters in ecommerce includes product specifications like RAM, operating system, and screen size, along with other important factors for customers such as price and free delivery. The additional ability to filter by reviews can also be useful if you have no fixed idea of the laptop you want.

It is also important that the filters in ecommerce be added and removed easily so customers can browse by different combinations and patterns of features. Filters should be removed with one click, and the results should be updated instantly. Customers will arrive at an e-commerce site with a clear idea of what they want, more will prefer to browse, so it is important to accommodate this user behavior and make browsing for products as easy as possible and with utmost convenience.

Also Read: How To Design An Effective Ecommerce Landing Page

On both ecommerce and shopping sites, users can find products in two different ways: searching and browsing. Searching obviously means using the site search whereas browsing involves drilling down and searching through the categories provided by the website.

Regardless of which method is used, users will be presented with a product listing from which to find the product they want. This product listing can contain tens, hundreds or even thousands of products, so finding the right product from this list can be a difficult or even impossible task on any ecommerce site.

A few tips for effective filtered navigation:

1) Make it easy to add and remove filters in ecommerce

Customers may add too many filters and end up with too few results. Making it easy to add and remove filters with one click as on the Comet’s website means that customers can easily refine their searches.

2) Refresh the page quickly

Use Of Filters In Ecommerce

Though I liked the filter options on Hotels.com, having to wait five seconds or more for the results to be updated can become frustrating. Making it as fast to load and user-friendly as possible will mean more customers will take the time to search.

3) Avoid returning no results

This can also be frustrating for a shopper. So don’t allow customers to filter to the point where no relevant products are returned.

4) Present the customer with meaningful filtering options

Filters in ecommerce should be things that customers typically look for from the products in question. Do not just present data because it happens to be available for a product.

5) Make the filtering options suit the product

Filters in ecommerce, by color, makes perfect sense when looking for shoes, shirts or home furniture and accessories, but is less useful for TVs or laptops.


1) Providing effective and relevant filtered navigation can make a huge difference to the customer experience. It reduces the amount of cognitive effort required of visitors, and makes it more likely that they will find a product that suits them. It adds on to the convenience of customers in all ways.

2) Only a small proportion of shoppers will arrive at an ecommerce site knowing the exact product they’re looking for, while most will prefer to browse and consider different options. As such, sites need to give shoppers tools to search their product range and remove the items they’re not interested in.

3) Most sites have filters for size and color, but it can be useful to think of unique filters that are specific to your audience or product type. Effective filters can be of a great help in all ways for solving problems.

4) Getting filters in ecommerce right improves the probability of being found and allows users to find the product they want in less time, from this product listing. If users can’t find the exact product they require in the minimal time, there’s a good chance they’ll go to an ecommerce site where they can.


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