Ecommerce has taken on a whole new meaning in this increasingly digital age. It no longer entails just being presented with the opportunity to make purchases through an online store, since the audience in this market is being given a plethora of options to choose from.

Comparison Of Affiliates & Merchants In Ecommerce Usability

As a result, the usability of an eCommerce store plays a huge role in determining the foot traffic to your store.

Ecommerce Usability Showdown: Affiliate VS. Merchants

Moreover, the attention is slowly shifting away from only directing energy towards improving foot traffic, but also towards increasing conversion rates. This puts the spotlight on improving the consumer experience, and usability is the main aspect of it. 

Affiliates Versus Merchants

Google recently came up with a report stating that affiliates provide a fairly deteriorating experience when it comes to eCommerce usability, and should be removed from AdWords. This has led to the creation of somewhat of a showdown between the two, that is, affiliates and merchants. In layman’s terms, a merchant is basically a business enterprise, that directs its traffic needs to an affiliate and pays them accordingly for every customer that was routed to them through their medium. 

However, the sole aim of every merchant is to improve the experience for their consumers and to ensure that the digital shopping experience is just as appealing to them when compared to the physical experience. However, when consumers report having a subpar experience, it leads to the merchant’s goodwill being at stake, and no business enterprise would ever want it to come to that. So, can affiliates and merchants find common ground? 

Well, the truth is, it all depends on finding the right affiliate for your products. Testing the waters on your own, as a business enterprise becomes an important factor in determining whether you should go ahead with them to provide your customers with an online shopping experience. However, for those merchants who do not feel like they can invest their faith into the services of an affiliate, here are a few ways you can undertake the journey towards better eCommerce usability all by yourself – 

  • Personalise the experience – One of the best ways to improve the usability of an ecommerce site is by customizing the journey as much as possible. Customers want to feel like they are cared for while shopping from you, so ensuring that you study your demographic well enough to set in the right features, becomes an important step in the way. 
  • Device adaptability – Never limit your customers to just one device. In this age of increasing mobile ecommerce, ensuring that your digital tore is adaptable to just about any device plays a huge role in improving the usability of your ecommerce site, and allows customers to conduct transactions from just about anywhere. 
  • Take care of visual aesthetics – The visual appeal of your store is also a major factor in determining the usability of the ecommerce platform. Try to opt for simpler designs and pastel colours, since they are usually easy on the eyes and help in improving the conversion rates. 
  • Make navigation easy – Customers want to shop from a digital store that makes it easy for them to wade through all the options. So, optimizing your navigation panel can play a huge role in improving the experience for the customer, thereby improving the usability. 


There seem to be some inconsistencies in the ground between affiliates and merchants when it comes to e-commerce usability. As a result, it means that both affiliates and merchants will have to step up their game if they wish to fulfill their purposes that is, ensuring that they stay profitable and that the customer has a good time because, in the end, the customer is all that matters.