E-commerce
What to include in an e-commerce website brief
Turn a vague online-store request into a clear plan for products, checkout, delivery and support.
Start with how the shop operates
A useful brief begins with the catalog and fulfillment process, not a theme reference. Specify product variants, stock ownership, currencies, languages and where orders are delivered. Explain who updates prices and what happens when an item sells out.
For a store delivering across the UAE, document the actual areas served, any exclusions and how delivery estimates are determined. Do not advertise a universal delivery time unless the operation can meet it. Separate customer-facing promises from internal targets.
Map the purchase journey
Describe discovery, product selection, cart, payment and confirmation as separate steps. Provide the product information customers need: sizing, materials, inclusions, care and available variants. Show shipping information before a buyer reaches an unexpected checkout charge.
Define failed-payment behavior and how duplicate orders are prevented. If customers also order through WhatsApp, decide whether that is a separate assisted-sales process or connected to the same inventory. Two channels should not silently sell the same last item.
Specify support and ownership
Name the person responsible for product content, policy wording, order exceptions and support messages. Provide approved business policies rather than copying another store’s terms. Legal requirements and payment-provider rules should be checked for the actual business and markets.
Separate one-time implementation from recurring services. Hosting, payment fees, messaging, maintenance and content work may have different owners and billing arrangements. A brief that ignores ongoing operations often produces a store nobody can maintain.
Set acceptance criteria
Before launch, test a successful order, a declined payment, an unavailable variant and a mobile checkout. Check confirmation messages and ensure the operations team can locate the order. Use a test environment where available so checks do not create accidental fulfillment work.
Define success beyond homepage appearance: a customer can find the right product, understand delivery, complete payment and get help. These concrete checks also make it easier to compare proposals from development partners.