GPeC 2016 Online Shops Competition

GPeC 2016 Online Shops Competition is all about excellent user experience and increased customer satisfaction. Every online shop that is interested in evaluating and improving its e-commerce performance and website experience should register for the GPeC 2016 Online Shops Competition. Improved performance will quickly translate in increased sales. What are you waiting for?

Jury evaluation criteria for online shops registered with GPeC 2015 Online Shops Competition


  1. Minimalist/simple design, visual attractiveness, first impression (according to studies, visitors decide to navigate or leave a website in approximately 7 seconds since opening it; e-commerce best practices recommend avoiding crowded layouts and preferring white open spaces with the purpose of highlighting essential information and marketing propositions – minimising the interference of “noise” elements. Moreoever, a modern layout creates trust compared to an outdated or jammed design;
  2. Adaptive design (the website layout needs to be optimized for most usual resolutions, according to the device used for accessing the website: desktop, notebook, tablet, smartphone etc. – adaptive/responsive/fluid design);
  3. Mobile App (dedicated app for mobile devices; not to be confused with mobisites – the criteria for which online shops will be awarded points are ease of use, native design for each platform, functionality, mobile ordering system);
  4. Social Media Seals (latest e-commerce studies show that social media symbols have become real trust marks for online shoppers and therefore need to be highlighted on the entire website – recommended to be placed both in the website header and in the footer – e.g: Facebook, Twitter, Pinterest, Instagram, Blog, Google+ etc.);
  5. Trust Seals (well-known third party trust marks should be published on the entire website; recommended to be placed both in the website’s header and in the footer or at least “above the fold”. Examples of trust marks:, Verified by Visa, MasterCard Secure Code, GeoTrust, PayPal etc.);
  6. Usual placement of Shopping Cart, Login/Sign-Up area, Customer Support and Contact sections. These sections and buttons should be placed in the right-corner area of the screen according to general e-commerce best practices;
  7. Action color (e-commerce best practices recommend using a main color for call-to-action buttons (e.g.: “Add to cart” button, search bar etc.), a color which should contrast powerfully with the rest of the colors used on the website);
  8. Breadcrumbs (navigation flow / website orientation clues are extremely important for the user’s ease of use, especially for websites selling many product categories. That’s why the presence of breadcrumbs and their visibility and functionality are of vital importance);
  9. Lack of functionality errors during navigation;
  10. Personalized 404 Not Found page to make sure your online shop doesn’t lose users who encounter errors (this 404 Not Found page should contain the main information needed in order to complete an order – e.g.: contact information, most popular offers, similar offers, website search field, homepage link and sitemap, so that the user is encouraged not to leave the website and possibly be converted to a client);
  11. Newsletter (visible placement of newsletter subscription in order to encourage users to stay up to date with your website’s activity);
  12. Short website access time;
  13. Content personalization (product or similar product recommendations based on your navigation history with the website);
  14. “Cookies” usage policy warning, right from the first website visit;
  15. No pop-ups (newsletter subscription or online chat help etc.) from the first website pageview (no pop-up should appear earlier than the third refresh or scroll down if the website is “infinite scrolling” type);
  16. No banners/advertising for external websites (unless operated by the same company) – e-commerce best practices recommend the lack of advertising in order not to defocus the user from shopping or encourage him to leave the website;
  17. Automatic redirect from to (without “Page Not Found” message if the user tests the URL without typing www in front of it).



  1. Visible, wide-enough and accesible from every page search bar (internal search function should be placed in the website header and the search field should be wide enough to ensure the possibility of searches of at least 25 characters);
  2. Intuitive text – by default in search field – together with the “Search” button (its role is that of helping the user understand quickly the role of the search function – e.g: “Find the product you are looking for”, “Enter Keyword or Model Number” etc.);
  3. Intelligent Autocomplete (dynamically populating the search field with possible results directly in the search field progressively displayed as the user types the search phrase – helps the user better identify the product);

E.g.: eMAG – while typing the letters”nvid” in the search field, you are being displayed suggestions for “nvidia”, including product recommendations (image, title, price, reviews):



  1. Semantic Search (the latest e-commerce trends show that shoppers use more and more frequently semantic/detailed searches – e.g: “high-heeled pink shoes size 7 1/2″, and online shops should offer relevant results for these semantic searches);
  2. Intelligent Breadcrumbs (navigation flow resulted for product search should be as detailed as possible – E.g: PC–>PC Components–>Video Card–>Asus Video Cards and not Home–>Search–>Your Search Result);
  3. Relevant search results (results displayed for any given search should be relevant for the actual search the user has made);
  4. Information about product availability and price (at least) on search results page;
  5. For  searches not returning any results (of the “no product found” type), online shops should encourage user dialogue, offering the user the relevant tools to keep him on the website (e.g.: contact information, similar products with the one the user searched for, recommendations on how to refine his search, homepage link, sitemap etc.).



  1. Value Proposition (USP & UVP, why is your online shop unique, what are your main differentiators);
  2. Slider/banner with descriptive labels and call-to-action instead of navigation arrows (latest e-commerce trends show that users are not very motivated to click left-right navigation arrows in the slider, but preffer descriptive labels for each banner, choosing more easily the banner they are interested in); Sliders
  3. Slider/banner with high quality images and of generous size (extra points are awarded for happy people images and images with people using the product being marketed in context);
  4. Slider/banner with 3 to 5 frames graphically delimited (easily identifiable and navigable by the user);
  5. Promoting the most popular products (according to international e-commerce best practices, it is important to emphasize certain product groups on the homepage: best sellers, best buy, new arrivals – you can highlight these exact product groups or others depending on each online shop’s marketing strategy);
  6. Products in stock or immediately available (all products promoted on the homepage have to be in stock or immediately available and should be available for immediage order and delivery – online shops promoting products that are no longer part of the current offer or whose delivery time is longer than usual);
  7. The “add to cart” function directly from the homepage (international e-commerce best practices recommend the existence of the “add to cart” button for homepage products);
  8. High quality images (high resolution) for products promoted on the homepage;
  9. Product title and price emphasis for products promoted on the homepage;
  10. Marketing message emphasis for products promoted on the homepage (e.g.: discount, free delivery, extended guarantee, return in X days, bestseller, most popular product etc.).



Studies show that the visitors of the “About Us” page are 5 times more inclined to buy than visitors who don’t access the “About Us” page. At the same time, the visitors who access the “About Us” page are willing to pay an average of 22,5% more/transaction than users who don’t access this page. Therefore, the “About Us” page is extremely important, especially for those online shops who don’t have a renowned brand yet.

  1. Tagline (it is advisable to have a slogan in the “About Us” page together with the logo. This slogan should be easy to memorize by the users and should sum up in a few words the main differentiator of the online shop);
  2. Defining elements of the online shops (short story – a few lines  the beginning, the principles and values that the online shop believes in, the obstacles they have overcome, the friends he has made during his lifetime, future goals; all in a friendly emotional language that demonstrates the user that the online shops is more than a simple business instrument);
  3. Happy client testimonials (at least one testimonial should combine emotional language with a practical business experience in the relationship of the client with the online shop);
  4. Photo-Video material of the team (it is advisable for the online shops to present their team or part of it in case the team is big – this approach humanizes the business and builds trust);
  5. Social Media elements (e.g.: Facebook widget with the number of fans of the online shop – in case this number is significant, this has even more impact; online shop blog link etc.)*;
  6. Contact information (even if we have a separate contact page, it is recommended to repeat the contact information at the end of the “About Us” page as well; at the same time, it is advisable to show a picture of the building where the online shop office is, a map to this location, working schedule and as many contact details as possible – they all build trust for the visitor).



  1. Highlighted products (according to the online shops strategy, it is recommended to emphasize certain category products – e.g.: some products can have bigger images, some products can have associated labels like “bestseller”, “best deal”, “must-have” etc.);

Example 1 – bigger images for certain products


Example 2 – products with associated labels


  1. Social Proof (the use of social filters and sorting, the order of products in a category depends on product popularity with clients – e.g. products with the highest number of reviews, clients rating, products with highest number of likes/shares etc.);
  2. Filters and sortings (the presence and correct functioning of filters, according to the nature of sold products – e.g. order by brand, price, size, color, stock, technical specs, the need the product is covering – <e.g.: gaming PCs> etc.);
  3. Dynamic filters (the filtering options should be automatically updated as the user changes selections in order not to display an empty product list such as “we’re sorry, there is no product on our website corresponding to your selection criteria);
  4. The contextual grouping of products with the same specific (the promotion of products from different categories in a single category – e.g. products that cost less than 10 RON, Valentine’s Day products, products for the first date etc.);
  5. Quick View (the possibility to find out additional information regarding the product through a pop-up or through mouse-over, without leaving the category page; there should also be an “Add to Cart” button in the pop-up – e.g.:; QuickView
  6. Images vs text (international e-commerce best practices recommend allowing for generous space for product images, essential elements in the category page being: product image, product title and price, “add to cart” button);

Example: started from text in favour of image in the product page and after A/B testing modified their layout eliminating the text – this modification insured a sales increase of  9.41%

Before the A/B test


After the A/B test




  1. Product title emphasis and its placement above the fold (e.g.: bigger font, bold font, bigger white space around the text etc.);
  2. Product images should have the following characteristic:
  • high-quality and high-resolution images;
  • more images of the same product from different angles;
  • bigger images or zoom function for image-click;
  • placing images close to product title above the fold;
  • additional points are awarded for 360 degrees images.
  1. “Add to cart” button highlight through action color and button placement above the fold (no other button of the same size or color should be placed near the “add to cart” button);
  2. Product price near the “add to cart” button;
  3. Exact and updated information about product availability and the positioning of this information near the price and near the “add to cart” button (e.g.: product in stock, enough stock, limited stock, available upon request in X days, currently unavailable etc.);
  4. Persuasive Copy (commercial description of the product contains emotional elements and benefits of product usage, a story being created about the product, story that generates an emotional connection between the user and the product and creates the need and urgency to buy product);
  5. Professional terms are avoided in product commercial description and the general grammar and spelling rules are respected;
  6. Detailed and complete technical specs about the product are offered so that the user doesn’t need to search for additional product information on other websites and therefore there is less risk that he abandons the acquisition;
  7. Reviews & Ratings (the online shop allows for client opinions, comments and evaluations to be published directly in the product page irrespective of the feedback nature (positive or negative) – the opinions of other clients are an important factor in the purchase decision and publishing negative feedback together with the positive one shows transparency and increases users trust in the online shop);
  8. Detailed information about delivery, guarantee, payment methods, return policy – directly in the product page;
  9. Social Share (the possibility of product social sharing and the integration of share/like buttons of the main social networks – e.g.: Facebook, Twitter, Google+, Pinterest etc. – to encourage the building of social communities in these networks);
  10. The possibility of saving a product to the user’s wishlist;
  11. The visible placement of contact coordinates in the product page (phone number, email, live-support etc.) with the final purpose of completing the transaction (when the client wishes to find out more information or recommendations or, simply, when he can’t manage to buy online from your shop)
  12. Cross-sell and up-sell (the display in the product page of other products recommended by the online shop such as additional products, similar products, products others have bought etc. in order to encourage multiple cart);



  1. The possibility to edit the content of the shopping cart (e.g.: quantities modification, deleting of products, cart saving to place the order at a later time etc.);
  2. Essential information about the product about to be bought is displayed in the shopping cart (e.g.: title, product code, price, quantity, product thumbnail, delivery costs, possible discounts and additional services etc.);
  3. Highlight of the “Proceed to Checkout” button through action color and its placement above the fold (the “Proceed to Checkout” button should not be placed near any other button of the same size or color);
  4. The display of third party trust marks in the shopping cart (e.g.:, Verisign, PayPal etc.);
  5. The display of trust and security elements in the shopping cart (e.g.: product return policy, guarantee terms and conditions, personal data confidentiality etc.);
  6. All essential information in the shopping cart needs to be displayed through pop-up/overlayer (links from the shopping cart should not send to any other website page so that the user doesn’t leave the shopping cart);
  7. For online shops offering vouchers, the field where the user enters the discount code should not be emphasized so that it doesn’t draw the user’s attention away from the shopping process. It is recommended that the user offers information on how to obtain a voucher through overlayers.



  1. Simple and minimalistic design (it is recommended to eliminate any navigation elements which are not essential and which can distract the user attention from the checkout process);
  2. Checkout as Guest (the possibility to order without signing up and creating an account);
  3. The clear emphasis of steps needed to follow in order to place an order and the highlighting of the current step (this is, of course, available for online shops whose checkout process is structured in more than one step);
  4. The automatic filling for repetitive fields in the form (the user should not the asked to fill in the same information more than once – e.g. most times the billing address is the same as the delivery address and should be filled in automatically unless the user chooses differently);
  5. Fluent checkout flow uninterrupted by errors or other additional actions which are unimportant for order placing;
  6. Simple order form, containing as few fields as possible (only the fields necessary for placing the order);
  7. Highlighting differently mandatory and optional fields;
  8. Inline Validation (the emphasis of user errors in filling in the form fields at the time each field was filled in – e.g. when the user fails to fill in a mandatory field – and saving information which was already filled in);
  9. The display of third party logos that build trust in the online shop during the checkout process (e.g.: “online shop participating in or winner of GPeC”, trust mark, Visa, MasterCard, Verisign, GeoTrust etc.);
  10. The display during the checkout process of contact and customer support information (e.g.: phone numbers, e-mail, live chat etc.);
  11. The display of essential information regarding the sold product, the final price with all taxes included and information regarding the delivery (delivery term, courier service used etc.);



  1. The display of a clear message regarding the placement of the order and its processing status in the thank you page, as well as a thank you message regarding the acquisition (e.g.: “We thank you for buying from us”);
  2. Detailed information regarding the placed order (e.g.: the order identification number, the ordered product, link to the client’s account or previous order history, order status etc.);
  3. Online shop contact details (phone numbers, e-mail,  postal address etc. – reensures the client regarding the online shop’s seriousness and offers additional trust);
  4. Signup benefits emphasis (only in the “thank you” page is it recommended to encourage client sign-up and account creation – highlighting the benefits of creating an account for the user);
  5. Newsletter subscription highlight (together with the benefits of subscribing to the newsletter and the frequency of the newsletters);
  6. Client retention (e.g.: offering a bonus/discount voucher for the next shopping);
  7. Social interaction highlight (e.g.: bought product share, online shop social communities subscription etc.);
  8. Complementary products and accessories recommendation (e.g.: cover recommendations for the mobile phone the client has just bought, a pair of shoes matching the dress the client has just bought etc.);
  9. Similar product recommendations (if applicable*: e.g. books similar with the one bought, movies of the same genre as the one bought etc.).



  1. Order placement confirmation email from the online shop containing essential order information (e.g.: ordered products, total price, online shop contact information and identification data, order status link etc.);
  2. Timeframe until the first online shop contact to confirm the order (e.g.: e-mail, phone number, SMS alert etc.);
  3. The attitude of the sales person and the accuracy of the information received (e.g.: in case the user needs additional product information, the order status evolution, additional services etc.);
  4. Delivery terms compliance and product compliance with information displayed on the website (e.g.: if the product is supposed to be delivered in 24 hours since the order the product needs to be delivered, the product acquired complies with technical specs displayed on the website etc.);
  5. Client interaction (constant and non-invasive connection with the client – e.g. SMS alerts/phone contact/electronic contact regarding order and delivery status, notifications when needed);
  6. Client loyalty program to encourage higher order frequency;
  7. Customer feedback e-mail (the online shop asks the client to offer feedback about the shopping experience).


  1. Access time / load time for online shop pages in the mobile version;
  2. Ease of navigation;
  3. Adaptation to various mobile screen sizes (visible texts, easily tappable buttons);
  4. The use of specific mobile elements (e.g.: geo-localization, click 2 call, click 2 sms etc.);
  5. Mobile adaptive order system



  1. The promotion of third parties trust marks starting with the homepage (e.g.: TRUSTED, ISO certifications, security certifications, Verified by Visa, MasterCard Secure Code, OSIM registered mark etc.);
  2. Protection of personal data – the form in which warnings considering personal data protection is formulated: the clear definition of the purpose for which personal data is gathered (e.g.: online sales, marketing etc.), the mentioning of personal rights, information for traffic data gathering (IP, cookie), third parties having access to personal data etc.
  3. Correct information regarding product price (the display of final price including all taxes and costs included or the quick access to certain costs which could not be included in the final price). According to current laws and EU recommendations, in our understanding total cost needs to be displayed on product page or a way to calculate final price needs to exist;
  4. Withdrawal right is specified on the website according to OUG 34/2014 (it will be verified if withdrawal right mentions 14 calendar girls, if the website has the form model on the website and if the rest of the details on this matter are solved).
  5. Information regarding product compliance guarantee (check Art. 6 (l) from OUG 34/2014);
  6. The existence of relevant conduct codes – Art. 6 (n) in OUG 34/2014 – e.g.: adding a text such as “The online shop complies with GPeC prescreening criteria and adhering to standards



  1. The use of dedicated server, without other websites and HTTP services available at the same IP addresses (if applicable);
  2. The minimum number of open ports, ideally only http and https (80 and 443);
  3. The lack of security incidents (malware, phishing) according to historic data Google Safebrowsing API;
  4. The lack of XSS or SQL Injection vulnerabilities (automatic scanning, doesn’t offer 100% relevancy);
  5. Secured connections (https://) especially at the moment of personal and financial data entry by the user (name and postal address inclusive are considered personal data as well because, based on them, you can identify a person), clients being redirected to a secured page at least in the moment when they enter personal or financial information;
  6. The lack of SSL vulnerabilities (e.g.: heartbleed bug)
  7. The presence of “captcha” for account access tentatives repeteadly (after 4-5 tentatives, see Google example);



  1. Rewritten URLs;
  2. JavaScript is avoided in website navigation menu;
  3. Canonical URLs;
  4. Website URL should not contain the main keyword (EMD – Exact match domain / PMD – Partial match domain);
  5. Natural link profile;
  6. Original content: the avoidance of duplicate content;
  7. Microdata HTML tags implementation (e.g.:;
  8. On-page optimizations: content, headings, titles, ALT tag, descriptions;
  9. The presence of the sitemap.xml and robots.txt files;
  10. Navigability;
  11. Duplicate site content;
  12. Accesibility/Indexing.

Jury evaluation criteria specific for product categories

Food and Beverages

  1. The ingredients list must be present on the website by enumerating all the ingredients of the food product, in the descending order of their weight in the product’s composition. This list must be preceded by an according mention containing the word “ingredients”, according to the legislation;
  2. Display of product nutrional values (e.g.: energetic value, fibers, sodium, lipids, gluvaloarea energetica, fibre, sodiu, lipide, carbohydrates etc.);
  3. Display of exact product quantities (e.g.: grams, mililiters etc.);
  4. Place of origin or provenance of products, where there is a chance to mislead the customer by overlooking this detail (e.g.: vegetables, fruit, dairy, meat etc.);
  5. The promotion of “multiple cart” (online shops in this category must encourage their user to add as many products to cart, allowing him to continue the product selection and search process, without entering the checkout process immediately);
  6. The possibility of reusing the last shopping cart from the orders archive for orders which can be repeated without changing their content.


  1. Search field on website’s homepage;
  2. Advanced search for each category based on important filters (e.g.: for real estate – number of rooms, surface, utlities, amenities)
  3. Special distinction for promoted ads;
  4. Clear distinction between private ads and company ads;
  5. Filtering by ads novelty, price – ascending/descending as well as ad type;
  6. The possibility to save the ads the user found interesting as well as his searches in the user account for later use;
  7. Display the hotal number of ads as well as the number of ads per category is rewarded extra points;
  8. Relevant results for semantic searches (accepting a natural language), involving at least the city, category, colour and product type;
  9. Fast posting of ad without sign up/login;
  10. Extra points are awarded for the product verification upon delivery;
  11. Extra points are awarded for real time results display – posting an ad or contact requests through the platform;
  12. Extra points are awarded to classifieds platforms that request user feedback upon deleting an ad regarding the reasons for this;
  13. Similar ads display in ad page in order to encourage website browsing;
  14. Extra points are awarded for classifieds websites offering articles, how-to’s and guides to their users with advice for finding the right product/service (e.g.: how to choose your apartament, what to pay attention to when you buy a second hand car etc.).

Sports, Hobby and Entertainment

  1. Detailed images of the essential product parts (e.g.: welds, gears, spring mechanisms, rolling mechanisms etc.), especially for the parts offering functionality and security of use;
  2. You receive extra points for display of videos (where appropriate) in order to understand the product functionality;
  3. Total weight and size of equipment/product, as well as of the shipping box or parcel;
  4. Where appropriate, constraints and limitations for equipment’s use by customers will be displayed (maximum weight supported, maximum number of persons using it etc.);

Automotive and Machinery

  1. The presence and functionality of special filters for aided sale (e.g.: car/machinery producer > brand > year of production > accesory type > etc.);
  2. The posibility of personalize/customize the order according to the client’s need (e.g.: “car configurator”);
  3. Emphasizing of the main characteristics tightly connected to the product use safety (e.g.: weight support by a lever, appropriate voltage to supply the machine etc.) – the criterion is graded where applicable;
  4. Display in the product page of a compatibility list of the product with other accesories, equipments or subassemblies, accompanied by instruction manual;
  5. Total weight and size of equipment/product, as well as the parcel/delivery box;
  6. Search by product code (e.g.: SKU, P/N, S/N, EAN etc.) – recommended through Ajax;

Baby, Kids, Toys

  1. Informing the buyer regarding the recommended minimum age for safe usage of product and the possible restrictions/dangers;
  2. Filtering and sorting by child’s sex and age – in addition to the general filters and sorting criteria;
  3. Filters or categories (product collections) by a certain theme (e.g.: movie characters, Disney toys etc.);
  4. Access/visualization of next product without returning to the category page (products list),by left-right arrows browse to ease the product navigation from one to the next (recommendation according to the browsing behavior of the target audience – additional points);
  5. Promotion of “multiplec cart” (online shops from this category must encourage the user to add more products to the shopping cart, allowing the user to continue the selection process and product search, without entering the checkout process);
  6. You will be awarded extra points if you display videos (where appropriate) for understanding the product’s functionality.

Stationery and Office Equipment

  1. The possibility to reuse the last shopping cart from the orders archive for orders that can be repeated without changing their content;
  2. You will be awarded extra points if special facilities for B2B orders exist, for companies ordering from your online shop (e.g.: account supervisor, default budget, payment  supervizor cont, buget prestabilit, payment on a given term etc.) and informing the user about this facilities directly from the website;
  3. Sorting by buyer type: business client, private person, student etc.;

Gifts and Jewelry

  1. The possibility to include in the order personalized cards or the possibility to wrap the product as a gift;
  2. The sorting of products by recipient/occasion (e.g.: gifts for him, gifts for her, gifts for kids, Valentine’s Day, Christmas etc.);
  3. Extra points will be awarded for displaying images with the product used in context on the product page (e.g.: ring on finger, earring in ear, teddy bear on a sofa etc.);
  4. Extra points will be awarded for online shops displaying on their product page presentation videosor 3D/360 degrees animations;
  5. For online shops selling rings, it is necessary to display a guide for choosing the size in the product page;
  6. The possibility to setup a notification calendar with birthdays, anniversaries, special occasions for the client’s friends.

Books, Magazines, Media, Music and Film

  1. Filtering, sorting and search by specific attributes (e.g.: publishing house, year of publishing, genre, number of pages, author, type, artist, actor etc.);
  2. Review publishing for books, movies, records etc made by a specialist or by audience, apart from the description offered by producer;
  3. Display of the cover and table of contents of the sold publication in the product page. For songs and movies, apart from CD cover or movie poster a songs list will be displayed as well as cast for movies and synopsis;
  4. For digital products (e-books, mp3, streaming movies etc.), access should be allowed immediately after online payment.

Home and Garden

  1. Presence of color filters in category pages, choice of products being done by this criterion in many cases (e.g.: red housekeeping products, orange kitchenware, red carpet, oak furniture etc.);
  2. Organization of products by collections (e.g.: winter collection, plates + glasses + cutlery with Pinocchio design, wardrobe + sofa + bed from the same collection), offering the customer the possibility to buy different products with the same theme or design. Collections can have special presentation pages, but it is recommended that in the product page the products from the same collection with the current product are displayed;
  3. Extra points will be awarded for articles/guides/how-tos – e.g. “how to assemble” etc.;
  4. Extra points will be awarded for online shops with specialised teams for products assembly and who recommend to the client specialised teams or professionals who can help with the project implementation.


  1. Colour and size selection fields, as well as size guide (table explaining sizes) must be positioned close to the “add to cart” button, according to general usage;
  2. Promotion of “multiple cart” (online shops from this category must encourage the user to add multiple products in the cart, allowing the user to continue selection and product search process, without entering the checkout process);
  3. Display of the instructions for use of the products (where appropriate) – e.g. ironing temperature, washing instructions etc.;
  4. Display of material the product is made of;
  5. The possibility to select the products according to type of outfit (e.g.: casual, elegant, clubbing, sport etc.);
  6. The existence of a “complete the outfit” tool with complementary products to the current one, preferably chosen manually by a fashion editor;
  7. The display of at least 1 detailed image of the product (e.g. thread, buttons, cufflinks, embroidery pattern, printed pattern etc.);
  8. Access/visualisation of the next product without returning to the category (products list), but with left-right arrows browsing to ease navigation from one product to another (recommendation based on navigation behavior of the target audience – extra points will be awarded);
  9. Extra points will be awarded to online shops who have a comercial description done by fashion editor/specialist (emphasized as such – “what the specialist says”, “fashion editor’s recommendation”);
  10. Extra points will be awarded for the presence of any of the following facilities: 360 degrees interactive pictures with the product, virtual fitting room or catwalk.


  1. The possibility to include personalized cards in the order and the possibility to gift wrap;
  2. Online flower shops will display in the product page the freshness guarantee and details about the period of time the flowers will look as fresh as in the beginning, in normal conditions;
  3. Display of photos for the flower bouquets made by special order;
  4. Client notification (e.g. SMS, e-mail, phone etc.) regarding the status of flowers delivery in case the recipient is another person.

Health & Beauty

  1. Promotion of “multiple cart” (online shops from this category must encourage the user to add multiple products in the cart, allowing the user to continue selection and product search process, without entering the checkout process);
  2. The possibility to reuse the last shopping cart from the orders archive for orders that can be repeated without changing their content;
  3. Display in the product page of contraindications, alerts and recommendations of medical nature or non-medical nature written on the product pack (where appropriate);
  4. Display of the ingredients list in the product page (according to the pack), as well as instructions of use, recommended dosage etc.

IT&C, Electronics and Home Appliances

  1. Constant display of reviews for sold goods, even reviews made by online shops in order to position the online shop as field expert (video reviews, text reviews, comparative tests);
  2. Promotion of “multiple cart” (online shops from this category must encourage the user to add multiple products in the cart, allowing the user to continue selection and product search process, without entering the checkout process).

Pet Shop

  1. Promotion of “multiple cart” (online shops from this category must encourage the user to add multiple products in the cart, allowing the user to continue selection and product search process, without entering the checkout process);
  2. The possibility to reuse the last shopping cart from the orders archive for orders that can be repeated without changing their content;
  3. Display in the product page information regarding recommended quantity of food according to the species, age, weight of the pet;
  4. DIsplay of special articles with recommendations regarding pets care, as well as information or contact details from specialised companies (e.g.: vet etc).

Collective Buying

  1. The emphasizing of marketing elements that push sales (scarcity and urgency elements like: initial price and discounted price, time left until offer expires, number of users who already bought the product/service promoted, number of products left available in stock etc.);
  2. The encouragement of flash sales (impulse buying) through emphasizing (starting from homepage) of the “buy” button and a fast online order process (with as few fields as possible to fill in).

Shopping Club

  1. Homepage display without the compulsoriness of login/sign up – however, any click on homepage offers will take you to a signup/login page or lightbox;
  2. Display of contact details – especially customer relations phone number on homepage;
  3. Display of number of members in the shopping club and discount promise in order to encourage login/sign up;
  4. The encouragement of flash sales (impulse buying) through emphasizing (starting from homepage) of the “buy” button;
  5. The emphasizing of marketing elements that push sales (scarcity and urgency elements like: initial price and discounted price, time left until offer expires, number of users who already bought the product/service promoted, number of products left available in stock etc.);
  6. Easy access to general pages without the need to login/sign up – terms & conditions, about us page, return policy, privacy policy;
  7. Display in product page time left until offer expires (where appropriate);
  8. Display in product page discounted price as well as initial price (where appropriate).


  1. Multiple criteria/assisted sales is essential, as a main way to search for a trip, plane ticket, coach etc;
  2. Real-time services (e.g.: trips, special packages, hotels, plane tickets etc) availability check; 
  3. Online card payments approval;
  4. Travel packages and services recommendations for each occasion, special event etc.;
  5. The possibility to add customer rating for venues, hotels, services and this ratings should be displayed in the product page;
  6. Extra points will be awarded for travel websites offering information services for the client about the chosen destination (e.g.: transport from the airport to the city center, sightseeing recommendation, possible dangers/venues or neighbourhoods to avoid in that particular city, potential conflicts, strikes, wars etc.);
  7. It is recommended that the travel website offers the customer all providers contact details (e.g.: hotel where accommodation is provided, air company/transport company where the ticket has been purchased from etc.) so that the client can recheck the reservation status.

Can you take the GPeC challenge?

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