An e-commerce catalog cannot be designed in a free-form way. We have certain expectations about how online catalogs function, and any significant deviation from that will just confuse the visitor (since they are bringing all of their past knowledge with e-commerce catalogs to bear).
In effect, an e-commerce website is a set of page templates types:
Applying best practices to each of these templates will give you a great foundation for optimizing your e-commerce website. So let’s get started with examining the first one, homepage.