Court
1 in 3 shoppers are moving to buying through AI.
A 2025 Omnisend study found that 34% of consumers would allow an AI or chatbot assistant to make purchases for them, bypassing homepages and menus entirely. At this point, your product page isn’t just part of the experience, it's the whole experience.
So ask yourself: Why still use templated layouts? Image left, copy right, one lonely CTA.
The best pages aren’t just functional, but feel alive. They engage users with dynamic visuals, interactive layout, and storytelling, not just specs and bullet points.
Allbirds proves that a product page doesn’t need to shout to stand out. The layout leans into modular storytelling, wrapped in a soft, feel-good palette that quietly nods to its sustainable roots. The gallery goes beyond the usual shoe-on-white. Info sections collapse neatly to keep things tidy, while filtered reviews cut through the noise.
What sets it apart is the structure or lack of it. It ditches the tired left-right formula in favour of floating content blocks, image grids and storytelling slices that make the whole thing feel more like a brand moment than a sales page.
Aura Bora doesn’t just sell sparkling water but a vibe. The product page opens with a three-column hero that throws out the rules: big flavour, playful copy, and purpose-led messaging all sit side-by-side like they’ve been besties for years. Each section is full of oddball charm, haiku-like tasting notes, surreal flavour descriptions, and illustrations that look like they belong in a storybook. It’s weird in the best way. Instead of forcing everything into neat little boxes, the layout feels loose, layered and editorial. It breaks the grid just enough to keep you scrolling.
Drunk Elephant’s product pages do what most skincare brands don’t dare, they give each product its own personality. Same structure, sure but every page feels like a standalone moment. The colour palette shifts to match the formula, the textures change and the visuals flex just enough to feel fresh without going rogue. Educational bits like ingredient callouts and how to use tips flow into the design, not shoved in a tab somewhere. There’s video when you need it, diagrams when it helps, and whitespace when it counts. Proof that you can scale without flattening the experience.
The humble product page isn’t so humble anymore. It’s the front door, the pitch, the brand experience - all in one scroll. The best D2C brands aren’t just listing products, but using layout, language, and motion to make us feel something. And they’re doing it by breaking away from the grid. From floating UI blocks to flavour text that reads like poetry, they’re building pages that behave more like brand campaigns than shop listings.
Think editorial, not e‑com. Treat every product page like a magazine spread or a story, something worth exploring, not just scanning.
Design with feeling. Let colour, layout and motion reflect your product’s personality.
Build flex into your system. A good framework doesn’t force consistency but enables creativity.
Optimise for how people really shop. They’re coming in sideways, from social, from chat, from AI. Make the product page strong enough to stand alone.
Because in a world where buyers skip the homepage, ignore the menu, and trust a chatbot with their wallet, you’ve got one page to make it count.
