There are plenty of reasons why some e-commerce sites rake in the big bucks, while others do not. The reasons could be anything ranging from bad quality products to an unbearably long registration process and from lack of responsiveness to an inability of the web property to exude trust and credibility.
But one of the biggest causes of e-commerce sites failing to deliver the returns expected from them is baduser experience. The purpose of any site selling products and/or services is to attract customers and increase sales. This can only happen if the user experience of the site engages customers and persuades them to buy from a site. There is no doubt that the quality of the UX can make or break the purchase process and has a huge role to play in website success or for that matter, its failure.