Usability is a necessary condition for an online store to achieve its full potential. But many vendors who are running or starting up their e-commerce businesses sometimes ignore very important aspects of usability and do not see their connection to marketing. They simply copy large online malls and apply their features to their small-scale businesses. But in most cases, this doesn’t work. Here you can see the eleven most common mistakes in web store usability. We hope that after reading this article, you’ll be able to avoid them in the future.