E-commerce typography has one ultimate goal: conversion. Fonts need to communicate brand trust, product quality, and create a frictionless reading experience across product pages, category pages, and checkout.
In e-commerce, typography is conversion architecture. Research consistently shows that hard-to-read type increases checkout abandonment. Body fonts need to be exceptionally clear at small sizes for product descriptions, specifications, and pricing.
The display font sets brand premium. Luxury goods retailers typically choose high-contrast serifs or refined sans-serifs. Mass-market and DTC brands often favour friendly grotesques that feel approachable and trustworthy.
Price points should be styled distinctively — typically in the display font or a bolder weight — to draw the eye and communicate value clearly.