Benign e-commerce still needs to meet the actual needs of customers, and only by improving the sales and customer satisfaction of e-commerce can the enterprise develop continuously. A short-term price war to attract customers may not bring long-term benefits, but a good shopping experience can bring word-of-mouth effect and repeat customers. E-commerce websites still have to work hard to improve the user experience. JD.COM Mall once claimed to build the best e-commerce website in the industry, but apparently no one realized this. E-commerce to improve user experience (Easy View Encyclopedia: User Experience) is actually to improve customer satisfaction to a large extent. According to the triangle law in customer relationship management (Easy View Encyclopedia: CRM): customer satisfaction = customer experience-customer expectation. Customer expectation is inversely proportional to customer satisfaction, which needs to be guided and maintained at an appropriate level, and customer expectation needs to be coordinated with customer experience. In e-commerce, the perceived value of customers comes not only from the physical value of products, but also from the spiritual value of products, because in online marketing, customers can't rely on the senses such as touch, touch and smell to perceive the value of products. Therefore, the determinants of customer satisfaction in e-commerce transactions are: (1) concept satisfaction, including business purpose, business philosophy, values and entrepreneurial spirit satisfaction; (2) Image satisfaction, including corporate domain name, screen design, content design and corporate logo satisfaction; (3) Behavior satisfaction, including behavior mechanism, behavior rules, advertising behavior, network etiquette satisfaction, etc. (4) product satisfaction, including product quality, price, function, design, packaging, variety and grade; (5) Service satisfaction, including service reliability, timeliness, accuracy, safety, continuity, integrity and emotion. We can try to increase customer value, reduce customer cost and improve customer satisfaction through personalized product customization, convenient and fast service and clear service commitment. Here are some simple personal thoughts. I believe everyone has reached an understanding of product design, and the concept of user-centered product design has become more and more popular. The convenience of browsing e-commerce websites all day, the convenience of shopping process operation and the layout of product display will greatly affect the shopping experience of users.