Online Apple store gets redesign

The redesigned Apple (NASDAQ:AAPL) website went live today, revealing a big change for one of the world's largest retailers.

The site no longer has a 'store' tab for purchases, reported TechCrunch. Instead, the buying experience is woven into the site, displaying purchase buttons on every product page. Now shoppers growing information about a product won't have to toggle over to the store page but can make the purchase directly from that listing.

In addition, a unified shopping bag, no longer a cart, follows the consumer from page to page and allows a drop down view of items in that bag.

And when it's time to make a purchase, the transaction happens on one page. That means clicking on the 'buy' button brings up all of the choices, including extended warranties.

"We redesigned knowing that our customers want to explore, research and shop in one place," an Apple spokesperson told TechCrunch. "The new takes the very best of our existing site and our online store to give customers one simple destination to learn and buy without navigating between two different sites. We've also improved several of the site's features to make shopping easier than ever for our customers."

The online store sees 1 billion customers a year from 40 countries.

Back in April, Apple's head of retail Angela Ahrendts made a push for customers to go online, not to stores for new product launches as "the days of waiting in line and crossing fingers for a product are over." The push to e-commerce was made just days before the much anticipated launch of the Apple Watch.

For more:
-See this TechCrunch article

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