So what should a streetwear e-commerce website look like? Just like any other fashion brand's. No matter what your audience is, customers buying clothing online will still need product specifics, offers and promotions, and a smooth transaction.

We observed 5 brands that are using the Shopify platform well and are getting their e-commerce right. How? Here's a list of the right boxes they are ticking - plus, for each one, we'll point out what they do particularly well, and a trick they're missing. If you also have a fashion online-boutique, or are planning to launch one, take note: your brand may have a different style, but these tips will work for you, too.

The boxes to tick

We looked at 5 British streetwear brands: MillionHands, NFS, All Kings Die, Avid Attire and Lost In Rome. They all have well designed websites that offer smooth product viewing and transactions. In detail:

• Home Page: They all use a white background. This is by no means a rule! But it seems to work well for brands that have a strong graphic identity. The brand's logo always features at the top, but is never too prominent, letting the photographs do the talking. Indeed, every website has a carousel, featuring not just the product but lookbook-like aspirational images. On the top right corner, they all offer quick access to the cart.
• Social Share and Content Marketing: NFS hit the nail on the head with social buttons prominently displayed in the homepage header. But they're the only ones. The other brands only have the buttons in the footer, and MillionHands has none at all. Something to improve. All brands have a blog though, and it always features in the main menu.
• FAQs: There's a series of basic questions your customers will be asking, so you might as well clarify those points in advance for them. What payment methods do you accept? How fast do you ship and what are the costs? Can products be exchanged or returned? The FAQs link is usually in the footer, but once again NFS change the rules and place it in the header. It doesn't hurt to be clear.
• Offers and Promotions: Above a certain threshold (usually £50), brands offer free shipping. This is something customers now expect, and it's a good idea to price it in your costs.
• Product Display: We think it goes without saying, but we'll say it again: pictures must be clear and high quality. Some of the brands we're observing use models, most use 'flats'. It doesn't matter which you choose, as long as you show the garment's shape and fit correctly.
• Payments: Offer as many options as possible. And it's a good idea to add logos (usually in the footer): your customers trust them. In this instance, it's NFS that falls a little short, only offering a Paypal option - but all the other brands display logos for Visa and Mastercard, and some even American Express.

MillionHands

Very Good: The homepage immediately points to their brick&mortar presence (a pop-up at Boxpark Shoreditch), integrating online & offline. Original product display, with garments photographed against colourful background (bang on trend). They offer a 6 month guarantee after purchase - showing they fully trust their own product. They highlight fair labour practices. Lovely offer of a free tote with every order - nice touch, but also smart. Turning previous customers into brand ambassadors, carrying their logo around on them! Testimonials shown before the shopping experience even begins: positively influencing the new customer.

Not So Good: They don't offer free shipping! They have boxes inviting you to sign up to their mailing list and offer a discount in return - but some of the boxes say the discount is £5, some £6. Confusing.

NFS

Very Good: The Shop page includes New In and Top Sellers categories, good menu with visualisation options, quick access to filter by size. Price visible at a glance with a simple mouse-over. And the homepage, of course, as mentioned above.

Not So Good: Could offer more payment options.

All Kings Die

Very Good: the only brand with an original video on their homepage. Video is good for SEO!

Not So Good: Social media buttons only in footer and almost invisible. No Contact page! No FAQs page! Must be addresses ASAP.

Avid Attire

Very Good: 'Sign up' pop-up for 5% off first order. Customer Reviews menu item in homepage footer. Quick Buy mouse-over.

Not So Good: Small social media buttons in footer.

Lost In Rome

Very Good: Nice imagery in the homepage, with the black&white photographs tieing in nicely with the monochrome brand identity.

Not So Good: Small social media buttons in footer - but monochrome makes them visible.