The internet plays an important role in people’s lives. According to UKOM (UK Online Measurement, 2010), British people spent 884 million hours online in April 2010, which is 65% more than they did in three years previously. At the same time, shopping online has become increasingly popular in the UK. The average weekly value for Internet retail sales rose from £169.3 million in November 2006 to £593.4 million in November 2010 (Office for National Statistics, 2011), which is over 250% increase in four years . At the same time, the percentage that Internet retail sales in total retail sales in the UK has increased significantly as well. In November 2006, it only accounted for 3% of total retail sales in the UK. After three year, this number increased to 9.5. However, compared to the rapid growth of Internet retail, the design of retail websites has barely changed. All retail websites look similar to each other and offer more or less the same. There are lots of challenges faced by these sites and in current paper same will be discussed.