How many fonts should an ecommerce website use?

With the headline font, go full noise. That’s where your brand gets to show its personality. Everything else should be easy to read and nothing more.

The worst thing I see is a pile of fonts fighting in one block. I looked at a site recently that had four fonts, basically, which is worst case scenario from a font standpoint. Put busy typography next to bright buttons and banners and the whole page gets hard to read.

AI site builders make this mistake easy. Give one your brand guide and it tends to dump the whole thing onto the page, because it doesn’t understand what a brand guide is. Every font in the guide can end up somewhere on the site.

So simplify it yourself. Pick the one display font you love for headlines, set all your body text in something safe like Helvetica, and check your buttons and banners aren’t competing with it for attention.