The luxury segment has been late in its technology adaptation even though e-commerce, and the importance of internet presence, has increased. To succeed the conversion, traders need to know how to keep the customers perception of luxury on a webpage. This report aims to investigate how an e-shop should be designed to be perceived luxurious in terms of design. The question “How should an e-shop be designed to perceived as luxury according to its design?” is answered by developing and designing a web application for self-composed jam giving a luxurious perception. The method used is based on a study investigating homepage design. Several design factors that has a positive effect of customers perception of luxury were identified, whereupon a web application was developed. The web application and conventional one as reference, was individually evaluated on the BLI-scale together and with a Thinking Aloud test. The result showed a significant difference of the average for all dimensions of the BLI scale, where the hypothetically luxurious web application achieved the higher result. The Thinking Aloud test showed that the test page got more comments that pointed to a more luxurious experience, compared to the conventional page. The report concludes that esthetics and an overall impression of uniqueness and quality are important dimensions for the web application to be perceived as luxurious.