The advances in Information Technology have affected the daily activities of the society. Various activities that are currently mostly done online is shopping. People can easily buy a product by accessing the e-commerce website. Nowadays, many e- commerce websites are already accessible to consumers and increasing rapidly over time. The vast advantages provided by e-commerce have made consumers become more sophisticated. They will choose the e-commerce that matches their own feeling rather than the ones that could function well [1]. This fact shows that consumer’s need is an important role in product development process and could determine product success in the market. Emotional experience as the implicit need of consumers is difficult to quantify and become today’s focus on product development [2]. Good affective product design will support the cognitive quality and influence consumers to purchase the product [3]. One method that can be used to determine the affective need of users is Kansei/Affective Engineering. Kansei Engineering (KE) is a technology to assimilate human kansei for a product and design variable [4-5]. Kansei Engineering has been applied in many studies especially in website interface. KE is used to design visual usability for ecotourism mobile application [6]. Furthermore, previously there were many studies that applied KE on e-commerce website design, for example Batik fabric online [7], online clothing website [8-11], images sunglasses on e-commerce web page [12]. Among many studies that focus on e-commerce design there is still no study that pays attention in product presentation design on e-commerce website based on KE. Furthermore, this study also analyses the system of process design which involves some stakeholders in it. E-commerce has gained a lot of attention due to its rapid growth which led to intense competition among e-commerce websites. The developers are competing with one another to improve their customer satisfaction. In Indonesia, the Ministry of Cooperatives and SMEs together with the Ministry of Communications and Informatics are committed to making 8 million Micro, Small and Medium Enterprises (MSME) to go online until 2020 [13]. The Government realised that there are countless benefits of e-commerce that can support the MSME development. The e-commerce benefits for SMEs in developing countries like Indonesia were identified by [14]. E-commerce has many benefits to the Indonesian SMEs market reach namely increased sales, improvements in external communication, company image, the speed of data processing and employee productivity. The programme stimulates the existence of some ecommerce websites specifically to sell Indonesian SMEs product.