Top area of a e commerce website. Popular way or Innovative way.?

Mostly we see one common way of presenting the top area of e-commerce websites as below. I have heard most technical people complain about this.

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They say their should be more exciting way or users will think this is just another e commerce website.

What do you think about this matter. Should it be the traditional way or there should be a exciting factor?

This is something I designed recently. I got above comments for this.