Baymard Institute · E-commerce UX research
Benchmarks from user research, not opinions.
FREEMIUM · UX REFERENCE
Why I use it
- Credible arguments when stakeholders must choose between design options.
- Very broad coverage of e-commerce patterns (navigation, listings, checkout).
How I use it : mini guide
I cite specific guidelines (often with finding IDs) in deliverables to anchor decisions.
- Map the problem : Which Baymard pattern matches the friction (PDP, filters, funnel)?
- Compare to the live site : Gap between benchmark and implementation : prioritised action list.
- Communication : Short excerpt + link so the client understands the source.
- Context limits : Adapt recommendations to catalogue and brand : Baymard isn’t a blind checklist.
I don’t apply a guideline if the client’s vertical isn’t represented in the cited study.
Concrete Shopify example
PDP redesign: information hierarchy and accordion rationale grounded in Baymard, then A/B tested later.
Limits I've identified
- Full access is paid.
- Studies are generic e-commerce : not always DNVB or B2B niche.
- Always validate with your own data (GSC, GA4, Clarity).