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Product List: Category
140 design examples manually annotated by Baymard researchers
What’s this? Here you’ll find 140 annotated “Product List: Category” design examples from Baymard’s UX benchmark of 63 major e-commerce sites. (Note: this is less than 1% of the full research catalog.)
E-commerce product lists and their filtering and sorting tools determine how easy or difficult it is for the user to browse the site’s product catalog. The product list effectively dictates product presentation and provides the pathway to the right (or wrong) product page. During our large-scale usability testing, solely the design and features of the product listing page impacted users’ success rate in finding products they wanted to purchase by up to 400%.
More ‘Product List: Category’ Insights
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A balanced product list design provides users with a better overview of the products available and helps them more accurately determine which products to investigate further — essentially whether a list item’s product page is worth opening or if it should be skipped. This ensures that the scarce time users are on your site is spent on actually evaluating products they may want, rather than excessively navigating back-and-forth in a product list (also known as “pogo-sticking”).
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Filtering is about empowering the user to take a large generic product list and narrow it down to a small manageable selection of products that is uniquely tailored to their needs and interests. It is about taking a product list with potentially thousands of items and weeding out all products that are irrelevant to the user until just a few handfuls of highly relevant items are left. Yet our extensive UX performance benchmarking shows that 34% have a poor filtering implementation, making it almost impossible for users to narrow down a generic list to include only (or mostly) suitable products.
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Mobile Examples: Besides the desktop examples below, we also have 55+ mobile examples of Product List implementations.
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Learn More: Besides exploring the 140 “Product List: Category” page design examples below, you may also want to read our related article on “3 Pitfalls to Avoid if Implementing “Quick Views””, “5 Essential Filter Types Users Need on Product Listing Pages (57% Don’t Offer All 5)”, and “Display “Applied Filters” in an Overview (32% Don’t)”.
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Get Full Access: To see all of Baymard’s 97 product list and filtering research findings you’ll need Baymard Premium access. (Premium also provides you full access to 54,000+ hours of UX research findings, 750+ e-commerce UX guidelines, and 77,800+ UX performance scores.)
Macy's (2020)
29 adhered 17 violated
Wayfair (2020)
24 adhered 17 violated
Walmart (2020)
20 adhered 13 violated
Nike (2020)
20 adhered 11 violated
Victoria's Secret (2020)
18 adhered 19 violated
Staples (2020)
18 adhered 17 violated
Zalando (2020)
18 adhered 18 violated
Sephora (2020)
18 adhered 18 violated
Apple (2020)
17 adhered 10 violated
Office Depot (2020)
17 adhered 13 violated
Home Depot (2020)
17 adhered 15 violated
Crutchfield (2020)
17 adhered 7 violated
Best Buy (2020)
16 adhered 11 violated
H&M (2020)
16 adhered 13 violated
Debenhams (2020)
16 adhered 14 violated
Target (2020)
16 adhered 12 violated
Adidas (2020)
16 adhered 8 violated
IKEA (2020)
16 adhered 7 violated
B&H Photo (2020)
16 adhered 11 violated
Amazon (2020)
14 adhered 12 violated
ASOS (2020)
14 adhered 11 violated
Disney Store (2020)
13 adhered 8 violated
Nordstrom (2020)
13 adhered 13 violated
Etsy (2020)
12 adhered 16 violated
Walgreens (2020)
12 adhered 11 violated
Cole-Parmer (2020)
9 adhered 8 violated
Arrow (2020)
8 adhered 12 violated
Hitachi UK (2020)
4 adhered 7 violated
Berlin Packaging (2020)
4 adhered 9 violated
Thermo Fisher (2020)
3 adhered 6 violated
Adidas (2018)
26 adhered 7 violated
John Lewis (2018)
25 adhered 9 violated
Gilt (2018)
24 adhered 16 violated
L.L. Bean (2018)
24 adhered 13 violated
Etsy (2018)
23 adhered 16 violated
Sephora (2018)
23 adhered 15 violated
J.C. Penney (2018)
23 adhered 16 violated
Zalando (2018)
22 adhered 13 violated
Urban Outfitters (2018)
22 adhered 10 violated
Ann Taylor (2018)
21 adhered 9 violated
Tesco (2018)
21 adhered 11 violated
HP (2018)
21 adhered 12 violated
Victoria's Secret (2018)
20 adhered 13 violated
Neiman Marcus (2018)
19 adhered 10 violated
Marks & Spencer (2018)
19 adhered 14 violated
H&M (2018)
19 adhered 9 violated
Toys'R'Us (2018)
19 adhered 9 violated
Costco (2018)
18 adhered 14 violated
Musician's Friend (2018)
18 adhered 19 violated
Macy's (2018)
18 adhered 12 violated
Cabela's (2018)
18 adhered 10 violated
Disney (2018)
18 adhered 10 violated
GAP (2018)
18 adhered 7 violated
Walgreens (2018)
17 adhered 8 violated
Debenhams (2018)
17 adhered 12 violated
ASOS (2018)
16 adhered 7 violated
Apple (2018)
16 adhered 7 violated
American Eagle Outfitters (2018)
16 adhered 9 violated
REI (2018)
15 adhered 13 violated
Foot Locker (2018)
15 adhered 17 violated
Nike (2018)
14 adhered 14 violated
Bass Pro Shops (2018)
13 adhered 13 violated
Argos (2018)
12 adhered 10 violated
Microsoft (2018)
12 adhered 10 violated
TigerDirect (2018)
11 adhered 18 violated
IKEA (2018)
10 adhered 15 violated
Walmart (2017)
32 adhered 18 violated
Sears (2017)
30 adhered 18 violated
Home Depot (2017)
27 adhered 18 violated
Office Depot (2017)
26 adhered 16 violated
Amazon (2017)
26 adhered 17 violated
Crutchfield (2017)
25 adhered 10 violated
Staples (2017)
25 adhered 17 violated
Overstock (2017)
25 adhered 21 violated
Northern Tool (2017)
23 adhered 15 violated
Target (2017)
23 adhered 17 violated
Kohl's (2017)
23 adhered 19 violated
Wayfair (2017)
22 adhered 9 violated
Dell (2017)
21 adhered 20 violated
B&H Photo (2017)
21 adhered 10 violated
Build.com (2017)
21 adhered 14 violated
Best Buy (2017)
19 adhered 20 violated
Hayneedle (2017)
17 adhered 19 violated
Grainger (2017)
16 adhered 16 violated
Crate & Barrel (2017)
16 adhered 11 violated
Nordstrom (2017)
16 adhered 12 violated
Newegg (2017)
15 adhered 20 violated
Rakuten (2017)
15 adhered 16 violated
Lowe's (2017)
13 adhered 19 violated
Williams Sonoma (2017)
9 adhered 15 violated
Amazon (2015)
27 adhered 18 violated
Walmart (2015)
23 adhered 13 violated
L.L. Bean (2015)
21 adhered 11 violated
Sears (2015)
19 adhered 12 violated
Target (2015)
18 adhered 13 violated
Home Depot (2015)
18 adhered 15 violated
B&H Photo (2015)
17 adhered 13 violated
Crutchfield (2015)
17 adhered 5 violated
Sephora (2015)
17 adhered 12 violated
Office Depot (2015)
16 adhered 11 violated
Build.com (2015)
16 adhered 7 violated
Kohl's (2015)
15 adhered 12 violated
Neiman Marcus (2015)
15 adhered 7 violated
Diapers.com (2015)
14 adhered 11 violated
Nordstrom (2015)
14 adhered 8 violated
Lowe's (2015)
14 adhered 12 violated
Dell (2015)
13 adhered 15 violated
Newegg (2015)
13 adhered 13 violated
Northern Tool (2015)
13 adhered 7 violated
Crate & Barrel (2015)
13 adhered 11 violated
Walgreens (2015)
12 adhered 17 violated
Best Buy (2015)
12 adhered 13 violated
TigerDirect (2015)
12 adhered 20 violated
Grainger (2015)
12 adhered 14 violated
Toys'R'Us (2015)
10 adhered 13 violated
Staples (2015)
10 adhered 18 violated
Macy's (2015)
9 adhered 6 violated
HSN (2015)
9 adhered 11 violated
J.C. Penney (2015)
9 adhered 11 violated
Victoria's Secret (2015)
9 adhered 9 violated
Gilt (2015)
9 adhered 8 violated
Bass Pro Shops (2015)
8 adhered 12 violated
Musician's Friend (2015)
8 adhered 13 violated
DICK'S Sporting Goods (2015)
8 adhered 14 violated
REI (2015)
8 adhered 16 violated
Nike (2015)
8 adhered 10 violated
Urban Outfitters (2015)
8 adhered 10 violated
Overstock (2015)
7 adhered 9 violated
Beauty.com (2015)
7 adhered 5 violated
Disney (2015)
7 adhered 14 violated
Williams Sonoma (2015)
7 adhered 12 violated
Cabela's (2015)
6 adhered 17 violated
Gap (2015)
6 adhered 9 violated
Apple (2015)
5 adhered 13 violated
Rakuten (2015)
4 adhered 7 violated
Ralph Lauren (2015)
3 adhered 7 violated
Ann Taylor (2015)
3 adhered 10 violated
Foot Locker (2015)
2 adhered 12 violated
Wayfair (2014)
19 adhered 11 violated
Hayneedle (2014)
18 adhered 14 violated