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To improve ecommerce customer experience, make it easier for shoppers to find and evaluate products, remove avoidable checkout barriers, design for mobile use, and provide useful self-service after payment. These changes address the full journey—not just the homepage—and should be checked against your customers’ needs and your own site data.
What a better ecommerce experience needs to do
A useful shopping experience helps customers complete a connected set of tasks: find a suitable product, understand whether it meets their needs, see the full cost and delivery terms, place an order without unnecessary friction, and get help or track the order afterward. A polished homepage cannot compensate for unclear product details or a confusing checkout.
Baymard Institute’s benchmarks show that usability problems remain common among the ecommerce sites it evaluates. In its 2026 product-page benchmark, 52% of desktop, 62% of mobile, and 64% of app sites had mediocre-or-worse product-page UX. In its 2025 checkout benchmark, the comparable shares were 64% for desktop, 63% for mobile, and 46% for apps. These are Baymard benchmark findings, not measurements of every online store or predictions of the gains any redesign will produce. Baymard’s product-page UX findings and checkout UX findings provide context for the recommendations below.
1. Make product discovery and evaluation easier
Customers should be able to narrow a catalog to relevant products and compare options without guessing. Clear category navigation and filters help shoppers move from a broad need—such as replacing a laptop—to a smaller set of plausible choices. Useful filters depend on the category: size and material may matter for clothing, while memory and screen size may matter for computers.
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Improve navigation and filters
- Use category names customers understand, and make the path back to a broader category easy to find.
- Offer filters for attributes that genuinely distinguish products, such as size, color, price, compatibility, or key specifications.
- Show selected filters clearly and let shoppers remove them individually or reset them.
- On smaller screens, make it apparent that filters are available and show how many results remain after applying them.
Put decision-making information on the product page
A product page should answer the questions that determine whether the item is right for the customer. Include accurate specifications, useful images, price, availability, and relevant shipping and return information near the point of decision. Provide imagery that helps customers inspect the item; where product type makes it useful, show different angles, details, or scale.
Make reviews easy to find and explore. Ratings alone may not help someone resolve a specific concern, so make review content accessible from the product page and support browsing by relevant characteristics when appropriate. The right detail varies by product: a fit guide matters for apparel, while compatibility information may be central for an accessory. Baymard’s 2026 product-page article describes product pages as central to purchase decisions and reports room for improvement across desktop, mobile, and apps.
2. Make product pages build confidence
Discovery gets a shopper to an item; clear, relevant information helps them decide. Keep practical details close to the choice rather than making customers hunt through unrelated pages or wait until checkout to learn about important terms.
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Explain the tradeoffs that matter for the category
- State what is included, what the product is compatible with, and any important requirements or limitations.
- Show the current price and whether the item is available. If fulfillment varies by option, make that distinction visible.
- Summarize shipping timing, cost, and return conditions in a discoverable place on the page.
- Use plain language and consistent measurements so customers can compare variants or products.
Not every product needs every possible feature. Tailor specifications, imagery, fit or compatibility guidance, and review tools to the decisions shoppers actually face in that category. The aim is not to make every page longer; it is to make the necessary information easier to locate and understand.
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3. Remove avoidable checkout friction
Checkout should collect what is needed to fulfill and pay for an order without creating unnecessary hurdles. Make guest checkout easy to see, avoid requiring account creation before purchase when it is not necessary, and use clear fields and instructions. Show shipping choices, fees, and the total cost before customers commit to payment.
Review the path from cart to order confirmation
- Make the guest path visible. Present guest checkout as a clear option rather than making account creation appear mandatory.
- Ask only for information needed for the order. Remove fields that do not support payment, fulfillment, or a clearly explained customer need.
- Label fields and errors plainly. Use familiar terms, explain what is required, and identify how to correct an error.
- Show fulfillment choices and costs before payment. Make delivery methods, timing, shipping charges, and the order total understandable before the customer places the order.
- Check the complete flow on relevant devices. Confirm that cart review, address entry, payment, and confirmation work as expected on the devices your customers use.
Baymard’s checkout guidance, updated November 25, 2025, discusses prominent guest checkout and other checkout practices. Its 2024 expanded study update says more than 200 recent qualitative user/site checkout usability sessions informed the updated guidance. Those sessions support examining concrete usability problems; they do not mean a particular change will deliver a guaranteed conversion increase. The 2024 checkout research update notes that user issues and needs remain largely consistent even as design trends change.
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4. Design and evaluate mobile experiences deliberately
A desktop flow that has been squeezed onto a smaller screen is not necessarily a usable mobile experience. Navigation, filters, product imagery, forms, and checkout controls all need to work in the context where customers actually use them. Apps also have their own interaction patterns, so do not assume mobile-site results apply to an app, or vice versa.
Test real shopping tasks on the actual experience
- Find a product using navigation and filters.
- Compare product details, availability, delivery terms, and returns information.
- Select a variant and add it to the cart.
- Enter required information and complete checkout.
- Find an order confirmation or tracking information after purchase.
Observe where customers hesitate, miss controls, misunderstand information, or cannot complete a task. Assess task success, clarity of product and fulfillment information, effort, mobile usability, accessibility, and post-purchase self-service. Baymard’s product and checkout benchmarks report separate results for desktop, mobile, and apps, reinforcing why each experience should be evaluated on its own. The benchmark results identify potential usability opportunities; a retailer needs its own customer feedback and site data to decide which changes matter most.
5. Support customers after payment
The experience continues after an order is placed. Customers need a straightforward way to find order status and delivery tracking, and an account area can make recurring tasks easier when those features fit the retailer’s business.
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Make common account tasks accessible
- Provide a clear route to order status and delivery tracking.
- Make order history easy to locate for customers who need to review previous purchases.
- Consider saved payment management or loyalty information when those functions serve customer needs and can be handled securely.
In an August 4, 2026 article describing a survey of 1,083 US online shoppers, Baymard Institute reported that 51% said order status or delivery tracking was among the most important account features; 24% identified loyalty programs as a high-priority account feature. These figures describe that survey’s US respondents, not every shopper. The survey article offers a useful signal about which account tasks deserve attention.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How to decide what to improve first
Use the journey to identify a specific obstacle, then validate whether it affects your customers. The benchmark figures above show that usability issues are common in the evaluated sites, but they do not identify the highest-impact fix for a particular store. Prioritize a change when customer feedback, task observation, or your own site data points to a clear problem.
- Choose a journey stage. Start with a task customers need to complete, such as finding a compatible item, understanding delivery terms, paying, or tracking an order.
- Identify the obstacle. Look for unclear information, a hidden control, an unnecessary field, a cost revealed too late, or a missing self-service path.
- Check the issue on the relevant experience. Review the actual desktop, mobile-site, or app flow rather than assuming they behave alike.
- Make a focused change. Improve the information or interaction tied to the observed obstacle instead of redesigning unrelated parts of the journey.
- Evaluate the result with your audience and data. Check whether customers can complete the task more clearly and with less effort. Do not treat an industry benchmark as a promised conversion lift.
Frequently Asked Questions
What is the first thing to improve in an ecommerce customer experience?
Start with a specific customer task that is difficult to complete, such as finding a suitable product or understanding delivery costs. Customer feedback, task observation, and your own site data help identify which obstacle to address first.
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Why should ecommerce businesses test mobile separately from desktop?
Mobile sites and apps have distinct usability patterns, and Baymard reports separate benchmark results for desktop, mobile, and apps. Testing the actual experience reveals problems that a desktop review may miss.
Which account feature do shoppers value most?
In Baymard Institute’s 2026 survey of 1,083 US online shoppers, 51% named order status or delivery tracking among the most important account features. That finding describes the surveyed respondents, not all shoppers.
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