Page Types Overview

Billing Address

38 design examples manually annotated by Baymard researchers

What’s this? Here you’ll find 38 annotated “Billing Address” design examples from Baymard’s UX benchmark of 60 major e-commerce sites. (Note: this is less than 1% of the full research catalog.)

For most B2C sites, the majority of users typically order products to be delivered to their own address. During all our checkout usability testing, setting the “Billing Address to equal the Shipping Address” by default has shown to perform vastly better than either not having the “same as” feature or not having it as a default selection.

More ‘Billing Address’ Insights

  • Defaulting the billing address to be the same as the shipping address should not just prefill fields but should rather hide the billing address fields entirely. This will reduce the amount of form fields show by default in the entire checkout flow by 30–40%. Despite the importance, 14% of sites still don’t default the two addresses to be the same, and another 8% don’t hide the billing form fields when they are the same.

Learn More: Besides exploring the 38 “Billing Address” design examples below, you may also want to read our related article “The Average Checkout Flow Has 14.88 Form Fields – Twice as Many as Necessary”.

Get Full Access: To see all of Baymard’s 134 cart and checkout research findings you’ll need Baymard Premium access. (Premium also provides you full access to 32,000 hours of UX research findings, 640+ e-commerce UX guidelines, and 50,000+ UX performance scores.)


John Lewis (2018)

31 adhered 14 violated

Adidas (2018)

29 adhered 11 violated

IKEA (2018)

22 adhered 11 violated

Debenhams (2018)

20 adhered 10 violated

Marks & Spencer (2018)

19 adhered 7 violated

Tesco (2018)

16 adhered 13 violated

ASOS (2018)

10 adhered 3 violated

Zalando (2018)

4 adhered 2 violated

Argos (2018)

2 adhered 0 violated

American Eagle Outfitters (2016)

43 adhered 27 violated

Home Depot (2016)

29 adhered 12 violated

Bass Pro Shops (2016)

27 adhered 19 violated

Overstock (2016)

23 adhered 30 violated

Nike (2016)

23 adhered 22 violated

Staples (2016)

23 adhered 13 violated

Crutchfield (2016)

17 adhered 5 violated

Crate & Barrel (2016)

17 adhered 15 violated

Etsy (2016)

16 adhered 11 violated

Newegg (2016)

16 adhered 10 violated

Apple (2016)

14 adhered 21 violated

Cabela's (2016)

14 adhered 14 violated

Wayfair (2016)

14 adhered 9 violated

Toys'R'Us (2016)

12 adhered 19 violated

Foot Locker (2016)

12 adhered 17 violated

TigerDirect (2016)

11 adhered 21 violated

Gap (2016)

11 adhered 19 violated

Victoria’s Secret (2016)

11 adhered 19 violated

Macy's (2016)

11 adhered 21 violated

Walgreens (2016)

10 adhered 15 violated

Neiman Marcus (2016)

9 adhered 15 violated

Bass Pro Shops (2016)

9 adhered 13 violated

J.C. Penney (2016)

8 adhered 12 violated

Northern Tool (2016)

8 adhered 13 violated

Target (2016)

8 adhered 7 violated

L.L. Bean (2016)

6 adhered 8 violated

Williams-Sonoma (2016)

5 adhered 6 violated

REI (2016)

3 adhered 1 violated

Target (2016)

2 adhered 2 violated