Page Types Overview

Gifting

69 design examples manually annotated by Baymard researchers

What’s this? Here you’ll find 69 annotated “Gifting” design examples from Baymard’s UX benchmark of 93 major e-commerce sites. (Note: this is less than 1% of the full research catalog.)

During testing it was clear that the combination of users infrequently purchasing items “as a gift” and the lack of web conventions for how gifting should be implemented caused severe user doubt and a high number of gift orders with incorrect order data.

More ‘Gifting’ Insights

  • The two main pitfalls in sites’ gifting implementations are 1) not customizing the flow and features of the shipping address step for gift-marked orders (as in, just using the exact same shipping address field and labels for gift-marked orders as for standard ones), and 2) not explaining all of the gifting options in full but instead assuming that users simply know the site’s gifting procedures (despite these being different from site to site).

  • Learn More: Besides exploring the 69 “Gifting” checkout design examples below, you may also want to read our related article “5 Ways to Provide a Superior Gifting UI and Flow”.

  • Get Full Access: To see all of Baymard’s 135 cart and checkout research findings you’ll need Baymard Premium access. (Premium also provides you full access to 71,000+ hours of UX research findings, 750+ e-commerce UX guidelines, and 77,800+ UX performance scores.)


Nordstrom (2021)

40 adhered 14 violated

Overstock.com (2021)

32 adhered 18 violated

Louis Vuitton (2021)

21 adhered 17 violated

B&H Photo (2021)

21 adhered 9 violated

Disney Store (2021)

19 adhered 7 violated

Neiman Marcus (2021)

17 adhered 4 violated

Apple (2021)

14 adhered 5 violated

Walgreens (2021)

14 adhered 11 violated

GAP (2021)

13 adhered 3 violated

Sears (2021)

12 adhered 8 violated

Newegg (2021)

11 adhered 3 violated

Etsy (2021)

11 adhered 3 violated

Cabela's (2021)

11 adhered 6 violated

TAG Heuer (2021)

11 adhered 2 violated

Sephora (2021)

11 adhered 2 violated

Van Cleef & Arpels (2021)

10 adhered 2 violated

Chanel (2021)

8 adhered 4 violated

Crate & Barrel (2021)

8 adhered 5 violated

REI (2021)

7 adhered 4 violated

Ulta Beauty (2021)

6 adhered 4 violated

John Lewis (2021)

5 adhered 2 violated

Hayneedle (2021)

5 adhered 2 violated

Williams-Sonoma (2021)

3 adhered 6 violated

Amazon (2021)

2 adhered 0 violated

Gucci (2021)

2 adhered 0 violated

Macy's (2021)

2 adhered 0 violated

Target (2021)

2 adhered 0 violated

Walmart (2021)

1 adhered 1 violated

Crutchfield (2021)

1 adhered 1 violated

Gap (2019)

16 adhered 6 violated

Sephora (2019)

9 adhered 2 violated

Etsy (2019)

8 adhered 3 violated

Cabela's (2019)

6 adhered 3 violated

Amazon (2019)

1 adhered 2 violated

Best Buy (2018)

21 adhered 9 violated

Macy's (2018)

20 adhered 12 violated

Williams Sonoma (2018)

12 adhered 7 violated

Apple Inc. (2018)

11 adhered 4 violated

Crate & Barrel (2018)

10 adhered 5 violated

Marks & Spencer (2018)

10 adhered 4 violated

Target (2018)

3 adhered 0 violated

Kohl's (2018)

2 adhered 0 violated

Sears (2018)

2 adhered 1 violated

Overstock (2018)

1 adhered 1 violated

Bass Pro Shops (2016)

27 adhered 19 violated

Crutchfield (2016)

26 adhered 12 violated

Nike (2016)

11 adhered 7 violated

Best Buy (2016)

11 adhered 6 violated

B&H Photo (2016)

8 adhered 3 violated

L.L. Bean (2016)

6 adhered 10 violated

Costco (2016)

4 adhered 1 violated

Sephora (2016)

4 adhered 2 violated

Toys'R'Us (2016)

3 adhered 0 violated

Macy's (2016)

3 adhered 1 violated

Newegg (2016)

3 adhered 3 violated

Urban Outfitters (2016)

3 adhered 2 violated

Williams Sonoma (2016)

3 adhered 0 violated

Target (2016)

3 adhered 1 violated

Disney (2016)

2 adhered 0 violated

Amazon (2016)

2 adhered 1 violated

Wayfair (2016)

2 adhered 1 violated

J.C. Penney (2016)

1 adhered 5 violated

Sears (2016)

1 adhered 3 violated

Kohl's (2016)

1 adhered 2 violated

Gap (2016)

1 adhered 1 violated

Victoria’s Secret (2016)

1 adhered 1 violated

L.L. Bean (2016)

1 adhered 2 violated

REI (2016)

1 adhered 1 violated

Hayneedle (2016)

1 adhered 3 violated