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What’s this? Here you’ll find 40 annotated “Gifting” design examples from Baymard’s UX benchmark of 63 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
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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).
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Learn More: Besides exploring the 40 “Gifting” checkout design examples below, you may also want to read our related article “5 Ways to Provide a Superior Gifting UI and Flow”.
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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 61,000+ hours of UX research findings, 750+ e-commerce UX guidelines, and 77,800+ UX performance scores.)
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