Page Types Overview

Mobile Web: Checkout Account Selection

55 design examples manually annotated by Baymard researchers

What’s this? Here you’ll find 55 annotated “Checkout Account Selection” design examples from Baymard’s UX benchmark of 63 major e-commerce sites. (Note: this is less than 1% of the full research catalog.)

While most know having a “guest checkout” option is vital, our mobile usability testing reveals that having “guest checkout” is not enough. During testing of different mobile checkouts, 60% of users overlooked the guest checkout option solely due to the mobile design of the “Account Selection” step — causing a high degree of checkout abandonments, as users assumed no “guest checkout” option existed.

More ‘Checkout Account Selection’ Insights

  • Desktop Examples: Besides the mobile examples below, we also have 115+ desktop examples of Checkout Account Selection implementations.

  • Learn More: Besides exploring the 55 mobile “Account Selection” design examples below, you may also want to read our related article “6 Mobile Checkout Usability Considerations”.

  • Get Full Access: To see all of Baymard’s 348 mobile 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.)


Urban Outfitters (2020)

12 adhered 12 violated

Neiman Marcus (2020)

6 adhered 4 violated

Marks & Spencer (2020)

5 adhered 2 violated

Bass Pro Shops (2020)

4 adhered 4 violated

GAP (2020)

4 adhered 3 violated

Sears (2020)

4 adhered 2 violated

John Lewis (2020)

4 adhered 2 violated

Build.com (2020)

4 adhered 1 violated

Home Depot (2020)

4 adhered 1 violated

Nike (2020)

4 adhered 1 violated

Nordstrom (2020)

4 adhered 1 violated

Ann Taylor (2020)

3 adhered 1 violated

Microsoft (2020)

3 adhered 4 violated

Dell (2020)

3 adhered 2 violated

Victoria's Secret (2020)

3 adhered 4 violated

Rakuten (2020)

3 adhered 1 violated

J.C. Penney (2020)

3 adhered 2 violated

Foot Locker (2020)

3 adhered 3 violated

H&M (2020)

3 adhered 2 violated

Etsy (2020)

3 adhered 2 violated

Macy's (2020)

3 adhered 2 violated

L.L. Bean (2020)

3 adhered 2 violated

Musician's Friend (2020)

2 adhered 2 violated

Argos (2020)

2 adhered 4 violated

W.W. Grainger, Inc. (2020)

2 adhered 1 violated

Crate & Barrel (2020)

2 adhered 2 violated

REI (2020)

2 adhered 2 violated

Newegg (2020)

2 adhered 3 violated

Staples (2020)

2 adhered 2 violated

Zalando (2020)

2 adhered 1 violated

Walgreens (2020)

2 adhered 3 violated

Amazon (2020)

2 adhered 2 violated

Wayfair (2020)

2 adhered 2 violated

Cole-Parmer (2020)

1 adhered 1 violated

Thermofischer (2020)

1 adhered 1 violated

Costco (2020)

1 adhered 4 violated

Tesco (2020)

1 adhered 2 violated

HP (2020)

1 adhered 3 violated

Northern Tool (2020)

1 adhered 0 violated

Overstock (2020)

1 adhered 3 violated

Williams Sonoma (2020)

1 adhered 0 violated

Best Buy (2020)

1 adhered 1 violated

Target (2020)

1 adhered 3 violated

Sephora (2020)

1 adhered 1 violated

Arrow (2020)

0 adhered 1 violated

Berlin Packaging (2020)

0 adhered 1 violated

TigerDirect (2020)

0 adhered 1 violated

Walmart (2019)

3 adhered 2 violated

Debenhams (2019)

3 adhered 2 violated

Debenhams (2019)

2 adhered 0 violated

ASOS (2019)

2 adhered 9 violated

B&H Photo (2019)

1 adhered 1 violated

Apple (2019)

1 adhered 1 violated

ASOS (2019)

0 adhered 0 violated

ASOS (2019)

0 adhered 1 violated