Page Types Overview

Category Page

41 design examples manually annotated by Baymard researchers

What’s this? Here you’ll find 41 annotated “Category Page” design examples from Baymard’s UX benchmark of 63 major e-commerce sites. (Note: this is less than 1% of the full research catalog.)

Category Pages are typically used only for broad top-level categories that are so broad it doesn’t make sense to show users a product listing page. On mobile sites, these pages are particularly difficult to design, as the small mobile screen makes it difficult to simply scale down the desktop design and get good results, where users are provided with a decent overview of all the subcategories within the top-level category.

More ‘Category Page’ Insights

  • Desktop Examples: Besides the mobile examples below, we also have 200+ desktop examples of Intermediary Category Page implementations.

  • Learn More: Besides exploring the 41 mobile “Category Page” design examples below, you may also want to read our related article “The State of Mobile E-Commerce Search and Category Navigation”.

  • 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.)


H&M (2020)

8 adhered 5 violated

Target (2020)

7 adhered 0 violated

Argos (2020)

5 adhered 0 violated

W.W. Grainger, Inc. (2020)

5 adhered 1 violated

Sears (2020)

5 adhered 0 violated

Marks & Spencer (2020)

4 adhered 2 violated

Hayneedle (2020)

4 adhered 2 violated

Best Buy (2020)

4 adhered 1 violated

Berlin Packaging (2020)

3 adhered 3 violated

Microsoft (2020)

3 adhered 1 violated

Dell (2020)

3 adhered 0 violated

Lowe's (2020)

3 adhered 2 violated

W.W. Grainger, Inc. (2020)

3 adhered 2 violated

Overstock (2020)

3 adhered 3 violated

Rakuten (2020)

3 adhered 0 violated

Crate & Barrel (2020)

3 adhered 3 violated

REI (2020)

3 adhered 2 violated

Office Depot (2020)

3 adhered 1 violated

J.C. Penney (2020)

3 adhered 1 violated

Thermofischer (2020)

2 adhered 2 violated

Arrow (2020)

2 adhered 2 violated

Costco (2020)

2 adhered 1 violated

HP (2020)

2 adhered 2 violated

Victoria's Secret (2020)

2 adhered 2 violated

John Lewis (2020)

2 adhered 1 violated

Cole-Parmer (2020)

1 adhered 1 violated

Bass Pro Shops (2020)

1 adhered 2 violated

Etsy (2020)

1 adhered 1 violated

Hitachi UK (2020)

0 adhered 0 violated

Berlin Packaging (2020)

0 adhered 1 violated

W.W. Grainger, Inc. (2020)

0 adhered 2 violated

Newegg (2020)

0 adhered 3 violated

Apple (2019)

9 adhered 1 violated

B&H Photo (2019)

7 adhered 2 violated

Build.com (2019)

5 adhered 0 violated

Walmart (2019)

4 adhered 0 violated

Staples (2019)

3 adhered 0 violated

Home Depot (2019)

3 adhered 0 violated

Wayfair (2019)

3 adhered 1 violated

IKEA (2019)

3 adhered 2 violated

Amazon (2019)

2 adhered 1 violated