Page Types Overview

Mobile Web: Navigation Menu

189 design examples manually annotated by Baymard researchers

What’s this? Here you’ll find 189 annotated “Navigation Menu” 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 usability testing we consistently observe that mobile navigation is particularly difficult for users. When designing a mobile navigation it will often have to deviate significantly from the desktop mega drop-down. Most often the mobile menu is by default collapsed and hidden behind a ‘3-bars’ ‘hamburger’ icon. One particular pitfall most sites struggle with is a mobile menu design that can both allow users to access the broad parent category pages while also allowing users to go deep into the sub-subcategory levels.

More ‘Navigation Menu’ Insights

  • Desktop Examples: Besides the mobile examples below, we also have 145+ desktop examples of Drop-Down Menu implementations, and 155+ desktop examples of Top-Level Navigation implementations.

  • Learn More: Besides exploring the 189 mobile “Navigation Menu” 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 351 mobile 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.)


Bang & Olufsen (2021)

8 adhered 1 violated

Dick's Sporting Goods (2021)

6 adhered 4 violated

Smyths (2021)

5 adhered 4 violated

The Vitamin Shoppe (2021)

5 adhered 3 violated

Xfinity (2021)

5 adhered 1 violated

Van Cleef & Arpels (2021)

5 adhered 1 violated

Van Cleef & Arpels (2021)

5 adhered 0 violated

Gucci (2021)

5 adhered 2 violated

Chewy (2021)

4 adhered 5 violated

Bell (2021)

4 adhered 3 violated

Orange (2021)

4 adhered 4 violated

Jimmy Choo (2021)

4 adhered 2 violated

Jimmy Choo (2021)

4 adhered 2 violated

Louis Vuitton (2021)

4 adhered 1 violated

Zooplus (2021)

3 adhered 4 violated

Lego (2021)

3 adhered 5 violated

Ulta Beauty (2021)

3 adhered 6 violated

Chanel (2021)

3 adhered 3 violated

Chanel (2021)

3 adhered 0 violated

TAG Heuer (2021)

3 adhered 2 violated

Gucci (2021)

3 adhered 2 violated

Guitar Center (2021)

2 adhered 7 violated

Thomann (2021)

2 adhered 8 violated

Sports Direct (2021)

2 adhered 6 violated

Vitamin World (2021)

2 adhered 5 violated

Shop Apotheke (2021)

2 adhered 4 violated

CVS (2021)

2 adhered 4 violated

Peapod (2021)

2 adhered 3 violated

Peapod (2021)

2 adhered 1 violated

Verizon (2021)

2 adhered 6 violated

Vodafone UK (2021)

2 adhered 7 violated

TAG Heuer (2021)

2 adhered 2 violated

Louis Vuitton (2021)

2 adhered 0 violated

Fresh Direct (2021)

1 adhered 3 violated

Fresh Direct (2021)

1 adhered 2 violated

Albertsons (2021)

1 adhered 0 violated

Albertsons (2021)

1 adhered 4 violated

Ocado (2021)

1 adhered 2 violated

Ocado (2021)

1 adhered 2 violated

Ocado (2021)

1 adhered 2 violated

Sainsbury's (2021)

1 adhered 2 violated

Louis Vuitton (2021)

1 adhered 3 violated

Albertsons (2021)

0 adhered 1 violated

Sainsbury's (2021)

0 adhered 3 violated

Sainsbury's (2021)

0 adhered 3 violated

J.C. Penney (2020)

10 adhered 1 violated

Hayneedle (2020)

8 adhered 3 violated

Microsoft (2020)

6 adhered 3 violated

Dell (2020)

6 adhered 5 violated

GAP (2020)

6 adhered 3 violated

Overstock (2020)

6 adhered 1 violated

REI (2020)

6 adhered 4 violated

Office Depot (2020)

6 adhered 3 violated

Bass Pro Shops (2020)

5 adhered 4 violated

Marks & Spencer (2020)

5 adhered 4 violated

Victoria's Secret (2020)

5 adhered 8 violated

Lowe's (2020)

5 adhered 1 violated

American Eagle Outfitters (2020)

5 adhered 5 violated

Crate & Barrel (2020)

5 adhered 2 violated

John Lewis (2020)

5 adhered 3 violated

John Lewis (2020)

5 adhered 0 violated

Costco (2020)

4 adhered 2 violated

TigerDirect (2020)

4 adhered 6 violated

Neiman Marcus (2020)

4 adhered 2 violated

Ann Taylor (2020)

4 adhered 6 violated

Ann Taylor (2020)

4 adhered 1 violated

GAP (2020)

4 adhered 2 violated

Gilt (2020)

4 adhered 2 violated

Urban Outfitters (2020)

4 adhered 6 violated

Williams Sonoma (2020)

4 adhered 4 violated

Disney Store (2020)

4 adhered 4 violated

Foot Locker (2020)

4 adhered 2 violated

Foot Locker (2020)

4 adhered 3 violated

Etsy (2020)

4 adhered 1 violated

Tesco (2020)

3 adhered 3 violated

Musician's Friend (2020)

3 adhered 2 violated

Neiman Marcus (2020)

3 adhered 2 violated

HP (2020)

3 adhered 3 violated

HP (2020)

3 adhered 2 violated

Argos (2020)

3 adhered 4 violated

Marks & Spencer (2020)

3 adhered 2 violated

Northern Tool (2020)

3 adhered 2 violated

Overstock (2020)

3 adhered 3 violated

Rakuten (2020)

3 adhered 4 violated

Williams Sonoma (2020)

3 adhered 3 violated

Crate & Barrel (2020)

3 adhered 4 violated

REI (2020)

3 adhered 1 violated

Best Buy (2020)

3 adhered 0 violated

Newegg (2020)

3 adhered 3 violated

Newegg (2020)

3 adhered 0 violated

J.C. Penney (2020)

3 adhered 1 violated

Target (2020)

3 adhered 1 violated

Hitachi UK (2020)

2 adhered 4 violated

Berlin Packaging (2020)

2 adhered 4 violated

Costco (2020)

2 adhered 1 violated

Musician's Friend (2020)

2 adhered 2 violated

Bass Pro Shops (2020)

2 adhered 1 violated

Northern Tool (2020)

2 adhered 2 violated

Rakuten (2020)

2 adhered 1 violated

Rakuten (2020)

2 adhered 0 violated

Sears (2020)

2 adhered 3 violated

Sears (2020)

2 adhered 2 violated

Best Buy (2020)

2 adhered 2 violated

Best Buy (2020)

2 adhered 2 violated

Newegg (2020)

2 adhered 1 violated

Disney Store (2020)

2 adhered 3 violated

H&M (2020)

2 adhered 4 violated

Etsy (2020)

2 adhered 1 violated

Target (2020)

2 adhered 6 violated

Cole-Parmer (2020)

1 adhered 5 violated

Arrow (2020)

1 adhered 1 violated

Tesco (2020)

1 adhered 0 violated

TigerDirect (2020)

1 adhered 1 violated

Microsoft (2020)

1 adhered 0 violated

Argos (2020)

1 adhered 2 violated

Gilt (2020)

1 adhered 2 violated

Gilt (2020)

1 adhered 2 violated

Urban Outfitters (2020)

1 adhered 2 violated

Lowe's (2020)

1 adhered 2 violated

American Eagle Outfitters (2020)

1 adhered 1 violated

Overstock (2020)

1 adhered 0 violated

Office Depot (2020)

1 adhered 3 violated

Foot Locker (2020)

1 adhered 2 violated

Target (2020)

1 adhered 1 violated

Thermofischer (2020)

0 adhered 3 violated

Costco (2020)

0 adhered 1 violated

Tesco (2020)

0 adhered 4 violated

TigerDirect (2020)

0 adhered 2 violated

Musician's Friend (2020)

0 adhered 5 violated

Neiman Marcus (2020)

0 adhered 3 violated

Argos (2020)

0 adhered 3 violated

Dell (2020)

0 adhered 1 violated

Lowe's (2020)

0 adhered 1 violated

Northern Tool (2020)

0 adhered 3 violated

Williams Sonoma (2020)

0 adhered 1 violated

Crate & Barrel (2020)

0 adhered 0 violated

Sears (2020)

0 adhered 3 violated

Disney Store (2020)

0 adhered 1 violated

Etsy (2020)

0 adhered 1 violated

Walgreens (2019)

7 adhered 5 violated

Macy's (2019)

7 adhered 7 violated

Adidas (2019)

6 adhered 0 violated

Zalando (2019)

6 adhered 5 violated

Walmart (2019)

6 adhered 1 violated

ASOS (2019)

6 adhered 3 violated

Sephora (2019)

5 adhered 5 violated

Nike (2019)

5 adhered 4 violated

Debenhams (2019)

5 adhered 1 violated

Debenhams (2019)

5 adhered 2 violated

Staples (2019)

4 adhered 3 violated

Adidas (2019)

4 adhered 0 violated

L.L. Bean (2019)

4 adhered 2 violated

Nordstrom (2019)

4 adhered 2 violated

B&H Photo (2019)

4 adhered 3 violated

Build.com (2019)

3 adhered 2 violated

Build.com (2019)

3 adhered 3 violated

Amazon (2019)

3 adhered 2 violated

Home Depot (2019)

3 adhered 2 violated

Wayfair (2019)

3 adhered 1 violated

L.L. Bean (2019)

3 adhered 2 violated

Crutchfield (2019)

3 adhered 4 violated

IKEA (2019)

3 adhered 1 violated

Apple (2019)

3 adhered 0 violated

Adidas (2019)

2 adhered 5 violated

Sephora (2019)

2 adhered 3 violated

Amazon (2019)

2 adhered 3 violated

Home Depot (2019)

2 adhered 3 violated

L.L. Bean (2019)

2 adhered 2 violated

Nordstrom (2019)

2 adhered 2 violated

Nordstrom (2019)

2 adhered 2 violated

Crutchfield (2019)

2 adhered 1 violated

Debenhams (2019)

2 adhered 1 violated

IKEA (2019)

2 adhered 3 violated

ASOS (2019)

2 adhered 4 violated

Staples (2019)

1 adhered 1 violated

Zalando (2019)

1 adhered 2 violated

Amazon (2019)

1 adhered 2 violated

Home Depot (2019)

1 adhered 3 violated

Wayfair (2019)

1 adhered 2 violated

Nike (2019)

1 adhered 5 violated

L.L. Bean (2019)

1 adhered 0 violated

Walmart (2019)

1 adhered 0 violated

IKEA (2019)

1 adhered 4 violated

Macy's (2019)

0 adhered 0 violated

Walgreens (2019)

0 adhered 4 violated

Macy's (2019)

0 adhered 2 violated

Wayfair (2019)

0 adhered 3 violated

Walmart (2019)

0 adhered 3 violated

Crutchfield (2019)

0 adhered 3 violated