Testimonials
“These reports are fabulous. The content is exactly what our team has been looking for, and so much more! Extremely helpful, thank you!”
Merchandise & Print-to-Order
Merchandise & Print-to-Order UX Research
Explore how people find merchandise, understand customization options and place print orders online. Baymard’s research combines guidelines, specialist site benchmarks and implementation examples to help teams support product selection, personalization and checkout across the merchandise and print-to-order shopping journey.
Connect product choice with a clear path to personalization
Merchandise and print orders require people to choose a suitable product and understand how they can make it their own. Use industry research to improve the connections between browsing, product information, personalization and purchase, helping customers understand their options as they move through an order.
Key UX challenges for merchandise and print-to-order
Help customers find a suitable product
Explore benchmark examples from merchandise and print providers, showing how navigation, product lists and filtering support the search for products that fit a project.
Explain product details and options
Product images and descriptions help customers understand what they are ordering. Explore broader product page research to support clear merchandise information and option selection.
Support the path to a completed order
Keep the transition from a chosen product to checkout understandable, using broader research on forms, order information and the steps needed to complete a purchase.
Merchandise research, in numbers
These totals describe the current merchandise and print-to-order research library.
220+
Merchandise and print-to-order UX guidelines
3,100+
Industry UX performance scores
2,300+
Industry implementation examples
Merchandise & Print-to-Order
The findings from Baymard’s large-scale testing of Merchandise & Print-to-Order sites provide you with 220+ UX guidelines, along with 3,100+ UX performance scores and 2,300+ implementation examples (incl. best practices) from Merchandise & Print-to-order sites.
The research includes merchandise and print-to-order websites such as:VistaPrint, Printify, Zazzle, Printful, Avery, Spreadshirt, and Custom Ink
8 × Themes
Research across merchandise shopping journeys
The research covers merchandise and print-to-order websites, including specialists such as Vistaprint, Printful, Zazzle and Custom Ink. It examines the experience across navigation, search, product lists, product information and personalization, then follows the purchase journey through the cart, checkout and customer account interactions.
Usability research informs the guidelines, and manual benchmarking provides examples of how specialist providers apply those patterns. The 2025 benchmark covers seven merchandise and print-to-order websites. Use the research library to compare design approaches, understand the role of product images and descriptions, and bring evidence into decisions about the route from finding a product to placing an order.
Explore merchandise and print provider examples
Browse specialist case studies to compare how merchandise and print providers handle product discovery, product information and purchasing. Use the examples as practical design references, and book a demo to explore the research guidance that sits alongside them.
How teams use Baymard’s research
Testimonials
“Baymard has been a great resource in helping us improve the customer experience. We are continually applying these best practices to our sites.”
Testimonials
“This is very, very useful! Let me check what we can do to improve the usability in the Smashing Shop.”
Looking for an expert review of your site?
A merchandise and print-to-order UX audit applies the research to your website through an expert review and prioritized recommendations.
See the merchandise research in action
Book a demo to explore guidance for product discovery, personalization and the path to a completed print order.