Nielsen Norman Group – Ecommerce User Experience – 5th Edition (Vol. 01)



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Nielsen Norman Group – Ecommerce User Experience – 5th Edition (Vol. 01)

Ecommerce User Experience Vol. 01: Ecommerce User Behavior and Executive Summary for the Series

5th Edition

Part of Series: Ecommerce User Experience

This 157-page report summarizes the most-important findings, guidelines, and concepts from the entire ecommerce report series and provides essential information about how people shop online. Behavioral analysis and essential findings are combined to create a complete overview of shopping behavior and best practices. This is the report to read if you (and your boss) don’t have time to read the entire series.


  • Effects of the COVID-19 pandemic on ecommerce
  • Upgrades to Buy-online-pickup-in-store
  • Live video support
  • Comparison tables and decision support
  • Communication by notification
  • The influence of direct-to-consumer ecommerce on shoppers expectations
  • Helping users find products that match their taste
  • Reflecting your customers and their values
  • Social shopping
  • Augmented reality
  • Top findings from each report in the series
  • Homepages, Navigation, and Product Comparisons
  • Product Pages
  • Shopping Cart, Checkout, and Registration
  • Search, Filters, and Routing Pages
  • Customer Service
  • Selling Strategies
  • Wishlists, Gift Cards, and Gift Giving
  • Trust and Credibility
  • International Purchasers
  • Store Finders and Locators
  • Transactional Emails, Confirmation Messages, and Notifications

Research Method

The information in this report is based on five separate rounds of ecommerce studies for this and the previous four editions of this report. These studies included a mix of the following methodologies:

  • One-on-one usability testing
  • Diary-based longitudinal study
  • Eyetracking
  • Expert Review

Representative users tested 350+ ecommerce websites. The studies took place in the United States, the United Kingdom, Denmark, India and China

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      • No coaching calls or scheduled sessions with the author.
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      • No entry to the author’s exclusive membership forum.
      • No direct email support from the author or their team.

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