This comprehensive 13-report series from the world's leading UX research organization distills 1,073 design guidelines from testing 350+ ecommerce websites across 5 countries over 20+ years. The 5th edition reflects research where users successfully completed nearly all shopping tasks—proving that while 'easy' is now table stakes, differentiation requires exceptional experiences.

Current research highlights emerging trends: in-page video product showcases, livestream selling integration, AI-generated review summaries, and sophisticated social commerce. Essential reading for any team building or optimizing ecommerce experiences.

In our first ecommerce studies in 2000–2001, users failed almost half the time when they tried to shop. Today's consumers successfully complete nearly all tasks—but when most sites cover the basics, 'easy' alone is no longer enough.