NNGroup E-Commerce UX (15 Articles · PLP Pagination Alternatives / Category Pages / Comparison Tables / Multi-Variants / Product Photos / Model Diversity / Shopper Typology / Compensatory vs Noncompensatory Decision-Making / International Sizing / UGC Translation / Social Responsibility / Luxury E-Commerce / AR)
15 curated articles from the Nielsen Norman Group e-commerce UX knowledge base. Reorganized into 8 sections along the shopping decision journey: ① Shopper typology and decision models — 5 types of general e-commerce shoppers (product-focused / browsers / researchers / bargain hunters / one-time) + 4 types of luxury shoppers (window shoppers / stylists / occasional splurgers / big spenders), compensatory vs noncompensatory decision-making (use facets to filter out options → use comparison tables to weigh tradeoffs; 5–7 options is the tipping point); ② Product Listing Page (PLP) browsing — traditional pagination vs Infinite Loading (only use when <40 items and strong filtering is applied) vs Show More button, must display total item count + loading progress (Lululemon: 40 of 333 items) + Save the Spot to preserve browsing position; ③ Category Page — traditional vs Hybrid (place educational content at the top of the listing page instead of forcing a detour), Bonobos direct access vs Eddie Bauer detour; ④ 6 rules for product photos — Large / Consistent / Specific / Dynamic hover / Contextual / Inclusive; ⑤ Multi-variant display — simple variants (color, size) use on-page attribute selectors vs complex variants (TV product lines) use separate pages + similar products module, Best Buy product line dropdown as a counterexample vs Costco separate pages; ⑥ Comparison Table — ≤5 items / static vs dynamic / sticky headers / highlight differences / convert columns to labels on mobile; ⑦ Trust and globalization — Diverse Models / model selection feature / international sizing with both local and original size / brand-specific size charts / one-click Translate All for UGC reviews / Socially Conscious practices (Toms donates $1 for every $3 earned) / AR try-on for makeup and furniture (accuracy determines usefulness); ⑧ Luxury e-commerce — the Consider stage is the weak point, scarcity, price range, deep personal connection. Target readers: product managers; jargon explained in-line, decision-oriented (when to use / how to choose / counterexamples).