Baymard's checkout research reports an average of 23.48 form elements displayed by default in the U.S. checkout flow, while its usability research found that an ideal flow can be reduced to as few as 12 elements. The benchmark is a design signal, not a promise that every store should use exactly 12 elements.
Form complexity benchmark
| Measure | Baymard result | Audit question |
|---|---|---|
| Average elements shown by default | 23.48 | Which fields are essential at this step? |
| Possible efficient flow | As few as 12 | Can optional fields be deferred? |
| Shoppers citing complex checkout | 17% | Which abandonment reason is present locally? |
Source: Baymard checkout usability research, updated February 2, 2025 and accessed August 10, 2026.
Run a field audit
List every visible field, checkbox, drop-down, and radio control. Mark its purpose, data owner, validation rule, and whether it is needed before payment. Remove duplicates, defer account creation, explain required fields, and preserve a clear order summary. Test keyboard, mobile, error, and returning-customer paths.
Measure completion rate, field-level errors, time to complete, and support contacts. A shorter flow is not automatically better if it hides costs or removes information needed for fulfillment.
Method and limits
Baymard combines qualitative testing, quantitative studies, and benchmark review. The sample does not represent every store, product category, or customer segment. Use it to form an audit hypothesis and validate with first-party analytics.
Frequently asked questions
Should a store remove every optional field?
No. Keep fields that protect fulfillment or the customer experience, but explain why they are needed and place them where the user expects them.
Is the number of steps the main problem?
Not always. Perceived effort, unclear labels, errors, and hidden information can matter more than the step count.
Related Research
An ecommerce operations routine can turn this audit into a tracked sequence of small, reviewable improvements.
Sources
- Baymard Institute, Reasons for Cart Abandonment, updated February 2, 2025: https://baymard.com/blog/ecommerce-checkout-usability-report-and-benchmark
- Baymard Institute, Checkout Optimization: Minimize Form Fields, accessed August 10, 2026: https://baymard.com/blog/checkout-flow-average-form-fields