The Impact of Infinite Scrolling on eCommerce Conversion in 2025

Online shopping in 2025 isn’t just about finding a product. It’s about how easily someone can move through a website and how smooth the experience feels. If the experience feels clunky, they leave; 88% don’t come back after a bad visit. Users prefer not to wait for webpages to load or click repeatedly.

This is where UX design comes into play. Infinite scrolling is one such approach. The idea is simple: just keep scrolling, and additional information will appear. However, how the content loads can change everything, how people browse, what they notice, what they skip, and even whether they buy or not.

Let’s break down how the concept of endless scrolling affects the eCommerce space and whether it benefits sellers.

What is Infinite Scrolling?

Infinite scroll is a feature that allows additional material to load automatically when a user scrolls down a website. There is no need for buttons like “Next Page” or “Load More.”  This makes browsing seamless and effortless, particularly on phones where scrolling is faster than tapping.  Content is arranged in a single feed rather than being divided into distinct pages. The page loads briefly, and then more content is added in the background as the user scrolls. It happens fast and without effort.

This can encourage consumers to spend more time on the website.  When there are more things available, people are more likely to find something they want to buy. By eliminating small actions, such as clicking or waiting for pages to load, infinite scroll can enhance browsing speed. It performs well on content-rich websites, particularly those where users are browsing.

What are the Benefits of Using Infinite Scroll

Here are some of the major advantages of using infinite scroll:

1. Keeps Users Engaged: Even when customers appreciate the product, 70% of carts are abandoned mainly due to usability concerns. When users are not required to stop or click “next,” they spend a longer time on the website. This is why platforms like X (formerly Twitter) include infinite scrolling. The text flows easily, allowing consumers to continue scrolling.
2. Easier Content Discovery: Infinite scroll is ideal for browsing. They can continue to discover fresh information without having to search or go through filters.
3. Better for Mobile: Mobile devices make scrolling simpler than clicking small page numbers. Infinite scrolling enables users to swipe without waiting.
4. Fewer Interruptions: Unlike pagination, there is no waiting for pages to load. Content is presented continuously.
5. Faster Navigation: Users can scroll down to view more and back up without having to refresh or push additional buttons.
6. Clean Design: No page numbers or extra links. Just a single, smooth page that keeps the layout simple and focused.
7. More Time Spent: Since scrolling is easy and content keeps coming, users often stay longer on the site or app.

Common Drawbacks of Infinite Scroll

While infinite scroll can feel smooth at first, it comes with several usability issues that can frustrate users. Some of them are:

1. Hard to Find Older Content: As new content keeps loading, older posts get buried. Users often can’t go back or revisit something they saw earlier without scrolling endlessly.
2. Slows Down the Page: More loading means more pressure on the device. On weak connections, pages lag or freeze.
3. Can’t Return Easily: After clicking on something, hitting “back” takes you to the top. You have to scroll down again.
4. Footer Becomes Inaccessible: Important links at the bottom are difficult to access since new content is constantly loaded.
5. No Clear End: Users cannot tell if they have reached the bottom. It may appear that the page is still loading.
6. Bad for Search Engines: Search engines can’t properly index anything if there aren’t distinct pages. This reduces visibility.
7. Not Accessible for Everyone: People with screen readers or impairments sometimes fail to utilise infinite scroll effectively.
8. High Data Usage: Since content keeps loading, users may use more data than expected.
9. Interrupts the Reading Flow: Some websites use infinite scroll in a way that disrupts the reading experience. Information blends into one another. 

Better UX Options Than Infinite Scroll for 2025

Infinite scroll feels smooth initially, but it doesn’t always work well. If you’re looking for better ways to improve the user experience, there are some great alternatives available now.

Pagination

This is how content is usually separated into pages. Every page has a number, and visitors may navigate between them with ease. It helps to know where they are and how much is left. To return to a specific page, they can click the corresponding page number.  Pagination makes things feel more organised and gives more control to the user.

Load More Button

Instead of showing everything at once, this method first shows a part of the content. The user can then click a button to learn more. As a result, the page loads quickly and remains minimal. It also provides the user more control. It performs best on pages with lengthy lists that people choose to read.

Integrated Pagination

Its unique approach combines scrolling with page numbers. Scrolling down loads the information and displays page numbers. The numbers function as subtle indicators that help users remember their location. To return to or open a certain page, click on its number. It creates a sense of fluidity while simultaneously adding structure.

Sub-Category Grid

This approach divides material into categories and allows users to filter it to narrow down the results. The page displays information in a grid. Scrolling through items they have no interest in. They can just choose what they want and see results more quickly. This is useful for directing the visitor to more specific content among a large amount of similar content.

Modal Slideshow

In this setup, clicking an item opens a small window that displays similar items one by one. It’s simple and focused. Since only one thing is shown at a time, the user can look more closely. This works best when the goal is to display high-quality images or detailed views.

Optimising Infinite Scroll for Conversion and UX in 2025

Some of the best ways to optimise infinite scroll in 2025 are:

• Integrate with other models, like pagination, to prevent endless scrolling and give users control.
• Add clear breaks or section markers.
• By changing URLs as visitors scroll, you can allow them to bookmark or share specific pages.
• For ease of use, keep the “Back to Top” icon visible.
• To keep important links accessible, stop scrolling in the footer.
• To avoid uncertainty about whether more content is loaded, use a clear endpoint.
• Remember the user’s position if they leave the page and return.
• Ensure it functions properly on all devices and across various internet speeds.
• Include accessibility features to make it user-friendly for everyone.

Deciding When Infinite Scroll is the Right Choice

When customers want to explore without specifically looking for something, infinite scroll works well. It works best for related content, such as articles, photos, or social media posts. In these cases, visitors can browse without needing to use filters or a complex layout.

It also suits platforms where people expect continuous discovery and where no clear endpoint is needed. For example, news feeds or entertainment pages where the goal is to maintain high engagement. There is no single best method. Infinite scroll, “Load More” buttons, and classic pagination have pros and cons. What works depends on:

• Who are your users?
• What are they trying to do?
• What devices they’re using?
• Whether they face limits like poor internet or accessibility needs?

How Shiprocket Checkout helps in increasing conversions

User experience is just one part of eCommerce. Checkout is another crucial step that directly affects conversions. A complicated checkout is one of the primary reasons shoppers leave without making a purchase. Shiprocket Checkout solves this by making the process fast, simple, and easy. It automatically fills in addresses, clearly displays delivery dates, and supports secure, hassle-free logins. 

This reduces errors, saves time, and increases trust in the purchase process. It also addresses cash-on-delivery issues by encouraging prepaid payments using smart discounts and offers. Sellers without technical experience can just apply it on their platforms. With benefits like 70% quicker checkouts and 30% reduced RTOs, it helps bring more carts to completion while increasing overall revenues.

Conclusion

Users want a smooth user experience that is quick and simple. Even a 0.1-second speed boost can lift conversions by up to 10% and smoother navigation can lift your conversions by as much as 400%. If the purpose is to keep visitors engaged, such as browsing more content or finding new information, an endless scroll can be effective.

If consumers want control, speed, or specialised results, try using pagination, Load More, or combining infinite scroll with other UX designs. Choosing the correct format isn’t about following trends; it’s about making things easier for your customers.

A thoughtful UX design, combined with a frictionless checkout experience like Shiprocket Checkout, can help you convert more visitors, reduce drop-offs, and grow your business efficiently in 2025.