Baymard
Information
- Platform
- Cost
- $200/mo Foundation; $350/mo Expansion; from $700/mo Custom - all billed annually only ($2,400 / $4,200 / $8,400+ per year)
Other Info
FreeYes
About Baymard
Baymard Institute is a UX research company focused on ecommerce. Its main product is a subscription to a research library of more than 700 UX guidelines and 18,000+ design examples, based on over 200,000 hours of usability research across 35+ ecommerce industries.
Subscriptions also include UX-Ray, an automated scanner that reviews key parts of a store against Baymard's guidelines and groups findings by severity, plus UX-Query, an AI assistant that answers design questions from the research. There is a Figma plugin, competitor benchmarking and training with three certification levels.
Separately, Baymard sells expert-led audits: full-site, flow-specific, competitor and WCAG 2.1 AA accessibility audits, priced per engagement. It is a research service more than a self-serve audit tool.
Best for: Ecommerce teams who want research-backed guidelines and benchmarks to base design decisions on.
Strengths
- Large, ecommerce-specific guideline library with design examples.
- Benchmark data comparing UX performance across hundreds of ecommerce sites.
- Automated UX-Ray scan included in subscriptions.
- Expert audit service available, including WCAG 2.1 AA accessibility audits.
Limitations
- Paid plans start at $2,400 a year, shown as annual prices.
- Focused on ecommerce; less useful for SaaS or content sites.
- Expert audits are quote-only.
Pricing
Foundation is $2,400 a year ($200 a month) and Expansion $4,200 a year ($350 a month), each with 3 users and $20 a month per extra user. Custom starts at $8,400 a year ($700 a month) and adds expert consultations and SSO. A free plan gives access to a limited set of guidelines and page design examples. Expert audits are priced separately. Checked October 2026.
When to pick something else
- UXAudit.Now: pick it if you want a cheaper self-serve audit against a guideline library
- VertaaUX: pick it if you need automated UX and accessibility checks on any site type
- Hotjar: pick it if you want behaviour data from your own visitors
Checked against Baymard’s own website in October 2026.
