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Infinite scroll is a UX pattern in which new content loads automatically as a user scrolls to the bottom of a page, continuing to surface more items without requiring the user to click a "Next Page" button or navigate to a new URL. It creates a continuous, unbroken browsing stream. Popularised by social media feeds (Instagram, Twitter, LinkedIn), infinite scroll has been widely adopted by ecommerce product listing pages as a way to expose users to more products with minimal interaction effort.
These three patterns represent distinct approaches to presenting large product catalogues:
Infinite scroll: Content loads automatically on scroll. Maximises exposure per session but makes it hard to return to a specific position, impossible to share a specific "page," and difficult for search engines to crawl deep pages.
Pagination: Products are divided into numbered pages. Users click to navigate. Allows precise navigation, easy returning to a position, and full SEO crawlability.
"Load More" button: A hybrid. Initial load shows a fixed number of products; users can request more with a single click. Preserves user control while reducing the friction of pagination.
The case for infinite scroll on PLPs rests on product exposure: users who scroll more see more products and theoretically have more chances to find something they want to buy. In practice, the evidence is mixed. Studies on ecommerce specifically show that:
A mid-sized Indian D2C fashion brand ran a test on their women's kurta category page: infinite scroll (control) vs. "Load More" button (variant). The Load More variant showed 28 products initially; clicking the button loaded the next 28. Results over 4 weeks: the Load More variant saw 12% lower average page scroll depth but 8% higher add-to-cart rate. The interpretation: infinite scroll was encouraging passive scrolling without decision-making, while Load More created natural stopping points where users evaluated what they'd seen and added items to cart.
Infinite scroll vs. Load More vs. pagination is a high-value A/B test for any ecommerce PLP with significant traffic. Measure add-to-cart rate, products-per-session, and conversion rate — not just scroll depth, which is an engagement metric that can be misleading.
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