Infinite Scroll Website Design: Pros & Cons (2025)

Introduction

If you’ve ever scrolled through your social media feed and noticed that new posts just keep appearing as you move down the page, you’ve experienced infinite scroll.

It’s a web design pattern that can feel smooth and addictive — but is it right for your small business website?

In this guide, we’ll explain what infinite scroll is, where it works well, and where it can cause problems. We’ll also share best practices so you can make an informed decision about whether it’s a good fit for your business.

What Is Infinite Scroll?

Infinite scroll is a way of loading content continuously as someone scrolls down a webpage. Instead of clicking a “next page” button, visitors simply keep moving down, and more items appear automatically.

You’ll see infinite scroll on:

• Social media platforms like Facebook, Instagram, and TikTok.
• Image-heavy sites like Pinterest.
• News feeds where there’s always something new to read.

It creates a sense of never-ending discovery, which can be great for certain types of websites. But for others — like goal-driven ecommerce stores — it may not always be the best choice.

Why Small Businesses Care About Infinite Scroll

At first glance, infinite scroll might seem like a design detail only big tech companies need to think about. But for small businesses, it can have a real impact on:

• Customer experience: Does your website feel easy and enjoyable to use, or is it frustrating?
• Sales: Does your design help people find what they need quickly so they’re more likely to buy?
• Brand perception: A smooth, modern site builds trust, while clunky or unintuitive navigation can drive people away.

In other words: design choices like infinite scroll can directly affect your bottom line.

Advantages of Infinite Scroll

When used in the right context, infinite scroll offers several benefits:

1. Seamless Browsing

People don’t have to keep clicking “next page” — they can just keep scrolling. This feels especially natural on mobile devices.

2. Higher Engagement

If your website is designed for discovery, infinite scroll can encourage visitors to keep exploring. They may see more of your products or articles than they would with traditional pagination.

3. Great for Visual Content

If your business relies heavily on images — say, you run a photography studio or sell fashion items — infinite scroll lets users quickly scan through lots of visuals.

4. Mobile-Friendly

Because mobile users are used to scrolling through apps and feeds, infinite scroll can feel intuitive and familiar. Learn more about mobile-friendly design here.

Disadvantages of Infinite Scroll

Infinite scroll isn’t perfect. Here are the main drawbacks small business owners should know about:

1. Hard to Find Specific Items

If a customer is looking for one particular product or piece of information, endless scrolling can feel overwhelming. It’s like digging through a bottomless bargain bin instead of finding what you need on a tidy shelf.

2. Footer Problems

On many infinite scroll websites, the footer (the section at the bottom of the page with contact info, terms, or important links) is nearly impossible to reach. That can frustrate customers.

3. Can Hurt Website Performance

Automatically loading content takes resources. On slower internet connections or older devices, pages can become sluggish or even crash.

4. Accessibility Challenges

Not all visitors navigate with a mouse or touchscreen. Keyboard users and screen readers can struggle with infinite scroll if it’s not designed carefully. Read more about accessible web design here.

5. SEO Considerations

If done poorly, infinite scroll can make it harder for search engines to index all your content. This can negatively affect your rankings.

When Infinite Scroll Works Well

For small businesses, infinite scroll may be a good choice if your website:

• Is focused on visual discovery (fashion, art, photography, design).
• Features lots of fast-changing content (blogs, news updates, social feeds).
• Encourages browsing for inspiration rather than goal-driven shopping.

Example: A boutique clothing store showcasing its lookbook could use infinite scroll so customers can easily browse seasonal outfits.

When to Avoid Infinite Scroll

Infinite scroll may not be right if your website:

• Is built for goal-driven shopping where people want to compare products, check details, and move to checkout quickly.
• Requires visitors to find specific items, like in a hardware store with hundreds of tools.
• Needs a visible footer for contact details, trust badges, or key navigation links.
• Has an audience with slower internet speeds or older devices, where performance is a big concern.

Example: An online shop selling electronics may frustrate customers if they can’t quickly jump to the exact product they want. Pagination or filters would work better.

Best Practices for Infinite Scroll Website Design (2025)

If you’re considering infinite scroll, here are some simple best practices to keep in mind:

• Show progress. Let users know how far they are (e.g., “Showing 20 of 100 items”).
• Keep the back button working. If someone clicks on a product and comes back, they should land where they left off — not at the top again.
• Provide alternatives. A “Load More” button can give people more control while still feeling seamless.
• Make important links visible. Ensure your contact details, shopping cart, or footer are always accessible.
• Optimise for performance. Use compressed images and lazy loading so the site doesn’t slow down.
• Test accessibility. Check that people can use your site with a keyboard, and that screen readers announce new content correctly.

Alternatives and Hybrid Options

You don’t have to choose between endless scrolling or old-fashioned pagination. There are middle-ground options:

• Pagination: Best for structured, searchable content. Example: “Page 1 of 10.”
• “Load More” buttons: Let users decide when to fetch more content, reducing overwhelm.
• Hybrid designs: Infinite scroll for the first section, then a button or pagination after.

For many small business websites, these hybrids strike the best balance between smooth browsing and user control.

Real-World Examples

• Good use of infinite scroll: A local artist’s online portfolio, where visitors can keep scrolling through artworks without interruption.
• Poor use of infinite scroll: An ecommerce store where customers can’t find the checkout or the footer because the page never seems to end.

Should Your Business Use Infinite Scroll?

Here’s a quick checklist:

• Do your customers usually browse for inspiration, or search for something specific?
• Is visual discovery (like photos or designs) a big part of your website?
• Do you have the resources to make infinite scroll fast, accessible, and SEO-friendly?

If you answered “yes” to most of these, infinite scroll might be worth testing. If not, traditional navigation options like pagination or “Load More” buttons may serve you better.

Conclusion

Infinite scroll can create a smooth, modern browsing experience — but it’s not a one-size-fits-all solution. For some small businesses, it boosts engagement and makes content shine. For others, it can frustrate users and even hurt sales.

The key is to understand your audience and your business goals.

Our team can help you decide whether infinite scroll is the right choice for your website, and make sure it’s designed to be fast, accessible, and user-friendly. Get in touch today and let’s build an ecommerce website that works for your business in 2025 and beyond.