Intermediary category pages

An intermediary category page earns its place when it helps shoppers choose a meaningful branch before they face a mixed or overwhelming product list. The business outcome is a shorter route to a useful product scope, not another campaign page between navigation and products.

Baymard observed that these pages can help shoppers who need guidance, while other shoppers prefer to reach a product list immediately.¹ Its DTC research provides the important countercondition: a focused catalog may not have enough meaningful hierarchy to justify the extra layer.²

Atlas synthesis: treat the page as a routing decision. First decide whether the broad category contains distinct product types, buying questions, or list controls. Then choose between a direct broad collection and an intermediary page. When the page is justified, lead with accurate subcategory routes, keep supporting content secondary, and preserve a clear route to view the broader product set.

Module diagnostic

Choose one top-level or broad category. Count the real product branches, inspect the combined list, and follow the route on desktop and mobile. Mark any branch that is empty, duplicates another route, uses an internal label, or narrows products without changing the shopper's decision. Then ask whether the same job would be easier with one broad collection and filters.

Small assignment

Write a one-page routing brief for that category. Include the direct-list or intermediary-page decision, branch labels, destinations, mobile order, broad “view all” route, empty-state behavior, supporting content, implementation surface, and merchandising owner. A theme section may be sufficient; a custom template is justified only when the chosen structure cannot be represented reliably through the active theme.

Evidence and further reading

1. [1]Edward Scott, “Consider Providing ‘Intermediary Category Pages,’” Baymard Institute, https://baymard.com/blog/ecommerce-sub-category-pages. Supports category-routing guidance and preserving access to the broad product list. Accessed August 24, 2026.
2. [2]“DTC UX: Avoid Intermediary Category Pages,” Baymard Institute, https://baymard.com/blog/dtc-avoid-intermediary-category-pages. Supports avoiding unnecessary category layers in small or focused DTC catalogs. Accessed August 24, 2026.