What does "above the fold" mean on a phone-first store?
Definition
Above the fold is the part of a page visible without scrolling. The term comes from newspapers. On a phone the area is small, often about 390 by 844 pixels, so what you place there decides what most visitors see before they act.
What belongs there on a product page
The product name, the price and a way to buy, or at least the first two and a clear path to the third. A square image that fills the screen can push all of them below the fold.
What belongs there on the home page
A statement of what you sell and why to buy from you, a visible search or menu, and the cart.
A caution
People scroll. Nothing needs to sit above the fold, but the elements that decide whether to continue should be there.
Frequently asked questions
What screen size should I design for?
Check the common phone sizes. The audit uses 390 by 844 pixels.
Does Google care about above the fold?
Not as a rule. It cares about speed and usability, and what shoppers see first affects both.