This study investigates the impact of navigation structure on users’ ability to find information and products on e-commerce websites, utilizing the Technology Acceptance Model (TAM) as a theoretical framework. Employing a qualitative research strategy, it combines user testing with the think-aloud method and post-test interviews to gather detailed insights into user behavior and challenges. The data, analyzed thematically around findability, visibility, consistency, and affordance, reveals patterns in user interactions. Findings indicate that clear and intuitive navigation enhances user satisfaction and efficiency, though issues like inconsistent menus and unclear search functions need improvement. This research provides valuable insights into e-commerce usability, offering recommendations for enhancing navigation structures to better meet user needs. It underscores the importance of user-centered design and ongoing evaluation in developing effective e-commerce platforms, emphasizing the relevance of perceived ease of use and perceived usefulness as key determinants of user acceptance in line with TAM.