Benchmarks

80 Top E-commerce Sites Ranked by User Experience Performance

Use this interactive chart to see the ranked UX performance of 63 of the largest e-commerce sites in the US and Europe. The chart summarizes 35,000+ UX performance ratings. Each site has been manually rated across 700+ different UX elements from Baymard’s 61,000+ hours of UX research. You can also see snapshots of end-of-year performances all the way back to 2012.

Case Studies

Click on the colored dots to view in-depth case studies for each benchmarked site, or scroll down to see all case studies. You can also view the case study examples organized by type of page.

Benchmark UX Performances
Poor
Mediocre
Acceptable
Decent
Good

Overall UX Performance

705 Guidelines

Homepage & Category

64 Guidelines

Homepage

15 Guidelines

Category Taxonomy

15 Guidelines

Main Navigation

16 Guidelines

Intermediary Category Pages

6 Guidelines

Site-Wide Layout

12 Guidelines

On-Site Search

50 Guidelines

Search Query Types

12 Guidelines

Search Form & Logic

10 Guidelines

Search Autocomplete

8 Guidelines

Results Logic & Guidance

8 Guidelines

Results Layout & Filtering

12 Guidelines

Product Lists & Filtering

95 Guidelines

List Layout

7 Guidelines

Loading Products

6 Guidelines

List Items: Product Info & Thumbnails

20 Guidelines

List Items: Product Info

11 Guidelines

List Items: Product Thumbnails

9 Guidelines

List Items: Interface & Hit Areas

11 Guidelines

Filtering: Available Filters

10 Guidelines

Filtering: Scope & Logic

14 Guidelines

Filtering: Interface & Layout

11 Guidelines

Sorting

11 Guidelines

Comparison Tool

5 Guidelines

Product Page

95 Guidelines

Product Page Layout

10 Guidelines

Product Images

11 Guidelines

Image Gallery UI

12 Guidelines

The 'Buy' Section

9 Guidelines

Shipping, Returns, and Gifting

7 Guidelines

Product Variations

9 Guidelines

Product Descriptions

10 Guidelines

Specifications Sheet

5 Guidelines

User Reviews

13 Guidelines

Cross-Sells & Cross-Navigation

9 Guidelines

Cart & Checkout

131 Guidelines

Shopping Cart & "Added to Cart" Behavior

10 Guidelines

Account Selection & Creation

9 Guidelines

Customer & Address Information

12 Guidelines

Gifting Flow & Features

5 Guidelines

Shipping & Store Pickup

11 Guidelines

Payment Flow & Methods (Incl. Third-Party)

8 Guidelines

Credit Card Form

10 Guidelines

Order Review

5 Guidelines

Order Confirmation & E-Mail

4 Guidelines

Form & Page Design

10 Guidelines

User Interactions & Distractions

10 Guidelines

Cross-Sells

4 Guidelines

Validation Errors & Data Persistence

10 Guidelines

Field Labels & Microcopy

7 Guidelines

Field Design & Features

8 Guidelines

Default Values & Autocompletion

8 Guidelines

Customer Accounts

40 Guidelines

Account Drop-Down

7 Guidelines

Account Dashboard

6 Guidelines

Account Sign In

6 Guidelines

'Your Account': Addresses, Payments, & Newsletters

13 Guidelines

Account-Wide Navigation, Structure, & Information

8 Guidelines

Order Tracking & Returns

25 Guidelines

Orders & Order Tracking

14 Guidelines

Order Returns

11 Guidelines

Mobile E-Commerce

205 Guidelines

Mobile Homepage

8 Guidelines

Main Navigation & Categories

21 Guidelines

Main Navigation

6 Guidelines

Category Taxonomy

10 Guidelines

Category Pages

5 Guidelines

Mobile On-Site Search

23 Guidelines

Autocomplete

7 Guidelines

Query Types

8 Guidelines

Design & Logic

8 Guidelines

Product List

43 Guidelines

Mobile Product List Layout & Features

18 Guidelines

Mobile Filtering

7 Guidelines

Mobile List Item Content

18 Guidelines

Mobile Product Pages

19 Guidelines

Mobile Checkout

47 Guidelines

Shopping Cart

4 Guidelines

Account Selection & Creation

7 Guidelines

User Info

7 Guidelines

Payment

12 Guidelines

Shipping & Store Pickup

6 Guidelines

Order Review & Confirmation

9 Guidelines

Layout & Features

2 Guidelines

Mobile Forms

25 Guidelines

Form Fields

10 Guidelines

Field Validation

8 Guidelines

Input Optimization

7 Guidelines

Mobile Site-Wide Features & Elements

19 Guidelines

58 Major E-Commerce Sites
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B2C Retail Case Studies

Deep dive into the 58 sites displayed in the chart above (see additional site types below this list).

Home Depot

Performance: 63.4

Pay special attention to:

Product Page

Customer Accounts

B&H Photo

Performance: 59.2

Pay special attention to:

On-Site Search

Order Tracking & Returns

Crutchfield

Performance: 57.3

Pay special attention to:

Product Page

Order Tracking & Returns

Wayfair

Performance: 53.4

Pay special attention to:

Order Tracking & Returns

Customer Accounts

REI

Performance: 52.8

Pay special attention to:

Cart & Checkout

On-Site Search

J.C. Penney

Performance: 52.2

Pay special attention to:

On-Site Search

Order Tracking & Returns

Best Buy

Performance: 52.0

Pay special attention to:

Order Tracking & Returns

Customer Accounts

Build.com

Performance: 51.6

Pay special attention to:

Cart & Checkout

On-Site Search

Apple

Performance: 50.6

Pay special attention to:

Order Tracking & Returns

On-Site Search

Walmart

Performance: 49.4

Pay special attention to:

On-Site Search

Homepage & Category

Macy’s

Performance: 47.7

Pay special attention to:

Cart & Checkout

Customer Accounts

Adidas

Performance: 46.4

Pay special attention to:

Homepage & Category

Product Lists & Filtering

Lowe’s

Performance: 45.9

Pay special attention to:

Product Page

Customer Accounts

Staples

Performance: 45.0

Pay special attention to:

On-Site Search

Product Lists & Filtering

Crate & Barrel

Performance: 44.9

Pay special attention to:

Homepage & Category

Product Lists & Filtering

Nordstrom

Performance: 44.0

Pay special attention to:

Mobile E-Commerce

Homepage & Category

John Lewis

Performance: 43.7

Pay special attention to:

Cart & Checkout

Order Tracking & Returns

Target

Performance: 43.7

Pay special attention to:

Cart & Checkout

Mobile E-Commerce

L.L. Bean

Performance: 43.3

Pay special attention to:

Cart & Checkout

Mobile E-Commerce

Sears

Performance: 42.6

Pay special attention to:

Cart & Checkout

Order Tracking & Returns

American Eagle

Performance: 41.7

Pay special attention to:

Product Page

Order Tracking & Returns

Walgreens

Performance: 41.2

Pay special attention to:

Product Page

Mobile E-Commerce

Marks & Spencer

Performance: 41.2

Pay special attention to:

Product Page

Order Tracking & Returns

Overstock

Performance: 41.1

Pay special attention to:

Homepage & Category

Customer Accounts

Musician’s Friend

Performance: 40.9

Pay special attention to:

Homepage & Category

Mobile E-Commerce

Etsy

Performance: 39.6

Pay special attention to:

Homepage & Category

Customer Accounts

ASOS

Performance: 38.6

Pay special attention to:

Product Page

Order Tracking & Returns

Nike

Performance: 37.3

Pay special attention to:

Homepage & Category

Customer Accounts

Neiman Marcus

Performance: 36.7

Pay special attention to:

Product Lists & Filtering

Cart & Checkout

Hayneedle

Performance: 36.6

Pay special attention to:

Product Page

Order Tracking & Returns

Kohl’s

Performance: 36.6

Pay special attention to:

Product Page

Customer Accounts

Amazon

Performance: 36.4

Pay special attention to:

On-Site Search

Cart & Checkout

Foot Locker

Performance: 36.4

Pay special attention to:

Product Page

On-Site Search

Office Depot

Performance: 36.3

Pay special attention to:

On-Site Search

Product Lists & Filtering

H&M

Performance: 36.0

Pay special attention to:

Cart & Checkout

Order Tracking & Returns

Newegg

Performance: 36.0

Pay special attention to:

On-Site Search

Mobile E-Commerce

Grainger

Performance: 34.9

Pay special attention to:

On-Site Search

Order Tracking & Returns

GAP

Performance: 33.2

Pay special attention to:

Product Page

Customer Accounts

Victoria’s Secret

Performance: 32.4

Pay special attention to:

Product Page

Order Tracking & Returns

Williams Sonoma

Performance: 32.4

Pay special attention to:

Product Page

Customer Accounts

Urban Outfitters

Performance: 32.1

Pay special attention to:

Cart & Checkout

On-Site Search

HP

Performance: 32.0

Pay special attention to:

Cart & Checkout

On-Site Search

Zalando

Performance: 31.7

Pay special attention to:

Homepage & Category

Mobile E-Commerce

Dell

Performance: 31.4

Pay special attention to:

Product Page

Order Tracking & Returns

Debenhams

Performance: 31.2

Pay special attention to:

Product Page

Product Lists & Filtering

Northern Tool

Performance: 30.2

Pay special attention to:

Product Page

On-Site Search

IKEA

Performance: 30.1

Pay special attention to:

Product Page

Cart & Checkout

Sephora

Performance: 28.8

Pay special attention to:

Homepage & Category

On-Site Search

Cabela’s

Performance: 27.4

Pay special attention to:

Homepage & Category

On-Site Search

Ann Taylor

Performance: 24.2

Pay special attention to:

Homepage & Category

Customer Accounts

Bass Pro Shops

Performance: 23.5

Pay special attention to:

Homepage & Category

On-Site Search

Argos

Performance: 22.6

Pay special attention to:

Product Page

Order Tracking & Returns

Disney Store

Performance: 21.3

Pay special attention to:

Homepage & Category

Order Tracking & Returns

Microsoft

Performance: 20.3

Pay special attention to:

Homepage & Category

Product Lists & Filtering

Tesco

Performance: 18.0

Pay special attention to:

Product Lists & Filtering

Mobile E-Commerce

Gilt

Performance: 13.4

Pay special attention to:

Homepage & Category

Product Lists & Filtering

Costco

Performance: 12.2

Pay special attention to:

Product Page

Order Tracking & Returns

TigerDirect

Performance: 3.0

Pay special attention to:

Product Page

Product Lists & Filtering

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