Note: You have full access to this benchmark database in your Baymard Pro account.

Wayfair’s Checkout UX

This is a usability benchmark of the checkout experience of Wayfair and 49 other sites. The overall performance of Wayfair is mediocre. Some of Wayfair's biggest checkout usability issues are due to broken Account Selection & Creation, Order Confirmation & E-Mail, and Field Design & Features. That said, their checkout performs well within Cross-Sells.

Rank: #21 of 50

Usability Score: 355

URL: wayfair.com

Reviewed by: Thomas Grønne

Poor
Acceptable
Good

Overall Checkout UX Performance

134 Guidelines · Score: 354.6

Shopping Cart & “Added to Cart” Behavior

10 Guidelines · Score: 62.2

Guideline #4: Issue Resolved · Score: 12.0
Guideline #5: Issue Resolved · Score: 12.0
Guideline #6: Violated Low · Score: -6.0
Guideline #7: Issue Resolved · Score: 12.0
Guideline #8: Adhered High · Score: 16.7
Guideline #9: Violated Low · Score: -6.0
Guideline #10: Adhered High · Score: 12.0
Guideline #11: Adhered High · Score: 12.0
Guideline #12: Violated High · Score: -12.0
Guideline #13: Adhered High · Score: 9.6
Guideline content only available in Baymard Pro – Get Full Access

Account Selection & Creation

9 Guidelines · Score: -58.6

“Broken” Performance
Guideline #14: Violated High · Score: -16.7
Guideline #15: Not Applicable · Score: 0.0
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Violated High · Score: -16.7
Guideline #18: Violated High · Score: -12.0
Guideline #19: Violated High · Score: -12.0
Guideline #20: Adhered Low · Score: 6.0
Guideline #21: Not Applicable · Score: 0.0
Guideline #22: Violated High · Score: -7.2
Guideline content only available in Baymard Pro – Get Full Access

Customer & Address Information

12 Guidelines · Score: 49.0

Guideline #23: Violated Low · Score: -8.4
Guideline #24: Adhered High · Score: 19.1
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Issue Resolved · Score: 16.7
Guideline #27: Issue Resolved · Score: 16.7
Guideline #28: Violated High · Score: -12.0
Guideline #29: Adhered High · Score: 12.0
Guideline #30: Adhered High · Score: 12.0
Guideline #31: Neutral · Score: 0.0
Guideline #32: Not Applicable · Score: 0.0
Guideline #33: Not Applicable · Score: 0.0
Guideline #34: Violated High · Score: -7.2
Guideline content only available in Baymard Pro – Get Full Access

Gifting Flow & Features

5 Guidelines · Score: -13.2

“Broken” Performance
Guideline #35: Not Applicable · Score: 0.0
Guideline #36: Adhered High · Score: 12.0
Guideline #37: Violated Low · Score: -6.0
Guideline #38: Violated High · Score: -12.0
Guideline #39: Violated High · Score: -7.2
Guideline content only available in Baymard Pro – Get Full Access

Shipping & Store Pickup

11 Guidelines · Score: 9.6

“Broken” Performance
Guideline #40: Violated High · Score: -16.7
Guideline #41: Adhered Low · Score: 7.2
Guideline #42: Adhered High · Score: 12.0
Guideline #43: Adhered High · Score: 12.0
Guideline #44: Violated Low · Score: -4.8
Guideline #45: Not Applicable · Score: 0.0
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Not Applicable · Score: 0.0
Guideline #50: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

Payment Flow & Methods (Incl. 3rd-Party)

8 Guidelines · Score: 29.9

Guideline #51: Violated Low · Score: -6.0
Guideline #52: Adhered High · Score: 14.4
Guideline #53: Not Applicable · Score: 0.0
Guideline #54: Adhered High · Score: 12.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Adhered Low · Score: 4.8
Guideline #57: Adhered Low · Score: 4.8
Guideline #58: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

Credit Card Form

10 Guidelines · Score: -1.2

“Broken” Performance
Guideline #59: Adhered High · Score: 16.7
Guideline #60: Violated High · Score: -16.7
Guideline #61: Neutral · Score: 0.0
Guideline #62: Not Applicable · Score: 0.0
Guideline #63: Violated High · Score: -12.0
Guideline #64: Violated Low · Score: -6.0
Guideline #65: Adhered Low · Score: 6.0
Guideline #66: Adhered High · Score: 9.6
Guideline #67: Violated Low · Score: -3.6
Guideline #68: Adhered High · Score: 4.8
Guideline content only available in Baymard Pro – Get Full Access

Order Review

5 Guidelines · Score: 14.4

Guideline #69: Adhered High · Score: 16.7
Guideline #70: Adhered Low · Score: 7.2
Guideline #71: Adhered Low · Score: 6.0
Guideline #72: Violated Low · Score: -6.0
Guideline #73: Violated High · Score: -9.6
Guideline content only available in Baymard Pro – Get Full Access

Order Confirmation & E-Mail

4 Guidelines · Score: -2.4

“Broken” Performance
Guideline #74: Violated High · Score: -12.0
Guideline #75: Violated Low · Score: -4.8
Guideline #76: Adhered High · Score: 7.2
Guideline #77: Adhered High · Score: 7.2
Guideline content only available in Baymard Pro – Get Full Access

Page Design

6 Guidelines · Score: 26.3

Guideline #78: Adhered High · Score: 12.0
Guideline #79: Violated High · Score: -12.0
Guideline #80: Adhered Low · Score: 4.8
Guideline #81: Adhered High · Score: 7.2
Guideline #82: Adhered High · Score: 7.2
Guideline #83: Adhered High · Score: 7.2
Guideline content only available in Baymard Pro – Get Full Access

User Attention & Interactions

6 Guidelines · Score: 49.0

Guideline #84: Issue Resolved · Score: 16.7
Guideline #85: Violated Low · Score: -6.0
Guideline #86: Adhered High · Score: 12.0
Guideline #87: Adhered High · Score: 12.0
Guideline #88: Issue Resolved · Score: 14.4
Guideline #89: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

Cross-Sells

4 Guidelines · Score: 44.3

Guideline #90: Issue Resolved · Score: 16.7
Guideline #91: Issue Resolved · Score: 12.0
Guideline #92: Issue Resolved · Score: 12.0
Guideline #93: Adhered Low · Score: 3.6
Guideline content only available in Baymard Pro – Get Full Access

Form Design & Features

8 Guidelines · Score: 86.1

Guideline #94: Adhered Low · Score: 8.4
Guideline #95: Issue Resolved · Score: 16.7
Guideline #96: Adhered High · Score: 16.7
Guideline #97: Adhered Low · Score: 6.0
Guideline #98: Adhered High · Score: 14.4
Guideline #99: Adhered High · Score: 12.0
Guideline #100: Adhered High · Score: 7.2
Guideline #101: Adhered High · Score: 4.8
Guideline content only available in Baymard Pro – Get Full Access

Validation Errors & Data Persistence

6 Guidelines · Score: 45.4

Guideline #102: Adhered High · Score: 19.1
Guideline #103: Adhered High · Score: 19.1
Guideline #104: Violated High · Score: -16.7
Guideline #105: Adhered High · Score: 16.7
Guideline #106: Neutral · Score: 0.0
Guideline #107: Adhered Low · Score: 7.2
Guideline content only available in Baymard Pro – Get Full Access

Address Validators

4 Guidelines · Score: 0.0

Guideline #108: Not Applicable · Score: 0.0
Guideline #109: Not Applicable · Score: 0.0
Guideline #110: Not Applicable · Score: 0.0
Guideline #111: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

Field Labels & Microcopy

7 Guidelines · Score: 28.7

Guideline #112: Violated Low · Score: -9.6
Guideline #113: Adhered High · Score: 16.7
Guideline #114: Adhered High · Score: 12.0
Guideline #115: Violated High · Score: -9.6
Guideline #116: Adhered High · Score: 12.0
Guideline #117: Not Applicable · Score: 0.0
Guideline #118: Adhered High · Score: 7.2
Guideline content only available in Baymard Pro – Get Full Access

Field Design & Features

8 Guidelines · Score: -17.9

“Broken” Performance
Guideline #119: Violated High · Score: -16.7
Guideline #120: Adhered Low · Score: 6.0
Guideline #121: Issue Resolved · Score: 12.0
Guideline #122: Violated High · Score: -12.0
Guideline #123: Violated High · Score: -7.2
Guideline #124: Not Applicable · Score: 0.0
Guideline #125: Adhered High · Score: 7.2
Guideline #126: Violated High · Score: -7.2
Guideline content only available in Baymard Pro – Get Full Access

Default Values & Autocompletion

8 Guidelines · Score: 12.0

“Broken” Performance
Guideline #127: Adhered High · Score: 16.7
Guideline #128: Violated Low · Score: -7.2
Guideline #129: Adhered High · Score: 14.4
Guideline #130: Violated High · Score: -12.0
Guideline #131: Adhered High · Score: 14.4
Guideline #132: Violated High · Score: -7.2
Guideline #133: Not Applicable · Score: 0.0
Guideline #134: Violated High · Score: -7.2
Guideline content only available in Baymard Pro – Get Full Access

All 50 sites were benchmarked across the 134 guidelines from the E-Commerce Checkout usability study. During our evaluation, Wayfair's checkout process adhered to 69 usability guidelines, violated 39, and scored neutral on 3 occasions, while a remaining 30 guidelines weren’t applicable.

See methodology to read up on the evaluation criteria and scoring algorithm.

To read each guideline and review your own sites, you’ll need to get full access.

Industry Comparison: Houseware & Furnishing

Overall Wayfair ranks 21 when comparing their checkout UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 4 in the Houseware & Furnishing industry.

Poor
Acceptable
Good
Close overlay