As 2025 comes to a close, Baymard is again awarding the companies with the top 1% UX performance across 18 industries, as well as the top 1% for theme and platform (e.g., Top 1% UX performance in Cart & Checkout on Mobile, etc.).
Again this year, the pool of award candidates includes both public benchmark companies and select UX Audit clients if they performed as well or better than the benchmark sites.
Each of the 400+ ecommerce websites considered for a Baymard Ecommerce UX Award has been manually rated using on average 500+ UX guidelines; a process that requires more than 20,000 hours of UX auditing work (more on methodology).
The Top 1% Baymard Ecommerce UX Award Winners for 2025
The 50 winners are selected from among Baymard’s comprehensive UX benchmark and UX Audit client databases and are based on more than 275,000+ weighted UX performance scores.
Only those sites with a top 1% performance or an exceptional UX performance rating are given the award.
In some instances, there are multiple winners within a category because they all have a top 1% UX performance rating.
The Baymard Ecommerce UX Award winners for 2025 are:
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Ace Hardware
Top 1% UX performance within the Home & Hardware industry on Desktop -
Adidas (US)
Top 1% UX performance within the Apparel & Accessories industry on Desktop, Mobile, and App -
Ahlsell
Top 1% UX performance within the B2B - Hardware, Components, Machinery industry on Desktop and Mobile -
Air Canada
Top 1% UX performance within the Flight Booking & Airlines industry on Mobile -
Albertsons
Top 1% UX performance in On-Site Search on Mobile -
ARC’TERYX
Top 1% UX performance in Homepage & Category on App -
Avast
Top 1% UX performance within the Digital Subscriptions & SaaS industry on Desktop -
Away
Top 1% UX performance in Homepage & Category on Desktop and Mobile -
Bobcat
Top 1% UX performance overall on Desktop and Mobile and Top 1% UX performance within the Automotive Parts & Specialty industry on Desktop and Mobile -
bol
Top 1% UX performance in On-Site Search on Desktop and Mobile -
Burpee
Top 1% UX performance within the Home & Hardware industry on Desktop -
Canadian Tire
Top 1% UX performance in Cart & Checkout on Desktop -
Chewy
Top 1% UX performance within the Pet Food & Care industry on Desktop and Mobile -
Chrono24
Top 1% UX performance within the Jewelry & Watches industry on Desktop and Mobile -
Clarks
Top 1% UX performance within the Footwear industry on Mobile -
Codecademy
Top 1% UX performance within the Online Learning industry on Mobile -
Cricket Wireless
Top 1% UX performance within the Telco industry on Desktop and Mobile -
Custom Ink
Top 1% UX performance within the Merchandise & Print-to-Order industry on Desktop -
Emirates
Top 1% UX performance within the Flight Booking & Airlines industry on Desktop -
Everlane
Top 1% UX performance in Product Page on Desktop -
FireBase
Top 1% UX performance within the Digital Subscription & SaaS industry on Mobile -
Foot Locker
Top 1% UX performance in Product Page on Mobile -
Gamma
Top 1% UX performance in On-Site Search on Desktop -
GOG
Top 1% UX performance within the Video Games industry on Desktop -
GoPro
Top 1% UX performance in Customer Accounts on Mobile -
Hoka
Top 1% UX performance within the Footwear industry on Desktop and Mobile -
Home24
Top 1% UX performance in Site-Wide Features on Mobile -
KFC (US)
Top 1% UX performance within the Takeout & Food Delivery industry on App and Top 1% UX performance in Product List & Filtering on App -
Levi’s (UK)
Top 1% UX performance overall on App and Top 1% UX performance within the Apparel & Accessories industry on Mobile -
Lufthansa
Top 1% UX performance within the Flight Booking & Airlines industry on Mobile -
Master of Malt
Top 1% UX performance within the Beverages industry on Desktop and Mobile -
Mejuri
Top 1% UX performance in Homepage & Category on Desktop -
Motion Industries
Top 1% UX performance overall on Desktop and Mobile -
Netonnet
Top 1% UX performance overall on Mobile -
Nike
Top 1% UX performance in Order Tracking & Returns on Desktop and Mobile. -
Nisbets
Top 1% UX performance within the Furniture & Home Decor industry on Desktop and Top 1% UX performance in Customer Accounts on Mobile -
Nordstrom
Top 1% UX performance within the Apparel & Accessories industry on Desktop and Mobile -
Oakley
Top 1% UX performance within the Eyewear industry on Desktop and Mobile -
Pandora
Top 1% UX performance within the Jewelry & Watches industry on Mobile -
Ray-Ban
Top 1% UX performance within the Eyewear industry on Desktop and Mobile -
Realtor.com
Top 1% UX performance within the Real Estate industry on Desktop, Mobile and App -
Rockstar Games
Top 1% UX performance within the Video Games industry on Mobile -
RTV Euro AGD
Top 1% UX performance in Product List & Filtering on Mobile -
Safeway
Top 1% UX performance in On-Site Search on App -
Sainsbury’s
Top 1% UX performance in Site-Wide Features on App -
Udemy
Top 1% UX performance within the Online Learning industry on Desktop and Mobile -
VistaPrint
Top 1% UX performance within the Merchandise & Print-to-Order industry on Mobile -
Vivino
Top 1% UX performance within the Beverages industry on Mobile -
Zazzle
Top 1% UX performance within the Merchandise & Print-to-Order industry on Desktop and Mobile -
zooplus
Top 1% UX performance within the Pet Food & Care industry on Desktop and Mobile
You can explore the case studies for each of the public benchmark winning sites in the UX benchmark. (UX Audit client data remains confidential per Baymard’s agreements with these organizations.)
We congratulate this year’s winners for delivering best-in-class digital experiences to their end-users and hope they will inspire other companies to do the same.
