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Rakuten’s Mobile E-Commerce UX

This is a usability benchmark of the mobile site user experience of Rakuten and 49 other sites. The overall performance of Rakuten is all but broken. Rakuten's mobile design is particularly thwarted by usability issues related to mediocre Redundancy & Simplicity, poor Total Cost, and broken Editing & Verifying Inputs. That said, their mobile design performs great within Cart.

Rank: #50 of 50

Usability Score: -320

URL: rakuten.com

Reviewed by: Christian Vind

Poor
Acceptable
Good

Overall Mobile UX Performance

146 Guidelines · Score: -320

“Broken” Performance

Navigation & Product Browsing

4 Guidelines · Score: -25.2

“Broken” Performance
Guideline #29: Violated Low · Score: -14.4
Guideline #30: Issue Resolved · Score: 28.8
Guideline #31: Violated High · Score: -21.6
Guideline #32: Violated High · Score: -18.0
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Search

5 Guidelines · Score: -126.0

“Broken” Performance
Guideline #33: Violated High · Score: -25.2
Guideline #34: Violated High · Score: -28.8
Guideline #35: Violated High · Score: -25.2
Guideline #36: Violated High · Score: -25.2
Guideline #37: Violated High · Score: -21.6
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Product List

12 Guidelines · Score: 68.4

“State of the Art” Performance
Guideline #38: Adhered High · Score: 28.8
Guideline #39: Adhered High · Score: 25.2
Guideline #40: Violated High · Score: -21.6
Guideline #41: Violated Low · Score: -9.0
Guideline #42: Adhered High · Score: 18.0
Guideline #43: Adhered High · Score: 21.6
Guideline #44: Neutral · Score: 0.0
Guideline #45: Adhered High · Score: 18.0
Guideline #46: Adhered Low · Score: 9.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Violated High · Score: -14.4
Guideline #49: Violated High · Score: -7.2
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Filtering & Sorting

9 Guidelines · Score: -45.0

“Broken” Performance
Guideline #50: Violated High · Score: -25.2
Guideline #51: Adhered High · Score: 25.2
Guideline #52: Violated Low · Score: -9.0
Guideline #53: Adhered High · Score: 18.0
Guideline #54: Violated High · Score: -18.0
Guideline #55: Violated High · Score: -18.0
Guideline #56: Violated High · Score: -14.4
Guideline #57: Violated High · Score: -14.4
Guideline #58: Adhered High · Score: 10.8
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Cross Navigation & Compatibility

5 Guidelines · Score: -57.6

“Broken” Performance
Guideline #59: Violated High · Score: -21.6
Guideline #60: Violated High · Score: -18.0
Guideline #61: Violated Low · Score: -9.0
Guideline #62: Violated High · Score: -14.4
Guideline #63: Adhered Low · Score: 5.4
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Product Page Layout

6 Guidelines · Score: -16.2

“Broken” Performance
Guideline #64: Adhered Low · Score: 12.6
Guideline #65: Violated Low · Score: -10.8
Guideline #66: Violated High · Score: -18.0
Guideline #67: Violated High · Score: -18.0
Guideline #68: Adhered High · Score: 18.0
Guideline #69: Not Applicable · Score: 0.0
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Product Images

5 Guidelines · Score: 36.0

Guideline #70: Adhered High · Score: 28.8
Guideline #71: Neutral · Score: 0.0
Guideline #72: Adhered High · Score: 25.2
Guideline #73: Violated High · Score: -14.4
Guideline #74: Violated Low · Score: -3.6
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Product Descriptions & Specs

3 Guidelines · Score: -43.2

“Broken” Performance
Guideline #75: Violated High · Score: -25.2
Guideline #76: Violated High · Score: -18.0
Guideline #77: Not Applicable · Score: 0.0
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Cart

2 Guidelines · Score: 19.8

“State of the Art” Performance
Guideline #81: Adhered Low · Score: 9.0
Guideline #82: Issue Resolved · Score: 10.8
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Total Cost

6 Guidelines · Score: 18.0

Guideline #83: Adhered High · Score: 28.8
Guideline #84: Not Applicable · Score: 0.0
Guideline #85: Not Applicable · Score: 0.0
Guideline #86: Not Applicable · Score: 0.0
Guideline #87: Not Applicable · Score: 0.0
Guideline #88: Violated High · Score: -10.8
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Shipping

3 Guidelines · Score: -25.2

“Broken” Performance
Guideline #89: Violated High · Score: -25.2
Guideline #90: Not Applicable · Score: 0.0
Guideline #91: Not Applicable · Score: 0.0
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Account

3 Guidelines · Score: 0.0

“Broken” Performance
Guideline #92: Adhered High · Score: 25.2
Guideline #93: Violated High · Score: -25.2
Guideline #94: Not Applicable · Score: 0.0
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Editing & Verifying Inputs

7 Guidelines · Score: 19.8

“Broken” Performance
Guideline #95: Adhered High · Score: 25.2
Guideline #96: Adhered High · Score: 25.2
Guideline #97: Violated High · Score: -21.6
Guideline #98: Violated Low · Score: -9.0
Guideline #99: Violated High · Score: -18.0
Guideline #100: Adhered High · Score: 18.0
Guideline #101: Not Applicable · Score: 0.0
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Redundancy & Simplicity

5 Guidelines · Score: 34.2

Guideline #102: Adhered High · Score: 21.6
Guideline #103: Adhered Low · Score: 9.0
Guideline #104: Adhered High · Score: 18.0
Guideline #105: Violated High · Score: -7.2
Guideline #106: Violated High · Score: -7.2
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Form Layout

5 Guidelines · Score: 21.6

“Broken” Performance
Guideline #107: Not Applicable · Score: 0.0
Guideline #108: Adhered High · Score: 18.0
Guideline #109: Not Applicable · Score: 0.0
Guideline #110: Violated Low · Score: -3.6
Guideline #111: Adhered High · Score: 7.2
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Input Functionality

5 Guidelines · Score: 0.0

Guideline #112: Not Applicable · Score: 0.0
Guideline #113: Adhered High · Score: 10.8
Guideline #114: Not Applicable · Score: 0.0
Guideline #115: Violated High · Score: -10.8
Guideline #116: Not Applicable · Score: 0.0
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Field Descriptions

10 Guidelines · Score: -95.4

“Broken” Performance
Guideline #117: Violated High · Score: -28.8
Guideline #118: Neutral · Score: 0.0
Guideline #119: Violated High · Score: -25.2
Guideline #120: Neutral · Score: 0.0
Guideline #121: Violated High · Score: -21.6
Guideline #122: Violated High · Score: -18.0
Guideline #123: Violated High · Score: -14.4
Guideline #124: Adhered Low · Score: 5.4
Guideline #125: Adhered High · Score: 14.4
Guideline #126: Violated High · Score: -7.2
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Touch Keyboards

5 Guidelines · Score: -36.0

“Broken” Performance
Guideline #127: Violated High · Score: -21.6
Guideline #128: Violated High · Score: -21.6
Guideline #129: Adhered High · Score: 14.4
Guideline #130: Violated High · Score: -7.2
Guideline #131: Neutral · Score: 0.0
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Error Messages

5 Guidelines · Score: -66.6

“Broken” Performance
Guideline #132: Violated High · Score: -28.8
Guideline #133: Violated Low · Score: -10.8
Guideline #134: Violated High · Score: -18.0
Guideline #135: Violated High · Score: -14.4
Guideline #136: Adhered Low · Score: 5.4
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All 50 sites were benchmarked across the 146 guidelines from the Mobile E-Commerce usability study. During our evaluation, the mobile experience of Rakuten adhered to 34 usability guidelines, violated 53, and scored neutral on 5 occasions, while a remaining 54 guidelines weren’t applicable.

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

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Industry Comparison: Mass Merchant

Overall Rakuten ranks 50 when comparing the user experience of their mobile site against that of the 49 other major US e-commerce mobile sites in the benchmark, and ranks 11 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Sears

2. Target

3. Etsy

5. Kohl's

6. Walmart

7. Macy's

8. Amazon

“Broken” Performance

9. Costco

“Broken” Performance

10. Overstock

“Broken” Performance

11. Rakuten

“Broken” Performance
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