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Costco’s Mobile E-Commerce UX

This is a usability benchmark of the mobile site user experience of Costco and 49 other sites. The overall performance of Costco is all but broken.

Some of Costco's biggest mobile usability issues are due to mediocre Touch Keyboards, broken Field Descriptions, and broken Cart. That said, their mobile design performs great within Total Cost.

Rank: #42 of 50

Usability Score: 164

URL: m.cotsco.com

Reviewer: Baymard Institute

Poor
Acceptable
Good

Overall Mobile UX Performance

146 Guidelines · Score: 164

“Broken” Performance

Navigation & Product Browsing

4 Guidelines · Score: -68.4

“Broken” Performance
Guideline #29: Neutral · Score: 0.0
Guideline #30: Violated High · 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: -63.0

“Broken” Performance
Guideline #33: Neutral · Score: 0.0
Guideline #34: Violated High · Score: -28.8
Guideline #35: Adhered Low · Score: 12.6
Guideline #36: Violated High · Score: -25.2
Guideline #37: Violated High · Score: -21.6
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Product List

12 Guidelines · Score: 99.0

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

9 Guidelines · Score: -16.2

“Broken” Performance
Guideline #50: Adhered High · Score: 25.2
Guideline #51: Violated High · Score: -25.2
Guideline #52: Violated Low · Score: -9.0
Guideline #53: Violated High · Score: -18.0
Guideline #54: Violated High · Score: -18.0
Guideline #55: Adhered High · Score: 18.0
Guideline #56: Adhered 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: -12.6

“Broken” Performance
Guideline #59: Violated High · Score: -21.6
Guideline #60: Issue Resolved · Score: 18.0
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Violated High · Score: -14.4
Guideline #63: Adhered Low · Score: 5.4
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Product Page Layout

6 Guidelines · Score: 55.8

Guideline #64: Adhered High · Score: 25.2
Guideline #65: Adhered High · Score: 21.6
Guideline #66: Violated Low · Score: -9.0
Guideline #67: Violated High · Score: -18.0
Guideline #68: Issue Resolved · Score: 18.0
Guideline #69: Adhered High · Score: 18.0
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Product Images

5 Guidelines · Score: 100.8

“State of the Art” Performance
Guideline #70: Adhered High · Score: 28.8
Guideline #71: Adhered High · Score: 25.2
Guideline #72: Adhered High · Score: 25.2
Guideline #73: Adhered High · Score: 14.4
Guideline #74: Adhered High · Score: 7.2
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Product Descriptions & Specs

3 Guidelines · Score: 34.2

Guideline #75: Adhered High · Score: 25.2
Guideline #76: Adhered Low · Score: 9.0
Guideline #77: Not Applicable · Score: 0.0
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Cart

2 Guidelines · Score: -1.8

“Broken” Performance
Guideline #81: Adhered Low · Score: 9.0
Guideline #82: Violated High · Score: -10.8
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Total Cost

6 Guidelines · Score: 97.2

“State of the Art” Performance
Guideline #83: Adhered High · Score: 28.8
Guideline #84: Not Applicable · Score: 0.0
Guideline #85: Adhered High · Score: 21.6
Guideline #86: Adhered High · Score: 18.0
Guideline #87: Adhered High · Score: 18.0
Guideline #88: Adhered 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: -55.8

“Broken” Performance
Guideline #92: Violated High · Score: -25.2
Guideline #93: Violated Low · Score: -12.6
Guideline #94: Violated High · Score: -18.0
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Editing & Verifying Inputs

7 Guidelines · Score: -0.0

“Broken” Performance
Guideline #95: Violated High · Score: -25.2
Guideline #96: Adhered High · Score: 25.2
Guideline #97: Violated High · Score: -21.6
Guideline #98: Not Applicable · Score: 0.0
Guideline #99: Adhered High · Score: 18.0
Guideline #100: Adhered High · Score: 18.0
Guideline #101: Violated High · Score: -14.4
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Redundancy & Simplicity

5 Guidelines · Score: -39.6

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

5 Guidelines · Score: -7.2

“Broken” Performance
Guideline #107: Violated High · Score: -25.2
Guideline #108: Issue Resolved · Score: 18.0
Guideline #109: Violated High · Score: -14.4
Guideline #110: Adhered High · Score: 7.2
Guideline #111: Adhered High · Score: 7.2
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Input Functionality

5 Guidelines · Score: 18.0

Guideline #112: Not Applicable · Score: 0.0
Guideline #113: Adhered High · Score: 10.8
Guideline #114: Adhered High · Score: 18.0
Guideline #115: Violated High · Score: -10.8
Guideline #116: Not Applicable · Score: 0.0
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Field Descriptions

10 Guidelines · Score: 32.4

“Broken” Performance
Guideline #117: Violated High · Score: -28.8
Guideline #118: Adhered High · Score: 28.8
Guideline #119: Adhered Low · Score: 12.6
Guideline #120: Adhered Low · Score: 10.8
Guideline #121: Violated Low · Score: -10.8
Guideline #122: Adhered High · Score: 18.0
Guideline #123: Violated High · Score: -14.4
Guideline #124: Violated Low · Score: -5.4
Guideline #125: Adhered High · Score: 14.4
Guideline #126: Adhered High · Score: 7.2
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Touch Keyboards

5 Guidelines · Score: 0.0

Guideline #127: Adhered 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: Violated High · Score: -7.2
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Error Messages

5 Guidelines · Score: -5.4

“Broken” Performance
Guideline #132: Violated High · Score: -28.8
Guideline #133: Adhered High · Score: 21.6
Guideline #134: Violated High · Score: -18.0
Guideline #135: Adhered 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 Costco adhered to 52 usability guidelines, violated 42, and scored neutral on 4 occasions, while a remaining 48 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 Costco ranks 42 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 9 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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