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

Walmart’s Product Page UX

This is a usability benchmark of the product page experience of Walmart and 59 other sites. The overall performance of Walmart is mediocre.

Some of Walmart's biggest product page usability issues are due to mediocre The 'Buy' Section, poor Product Variations, and poor Shipping, Returns, and Gifting. That said, their product page experience performs great within Auxiliary Content.

Rank: #43 of 60

Usability Score: 213

URL: walmart.com

Reviewer: Lauryn Smith

Poor
Acceptable
Good

Overall Product Page UX Performance

98 Guidelines · Score: 213

Product Page Layout

8 Guidelines · Score: -15.3

Guideline #1: Not Applicable · Score: 0.0
Guideline #2: Not Applicable · Score: 0.0
Guideline #3: Adhered High · Score: 17.9
Guideline #4: Not Applicable · Score: 0.0
Guideline #5: Violated High · Score: -12.8
Guideline #6: Violated Low · Score: -7.7
Guideline #7: Violated Low · Score: -6.4
Guideline #8: Violated Low · Score: -6.4
Guideline content only available in Baymard Pro – Get Full Access

Product Images

9 Guidelines · Score: 46.0

Guideline #9: Adhered High · Score: 20.4
Guideline #10: Violated High · Score: -17.9
Guideline #11: Adhered High · Score: 17.9
Guideline #12: Adhered High · Score: 12.8
Guideline #13: Adhered High · Score: 12.8
Guideline #14: Violated High · Score: -12.8
Guideline #15: Not Applicable · Score: 0.0
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Adhered High · Score: 12.8
Guideline content only available in Baymard Pro – Get Full Access

Image Gallery UI

10 Guidelines · Score: -42.2

“Broken” Performance
Guideline #18: Violated High · Score: -17.9
Guideline #19: Not Applicable · Score: 0.0
Guideline #20: Violated High · Score: -17.9
Guideline #21: Violated High · Score: -15.3
Guideline #22: Adhered High · Score: 12.8
Guideline #23: Violated Low · Score: -6.4
Guideline #24: Violated High · Score: -12.8
Guideline #25: Adhered High · Score: 7.7
Guideline #26: Not Applicable · Score: 0.0
Guideline #27: Adhered High · Score: 7.7
Guideline content only available in Baymard Pro – Get Full Access

Product Video & 360-View

4 Guidelines · Score: 30.7

“State of the Art” Performance
Guideline #28: Adhered High · Score: 12.8
Guideline #29: Adhered High · Score: 12.8
Guideline #30: Adhered Low · Score: 5.1
Guideline #31: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

The 'Buy' Section

11 Guidelines · Score: 29.4

Guideline #32: Adhered Low · Score: 6.4
Guideline #33: Violated High · Score: -17.9
Guideline #34: Adhered High · Score: 17.9
Guideline #35: Violated High · Score: -12.8
Guideline #36: Adhered High · Score: 12.8
Guideline #37: Adhered High · Score: 12.8
Guideline #38: Adhered High · Score: 12.8
Guideline #39: Issue Resolved · Score: 12.8
Guideline #40: Violated High · Score: -12.8
Guideline #41: Not Applicable · Score: 0.0
Guideline #42: Violated Low · Score: -2.6
Guideline content only available in Baymard Pro – Get Full Access

Shipping, Returns, and Gifting

7 Guidelines · Score: -5.1

Guideline #43: Violated Low · Score: -6.4
Guideline #44: Not Applicable · Score: 0.0
Guideline #45: Neutral · Score: 0.0
Guideline #46: Violated Low · Score: -6.4
Guideline #47: Neutral · Score: 0.0
Guideline #48: Adhered High · Score: 7.7
Guideline #49: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

Product Variations

9 Guidelines · Score: 1.3

Guideline #50: Violated High · Score: -17.9
Guideline #51: Violated Low · Score: -6.4
Guideline #52: Adhered High · Score: 12.8
Guideline #53: Adhered High · Score: 12.8
Guideline #54: Not Applicable · Score: 0.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Neutral · Score: 0.0
Guideline #57: Adhered High · Score: 5.1
Guideline #58: Violated High · Score: -5.1
Guideline content only available in Baymard Pro – Get Full Access

Product Descriptions

7 Guidelines · Score: 67.7

Guideline #59: Adhered High · Score: 17.9
Guideline #60: Adhered High · Score: 17.9
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Adhered High · Score: 12.8
Guideline #63: Violated Low · Score: -6.4
Guideline #64: Adhered High · Score: 12.8
Guideline #65: Adhered High · Score: 12.8
Guideline content only available in Baymard Pro – Get Full Access

Specifications Sheet

5 Guidelines · Score: 12.8

Guideline #66: Adhered High · Score: 17.9
Guideline #67: Violated High · Score: -12.8
Guideline #68: Adhered High · Score: 12.8
Guideline #69: Violated High · Score: -12.8
Guideline #70: Adhered High · Score: 7.7
Guideline content only available in Baymard Pro – Get Full Access

User Reviews

13 Guidelines · Score: 33.2

Guideline #71: Adhered High · Score: 17.9
Guideline #72: Violated High · Score: -17.9
Guideline #73: Adhered Low · Score: 10.2
Guideline #74: Adhered High · Score: 15.3
Guideline #75: Violated High · Score: -12.8
Guideline #76: Violated High · Score: -12.8
Guideline #77: Violated High · Score: -12.8
Guideline #78: Violated High · Score: -12.8
Guideline #79: Adhered High · Score: 12.8
Guideline #80: Adhered High · Score: 12.8
Guideline #81: Adhered High · Score: 12.8
Guideline #82: Adhered High · Score: 7.7
Guideline #83: Adhered High · Score: 12.8
Guideline content only available in Baymard Pro – Get Full Access

Auxiliary Content

5 Guidelines · Score: 39.6

“State of the Art” Performance
Guideline #84: Adhered High · Score: 17.9
Guideline #85: Adhered High · Score: 15.3
Guideline #86: Adhered Low · Score: 6.4
Guideline #87: Not Applicable · Score: 0.0
Guideline #88: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

Cross-Sells & Cross-Navigation

10 Guidelines · Score: 15.3

“Broken” Performance
Guideline #89: Violated Low · Score: -6.4
Guideline #90: Violated Low · Score: -8.9
Guideline #91: Neutral · Score: 0.0
Guideline #92: Adhered Low · Score: 6.4
Guideline #93: Adhered Low · Score: 6.4
Guideline #94: Violated High · Score: -12.8
Guideline #95: Adhered High · Score: 12.8
Guideline #96: Adhered High · Score: 15.3
Guideline #97: Adhered High · Score: 7.7
Guideline #98: Violated High · Score: -5.1
Guideline content only available in Baymard Pro – Get Full Access

All 60 sites were benchmarked across the 98 guidelines from the Product Page usability study. During our evaluation, the product page implementation at Walmart adhered to 46 usability guidelines, violated 32, and scored neutral on 4 occasions, while a remaining 16 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: Mass Merchant

Overall Walmart ranks 43 when comparing their product page design and UX performance against the 59 other major e-commerce sites in the benchmark, and ranks 13 in the Mass Merchant industry.

Poor
Acceptable
Good

5. Sears

6. Etsy

7. Costco

8. Amazon

9. Tesco

10. Argos

11. Overstock

12. Macy's

13. Walmart

14. Kohl's

15. Target

16. Debenhams

17. Rakuten

Close overlay