Industry UX Research

Online Grocery UX Research

A large-scale research study on how to optimize the User Experience for Online Grocery sites

At Baymard Institute we have a whole research topic devoted to online shopping UX and usability, specifically for online grocery sites.

Through our 67,000+ hours of large scale UX research, we’ve identified 383 in-depth User Experience guidelines that are particularly important to online grocery websites. By querying the UX performance ratings from our past UX audits of grocery sites, against the 850+ UX guidelines in our full UX research catalog, we’ve identified 383 guidelines to be of particular relevance to grocery sites.

This page provides you a brief overview of Baymard’s online grocery UX research. Full access to all of our online grocery UX research is available as part of Baymard Premium.


Grocery Website UX Performance

Benchmark UX Performances
Poor
Mediocre
Acceptable
Decent
Good

Overall UX Performance

387 Guidelines

Homepage & Category

39 Guidelines

Homepage

7 Guidelines

Intermediary Category Pages & Taxonomy

9 Guidelines

Main Navigation

9 Guidelines

Site-Wide Layout

6 Guidelines

Recipe pages

8 Guidelines

On-Site Search

27 Guidelines

Search Query Types & Logic

9 Guidelines

Search Autocomplete

8 Guidelines

Results Logic, Filtering & Guidance

10 Guidelines

Product Lists & Filtering

50 Guidelines

List Layout, Hit Areas & Product Loading

14 Guidelines

List Item product Info and Thumbnails

9 Guidelines

Filtering: Available Filters & Sorting

8 Guidelines

Filtering: Scope & Logic

8 Guidelines

Filtering: Interface & Layout

11 Guidelines

Product Page

24 Guidelines

Product Page Layout & 'Buy' Section

12 Guidelines

Product Descriptions & Spec Sheets

8 Guidelines

Cross-Sells & Cross-Navigation

4 Guidelines

Cart & Checkout

71 Guidelines

Shopping Cart & “Added to Cart” Behavior

8 Guidelines

Account Selection & Creation

6 Guidelines

Customer & Address Information

6 Guidelines

Shipping & Store Pickup

7 Guidelines

Credit Card Form & Payment Flow

10 Guidelines

Order Review & Confirmation

9 Guidelines

Form & Page Design

6 Guidelines

User Interactions, Validations & Data Persistence

10 Guidelines

Field Labels, Design & Microcopy

9 Guidelines

Customer Accounts

27 Guidelines

Account Drop-Down, Dashboard & Sign In

11 Guidelines

'Your Account': Addresses, Payments, & Newsletters

10 Guidelines

Account-Wide Navigation, Structure, & Information

6 Guidelines

Mobile E-Commerce

149 Guidelines

Mobile Homepage

5 Guidelines

Mobile Main Navigation & Categories

14 Guidelines

Mobile On-Site Search

15 Guidelines

Autocomplete

7 Guidelines

Query Types, Design & Logic

8 Guidelines

Mobile Product List

33 Guidelines

Mobile Product List Layout & Features

12 Guidelines

Mobile Filtering & Sorting

8 Guidelines

Mobile List Item Content

13 Guidelines

Mobile Product Pages

14 Guidelines

Mobile Checkout

30 Guidelines

Shopping Cart, Shipping & Store Pickup

7 Guidelines

Account Selection & Creation

5 Guidelines

Payment & User Info

11 Guidelines

Order Review & Confirmation

7 Guidelines

Mobile Forms

23 Guidelines

Form Fields

9 Guidelines

Field Validation

8 Guidelines

Input Optimization

6 Guidelines

Mobile Site-Wide Features & Elements

15 Guidelines

5 Online Grocery Sites
What’s This?

We’ve conducted a online grocery UX benchmark, assessing 5 online grocery sites across the 383 UX guidelines our research shows are most applicable to online grocery sites. You can view the online grocery site’s UX performance in the graph above, which summarizes 1,930 weighted UX performance scores.

You can expand each theme and topic in the graph above for an in-depth view of the ‘current state’ of online grocery website UX performances. (scroll down to access the in-depth case-studies for each of the grocery sites)

This is a sub-set of the full benchmark which includes 63 e-commerce sites.
Explore UX Benchmark



Get Full Access to our Online Grocery UX Research with Baymard Premium

PAID RESEARCH CONTENT

With Baymard Premium you get access to 383 online grocery relevant UX guidelines, along with 1,930 UX performance scores and 1,550+ Best Practice examples from online grocery sites. On top of this you also get access to 50,000 Best Practice examples and 70,000 UX performance scores from other industries - sometimes the best inspiration comes from outside your own industry.

Learn more about Baymard Premium access


Online Grocery UX Audit

IN-DEPTH REVIEW OF YOUR SITE’S UX PERFORMANCE

If you don’t want to read all of the research findings, but “just want the results”, then have Baymard’s team of researchers audit your online grocery site.

The audit provides you with a detailed external review of your site’s UX performance across the 383 online grocery e-commerce UX elements, as well as a detailed UX performance comparison against 5 other online grocery sites, along with other ‘State of the Art’ implementations outside of your industry. The UX audit provides you with 40 prioritized suggestions for UX improvements, each with best-practice implementation examples from other online grocery sites.

Learn more about Grocery UX audits


What Our Clients are Saying

Nike Inc. Logo

“Intelligent, consumer-focused insights that are clear and actionable. The team in the room really loved the way the Baymard Institute highlighted the optimizations in the various user experience elements (copy, layout, design, calls-to-action…), from the perspective of consumer struggles. Baymard’s Usability research really complements our other existing research tools.

Deloitte Digital Logo

“Baymard's training provides the proper language and sound evidence to understand what it mean to create a truly usable interface in the ecommerce business.

Jarden Consumer Solutions Logo

“Thanks for everything. The audit was extremely useful, I think we have gained valuable insight.

Keurig Green Mountain Logo

“I have found the M-Commerce and E-Commerce reports very useful, thank you!

Nutrisystem Logo

“The recommendations in our Checkout Usability Audit were awesome - well prioritized, actionable and helped us focus on what to optimize. This audit, along with the e-Commerce Usability Reports & Benchmark Databases, are my go-to resources for thorough, insightful information. Thank you!

Google Logo

“I just wanted to take a minute to thank you for the amazing work on this audit. You should know that this has been very well received internally and there's a lot of excitement around adopting the ideas you have shared.

Lenovo Logo

“Excellent tool – looking forward to using it with our other sites and prototypes as they’re developed.

B&H Photo & Electronics Corp. Logo

“I can confirm that the list was fully implemented. Every time we put up a change we either A/B test or we watch it very closely to determine that it's doing better and not the opposite. So I can confirm that these fixes have improved our checkout. Thanks for everything.

Columbia Sportswear Logo

“This was indeed very helpful guidance and a very well-documented roadmap for us to fix, validate, organize, collectively understand and continually improve our ecommerce foundation.

Office Depot Logo

“Baymard has been a great resource in helping us improve the customer experience. We are continually applying these best practices to our sites.

GE Healthcare Logo

“I’m reviewing the report this morning and I am delighted. The recommendations are detailed and our resulting actions are clear. I’m excited to share this with the rest of the team!

Shopify Logo

“We've received some awesome feedback from our Merchant Success team as well as our merchants about all of the UX Audits we've had thus far with Baymard. Thank you so much to you and your team for all of your hard work. The pilot with Baymard has been going fantastic and I'm really excited with all that we're learning! You have an amazing platform, team and super helpful data base for us to work with.

Hallmark Logo

“These reports are fabulous. The content is exactly what our team has been looking for, and so much more! Extremely helpful, thank you!

S3 Stores Logo

“We implemented “E-Commerce Checkout Usability” guide for all our stores and saw doubling of checkout conversion rates. We will soon work on implementation of other usability guidelines. Thank you Christian and Jamie for your excellent work!

Clicktale Logo

“Some time ago we purchased the Ecommerce Homepage & Category report - the research and insights are extremely useful to us and help us a lot in our work!

Huge Logo

“Baymard produces some of the most relevant and actionable user experience research available. They really understand the needs of UX and Product Management professionals, and their deep experience in the eCommerce field allows them to offer sophisticated, nuanced insights.

Author of 'Don't Make Me Think' Logo

“Damn. The reports that the @Baymard folks do cost money, but they're worth it.

Belk Logo

“I can not tell you how much help your benchmark studies have been for our company, e-commerce and UX teams. We have used and continue to use these reports for baseline benchmarks as we build test protocols or eye tracking scripts etc. in lab.

Kohl’s Logo

“I really like the work Baymard Institute does around usability. Their articles often get my Ecom gears turning.

T-Mobile / Deutsche Telekom AG Logo

“Thank you very much for the 7 usability audits of our country-specific sites. The audits have provided us with specific and actionable advice, allowed us to prioritize development resources , and enabled us to compare UX performance between the 7 different country-specific sites, and against State of the Art implementations. The audit itself is done really professionally and the recommendations contain actionable and insightful information.

Etsy Logo

“Thank you. This was an excellent piece of work: professional, thorough, and actionable for the team. We're very happy with the work Baymard has done for us so far, and I hope we'll have the chance to work together again on future projects.

@dtelepathy

“Great UX report on shopping cart checkout forms/process we have used in a few audits recently. http://t.co/vkpeYOAS

ClickBank Logo

“It is immensely valuable having a thorough, independent study to help validate my work and in particular, help facilitate buy-off from stakeholders. Baymard has quickly become one of my most trusted resources for the UX/UI field.

Epicenter Consulting Logo

“Given the tricky science of conversion rate optimization, it is great to know that you are dealing with professionals whose advice is based on solid research. It was a pleasure collaborating with the Baymard team.

Smashing Magazine Logo

“This is very, very useful! Let me check what we can do to improve the usability in the Smashing Shop.

StickerMule.com Logo

“Wow, this is great! Just reviewed it with the team. It's a huge help and we're excited to fix these issues.

Hallmark Cards, Inc. Logo

“The walkthrough today was great. The report was very, very well done and loaded with great opportunities for us to improve our business. I wanted to again express my appreciation for working with us on such a condensed time frame last month. You and your team have been amazing partners to us and we very much appreciate the work, expertise and partnership.

Carnival Cruise Lines Logo

“We like what we are reviewing from the audit - great analysis and feedback.

n11.com Logo

“We have worked with a number of third party companies before on various projects/audits, and I can certainly say that working with Baymard was not only a pleasure; but you delivered on time; to the level of depth we wanted; addressing important issues; and answering all our questions; and you did all this for a great price. A big THANK YOU on behalf of N11.

Elastic Path Logo

“Baymard’s real-user research is invaluable for ecommerce marketers. It leaves no stone unturned, and with the guideline checklists provided, you’ll be well equipped to optimize your mobile presence.

Hyatt Logo

“I’m an avid user of your reports and recommendations. I have leveraged your articles and findings for my previous B2B work at Grainger, B2C work at Ulta, and now I’m at Hyatt. Thanks

Harley-Davidson Logo

“We found the audits extremely helpful and validated a number of changes we have been wanting to make or are in the process of making, so thank again for all the great insights.

Room & Board Logo

“The Baymard reports have proven to be an invaluable resource for us. Comprehensive, pragmatic and actionable. We have redesigned our checkout process and made changes to our category pages based on usability guidelines in the reports.

@digital_darts

“The Baymard Institute have some seriously good reports on ecommerce usability, design, and best practices: http://t.co/cuxO3VwiVe

IATV Logo

“Worth every dollar. It’s well done, good looking and simply very useful.

iProspect Logo

“I love the information that you guys provide and have bought a couple of reports. Love them.

Purch Logo

“Really good rundown on all these thing. I definitely think we got a lot of value out of it, and we’re excited to get it all in and do some A/B testing on this.

RepairClinic.com Logo

“We implemented the majority of your checkout recommendations and a/b tested most of them, in every instance your recommendation provided the catalyst for us to make an improvement. Your approach and methodology has proven itself to be valuable. Now, when a new report comes out from your office we just buy it right away.

Solutionists Logo

“This is without a doubt the most important eCommerce training I’ve ever done. Knowing the right approach for converting the average user puts us massively ahead of the competition.

John Lewis Logo

“Many thanks for presenting earlier. I have caught up with the teams and they all found your audit report really useful and are on board with the suggestions.

Boxed Logo

“Here at Boxed we're a small team who are BIG fans of your research. Your services have been immensely helpful to us as a small UX/UI team, and we are so excited to have a new version of our own product page going into development later this month.

Fast Growing Trees Logo

“We implemented this [1 of the 15 audit suggestions] and since then we’ve had a 20% increase in warranties added and a pretty healthy average order increase because of that. That was a great suggestion, it hit our bottom line immediately.

@aquazie

“after benchmarking checkouts for a couple of hours last week... this resource is magical http://t.co/ISKOfyGE

Dekode Logo

“Truly a great learning experience about almost every aspect of eCommerce and the steps you need to take to improve the shopping experience for your users. Everyone working with eCommerce should attend this course. Absolutely worth the investment!

Bed Bath & Beyond Logo

“Absolutely superb training! I'm genuinely impressed with how much I learned in 5 days. I would highly recommend this training to anyone who wants to learn how to create state of art e-commerce user experiences.

Author of 'Feed A Starving Crowd' Logo

“We implemented these guidelines on a client's website and our e-commerce conversion rate increased 18.7% across the board. Most importantly out mobile conversions increased from 0.89% to 1.9% – we doubled our mobile revenue.

Kingfisher PLC Logo

“The Baymard E-commerce Usability reports have proven to be a valuable resource for UX teams within our organisation both at group and operating company level. The reports contain precise, actionable insights and recommendations which are backed up by extensive research and data. The severity and frequency ratings have helped our development teams to prioritise which areas to improve first. The most recent improvements we’ve recommended from the Ecommerce Search report have been extremely well received by senior stakeholders and have already been fed into the backlog.

Overstock Inc. Logo

“Thanks again for the great work on our checkout project. Our whole group found it incredibly insightful. We’re applying the suggestions you provided to our new checkout design which launches at the end of the month! One of my colleagues was also interested in your group’s competitive expertise with regard to responsive web and native apps.

Bell Canada Logo

“Thank you for the UX audit presentation, it was FANTASTIC. People here are quite pleased and amazed by the amount of work that was put into this.

prAna Logo

“Wanted to thank you again for the checkout audit and walking us through the process. It was super helpful and we can't wait to apply the changes to our checkout for a better user experience.

SiteOne Landscape Supply Logo

“Baymard recently did a UX audit of our new e-commerce Website. We were very pleased with the results. The report and live review of the findings validated our approach to user experience, and also, we learned a lot about best practices for e-commerce UX. We believe Baymard’s work will help us increase revenue and user satisfaction.

TaylorMade Golf Logo

“Every day of the training was accompanied by a list of discoveries that I could directly design solutions for into my site. I was able to bring these designed solutions home with me and kickoff multiple optimization projects that I am confident will affect the site in a positive way, both in usability and conversion. Being able to have Christian and Lauryn from Baymard Institute look over my shoulder and give me feedback and direction based on the 28,000 hours of independent research that their organization has done was incredibly helpful.

Capital One Logo

“I wanted to begin by saying how incredibly impressed I have been all this week with both the degree/depth of content shared on UX/UI best practices for eCommerce experiences as well as specifically your presentation skills. This has by far been one of the most valuable conferences/workshops I have ever attended in my professional career.

Apptus Logo

“We've been consuming the Baymard Institute reports for a while but the in-house workshop was really the thing that connected all the dots around ecommerce UX together for us. Now our entire team has a common base of understanding, a language, and clear quantified evidence of the importance of common UX guidelines and pitfalls. Reading a report is one thing but actually forcing yourself to apply findings on a real world case was the greatest takeaway from the workshop. UX is often an tricky science subject to a lot of emotional bias and gut feeling. Not so much anymore.

Avast Logo

“We have recently tested some of your recommendations for the Avast checkout and got some great wins!

John Lewis Logo

“The Baymard team has been a delight to work with on the JohnLewis digital platform audit for 2020. They responded to the brief very well, have been very accessible for ongoing clarification and queries and Rebecca was excellent in the recent team share, articulately presenting findings in an engaging walk through with the wider team which will really support driving engagement and a robust response. Many thanks for all the effort and focus folks.

Integer Logo

“My team loves Baymard Premium and it has become a valuable tool for us. We consult with a number of large brands and manage their eComm (both DTC and eRetail) and your data is amazing, it gives us all the testing data without having to run the tests ourselves. Our clients appreciate us having the depth of knowledge Baymard provides, we've used Baymard data multiple times to defend our recommendations and to inform our designs.

Ace Hardware Logo

“A big thanks to you and the Baymard team for such an informative and valuable session. The Ace Hardware team truly appreciated the Baymard teams feedback, diligence and the overall presentation. We are looking forward to using the excellent information provided to improve the acehardware.com user journey.

WCR Window Cleaning Resource Logo

“I just wanted to let you know that I think your site is the best thousand bucks I've ever spent. I wish I found you years ago.

Wrench Inc. Logo

“Baymard has helped so much: UX was a brand new role at my company when I was hired. I was researching, planning, and designing UX & UI for 5 different products, all by myself. After showing real-world, bottom-line results from a UX centered approach to our products, we have expanded our UX team and greatly improved our UX-to-product process. Baymard's research database was a critical component to my (and my company's) success. Thank you!


Test Methodology

This UX research on online grocery sites is part of Baymard Institute’s full 67,000+ hours of large scale research catalog, which is based on:

  • Usability Testing: 12 rounds of qualitative usability testing with 1,900+ test subject/site sessions following the "Think Aloud" protocol (mainly in-person 1:1 moderated lab usability testing).
  • Manual benchmarking: 18 rounds of benchmarking the world’s 60 top-grossing e-commerce sites across all 750+ UX guidelines (49,300+ implementation examples and 77,800+ UX performance scores).
  • In-lab eye-tracking testing.
  • Quantitative studies: 9 studies with a total of 14,453 participants.

Baymard’s research methodology is described in detail here.