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 e-commerce sites.

Through our 78,000+ hours of large-scale UX research, we’ve identified 400+ in-depth User Experience guidelines that are particularly important to online grocery websites.

This research study Online Grocery e-commerce websites uncover how users behave as they browse and shop for groceries, how they search, how they handle the reoccurring ‘household staples’, modify quantities and cart items, pick delivery times, complete checkout, etc.

The tested grocery sites include:

  • Individual grocery store sites and apps: Amazon Whole Foods, Walmart, Target, and Aldi.
  • Aggregate third-party grocery delivery sites and apps Instacart and Shipt.

Through our 78,000+ hours of large-scale UX research, we’ve identified 450+ in-depth User Experience guidelines that are particularly important to Online Grocery websites and apps. These guidelines are available through a Baymard Premium subscription.

Online Grocery UX Insights from Baymard

Baymard’s Online Grocery UX research is based on more than 70 qualitative subject/site usability test sessions following the “Think Aloud” protocol.

During testing, the users encountered 700+ medium-to-severe usability issues on the Online Grocery websites, and users repeatedly abandoned grocery sites and apps due to issues with product finding, product information, or site features.

It’s these 700+ issues have been analyzed and distilled into 400+ UX guidelines relevant for Online Grocery websites.

(Note that we also have related research studies on Meal Kit UX, Food Delivery UX, and Grocery Box Subscriptions)

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.

Online Grocery Website UX Performance

Benchmark UX Performances

Overall UX Performance

387 Guidelines

Desktop Web

238 Guidelines

Homepage & Category

39 Guidelines


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 Web

149 Guidelines

Mobile Homepage

5 Guidelines

Mobile Main Navigation & Categories

14 Guidelines

Mobile On-Site Search

15 Guidelines


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 e-comemrce sites across the 400+ 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 123 e-commerce sites.
Explore UX Benchmark

5 Online Grocery UX Case-Studies

You can explore our in-depth UX case-studies of the below online grocery sites. In total these contain 1,930 UX performance scores and 1,550+ Best Practice examples from online grocery e-commerce sites.

Articles on Online Grocery UX


We’ve released a small subset of the 400+ Premium UX research finding for online grocery sites for free in these articles:

Online Grocery UX: 3 Ways to Make Setting Grocery Substitution Preferences Easier

January 18, 2022

Online Grocery UX: 5 High-Level UX Takeaways from 1,100 Hours of Testing Leading Grocery Websites

January 11, 2022

12 Common UX Pitfalls ‘Online Grocery’ E-Commerce Sites Suffer From

July 20, 2021

Baymard Update: New 2021 Industry UX Benchmarks for Luxury, Telco, and Grocery

May 18, 2021

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


With Baymard Premium you get access to 400+ 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 92,000+ best practice examples and 145,000+ 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


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 400+ 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.

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“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.

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“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!

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

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“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.

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“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.

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“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!

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“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.

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

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

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“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

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“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

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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.


“The Baymard Institute have some seriously good reports on ecommerce usability, design, and best practices:


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

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“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. 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.


“after benchmarking checkouts for a couple of hours last week… this resource is magical

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 our 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.

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“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

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“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.

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Test Methodology

This UX research on online grocery sites is part of Baymard Institute’s full 78,000+ hours of large scale research catalog, which is based on:

  • Usability Testing: 18 rounds of qualitative usability testing with 2,700+ test subject/site sessions following the "Think Aloud" protocol (mainly in-person 1:1 moderated lab usability testing). The test sessions includes testing individual grocery store sites and apps: Amazon Whole Foods, Walmart, Target, and Aldi, and aggregate third-party grocery delivery sites and apps: Instacart and Shipt.
  • Manual benchmarking: 31 rounds of benchmarking the world’s 123 top-grossing e-commerce sites across 600+ UX guidelines (92,000+ implementation examples and 145,000+ 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.