Benchmarks

93 Top E-Commerce Sites Ranked by User Experience Performance

Use this interactive benchmark to see the ranked e-commerce UX performance of 70+ of the largest B2C e-commerce sites in the US and Europe (scroll down for additional site types). The chart summarizes 50,000+ e-commerce UX performance ratings. Each site has been manually rated across 700+ different UX elements from Baymard’s 71,000+ hours of UX research (available in Premium). You can also see snapshots of end-of-year performances all the way back to 2012.

Case Studies

Click on the colored dots to view in-depth case studies for each benchmarked site, or scroll down to see all case studies. You can also view the case study examples organized by type of page.

Benchmark UX Performances
Poor
Mediocre
Decent
Good
Perfect

Overall UX Performance

690 Guidelines

Desktop Web

484 Guidelines

Homepage & Category

59 Guidelines

Homepage

15 Guidelines

Category Taxonomy

13 Guidelines

Main Navigation

16 Guidelines

Intermediary Category Pages

6 Guidelines

Site-Wide Layout

9 Guidelines

On-Site Search

47 Guidelines

Search Query Types

9 Guidelines

Search Form & Logic

10 Guidelines

Search Autocomplete

8 Guidelines

Results Logic & Guidance

8 Guidelines

Results Layout & Filtering

12 Guidelines

Product Lists & Filtering

87 Guidelines

Product Lists: Layout & Loading

14 Guidelines

List Layout

8 Guidelines

Loading Products

6 Guidelines

List Items: Product Info & Thumbnails

18 Guidelines

List Items: Product Info

9 Guidelines

List Items: Product Thumbnails

9 Guidelines

List Items: Interface & Hit Areas

12 Guidelines

Filtering: Available Filters

11 Guidelines

Filtering: Scope & Logic

11 Guidelines

Filtering: Interface & Layout

11 Guidelines

Sorting

10 Guidelines

Product Page

96 Guidelines

Product Page Layout

11 Guidelines

Product Images

11 Guidelines

Image Gallery UI

12 Guidelines

Price, Purchase & Delivery

16 Guidelines

The 'Buy' Section

9 Guidelines

Shipping, Returns, and Gifting

7 Guidelines

Product Variations

9 Guidelines

Product Descriptions & Spec Sheet

15 Guidelines

Product Descriptions

10 Guidelines

Specifications Sheet

5 Guidelines

User Reviews

13 Guidelines

Cross-Sells & Cross-Navigation

9 Guidelines

Cart & Checkout

130 Guidelines

Shopping Cart & "Added to Cart" Behavior

10 Guidelines

Account Selection & Creation

9 Guidelines

Customer & Address Information

12 Guidelines

Gifting Flow & Features

5 Guidelines

Shipping & Store Pickup

11 Guidelines

Payment Flow & Methods (Incl. Third-Party)

8 Guidelines

Credit Card Form

10 Guidelines

Order Review & Confirmation

9 Guidelines

Order Review

5 Guidelines

Order Confirmation & E-Mail

4 Guidelines

Layout & Flow

23 Guidelines

Form & Page Design

10 Guidelines

User Interactions & Distractions

9 Guidelines

Cross-Sells

4 Guidelines

Validation Errors & Data Persistence

10 Guidelines

Form Fields

23 Guidelines

Field Labels & Microcopy

7 Guidelines

Field Design & Features

8 Guidelines

Default Values & Autocompletion

8 Guidelines

Customer Accounts

40 Guidelines

Account Drop-Down

7 Guidelines

Account Dashboard

6 Guidelines

Account Sign In

6 Guidelines

'Your Account': Addresses, Payments, & Newsletters

13 Guidelines

Account-Wide Navigation, Structure, & Information

8 Guidelines

Order Tracking & Returns

25 Guidelines

Place Order & Order Cancellation

5 Guidelines

Order Tracking

9 Guidelines

Order Returns

11 Guidelines

Mobile Web

206 Guidelines

Mobile Homepage

8 Guidelines

Mobile Main Navigation & Categories

21 Guidelines

Mobile Main Navigation

6 Guidelines

Mobile Category Taxonomy

10 Guidelines

Mobile Category Pages

5 Guidelines

Mobile On-Site Search

24 Guidelines

Mobile Autocomplete

7 Guidelines

Mobile Query Types

8 Guidelines

Mobile Search Design & Logic

9 Guidelines

Mobile Product List

48 Guidelines

Mobile Product List Layout & Features

18 Guidelines

Mobile Filtering

12 Guidelines

Mobile List Item Content

18 Guidelines

Mobile Product Pages

13 Guidelines

Mobile Product Page Layout

5 Guidelines

Mobile User Reviews

8 Guidelines

Mobile Checkout

47 Guidelines

Mobile Layout & Features

2 Guidelines

Mobile Shopping Cart

4 Guidelines

Mobile Account Selection & Creation

7 Guidelines

Mobile User Info

7 Guidelines

Mobile Shipping & Store Pickup

6 Guidelines

Mobile Payment

12 Guidelines

Mobile Order Review & Confirmation

9 Guidelines

Mobile Forms

26 Guidelines

Mobile Form Fields

10 Guidelines

Mobile Field Validation

8 Guidelines

Mobile Input Optimization

8 Guidelines

Mobile Site-Wide Features & Elements

19 Guidelines

71 Major E-Commerce Sites
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B2C Retail Case Studies

Deep dive into any of the 71 retail sites displayed in the scatter plot above:

Home Depot

Performance: 58.7

Pay special attention to:

Order Tracking & Returns

Customer Accounts

Crutchfield

Performance: 55.4

Pay special attention to:

Product Lists & Filtering

Order Tracking & Returns

B&H Photo

Performance: 55.2

Pay special attention to:

Homepage & Category

Order Tracking & Returns

REI

Performance: 54.5

Pay special attention to:

Homepage & Category

On-Site Search

J.C. Penney

Performance: 52.3

Pay special attention to:

On-Site Search

Order Tracking & Returns

Walmart

Performance: 51.9

Pay special attention to:

On-Site Search

Order Tracking & Returns

Build.com

Performance: 51.8

Pay special attention to:

Product Page

On-Site Search

Adidas

Performance: 49.9

Pay special attention to:

Homepage & Category

Product Lists & Filtering

Best Buy

Performance: 49.2

Pay special attention to:

Order Tracking & Returns

Customer Accounts

Crate & Barrel

Performance: 48.3

Pay special attention to:

Homepage & Category

Order Tracking & Returns

Nordstrom

Performance: 47.9

Pay special attention to:

Cart & Checkout

Homepage & Category

Lowe’s

Performance: 47.7

Pay special attention to:

On-Site Search

Customer Accounts

Staples

Performance: 45.1

Pay special attention to:

Homepage & Category

Product Lists & Filtering

Macy’s

Performance: 44.1

Pay special attention to:

On-Site Search

Customer Accounts

Wayfair

Performance: 44.1

Pay special attention to:

Order Tracking & Returns

Customer Accounts

John Lewis

Performance: 43.8

Pay special attention to:

Product Lists & Filtering

Order Tracking & Returns

Marks & Spencer

Performance: 43.5

Pay special attention to:

On-Site Search

Order Tracking & Returns

Apple

Performance: 43.3

Pay special attention to:

Order Tracking & Returns

On-Site Search

Overstock

Performance: 40.2

Pay special attention to:

Homepage & Category

Customer Accounts

Target

Performance: 39.0

Pay special attention to:

Product Lists & Filtering

Cart & Checkout

Hayneedle

Performance: 38.6

Pay special attention to:

Product Page

On-Site Search

Etsy

Performance: 38.3

Pay special attention to:

Homepage & Category

Customer Accounts

Amazon

Performance: 37.8

Pay special attention to:

Order Tracking & Returns

Cart & Checkout

CVS

Performance: 37.2

Pay special attention to:

Product Lists & Filtering

On-Site Search

Sears

Performance: 36.8

Pay special attention to:

Homepage & Category

Order Tracking & Returns

Chewy

Performance: 36.4

Pay special attention to:

Homepage & Category

Customer Accounts

Smyths

Performance: 36.4

Pay special attention to:

Homepage & Category

Product Lists & Filtering

IKEA

Performance: 35.7

Pay special attention to:

Product Page

Mobile Web

Zalando

Performance: 35.5

Pay special attention to:

On-Site Search

Mobile Web

L.L. Bean

Performance: 35.4

Pay special attention to:

On-Site Search

Mobile Web

H&M

Performance: 35.2

Pay special attention to:

Homepage & Category

Order Tracking & Returns

Neiman Marcus

Performance: 35.1

Pay special attention to:

Product Lists & Filtering

Product Page

Musician’s Friend

Performance: 34.6

Pay special attention to:

Homepage & Category

Cart & Checkout

ASOS

Performance: 34.5

Pay special attention to:

Homepage & Category

Order Tracking & Returns

Kohl’s

Performance: 34.3

Pay special attention to:

Cart & Checkout

On-Site Search

Walgreens

Performance: 34.1

Pay special attention to:

Product Page

On-Site Search

American Eagle

Performance: 33.7

Pay special attention to:

Cart & Checkout

Order Tracking & Returns

Nike

Performance: 33.6

Pay special attention to:

Homepage & Category

Customer Accounts

Northern Tool

Performance: 33.0

Pay special attention to:

Product Page

Mobile Web

Zooplus

Performance: 33.0

Pay special attention to:

Mobile Web

Product Lists & Filtering

Ulta Beauty

Performance: 32.1

Pay special attention to:

Cart & Checkout

Customer Accounts

Sports Direct

Performance: 31.8

Pay special attention to:

Product Lists & Filtering

Customer Accounts

Newegg

Performance: 31.1

Pay special attention to:

On-Site Search

Mobile Web

Sephora

Performance: 30.6

Pay special attention to:

On-Site Search

Mobile Web

Vitamin World

Performance: 30.1

Pay special attention to:

Product Lists & Filtering

On-Site Search

Office Depot

Performance: 29.9

Pay special attention to:

Product Page

On-Site Search

Foot Locker

Performance: 29.6

Pay special attention to:

Product Lists & Filtering

On-Site Search

GAP

Performance: 29.4

Pay special attention to:

Cart & Checkout

Customer Accounts

Grainger

Performance: 29.3

Pay special attention to:

On-Site Search

Product Page

Dick’s Sporting Goods

Performance: 29.3

Pay special attention to:

Cart & Checkout

On-Site Search

Victoria’s Secret

Performance: 29.2

Pay special attention to:

Cart & Checkout

Order Tracking & Returns

LEGO

Performance: 29.1

Pay special attention to:

Product Lists & Filtering

On-Site Search

Dell

Performance: 28.8

Pay special attention to:

Product Page

Order Tracking & Returns

Debenhams

Performance: 28.6

Pay special attention to:

Homepage & Category

Product Page

Urban Outfitters

Performance: 28.2

Pay special attention to:

Homepage & Category

Product Lists & Filtering

Cabela’s

Performance: 27.3

Pay special attention to:

Homepage & Category

On-Site Search

The Vitamin Shoppe

Performance: 26.5

Pay special attention to:

Cart & Checkout

Customer Accounts

Ann Taylor

Performance: 26.3

Pay special attention to:

Product Lists & Filtering

Customer Accounts

Williams Sonoma

Performance: 25.9

Pay special attention to:

Homepage & Category

On-Site Search

Bass Pro Shops

Performance: 25.8

Pay special attention to:

Product Page

On-Site Search

Disney Store

Performance: 25.3

Pay special attention to:

Homepage & Category

Order Tracking & Returns

Guitar Center

Performance: 24.9

Pay special attention to:

Product Lists & Filtering

On-Site Search

HP

Performance: 24.7

Pay special attention to:

Product Lists & Filtering

On-Site Search

Shop Apotheke

Performance: 24.4

Pay special attention to:

Customer Accounts

Cart & Checkout

Thomann

Performance: 23.7

Pay special attention to:

Homepage & Category

On-Site Search

Argos

Performance: 23.3

Pay special attention to:

Product Page

Order Tracking & Returns

Tesco

Performance: 19.5

Pay special attention to:

Product Lists & Filtering

Mobile Web

Gilt

Performance: 18.2

Pay special attention to:

Cart & Checkout

Product Lists & Filtering

Costco

Performance: 14.5

Pay special attention to:

Product Page

Order Tracking & Returns

Microsoft

Performance: 11.2

Pay special attention to:

Homepage & Category

Product Page

TigerDirect

Performance: 6.9

Pay special attention to:

Product Page

On-Site Search

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Business-to-Business Case Studies

Explore the B2B sites below or see the B2B e-commerce specific benchmark.

Luxury Goods Case Studies

Explore the sites below or see the Luxury Retail specific UX benchmark.

Online Grocery Case Studies

Explore the sites below or see the Online Grocery specific UX benchmark.

Telco Case Studies

Explore the sites below or see the Telco specific UX benchmark.