Benchmarks

93 Top E-Commerce Sites Ranked by User Experience Performance

Use this interactive chart to see the ranked UX performance of the largest B2C e-commerce sites in the US and Europe (scroll down for additional site types). The chart summarizes 40,000+ UX performance ratings. Each site has been manually rated across 700+ different UX elements from Baymard’s 71,000+ hours of UX research. 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

705 Guidelines

Homepage & Category

64 Guidelines

Homepage

15 Guidelines

Category Taxonomy

15 Guidelines

Main Navigation

16 Guidelines

Intermediary Category Pages

6 Guidelines

Site-Wide Layout

12 Guidelines

On-Site Search

50 Guidelines

Search Query Types

12 Guidelines

Search Form & Logic

10 Guidelines

Search Autocomplete

8 Guidelines

Results Logic & Guidance

8 Guidelines

Results Layout & Filtering

12 Guidelines

Product Lists & Filtering

95 Guidelines

List Layout

7 Guidelines

Loading Products

6 Guidelines

List Items: Product Info & Thumbnails

20 Guidelines

List Items: Product Info

11 Guidelines

List Items: Product Thumbnails

9 Guidelines

List Items: Interface & Hit Areas

11 Guidelines

Filtering: Available Filters

10 Guidelines

Filtering: Scope & Logic

14 Guidelines

Filtering: Interface & Layout

11 Guidelines

Sorting

11 Guidelines

Comparison Tool

5 Guidelines

Product Page

95 Guidelines

Product Page Layout

10 Guidelines

Product Images

11 Guidelines

Image Gallery UI

12 Guidelines

The 'Buy' Section

9 Guidelines

Shipping, Returns, and Gifting

7 Guidelines

Product Variations

9 Guidelines

Product Descriptions

10 Guidelines

Specifications Sheet

5 Guidelines

User Reviews

13 Guidelines

Cross-Sells & Cross-Navigation

9 Guidelines

Cart & Checkout

131 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

5 Guidelines

Order Confirmation & E-Mail

4 Guidelines

Form & Page Design

10 Guidelines

User Interactions & Distractions

10 Guidelines

Cross-Sells

4 Guidelines

Validation Errors & Data Persistence

10 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

Orders & Order Tracking

14 Guidelines

Order Returns

11 Guidelines

Mobile E-Commerce

205 Guidelines

Mobile Homepage

8 Guidelines

Main Navigation & Categories

21 Guidelines

Main Navigation

6 Guidelines

Category Taxonomy

10 Guidelines

Category Pages

5 Guidelines

Mobile On-Site Search

23 Guidelines

Autocomplete

7 Guidelines

Query Types

8 Guidelines

Design & Logic

8 Guidelines

Product List

43 Guidelines

Mobile Product List Layout & Features

18 Guidelines

Mobile Filtering

7 Guidelines

Mobile List Item Content

18 Guidelines

Mobile Product Pages

19 Guidelines

Mobile Checkout

47 Guidelines

Shopping Cart

4 Guidelines

Account Selection & Creation

7 Guidelines

User Info

7 Guidelines

Payment

12 Guidelines

Shipping & Store Pickup

6 Guidelines

Order Review & Confirmation

9 Guidelines

Layout & Features

2 Guidelines

Mobile Forms

25 Guidelines

Form Fields

10 Guidelines

Field Validation

8 Guidelines

Input Optimization

7 Guidelines

Mobile Site-Wide Features & Elements

19 Guidelines

71 Major E-Commerce Sites
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B2C Retail Case Studies

Deep dive into the 71 sites displayed in the chart above (see additional site types below this list).

Home Depot

Performance: 57.9

Pay special attention to:

Order Tracking & Returns

Customer Accounts

B&H Photo

Performance: 54.9

Pay special attention to:

On-Site Search

Order Tracking & Returns

REI

Performance: 53.4

Pay special attention to:

Homepage & Category

On-Site Search

Crutchfield

Performance: 52.3

Pay special attention to:

Homepage & Category

Order Tracking & Returns

J.C. Penney

Performance: 51.7

Pay special attention to:

On-Site Search

Order Tracking & Returns

Walmart

Performance: 51.2

Pay special attention to:

On-Site Search

Homepage & Category

Build.com

Performance: 50.6

Pay special attention to:

Product Page

Product Lists & Filtering

Adidas

Performance: 49.2

Pay special attention to:

Homepage & Category

Product Lists & Filtering

Best Buy

Performance: 48.1

Pay special attention to:

Order Tracking & Returns

Customer Accounts

Nordstrom

Performance: 47.1

Pay special attention to:

Cart & Checkout

Homepage & Category

Crate & Barrel

Performance: 46.5

Pay special attention to:

On-Site Search

Product Lists & Filtering

Lowe’s

Performance: 46.5

Pay special attention to:

On-Site Search

Customer Accounts

Marks & Spencer

Performance: 44.0

Pay special attention to:

On-Site Search

Order Tracking & Returns

Staples

Performance: 43.8

Pay special attention to:

Homepage & Category

Product Lists & Filtering

Macy’s

Performance: 43.7

Pay special attention to:

On-Site Search

Customer Accounts

John Lewis

Performance: 42.7

Pay special attention to:

On-Site Search

Order Tracking & Returns

Wayfair

Performance: 42.5

Pay special attention to:

Order Tracking & Returns

Cart & Checkout

Apple

Performance: 42.2

Pay special attention to:

Order Tracking & Returns

On-Site Search

Overstock

Performance: 40.4

Pay special attention to:

Homepage & Category

Customer Accounts

Etsy

Performance: 37.9

Pay special attention to:

Homepage & Category

Customer Accounts

Hayneedle

Performance: 37.6

Pay special attention to:

Product Page

On-Site Search

Target

Performance: 37.0

Pay special attention to:

Product Lists & Filtering

Mobile E-Commerce

Amazon

Performance: 36.5

Pay special attention to:

Order Tracking & Returns

Cart & Checkout

CVS

Performance: 36.2

Pay special attention to:

Product Lists & Filtering

On-Site Search

IKEA

Performance: 36.0

Pay special attention to:

Product Page

Product Lists & Filtering

L.L. Bean

Performance: 35.9

Pay special attention to:

Homepage & Category

Mobile E-Commerce

Smyths

Performance: 35.1

Pay special attention to:

Mobile E-Commerce

On-Site Search

Musician’s Friend

Performance: 35.0

Pay special attention to:

Homepage & Category

Cart & Checkout

Sears

Performance: 34.9

Pay special attention to:

Homepage & Category

Order Tracking & Returns

Neiman Marcus

Performance: 34.5

Pay special attention to:

Product Lists & Filtering

Product Page

Chewy

Performance: 34.3

Pay special attention to:

On-Site Search

Customer Accounts

American Eagle

Performance: 34.0

Pay special attention to:

Cart & Checkout

Order Tracking & Returns

Kohl’s

Performance: 33.6

Pay special attention to:

Cart & Checkout

On-Site Search

ASOS

Performance: 33.5

Pay special attention to:

Homepage & Category

Order Tracking & Returns

Zalando

Performance: 33.4

Pay special attention to:

On-Site Search

Mobile E-Commerce

H&M

Performance: 33.2

Pay special attention to:

Homepage & Category

Order Tracking & Returns

Nike

Performance: 33.1

Pay special attention to:

Homepage & Category

Customer Accounts

Walgreens

Performance: 33.1

Pay special attention to:

Product Page

On-Site Search

Zooplus

Performance: 32.6

Pay special attention to:

Mobile E-Commerce

Homepage & Category

Northern Tool

Performance: 31.0

Pay special attention to:

Product Page

Product Lists & Filtering

Ulta Beauty

Performance: 31.0

Pay special attention to:

Cart & Checkout

On-Site Search

Sephora

Performance: 30.7

Pay special attention to:

On-Site Search

Mobile E-Commerce

Foot Locker

Performance: 30.5

Pay special attention to:

Cart & Checkout

On-Site Search

Sports Direct

Performance: 30.5

Pay special attention to:

On-Site Search

Customer Accounts

Newegg

Performance: 29.7

Pay special attention to:

On-Site Search

Mobile E-Commerce

GAP

Performance: 29.5

Pay special attention to:

Cart & Checkout

Customer Accounts

Vitamin World

Performance: 29.3

Pay special attention to:

Customer Accounts

On-Site Search

Debenhams

Performance: 28.7

Pay special attention to:

On-Site Search

Product Page

Dick’s Sporting Goods

Performance: 28.4

Pay special attention to:

Mobile E-Commerce

On-Site Search

LEGO

Performance: 28.4

Pay special attention to:

Cart & Checkout

On-Site Search

Grainger

Performance: 28.2

Pay special attention to:

On-Site Search

Product Page

Victoria’s Secret

Performance: 28.2

Pay special attention to:

Cart & Checkout

Order Tracking & Returns

Office Depot

Performance: 28.1

Pay special attention to:

Product Page

On-Site Search

Urban Outfitters

Performance: 27.4

Pay special attention to:

Homepage & Category

Product Lists & Filtering

Dell

Performance: 26.9

Pay special attention to:

Product Page

Order Tracking & Returns

Cabela’s

Performance: 26.4

Pay special attention to:

Homepage & Category

On-Site Search

Ann Taylor

Performance: 25.9

Pay special attention to:

Homepage & Category

Customer Accounts

The Vitamin Shoppe

Performance: 25.6

Pay special attention to:

Cart & Checkout

Customer Accounts

Bass Pro Shops

Performance: 25.2

Pay special attention to:

Homepage & Category

On-Site Search

Williams Sonoma

Performance: 25.0

Pay special attention to:

Homepage & Category

On-Site Search

HP

Performance: 23.6

Pay special attention to:

Product Lists & Filtering

On-Site Search

Shop Apotheke

Performance: 23.6

Pay special attention to:

Customer Accounts

Cart & Checkout

Guitar Center

Performance: 23.3

Pay special attention to:

Customer Accounts

On-Site Search

Argos

Performance: 23.2

Pay special attention to:

Product Page

Order Tracking & Returns

Disney Store

Performance: 23.1

Pay special attention to:

Homepage & Category

Order Tracking & Returns

Thomann

Performance: 22.8

Pay special attention to:

Product Page

On-Site Search

Tesco

Performance: 18.4

Pay special attention to:

Product Lists & Filtering

Mobile E-Commerce

Gilt

Performance: 17.1

Pay special attention to:

Cart & Checkout

Product Lists & Filtering

Costco

Performance: 15.2

Pay special attention to:

Homepage & Category

Order Tracking & Returns

Microsoft

Performance: 10.2

Pay special attention to:

Homepage & Category

Product Lists & Filtering

TigerDirect

Performance: 4.4

Pay special attention to:

Product Page

On-Site Search

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