185 Top E-Commerce Sites Ranked by User Experience Performance

Use this interactive Benchmark chart to see the ranked UX performance of the largest e-commerce sites in the US and Europe. The chart summarizes 50,000+ UX performance ratings. Each site has been manually rated across 700+ different UX elements from Baymard’s 88,000+ 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 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

837 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

353 Guidelines

Homepage & Category Navigation

32 Guidelines

Homepage

11 Guidelines

Category Taxonomy

10 Guidelines

Main Navigation

6 Guidelines

Intermediary Category Pages

5 Guidelines

On-Site Search

38 Guidelines

Search Query Types

9 Guidelines

Search Form & Logic

9 Guidelines

Search Autocomplete

7 Guidelines

Results Logic & Guidance

7 Guidelines

Results Layout & Filtering

6 Guidelines

Product Lists & Filtering

60 Guidelines

List Layout

8 Guidelines

Loading Products

3 Guidelines

List Items: Product Info & Thumbnails

16 Guidelines

List Items: Interface & Hit Areas

10 Guidelines

Filtering: Available Filters

9 Guidelines

Filtering: Scope & Logic

5 Guidelines

Filtering: Interface & Layout

6 Guidelines

Sorting

3 Guidelines

Product Page

93 Guidelines

Product Page Layout

5 Guidelines

Product Images

9 Guidelines

Image Gallery UI

6 Guidelines

Product Videos & 360-Views

4 Guidelines

The "Buy" Section

9 Guidelines

Shipping, Returns, and Gifting

8 Guidelines

Product Variations

9 Guidelines

Product Descriptions

7 Guidelines

Specifications Sheet

5 Guidelines

User Reviews

18 Guidelines

Auxiliary Content

4 Guidelines

Cross-Sells & Cross-Navigation

9 Guidelines

Cart & Checkout

107 Guidelines

Checkout Layout & Design

4 Guidelines

Shopping Cart & “Added to Cart” Behavior

8 Guidelines

Account Selection & Creation

9 Guidelines

Customer & Address Information

10 Guidelines

Gifting Flow & Features

5 Guidelines

Shipping & Store Pickup

9 Guidelines

Payment Flow & Methods (Incl. Third-Party)

5 Guidelines

Credit Card Form

8 Guidelines

Order Review

5 Guidelines

Order Confirmation & E-Mail

4 Guidelines

User Interactions & Distractions

4 Guidelines

Cross-Sells

3 Guidelines

Validation Errors & Data Persistence

10 Guidelines

Field Labels & Microcopy

6 Guidelines

Field Design & Input Optimization

17 Guidelines

Site-Wide Design & Interaction

23 Guidelines

Site-Wide Features & Navigation

14 Guidelines

Touch Interfaces

9 Guidelines

Case Studies

Deep dive into the performance and page designs of the 185 case studies.

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