123 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 78,000+ 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

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

Case Studies

Deep dive into any of the 123 retail sites displayed in the scatter plot above.

good
Dropbox
Digital Subscriptions & SaaS

12 page designs: desktop, mobile

good
Firebase
Digital Subscriptions & SaaS

19 page designs: desktop, mobile

decent
Avast
Digital Subscriptions & SaaS

13 page designs: desktop, mobile

decent
Home Depot
Home & Hardware

45 page designs: mobile, desktop

decent
REI
Sports, Toys & Hobbies

48 page designs: mobile, desktop

decent
Codecademy
Digital Subscriptions & SaaS

15 page designs: desktop, mobile

decent
B&H Photo
Electronics & Office

69 page designs: desktop, mobile, app

decent
Gucci
Apparel & Accessories, Luxury Goods

33 page designs: desktop, mobile

decent
Crutchfield
Electronics & Office

46 page designs: desktop, mobile

decent
Evernote
Digital Subscriptions & SaaS

17 page designs: desktop, mobile

decent
Van Cleef & Arpels
Apparel & Accessories, Luxury Goods

31 page designs: desktop, mobile

decent
Walmart
Mass Merchant

73 page designs: desktop, mobile, app

decent
J.C. Penney
Mass Merchant

47 page designs: mobile, desktop

decent
Slack
Digital Subscriptions & SaaS

24 page designs: desktop, mobile

decent
Best Buy
Electronics & Office

50 page designs: desktop, mobile

decent
Louis Vuitton
Apparel & Accessories, Luxury Goods

32 page designs: desktop, mobile

decent
Build.com
Home & Hardware, Houseware & Furnishings

41 page designs: desktop, mobile

decent
TAG Heuer
Apparel & Accessories, Luxury Goods

32 page designs: desktop, mobile

decent
Nordstrom
Mass Merchant, Apparel & Accessories

38 page designs: desktop, mobile

decent
Grammarly
Digital Subscriptions & SaaS

14 page designs: desktop, mobile

decent
Adidas
Apparel & Accessories

37 page designs: desktop, mobile

decent
Chanel
Health & Beauty, Luxury Goods

31 page designs: desktop, mobile

decent
Lowe’s
Home & Hardware, Houseware & Furnishings

45 page designs: mobile, desktop

decent
Crate & Barrel
Houseware & Furnishings

49 page designs: mobile, desktop

decent
Wayfair
Houseware & Furnishings

71 page designs: desktop, mobile, app

decent
Jimmy Choo
Apparel & Accessories, Luxury Goods

35 page designs: desktop, mobile

decent
Our Place
Houseware & Furnishings

21 page designs: desktop, mobile

decent
Macy’s
Mass Merchant

67 page designs: mobile, desktop, app

decent
Away
Apparel & Accessories

26 page designs: desktop, mobile

decent
Adobe
Digital Subscriptions & SaaS

17 page designs: desktop, mobile

decent
John Lewis
Mass Merchant

51 page designs: mobile, desktop

decent
Staples
Electronics & Office, Business-to-Business

62 page designs: desktop, mobile, app

decent
Zendesk
Digital Subscriptions & SaaS

16 page designs: desktop, mobile

decent
Shopify
Digital Subscriptions & SaaS

21 page designs: desktop, mobile

decent
Bang & Olufsen
Electronics & Office, Luxury Goods

20 page designs: desktop, mobile

decent
Twice
Health & Beauty

19 page designs: desktop, mobile

decent
Netflix
Digital Subscriptions & SaaS

17 page designs: desktop, mobile

decent
Apple
Electronics & Office

49 page designs: desktop, mobile

decent
Overstock
Mass Merchant

42 page designs: mobile, desktop

mediocre
Marks & Spencer
Mass Merchant, Apparel & Accessories, Houseware & Furnishings

46 page designs: mobile, desktop

mediocre
Everlane
Apparel & Accessories

26 page designs: desktop, mobile

mediocre
Target
Mass Merchant

52 page designs: desktop, mobile

mediocre
Harry’s
Health & Beauty

20 page designs: desktop, mobile

mediocre
Hayneedle
Houseware & Furnishings

46 page designs: desktop, mobile

mediocre
CVS
Health & Beauty

40 page designs: desktop, mobile

mediocre
Sears
Mass Merchant, Home & Hardware

49 page designs: mobile, desktop

mediocre
Chewy
Sports, Toys & Hobbies

36 page designs: desktop, mobile

mediocre
Etsy
Mass Merchant, Houseware & Furnishings

47 page designs: desktop, mobile

mediocre
Amazon
Mass Merchant

77 page designs: mobile, desktop, app

mediocre
Smyths
Sports, Toys & Hobbies

41 page designs: desktop, mobile

mediocre
L.L. Bean
Mass Merchant, Apparel & Accessories

45 page designs: mobile, desktop

mediocre
Zalando
Apparel & Accessories

44 page designs: mobile, desktop

mediocre
HBO Max
Digital Subscriptions & SaaS

14 page designs: desktop, mobile

mediocre
H&M
Apparel & Accessories

46 page designs: mobile, desktop

mediocre
Snowe
Houseware & Furnishings

19 page designs: desktop, mobile

mediocre
Kohl’s
Mass Merchant

40 page designs: desktop, mobile

mediocre
IKEA
Houseware & Furnishings

60 page designs: mobile, desktop, app

mediocre
Nike
Apparel & Accessories

66 page designs: mobile, desktop, app

mediocre
McAfee
Digital Subscriptions & SaaS

13 page designs: desktop, mobile

mediocre
Musician’s Friend
Sports, Toys & Hobbies

43 page designs: mobile, desktop

mediocre
Neiman Marcus
Apparel & Accessories

37 page designs: mobile, desktop

mediocre
Northern Tool
Home & Hardware, Business-to-Business

45 page designs: desktop, mobile

mediocre
American Eagle
Apparel & Accessories

36 page designs: desktop, mobile

mediocre
ASOS
Apparel & Accessories

65 page designs: desktop, mobile, app

mediocre
Zooplus
Sports, Toys & Hobbies

35 page designs: desktop, mobile

mediocre
Walgreens
Health & Beauty

43 page designs: mobile, desktop

mediocre
Backdrop
Home & Hardware

20 page designs: desktop, mobile

mediocre
Ulta Beauty
Health & Beauty

32 page designs: desktop, mobile

mediocre
Sports Direct
Apparel & Accessories, Sports, Toys & Hobbies

42 page designs: desktop, mobile

mediocre
Newegg
Electronics & Office

49 page designs: desktop, mobile

mediocre
GAP
Apparel & Accessories

44 page designs: mobile, desktop

mediocre
Dell
Electronics & Office

49 page designs: mobile, desktop

mediocre
Xero
Digital Subscriptions & SaaS

26 page designs: desktop, mobile

mediocre
Vitamin World
Health & Beauty

39 page designs: desktop, mobile

mediocre
Victoria’s Secret
Apparel & Accessories

42 page designs: desktop, mobile

mediocre
Dick’s Sporting Goods
Apparel & Accessories, Sports, Toys & Hobbies

36 page designs: desktop, mobile

mediocre
LEGO
Sports, Toys & Hobbies

37 page designs: desktop, mobile

mediocre
Foot Locker
Apparel & Accessories

36 page designs: desktop, mobile

mediocre
Office Depot
Electronics & Office, Business-to-Business

46 page designs: desktop, mobile

mediocre
Debenhams
Mass Merchant, Apparel & Accessories, Houseware & Furnishings

38 page designs: mobile, desktop

mediocre
Urban Outfitters
Apparel & Accessories

40 page designs: desktop, mobile

mediocre
Sephora
Health & Beauty

63 page designs: desktop, mobile, app

mediocre
Fitbit
Electronics & Office

25 page designs: desktop, mobile

mediocre
Grainger
Home & Hardware, Business-to-Business

46 page designs: mobile, desktop

mediocre
Anine Bing
Apparel & Accessories, Luxury Goods

23 page designs: desktop, mobile

mediocre
Cabela’s
Sports, Toys & Hobbies

42 page designs: mobile, desktop

mediocre
Albertsons
Online Grocery

52 page designs: desktop, mobile

mediocre
Ann Taylor
Apparel & Accessories

45 page designs: desktop, mobile

mediocre
The Vitamin Shoppe
Health & Beauty

38 page designs: desktop, mobile

mediocre
Bass Pro Shops
Sports, Toys & Hobbies

38 page designs: desktop, mobile

mediocre
Disney Store
Sports, Toys & Hobbies

37 page designs: mobile, desktop

mediocre
Guitar Center
Sports, Toys & Hobbies

37 page designs: desktop, mobile

mediocre
Shop Apotheke
Health & Beauty

41 page designs: desktop, mobile

mediocre
Peapod
Online Grocery

49 page designs: desktop, mobile

mediocre
Williams Sonoma
Houseware & Furnishings

46 page designs: mobile, desktop

mediocre
HP
Electronics & Office

43 page designs: mobile, desktop

mediocre
Thomann
Sports, Toys & Hobbies

31 page designs: desktop, mobile

mediocre
GoPro
Electronics & Office

24 page designs: desktop, mobile

mediocre
Norton
Digital Subscriptions & SaaS

20 page designs: desktop, mobile

mediocre
Basecamp
Digital Subscriptions & SaaS

22 page designs: desktop, mobile

mediocre
Bell
Telco

41 page designs: desktop, mobile

mediocre
Argos
Mass Merchant

47 page designs: desktop, mobile

mediocre
FreshDirect
Online Grocery

45 page designs: desktop, mobile

poor
Verizon
Telco

43 page designs: desktop, mobile

poor
Sainsbury’s
Online Grocery

44 page designs: desktop, mobile

poor
Tesco
Mass Merchant

45 page designs: desktop, mobile

poor
Gilt
Apparel & Accessories

38 page designs: mobile, desktop

poor
Vodafone UK
Telco

39 page designs: desktop, mobile

poor
Costco
Mass Merchant

50 page designs: desktop, mobile

poor
Orange
Telco

39 page designs: desktop, mobile

poor
Ocado
Online Grocery

44 page designs: desktop, mobile

poor
Apple Music
Digital Subscriptions & SaaS

19 page designs: desktop, mobile

poor
Cole-Parmer
Business-to-Business

41 page designs: desktop, mobile

poor
Microsoft
Electronics & Office

49 page designs: desktop, mobile

poor
Zoom
Digital Subscriptions & SaaS

21 page designs: desktop, mobile

poor
Box
Digital Subscriptions & SaaS

12 page designs: desktop, mobile

poor
Microsoft Teams
Digital Subscriptions & SaaS

24 page designs: desktop, mobile

poor
TigerDirect
Electronics & Office

37 page designs: desktop, mobile

poor
Xfinity
Telco

16 page designs: desktop, mobile

poor
Thermo Fisher
Business-to-Business

38 page designs: desktop, mobile

broken
Berlin Packaging
Business-to-Business

43 page designs: desktop, mobile

broken
Arrow
Business-to-Business

40 page designs: desktop, mobile

broken
Hitachi
Business-to-Business

31 page designs: desktop, mobile


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