Benchmark Overview

Costco’s E-Commerce UX

This is a case study of Costco’s e-commerce user experience (UX) performance. It’s based on a full-performance review of more than 550 design elements. 59 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape

Costco’s overall e-commerce UX performance is mediocre. Their UX is especially thwarted by usability issues related to poor Cart & Checkout, On-Site Search, and Mobile E-Commerce performances.

Costco’s Homepage & Category performance is decent. For instance, Costco’s category experience has state of the art Site-Wide Layout and good Intermediary Category Pages yet suffers from mediocre Main Navigation.

Costco’s On-Site Search performance is poor. Costco’s search experience is particularly thwarted by usability issues related to mediocre Search Query Types, broken Search Form & Logic, and broken Results Layout & Filtering. That said, their search experience performs well within Search Autocomplete.

Costco’s Product Lists & Filtering performance is poor. Some of Costco’s biggest product list usability issues are due to mediocre Loading Products, Filtering: Available Filters, and Filtering: Scope & Logic.

Costco’s Product Page performance is mediocre. Notably, Costco’s product page performance is hampered by mediocre Product Descriptions and User Reviews, although this is helped somewhat by good Product Page Layout.

Costco’s Cart & Checkout performance is poor. Some of Costco’s biggest checkout usability issues are due to mediocre Field Labels & Microcopy, mediocre Gifting Flow & Features, and poor Default Values & Autocompletion. That said, their checkout performs well within Cross-Sells.

Costco’s Mobile E-Commerce performance is poor. Costco’s mobile design in particular suffers from usability issues caused by mediocre Touch Keyboards, poor Mobile Filtering & Sorting, and broken Mobile Form Field Usability. That said, their mobile design performs great within Mobile Product Lists.

Rank: 53 of 60

Usability Score: 273

URL: costco.com


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Poor
Acceptable
Good

Costco's E-Commerce UX: 577 guidelines · Comparative score: 272.7

Homepage & Category: 61 guidelines · Score: 742.5

Homepage: 15 guidelines · Score: 104.4

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Guideline #237 Adhered High · Score: 33.2

Guideline #240 Neutral · Score: 0.0

Guideline #242 Adhered High · Score: 23.7

Guideline #248 Violated Low · Score: -11.9

Guideline #235 Adhered High · Score: 14.2

Guideline #238 Neutral · Score: 0.0

Guideline #236 Not Applicable · Score: 0.0

Guideline #246 Not Applicable · Score: 0.0

Guideline #249 Neutral · Score: 0.0

Guideline #245 Issue Resolved · Score: 23.7

Guideline #241 Adhered Low · Score: 7.1

Guideline #247 Not Applicable · Score: 0.0

Guideline #239 Not Applicable · Score: 0.0

Guideline #264 Neutral · Score: 0.0

Guideline #257 Adhered High · Score: 14.2

Category Taxonomy: 14 guidelines · Score: 180.3

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Guideline #253 Violated High · Score: -33.2

Guideline #261 Adhered High · Score: 23.7

Guideline #263 Adhered High · Score: 33.2

Guideline #266 Adhered High · Score: 23.7

Guideline #267 Violated High · Score: -33.2

Guideline #268 Adhered High · Score: 28.5

Guideline #259 Issue Resolved · Score: 38.0

Guideline #282 Adhered High · Score: 23.7

Guideline #286 Adhered High · Score: 23.7

Guideline #274 Not Applicable · Score: 0.0

Guideline #251 Not Applicable · Score: 0.0

Guideline #278 Adhered High · Score: 19.0

Guideline #277 Issue Resolved · Score: 19.0

Guideline #318 Adhered High · Score: 14.2

Main Navigation: 16 guidelines · Score: 163.7

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Guideline #287 Violated High · Score: -33.2

Guideline #294 Adhered High · Score: 38.0

Guideline #302 Adhered Low · Score: 16.6

Guideline #289 Adhered Low · Score: 11.9

Guideline #288 Violated Low · Score: -14.2

Guideline #303 Not Applicable · Score: 0.0

Guideline #298 Issue Resolved · Score: 28.5

Guideline #291 Adhered High · Score: 23.7

Guideline #297 Not Applicable · Score: 0.0

Guideline #256 Issue Resolved · Score: 23.7

Guideline #304 Issue Resolved · Score: 23.7

Guideline #305 Adhered High · Score: 19.0

Guideline #296 Adhered High · Score: 19.0

Guideline #299 Violated Low · Score: -7.1

Guideline #306 Adhered High · Score: 14.2

Guideline #300 Not Applicable · Score: 0.0

Intermediary Category Pages: 6 guidelines · Score: 118.6

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Guideline #307 Adhered High · Score: 38.0

Guideline #309 Adhered High · Score: 33.2

Guideline #308 Issue Resolved · Score: 23.7

Guideline #311 Not Applicable · Score: 0.0

Guideline #312 Issue Resolved · Score: 23.7

Guideline #310 Not Applicable · Score: 0.0

Site-Wide Layout: 10 guidelines · Score: 175.6

‘State of the Art’

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Guideline #279 Adhered High · Score: 23.7

Guideline #258 Issue Resolved · Score: 38.0

Guideline #252 Adhered High · Score: 23.7

Guideline #250 Adhered High · Score: 19.0

Guideline #293 Adhered High · Score: 19.0

Guideline #290 Adhered High · Score: 14.2

Guideline #284 Issue Resolved · Score: 14.2

Guideline #260 Adhered High · Score: 14.2

Guideline #255 Adhered High · Score: 9.5

Guideline #273 Not Applicable · Score: 0.0

On-Site Search: 49 guidelines · Score: 100.7

Search Query Types: 12 guidelines · Score: 16.8

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Guideline #333 Adhered High · Score: 53.7

Guideline #334 Violated Low · Score: -26.9

Guideline #340 Violated Low · Score: -16.8

Guideline #335 Violated High · Score: -33.6

Guideline #337 Not Applicable · Score: 0.0

Guideline #341 Not Applicable · Score: 0.0

Guideline #344 Adhered High · Score: 47.0

Guideline #399 Violated High · Score: -33.6

Guideline #338 Not Applicable · Score: 0.0

Guideline #347 Not Applicable · Score: 0.0

Guideline #342 Adhered High · Score: 26.9

Guideline #398 Not Applicable · Score: 0.0

Search Form & Logic: 10 guidelines · Score: -26.9

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Guideline #336 Not Applicable · Score: 0.0

Guideline #346 Violated High · Score: -40.3

Guideline #349 Issue Resolved · Score: 33.6

Guideline #407 Violated High · Score: -47.0

Guideline #339 Issue Resolved · Score: 33.6

Guideline #343 Not Applicable · Score: 0.0

Guideline #351 Violated High · Score: -33.6

Guideline #348 Adhered High · Score: 26.9

Guideline #350 Not Applicable · Score: 0.0

Guideline #352 Not Applicable · Score: 0.0

Search Autocomplete: 7 guidelines · Score: 214.9

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Guideline #359 Adhered High · Score: 40.3

Guideline #404 Adhered Low · Score: 20.1

Guideline #361 Adhered High · Score: 20.1

Guideline #356 Issue Resolved · Score: 33.6

Guideline #369 Adhered High · Score: 40.3

Guideline #368 Adhered High · Score: 33.6

Guideline #363 Adhered High · Score: 26.9

Results Logic & Guidance: 8 guidelines · Score: 80.6

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Guideline #358 Violated High · Score: -47.0

Guideline #362 Neutral · Score: 0.0

Guideline #370 Adhered High · Score: 40.3

Guideline #367 Not Applicable · Score: 0.0

Guideline #355 Adhered High · Score: 20.1

Guideline #394 Issue Resolved · Score: 33.6

Guideline #365 Issue Resolved · Score: 33.6

Guideline #371 Not Applicable · Score: 0.0

Results Layout & Filtering: 12 guidelines · Score: -184.7

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Guideline #382 Violated High · Score: -33.6

Guideline #379 Violated High · Score: -53.7

Guideline #386 Adhered High · Score: 47.0

Guideline #381 Neutral · Score: 0.0

Guideline #377 Violated Low · Score: -16.8

Guideline #376 Adhered Low · Score: 26.9

Guideline #403 Violated High · Score: -47.0

Guideline #393 Violated High · Score: -33.6

Guideline #406 Violated High · Score: -33.6

Guideline #378 Neutral · Score: 0.0

Guideline #401 Neutral · Score: 0.0

Guideline #402 Violated High · Score: -40.3

Product Lists & Filtering: 94 guidelines · Score: 56.6

List Layout: 7 guidelines · Score: 62.0

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Guideline #541 Not Applicable · Score: 0.0

Guideline #533 Violated Low · Score: -16.2

Guideline #531 Adhered Low · Score: 13.5

Guideline #537 Adhered High · Score: 27.0

Guideline #535 Not Applicable · Score: 0.0

Guideline #536 Not Applicable · Score: 0.0

Guideline #862 Adhered High · Score: 37.7

Loading Products: 5 guidelines · Score: -16.2

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Guideline #501 Violated High · Score: -32.4

Guideline #502 Violated Low · Score: -16.2

Guideline #503 Adhered High · Score: 16.2

Guideline #504 Adhered Low · Score: 16.2

Guideline #505 Not Applicable · Score: 0.0

List Items: Product Info & Thumbnails: 16 guidelines · Score: 137.5

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Guideline #440 Adhered High · Score: 43.1

Guideline #421 Not Applicable · Score: 0.0

Guideline #443 Adhered High · Score: 37.7

Guideline #446 Violated High · Score: -32.4

Guideline #422 Adhered High · Score: 32.4

Guideline #441 Adhered High · Score: 27.0

Guideline #447 Not Applicable · Score: 0.0

Guideline #444 Not Applicable · Score: 0.0

Guideline #455 Not Applicable · Score: 0.0

Guideline #445 Adhered High · Score: 37.7

Guideline #457 Not Applicable · Score: 0.0

Guideline #463 Not Applicable · Score: 0.0

Guideline #456 Adhered Low · Score: 13.5

Guideline #458 Not Applicable · Score: 0.0

Guideline #459 Violated High · Score: -21.6

Guideline #462 Not Applicable · Score: 0.0

List Items: Interface & Hit Areas: 10 guidelines · Score: -53.9

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Guideline #448 Violated High · Score: -37.7

Guideline #528 Not Applicable · Score: 0.0

Guideline #452 Violated High · Score: -27.0

Guideline #450 Neutral · Score: 0.0

Guideline #449 Adhered High · Score: 27.0

Guideline #525 Violated Low · Score: -13.5

Guideline #527 Violated High · Score: -27.0

Guideline #529 Issue Resolved · Score: 32.4

Guideline #530 Violated Low · Score: -8.1

Guideline #526 Not Applicable · Score: 0.0

List Items: Personalization: 5 guidelines · Score: 16.2

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Guideline #480 Adhered High · Score: 37.7

Guideline #482 Not Applicable · Score: 0.0

Guideline #483 Not Applicable · Score: 0.0

Guideline #485 Not Applicable · Score: 0.0

Guideline #484 Violated High · Score: -21.6

Filtering: Available Filters: 10 guidelines · Score: -29.7

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Guideline #409 Adhered High · Score: 43.1

Guideline #413 Adhered High · Score: 37.7

Guideline #418 Not Applicable · Score: 0.0

Guideline #408 Violated High · Score: -37.7

Guideline #417 Not Applicable · Score: 0.0

Guideline #540 Not Applicable · Score: 0.0

Guideline #410 Violated High · Score: -32.4

Guideline #414 Violated High · Score: -27.0

Guideline #416 Violated High · Score: -27.0

Guideline #415 Adhered Low · Score: 13.5

Filtering: Scope & Logic: 14 guidelines · Score: 37.7

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Guideline #424 Adhered High · Score: 37.7

Guideline #427 Adhered High · Score: 37.7

Guideline #433 Violated High · Score: -37.7

Guideline #423 Not Applicable · Score: 0.0

Guideline #430 Not Applicable · Score: 0.0

Guideline #428 Violated Low · Score: -10.8

Guideline #432 Not Applicable · Score: 0.0

Guideline #429 Adhered High · Score: 10.8

Guideline #436 Not Applicable · Score: 0.0

Guideline #439 Not Applicable · Score: 0.0

Guideline #488 Violated High · Score: -27.0

Guideline #492 Adhered High · Score: 27.0

Guideline #493 Adhered High · Score: 27.0

Guideline #486 Violated High · Score: -27.0

Filtering: Interface & Layout: 11 guidelines · Score: 70.1

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Guideline #468 Not Applicable · Score: 0.0

Guideline #474 Adhered High · Score: 32.4

Guideline #470 Adhered High · Score: 37.7

Guideline #464 Violated Low · Score: -13.5

Guideline #467 Adhered High · Score: 27.0

Guideline #475 Violated High · Score: -27.0

Guideline #479 Adhered Low · Score: 13.5

Guideline #476 Not Applicable · Score: 0.0

Guideline #465 Issue Resolved · Score: 27.0

Guideline #471 Violated High · Score: -27.0

Guideline #472 Not Applicable · Score: 0.0

Sorting: 11 guidelines · Score: -27.0

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Guideline #510 Violated High · Score: -43.1

Guideline #511 Violated High · Score: -37.7

Guideline #539 Adhered High · Score: 21.6

Guideline #514 Adhered High · Score: 27.0

Guideline #513 Adhered High · Score: 27.0

Guideline #509 Violated High · Score: -27.0

Guideline #521 Adhered High · Score: 27.0

Guideline #517 Violated High · Score: -21.6

Guideline #515 Not Applicable · Score: 0.0

Guideline #516 Not Applicable · Score: 0.0

Guideline #523 Not Applicable · Score: 0.0

Comparison Tool: 5 guidelines · Score: -140.2

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Guideline #495 Violated High · Score: -37.7

Guideline #496 Violated High · Score: -27.0

Guideline #497 Violated High · Score: -37.7

Guideline #499 Violated High · Score: -16.2

Guideline #498 Violated High · Score: -21.6

Product Page: 95 guidelines · Score: 388.3

Product Page Layout: 8 guidelines · Score: 79.4

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Guideline #751 Adhered High · Score: 24.2

Guideline #753 Not Applicable · Score: 0.0

Guideline #758 Not Applicable · Score: 0.0

Guideline #757 Not Applicable · Score: 0.0

Guideline #784 Not Applicable · Score: 0.0

Guideline #738 Adhered High · Score: 20.7

Guideline #766 Adhered High · Score: 17.3

Guideline #846 Adhered High · Score: 17.3

Product Images: 9 guidelines · Score: 75.9

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Guideline #740 Adhered High · Score: 27.6

Guideline #741 Adhered High · Score: 24.2

Guideline #747 Adhered High · Score: 24.2

Guideline #755 Adhered High · Score: 17.3

Guideline #744 Not Applicable · Score: 0.0

Guideline #745 Violated High · Score: -17.3

Guideline #752 Adhered High · Score: 17.3

Guideline #854 Not Applicable · Score: 0.0

Guideline #756 Violated High · Score: -17.3

Image Gallery UI: 10 guidelines · Score: 82.8

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Guideline #774 Adhered High · Score: 24.2

Guideline #771 Not Applicable · Score: 0.0

Guideline #776 Violated Low · Score: -12.1

Guideline #775 Adhered High · Score: 20.7

Guideline #779 Adhered High · Score: 17.3

Guideline #783 Issue Resolved · Score: 17.3

Guideline #781 Neutral · Score: 0.0

Guideline #773 Adhered Low · Score: 5.2

Guideline #778 Not Applicable · Score: 0.0

Guideline #777 Adhered High · Score: 10.4

Product Video & 360-View: 4 guidelines · Score: -17.3

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Guideline #759 Violated High · Score: -17.3

Guideline #770 Not Applicable · Score: 0.0

Guideline #760 Not Applicable · Score: 0.0

Guideline #761 Not Applicable · Score: 0.0

The 'Buy' Section: 9 guidelines · Score: -10.4

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Guideline #791 Adhered High · Score: 17.3

Guideline #795 Violated High · Score: -24.2

Guideline #820 Not Applicable · Score: 0.0

Guideline #798 Violated High · Score: -17.3

Guideline #817 Violated High · Score: -17.3

Guideline #792 Adhered High · Score: 17.3

Guideline #816 Issue Resolved · Score: 17.3

Guideline #793 Not Applicable · Score: 0.0

Guideline #789 Violated Low · Score: -3.5

Shipping, Returns, and Gifting: 7 guidelines · Score: 31.1

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Guideline #825 Adhered High · Score: 17.3

Guideline #826 Not Applicable · Score: 0.0

Guideline #803 Adhered High · Score: 24.2

Guideline #836 Neutral · Score: 0.0

Guideline #804 Not Applicable · Score: 0.0

Guideline #802 Violated High · Score: -10.4

Guideline #805 Not Applicable · Score: 0.0

Product Variations: 9 guidelines · Score: 13.8

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Guideline #848 Adhered High · Score: 24.2

Guideline #853 Adhered High · Score: 17.3

Guideline #849 Violated High · Score: -17.3

Guideline #837 Violated High · Score: -17.3

Guideline #851 Not Applicable · Score: 0.0

Guideline #800 Not Applicable · Score: 0.0

Guideline #850 Neutral · Score: 0.0

Guideline #852 Not Applicable · Score: 0.0

Guideline #856 Adhered High · Score: 6.9

Product Descriptions: 7 guidelines · Score: 51.8

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Guideline #841 Adhered High · Score: 24.2

Guideline #843 Violated High · Score: -24.2

Guideline #861 Adhered Low · Score: 8.6

Guideline #860 Adhered High · Score: 17.3

Guideline #845 Adhered High · Score: 17.3

Guideline #844 Adhered High · Score: 17.3

Guideline #847 Violated Low · Score: -8.6

Specifications Sheet: 5 guidelines · Score: 17.3

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Guideline #858 Adhered High · Score: 24.2

Guideline #840 Violated High · Score: -17.3

Guideline #835 Adhered High · Score: 17.3

Guideline #839 Violated High · Score: -17.3

Guideline #857 Adhered High · Score: 10.4

User Reviews: 13 guidelines · Score: 5.2

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Guideline #739 Adhered High · Score: 24.2

Guideline #743 Violated High · Score: -24.2

Guideline #750 Adhered Low · Score: 13.8

Guideline #749 Adhered High · Score: 20.7

Guideline #768 Violated Low · Score: -8.6

Guideline #742 Violated High · Score: -17.3

Guideline #748 Violated High · Score: -17.3

Guideline #785 Violated High · Score: -17.3

Guideline #767 Violated High · Score: -17.3

Guideline #765 Adhered Low · Score: 8.6

Guideline #746 Adhered High · Score: 17.3

Guideline #763 Adhered Low · Score: 5.2

Guideline #786 Adhered High · Score: 17.3

Auxiliary Content: 5 guidelines · Score: 27.6

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Guideline #807 Adhered High · Score: 24.2

Guideline #788 Adhered High · Score: 20.7

Guideline #787 Violated High · Score: -17.3

Guideline #806 Not Applicable · Score: 0.0

Guideline #769 Not Applicable · Score: 0.0

Cross-Sells & Cross-Navigation: 9 guidelines · Score: 31.1

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Guideline #810 Adhered High · Score: 17.3

Guideline #811 Violated High · Score: -24.2

Guideline #828 Neutral · Score: 0.0

Guideline #813 Adhered High · Score: 17.3

Guideline #814 Adhered High · Score: 17.3

Guideline #812 Violated High · Score: -17.3

Guideline #821 Neutral · Score: 0.0

Guideline #819 Issue Resolved · Score: 20.7

Guideline #827 Not Applicable · Score: 0.0

Cart & Checkout: 134 guidelines · Score: 168.9

Shopping Cart & “Added to Cart” Behavior: 10 guidelines · Score: 42.2

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Guideline #601 Issue Resolved · Score: 14.6

Guideline #600 Issue Resolved · Score: 14.6

Guideline #602 Issue Resolved · Score: 14.6

Guideline #603 Issue Resolved · Score: 14.6

Guideline #732 Adhered Low · Score: 10.2

Guideline #620 Violated Low · Score: -7.3

Guideline #623 Adhered Low · Score: 7.3

Guideline #622 Violated High · Score: -14.6

Guideline #673 Not Applicable · Score: 0.0

Guideline #624 Violated High · Score: -11.6

Account Selection & Creation: 9 guidelines · Score: -29.1

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Guideline #637 Violated High · Score: -20.4

Guideline #652 Not Applicable · Score: 0.0

Guideline #639 Not Applicable · Score: 0.0

Guideline #677 Neutral · Score: 0.0

Guideline #638 Violated High · Score: -14.6

Guideline #653 Not Applicable · Score: 0.0

Guideline #676 Adhered High · Score: 14.6

Guideline #665 Not Applicable · Score: 0.0

Guideline #640 Violated High · Score: -8.7

Customer & Address Information: 12 guidelines · Score: -16.0

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Guideline #731 Violated Low · Score: -10.2

Guideline #566 Violated High · Score: -23.3

Guideline #567 Not Applicable · Score: 0.0

Guideline #565 Issue Resolved · Score: 20.4

Guideline #736 Issue Resolved · Score: 20.4

Guideline #561 Violated High · Score: -14.6

Guideline #558 Adhered High · Score: 14.6

Guideline #557 Violated High · Score: -14.6

Guideline #560 Not Applicable · Score: 0.0

Guideline #573 Not Applicable · Score: 0.0

Guideline #562 Not Applicable · Score: 0.0

Guideline #564 Violated High · Score: -8.7

Gifting Flow & Features: 5 guidelines · Score: -8.7

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Guideline #647 Not Applicable · Score: 0.0

Guideline #650 Adhered High · Score: 14.6

Guideline #646 Violated High · Score: -14.6

Guideline #649 Not Applicable · Score: 0.0

Guideline #645 Violated High · Score: -8.7

Shipping & Store Pickup: 11 guidelines · Score: -20.4

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Guideline #544 Violated High · Score: -20.4

Guideline #547 Neutral · Score: 0.0

Guideline #550 Adhered High · Score: 14.6

Guideline #543 Violated High · Score: -14.6

Guideline #548 Violated Low · Score: -5.8

Guideline #549 Issue Resolved · Score: 5.8

Guideline #632 Not Applicable · Score: 0.0

Guideline #633 Not Applicable · Score: 0.0

Guideline #631 Not Applicable · Score: 0.0

Guideline #634 Not Applicable · Score: 0.0

Guideline #635 Not Applicable · Score: 0.0

Payment Flow & Methods (Incl. 3rd-Party): 8 guidelines · Score: -20.4

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Guideline #590 Not Applicable · Score: 0.0

Guideline #671 Violated High · Score: -17.5

Guideline #617 Not Applicable · Score: 0.0

Guideline #615 Violated High · Score: -14.6

Guideline #616 Not Applicable · Score: 0.0

Guideline #672 Not Applicable · Score: 0.0

Guideline #586 Adhered High · Score: 11.6

Guideline #589 Not Applicable · Score: 0.0

Credit Card Form: 10 guidelines · Score: -78.6

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Guideline #582 Violated High · Score: -20.4

Guideline #594 Violated High · Score: -20.4

Guideline #587 Violated High · Score: -20.4

Guideline #583 Issue Resolved · Score: 14.6

Guideline #588 Violated Low · Score: -7.3

Guideline #577 Violated Low · Score: -7.3

Guideline #584 Neutral · Score: 0.0

Guideline #591 Violated Low · Score: -5.8

Guideline #585 Violated High · Score: -8.7

Guideline #664 Violated Low · Score: -2.9

Order Review: 5 guidelines · Score: 43.7

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Guideline #552 Adhered High · Score: 20.4

Guideline #556 Violated High · Score: -17.5

Guideline #545 Adhered High · Score: 14.6

Guideline #551 Adhered High · Score: 14.6

Guideline #553 Adhered High · Score: 11.6

Order Confirmation & E-Mail: 4 guidelines · Score: -5.8

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Guideline #599 Violated Low · Score: -7.3

Guideline #596 Adhered Low · Score: 5.8

Guideline #598 Violated Low · Score: -4.4

Guideline #597 Neutral · Score: 0.0

Form & Page Design: 10 guidelines · Score: 43.7

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Guideline #606 Violated High · Score: -14.6

Guideline #611 Violated High · Score: -14.6

Guideline #687 Adhered Low · Score: 5.8

Guideline #613 Adhered High · Score: 8.7

Guideline #607 Adhered High · Score: 8.7

Guideline #608 Adhered High · Score: 8.7

Guideline #730 Adhered High · Score: 20.4

Guideline #679 Issue Resolved · Score: 20.4

Guideline #668 Violated High · Score: -14.6

Guideline #733 Adhered High · Score: 14.6

User Interactions & Distractions: 10 guidelines · Score: 40.8

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Guideline #696 Violated High · Score: -20.4

Guideline #707 Adhered High · Score: 14.6

Guideline #609 Adhered Low · Score: 7.3

Guideline #709 Adhered High · Score: 14.6

Guideline #726 Issue Resolved · Score: 17.5

Guideline #714 Not Applicable · Score: 0.0

Guideline #727 Violated High · Score: -20.4

Guideline #713 Adhered High · Score: 17.5

Guideline #657 Adhered Low · Score: 4.4

Guideline #699 Adhered High · Score: 5.8

Cross-Sells: 4 guidelines · Score: 53.9

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Guideline #581 Issue Resolved · Score: 20.4

Guideline #579 Adhered High · Score: 14.6

Guideline #580 Adhered High · Score: 14.6

Guideline #578 Adhered Low · Score: 4.4

Validation Errors & Data Persistence: 10 guidelines · Score: 81.5

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Guideline #720 Adhered High · Score: 23.3

Guideline #723 Adhered High · Score: 23.3

Guideline #722 Violated High · Score: -20.4

Guideline #719 Adhered High · Score: 20.4

Guideline #721 Neutral · Score: 0.0

Guideline #718 Adhered Low · Score: 8.7

Guideline #625 Adhered High · Score: 17.5

Guideline #626 Adhered High · Score: 17.5

Guideline #627 Violated High · Score: -8.7

Guideline #629 Not Applicable · Score: 0.0

Field Labels & Microcopy: 7 guidelines · Score: 24.8

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Guideline #686 Violated Low · Score: -11.6

Guideline #683 Adhered High · Score: 20.4

Guideline #681 Adhered High · Score: 14.6

Guideline #685 Adhered High · Score: 11.6

Guideline #694 Violated High · Score: -14.6

Guideline #690 Not Applicable · Score: 0.0

Guideline #689 Adhered Low · Score: 4.4

Field Design & Features: 8 guidelines · Score: -14.6

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Guideline #674 Violated High · Score: -20.4

Guideline #659 Violated High · Score: -14.6

Guideline #669 Adhered High · Score: 14.6

Guideline #660 Adhered High · Score: 14.6

Guideline #658 Violated High · Score: -8.7

Guideline #705 Not Applicable · Score: 0.0

Guideline #670 Violated High · Score: -8.7

Guideline #663 Issue Resolved · Score: 8.7

Default Values & Autocompletion: 8 guidelines · Score: 21.8

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Guideline #555 Adhered High · Score: 20.4

Guideline #554 Adhered High · Score: 17.5

Guideline #568 Violated High · Score: -17.5

Guideline #576 Adhered High · Score: 14.6

Guideline #572 Not Applicable · Score: 0.0

Guideline #734 Violated Low · Score: -4.4

Guideline #618 Not Applicable · Score: 0.0

Guideline #571 Violated High · Score: -8.7

Mobile E-Commerce: 144 guidelines · Score: 179.3

Mobile Homepage, Navigation, & Search: 12 guidelines · Score: -167.5

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Guideline #209 Neutral · Score: 0.0

Guideline #116 Violated High · Score: -31.5

Guideline #130 Violated High · Score: -23.6

Guideline #228 Violated High · Score: -19.7

Guideline #210 Neutral · Score: 0.0

Guideline #211 Violated High · Score: -31.5

Guideline #229 Adhered Low · Score: 13.8

Guideline #230 Violated High · Score: -27.6

Guideline #203 Violated High · Score: -23.6

Guideline #166 Violated High · Score: -27.6

Guideline #93 Violated High · Score: -15.8

Guideline #91 Adhered High · Score: 19.7

Mobile Product Lists: 15 guidelines · Score: 139.9

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Guideline #90 Adhered High · Score: 31.5

Guideline #89 Adhered High · Score: 27.6

Guideline #79 Adhered High · Score: 23.6

Guideline #233 Adhered Low · Score: 9.9

Guideline #87 Adhered High · Score: 19.7

Guideline #76 Adhered High · Score: 23.6

Guideline #80 Violated High · Score: -19.7

Guideline #143 Neutral · Score: 0.0

Guideline #78 Not Applicable · Score: 0.0

Guideline #216 Not Applicable · Score: 0.0

Guideline #75 Neutral · Score: 0.0

Guideline #74 Violated High · Score: -7.9

Guideline #158 Issue Resolved · Score: 19.7

Guideline #162 Not Applicable · Score: 0.0

Guideline #102 Adhered High · Score: 11.8

Mobile Filtering & Sorting: 9 guidelines · Score: -17.7

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Guideline #212 Adhered High · Score: 27.6

Guideline #221 Violated High · Score: -27.6

Guideline #215 Violated Low · Score: -9.9

Guideline #222 Violated High · Score: -19.7

Guideline #68 Violated High · Score: -19.7

Guideline #232 Adhered High · Score: 19.7

Guideline #219 Adhered High · Score: 15.8

Guideline #213 Violated High · Score: -15.8

Guideline #142 Adhered High · Score: 11.8

Mobile Product Page Layouts: 6 guidelines · Score: 61.1

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Guideline #111 Adhered High · Score: 27.6

Guideline #144 Adhered High · Score: 23.6

Guideline #154 Violated Low · Score: -9.9

Guideline #149 Violated High · Score: -19.7

Guideline #234 Issue Resolved · Score: 19.7

Guideline #176 Adhered High · Score: 19.7

Mobile Product Descriptions, Specs, & Images: 13 guidelines · Score: 165.5

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Guideline #159 Violated High · Score: -23.6

Guideline #169 Violated High · Score: -15.8

Guideline #77 Adhered Low · Score: 5.9

Guideline #109 Adhered High · Score: 31.5

Guideline #110 Adhered High · Score: 27.6

Guideline #113 Adhered High · Score: 27.6

Guideline #112 Adhered High · Score: 15.8

Guideline #114 Adhered High · Score: 7.9

Guideline #148 Adhered High · Score: 27.6

Guideline #133 Adhered Low · Score: 9.9

Guideline #134 Not Applicable · Score: 0.0

Guideline #164 Adhered High · Score: 27.6

Guideline #163 Adhered High · Score: 23.6

Mobile Shopping Cart, Cost & Account: 10 guidelines · Score: 31.5

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Guideline #208 Adhered Low · Score: 9.9

Guideline #140 Violated High · Score: -11.8

Guideline #104 Adhered High · Score: 31.5

Guideline #103 Not Applicable · Score: 0.0

Guideline #107 Adhered High · Score: 23.6

Guideline #106 Adhered High · Score: 19.7

Guideline #127 Adhered High · Score: 19.7

Guideline #179 Violated High · Score: -27.6

Guideline #180 Violated Low · Score: -13.8

Guideline #185 Violated High · Score: -19.7

Mobile Checkout Information: 15 guidelines · Score: -43.3

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Guideline #120 Not Applicable · Score: 0.0

Guideline #108 Violated High · Score: -27.6

Guideline #168 Not Applicable · Score: 0.0

Guideline #167 Not Applicable · Score: 0.0

Guideline #139 Violated High · Score: -23.6

Guideline #150 Not Applicable · Score: 0.0

Guideline #205 Adhered High · Score: 19.7

Guideline #118 Adhered High · Score: 19.7

Guideline #194 Violated Low · Score: -9.9

Guideline #192 Adhered High · Score: 7.9

Guideline #196 Violated High · Score: -7.9

Guideline #182 Adhered High · Score: 11.8

Guideline #193 Violated High · Score: -11.8

Guideline #161 Violated High · Score: -15.8

Guideline #191 Violated Low · Score: -5.9

Mobile Form Field Usability: 18 guidelines · Score: -11.8

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Guideline #186 Violated High · Score: -27.6

Guideline #190 Violated High · Score: -23.6

Guideline #121 Violated Low · Score: -9.9

Guideline #183 Violated High · Score: -27.6

Guideline #189 Issue Resolved · Score: 19.7

Guideline #128 Violated High · Score: -15.8

Guideline #187 Adhered High · Score: 7.9

Guideline #165 Adhered High · Score: 7.9

Guideline #181 Not Applicable · Score: 0.0

Guideline #197 Not Applicable · Score: 0.0

Guideline #155 Violated High · Score: -31.5

Guideline #156 Adhered High · Score: 31.5

Guideline #160 Adhered Low · Score: 13.8

Guideline #157 Adhered Low · Score: 11.8

Guideline #145 Violated Low · Score: -11.8

Guideline #171 Adhered High · Score: 19.7

Guideline #184 Adhered High · Score: 15.8

Guideline #220 Adhered High · Score: 7.9

Touch Keyboards: 5 guidelines · Score: 0.0

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Guideline #71 Adhered High · Score: 23.6

Guideline #65 Violated High · Score: -23.6

Guideline #69 Adhered High · Score: 15.8

Guideline #70 Violated High · Score: -7.9

Guideline #66 Violated High · Score: -7.9

Mobile Validation Errors: 7 guidelines · Score: 21.7

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Guideline #119 Adhered High · Score: 27.6

Guideline #224 Violated High · Score: -31.5

Guideline #226 Adhered High · Score: 23.6

Guideline #225 Violated High · Score: -19.7

Guideline #223 Adhered High · Score: 15.8

Guideline #227 Adhered Low · Score: 5.9

Guideline #175 Not Applicable · Score: 0.0

All 60 sites were benchmarked across the 610 guidelines. During our evaluation, Costco’s e-commerce site adhered to 342 usability guidelines, violated 213, and scored neutral on 87 occasions, while a remaining 34 guidelines weren’t applicable.

See methodology to read up on the evaluation criteria and scoring algorithm.

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Industry Comparison: Mass Merchant

Overall Costco ranks 53 when comparing their e-commerce UX performance against the 59 other major US e-commerce sites in the benchmark, and ranks 16 in the Mass Merchant industry.