Benchmark Overview

Nike’s E-Commerce UX

This is a case study of Nike’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 705 design elements. 79 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.

Nike’s overall e-commerce UX performance is mediocre. The main culprits of this are broken Customer Accounts, broken On-Site Search, and poor Order Tracking & Returns performances.

First benchmarked in March 2012, and reviewed 17 times since then, most recently November 2020.

UX Performance: 37.3

URL: nike.com


Get Premium Research Access

Poor
Mediocre
Acceptable
Decent
Good

Overall UX Performance

705 Guidelines · Performance:

Homepage & Category

64 Guidelines · Performance:

Homepage

15 Guidelines · Performance:

Category Taxonomy

15 Guidelines · Performance:

Main Navigation

16 Guidelines · Performance:

Intermediary Category Pages

6 Guidelines · Performance:

Site-Wide Layout

12 Guidelines · Performance:

On-Site Search

50 Guidelines · Performance:

Search Query Types

12 Guidelines · Performance:

Search Form & Logic

10 Guidelines · Performance:

Search Autocomplete

8 Guidelines · Performance:

Results Logic & Guidance

8 Guidelines · Performance:

Results Layout & Filtering

12 Guidelines · Performance:

Product Lists & Filtering

95 Guidelines · Performance:

List Layout

7 Guidelines · Performance:

Loading Products

6 Guidelines · Performance:

List Items: Product Info & Thumbnails

20 Guidelines · Performance:

List Items: Product Info

11 Guidelines · Performance:

List Items: Product Thumbnails

9 Guidelines · Performance:

List Items: Interface & Hit Areas

11 Guidelines · Performance:

Filtering: Available Filters

10 Guidelines · Performance:

Filtering: Scope & Logic

14 Guidelines · Performance:

Filtering: Interface & Layout

11 Guidelines · Performance:

Sorting

11 Guidelines · Performance:

Comparison Tool

5 Guidelines · Performance:

Product Page

95 Guidelines · Performance:

Product Page Layout

10 Guidelines · Performance:

Product Images

11 Guidelines · Performance:

Image Gallery UI

12 Guidelines · Performance:

The 'Buy' Section

9 Guidelines · Performance:

Shipping, Returns, and Gifting

7 Guidelines · Performance:

Product Variations

9 Guidelines · Performance:

Product Descriptions

10 Guidelines · Performance:

Specifications Sheet

5 Guidelines · Performance:

User Reviews

13 Guidelines · Performance:

Cross-Sells & Cross-Navigation

9 Guidelines · Performance:

Cart & Checkout

131 Guidelines · Performance:

Shopping Cart & "Added to Cart" Behavior

10 Guidelines · Performance:

Account Selection & Creation

9 Guidelines · Performance:

Customer & Address Information

12 Guidelines · Performance:

Gifting Flow & Features

5 Guidelines · Performance:

Shipping & Store Pickup

11 Guidelines · Performance:

Payment Flow & Methods (Incl. Third-Party)

8 Guidelines · Performance:

Credit Card Form

10 Guidelines · Performance:

Order Review

5 Guidelines · Performance:

Order Confirmation & E-Mail

4 Guidelines · Performance:

Form & Page Design

10 Guidelines · Performance:

User Interactions & Distractions

10 Guidelines · Performance:

Cross-Sells

4 Guidelines · Performance:

Validation Errors & Data Persistence

10 Guidelines · Performance:

Field Labels & Microcopy

7 Guidelines · Performance:

Field Design & Features

8 Guidelines · Performance:

Default Values & Autocompletion

8 Guidelines · Performance:

Customer Accounts

40 Guidelines · Performance:

Account Drop-Down

7 Guidelines · Performance:

Account Dashboard

6 Guidelines · Performance:

Account Sign In

6 Guidelines · Performance:

'Your Account': Addresses, Payments, & Newsletters

13 Guidelines · Performance:

Account-Wide Navigation, Structure, & Information

8 Guidelines · Performance:

Order Tracking & Returns

25 Guidelines · Performance:

Orders & Order Tracking

14 Guidelines · Performance:

Order Returns

11 Guidelines · Performance:

Mobile E-Commerce

205 Guidelines · Performance:

Mobile Homepage

8 Guidelines · Performance:

Main Navigation & Categories

21 Guidelines · Performance:

Main Navigation

6 Guidelines · Performance:

Category Taxonomy

10 Guidelines · Performance:

Category Pages

5 Guidelines · Performance:

Mobile On-Site Search

23 Guidelines · Performance:

Autocomplete

7 Guidelines · Performance:

Query Types

8 Guidelines · Performance:

Design & Logic

8 Guidelines · Performance:

Product List

43 Guidelines · Performance:

Mobile Product List Layout & Features

18 Guidelines · Performance:

Mobile Filtering

7 Guidelines · Performance:

Mobile List Item Content

18 Guidelines · Performance:

Mobile Product Pages

19 Guidelines · Performance:

Mobile Checkout

47 Guidelines · Performance:

Shopping Cart

4 Guidelines · Performance:

Account Selection & Creation

7 Guidelines · Performance:

User Info

7 Guidelines · Performance:

Payment

12 Guidelines · Performance:

Shipping & Store Pickup

6 Guidelines · Performance:

Order Review & Confirmation

9 Guidelines · Performance:

Layout & Features

2 Guidelines · Performance:

Mobile Forms

25 Guidelines · Performance:

Form Fields

10 Guidelines · Performance:

Field Validation

8 Guidelines · Performance:

Input Optimization

7 Guidelines · Performance:

Mobile Site-Wide Features & Elements

19 Guidelines · Performance:

58 Major E-Commerce Sites
CompareWhat’s This?
Poor
Mediocre
Acceptable
Decent
Good

Mobile App UX Performance

205 Guidelines · Performance:

App - Homepage

4 Guidelines · Performance:

App - Main Navigation & Categories

13 Guidelines · Performance:

Main Navigation

4 Guidelines · Performance:

Category Taxonomy

5 Guidelines · Performance:

Category Pages

4 Guidelines · Performance:

App - On-Site Search

21 Guidelines · Performance:

Autocomplete

7 Guidelines · Performance:

Query Types

5 Guidelines · Performance:

Design & Logic

9 Guidelines · Performance:

App - Product List

41 Guidelines · Performance:

Product List Layout & Features

12 Guidelines · Performance:

Filtering

14 Guidelines · Performance:

List Item Content

15 Guidelines · Performance:

App - Product Pages

41 Guidelines · Performance:

Product Page Layout

3 Guidelines · Performance:

Product Images

16 Guidelines · Performance:

Product Descriptions

5 Guidelines · Performance:

Cross-Sells & Cross-Navigation

6 Guidelines · Performance:

User Reviews

11 Guidelines · Performance:

App - Cart and Checkout

42 Guidelines · Performance:

Shopping Cart

3 Guidelines · Performance:

Account Selection & Creation

3 Guidelines · Performance:

User Info

7 Guidelines · Performance:

Shipping & Store Pickup

8 Guidelines · Performance:

Gifting Flow & Features

4 Guidelines · Performance:

Payment

10 Guidelines · Performance:

Order Review & Confirmation

7 Guidelines · Performance:

App - Forms & Form Fields

24 Guidelines · Performance:

Form Fields

10 Guidelines · Performance:

Field Validation

6 Guidelines · Performance:

Input Optimization

8 Guidelines · Performance:

App - Site-Wide Features & Elements

11 Guidelines · Performance:

App - Accounts & Self-Service

8 Guidelines · Performance:

9 E-Commerce Apps
What’s This?

Like Nike, all 80 major e-commerce sites have been benchmarked across hundreds of guidelines, meaning the chart you’re seeing above summarizes 30,000+ usability ratings.

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

To read each guideline and review your own sites, you’ll need to get full access.