Navigation
Navigation
Rakuten’s E-Commerce UX
This is a case study of Rakuten’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
Rakuten’s overall e-commerce UX performance is poor. Rakuten’s UX performance in particular suffers from usability issues caused by broken Mobile E-Commerce, poor Product Lists & Filtering, and poor Product Page.
Learn More
Rakuten’s Homepage & Category performance is acceptable. For instance, Rakuten’s category experience has good Site-Wide Layout and decent Intermediary Category Pages yet suffers from mediocre Homepage.
Rakuten’s On-Site Search performance is mediocre. Some of Rakuten’s biggest on-site search usability issues are due to mediocre Search Query Types, poor Results Logic & Guidance, and poor Results Layout & Filtering. That said, their search experience performs well within Search Form & Logic.
Rakuten’s Product Lists & Filtering performance is poor. Rakuten’s product listings in particular suffer from usability issues caused by mediocre Sorting, List Items: Product Info & Thumbnails, and List Items: Personalization. That said, their product listings perform well within Comparison Tool.
Rakuten’s Product Page performance is poor. Rakuten’s product page experience is particularly thwarted by usability issues related to poor Cross-Sells & Cross-Navigation, User Reviews, and Auxiliary Content.
Rakuten’s Cart & Checkout performance is mediocre. Rakuten’s checkout is particularly thwarted by usability issues related to mediocre Credit Card Form, poor Order Confirmation & E-Mail, and poor Gifting Flow & Features. That said, their checkout performs great within Default Values & Autocompletion.
Rakuten’s Mobile E-Commerce performance is broken. Rakuten’s mobile design is particularly thwarted by usability issues related to poor Mobile Product Page Layouts, broken Mobile Form Field Usability, and broken Mobile Validation Errors.
Poor
Acceptable
Good
Rakuten's E-Commerce UX: 578 guidelines · Comparative score: 177.1
Homepage & Category: 62 guidelines · Score: 665.5
Homepage: 15 guidelines · Score: 85.3
Guidelines are only available in Baymard Premium — get full access today.
Guideline #237 Violated Low · Score: -16.6
Guideline #240 Neutral · Score: 0.0
Guideline #242 Issue Resolved · Score: 23.7
Guideline #248 Adhered High · Score: 23.7
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 High · Score: 14.2
Guideline #247 Not Applicable · Score: 0.0
Guideline #239 Violated Low · Score: -7.1
Guideline #264 Violated Low · Score: -4.7
Guideline #257 Adhered High · Score: 14.2
Category Taxonomy: 14 guidelines · Score: 172.9
Guidelines are only available in Baymard Premium — get full access today.
Guideline #253 Violated Low · Score: -16.6
Guideline #261 Adhered High · Score: 23.7
Guideline #263 Adhered High · Score: 33.2
Guideline #266 Neutral · Score: 0.0
Guideline #267 Violated High · Score: -33.2
Guideline #268 Adhered High · Score: 28.4
Guideline #259 Issue Resolved · Score: 37.9
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: 18.9
Guideline #277 Issue Resolved · Score: 18.9
Guideline #318 Issue Resolved · Score: 14.2
Main Navigation: 16 guidelines · Score: 175.2
Guidelines are only available in Baymard Premium — get full access today.
Guideline #287 Violated High · Score: -33.2
Guideline #294 Not Applicable · Score: 0.0
Guideline #302 Adhered High · Score: 33.2
Guideline #289 Adhered High · Score: 23.7
Guideline #288 Violated Low · Score: -14.2
Guideline #303 Not Applicable · Score: 0.0
Guideline #298 Issue Resolved · Score: 28.4
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: 18.9
Guideline #296 Issue Resolved · Score: 18.9
Guideline #299 Issue Resolved · Score: 14.2
Guideline #306 Issue Resolved · Score: 14.2
Guideline #300 Not Applicable · Score: 0.0
Intermediary Category Pages: 6 guidelines · Score: 94.7
Guidelines are only available in Baymard Premium — get full access today.
Guideline #307 Adhered High · Score: 37.9
Guideline #309 Adhered High · Score: 33.2
Guideline #308 Issue Resolved · Score: 23.7
Guideline #311 Not Applicable · Score: 0.0
Guideline #312 Not Applicable · Score: 0.0
Guideline #310 Not Applicable · Score: 0.0
Site-Wide Layout: 11 guidelines · Score: 137.4
Guidelines are only available in Baymard Premium — get full access today.
Guideline #279 Adhered High · Score: 23.7
Guideline #258 Issue Resolved · Score: 37.9
Guideline #252 Adhered High · Score: 23.7
Guideline #250 Adhered High · Score: 18.9
Guideline #293 Violated High · Score: -18.9
Guideline #290 Issue Resolved · 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
Guideline #940 Not Applicable · Score: 0.0
On-Site Search: 49 guidelines · Score: 268.6
Search Query Types: 12 guidelines · Score: 16.8
Guidelines are only available in Baymard Premium — get full access today.
Guideline #333 Adhered High · Score: 53.7
Guideline #334 Neutral · Score: 0.0
Guideline #340 Adhered Low · Score: 16.8
Guideline #335 Violated Low · Score: -16.8
Guideline #337 Adhered High · Score: 47.0
Guideline #341 Adhered Low · Score: 23.5
Guideline #344 Violated 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 Violated High · Score: -26.9
Guideline #398 Not Applicable · Score: 0.0
Search Form & Logic: 10 guidelines · Score: 228.3
Guidelines are only available in Baymard Premium — get full access today.
Guideline #336 Not Applicable · Score: 0.0
Guideline #346 Adhered High · Score: 40.3
Guideline #349 Issue Resolved · Score: 33.6
Guideline #407 Adhered High · Score: 47.0
Guideline #339 Adhered High · Score: 33.6
Guideline #343 Not Applicable · Score: 0.0
Guideline #351 Adhered High · Score: 33.6
Guideline #348 Adhered High · Score: 26.9
Guideline #350 Adhered High · Score: 13.4
Guideline #352 Not Applicable · Score: 0.0
Search Autocomplete: 7 guidelines · Score: 114.2
Guidelines are only available in Baymard Premium — get full access today.
Guideline #359 Adhered High · Score: 40.3
Guideline #404 Adhered High · Score: 40.3
Guideline #361 Adhered High · Score: 20.1
Guideline #356 Issue Resolved · Score: 33.6
Guideline #369 Adhered High · Score: 40.3
Guideline #368 Violated High · Score: -33.6
Guideline #363 Violated High · Score: -26.9
Results Logic & Guidance: 8 guidelines · Score: 6.7
Guidelines are only available in Baymard Premium — get full access today.
Guideline #358 Adhered High · Score: 47.0
Guideline #362 Neutral · Score: 0.0
Guideline #370 Violated High · Score: -40.3
Guideline #367 Neutral · Score: 0.0
Guideline #355 Neutral · Score: 0.0
Guideline #394 Issue Resolved · Score: 33.6
Guideline #365 Violated High · Score: -33.6
Guideline #371 Not Applicable · Score: 0.0
Results Layout & Filtering: 12 guidelines · Score: -97.4
Guidelines are only available in Baymard Premium — get full access today.
Guideline #382 Violated High · Score: -33.6
Guideline #379 Violated High · Score: -53.7
Guideline #386 Adhered High · Score: 47.0
Guideline #381 Adhered High · Score: 26.9
Guideline #377 Adhered High · Score: 33.6
Guideline #376 Violated Low · Score: -26.9
Guideline #403 Violated Low · Score: -23.5
Guideline #393 Violated High · Score: -33.6
Guideline #406 Not Applicable · Score: 0.0
Guideline #378 Violated High · Score: -33.6
Guideline #401 Not Applicable · Score: 0.0
Guideline #402 Not Applicable · Score: 0.0
Product Lists & Filtering: 94 guidelines · Score: -18.9
List Layout: 7 guidelines · Score: 2.7
Guidelines are only available in Baymard Premium — get full access today.
Guideline #541 Violated High · Score: -43.1
Guideline #533 Violated High · Score: -32.4
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: -64.7
Guidelines are only available in Baymard Premium — get full access today.
Guideline #501 Violated High · Score: -32.4
Guideline #502 Violated Low · Score: -16.2
Guideline #503 Violated High · Score: -16.2
Guideline #504 Neutral · Score: 0.0
Guideline #505 Not Applicable · Score: 0.0
List Items: Product Info & Thumbnails: 16 guidelines · Score: 53.9
Guidelines are only available in Baymard Premium — get full access today.
Guideline #440 Adhered Low · Score: 21.6
Guideline #421 Not Applicable · Score: 0.0
Guideline #443 Violated High · Score: -37.7
Guideline #446 Violated High · Score: -32.4
Guideline #422 Adhered High · Score: 32.4
Guideline #441 Not Applicable · Score: 0.0
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 Violated Low · Score: -13.5
Guideline #456 Violated Low · Score: -13.5
Guideline #458 Adhered High · Score: 16.2
Guideline #459 Issue Resolved · Score: 21.6
Guideline #462 Adhered High · Score: 21.6
List Items: Interface & Hit Areas: 10 guidelines · Score: 0.0
Guidelines are only available in Baymard Premium — get full access today.
Guideline #448 Violated High · Score: -37.7
Guideline #528 Not Applicable · Score: 0.0
Guideline #452 Adhered High · Score: 27.0
Guideline #450 Adhered Low · Score: 13.5
Guideline #449 Adhered High · Score: 27.0
Guideline #525 Violated High · Score: -27.0
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: -21.6
Guidelines are only available in Baymard Premium — get full access today.
Guideline #480 Not Applicable · Score: 0.0
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: -137.5
Guidelines are only available in Baymard Premium — get full access today.
Guideline #409 Violated High · Score: -43.1
Guideline #413 Violated High · Score: -37.7
Guideline #418 Violated High · Score: -37.7
Guideline #408 Violated High · Score: -37.7
Guideline #417 Adhered High · Score: 37.7
Guideline #540 Not Applicable · Score: 0.0
Guideline #410 Violated High · Score: -32.4
Guideline #414 Issue Resolved · Score: 27.0
Guideline #416 Adhered Low · Score: 13.5
Guideline #415 Violated High · Score: -27.0
Filtering: Scope & Logic: 14 guidelines · Score: 10.8
Guidelines are only available in Baymard Premium — get full access today.
Guideline #424 Violated High · Score: -37.7
Guideline #427 Adhered High · Score: 37.7
Guideline #433 Not Applicable · Score: 0.0
Guideline #423 Not Applicable · Score: 0.0
Guideline #430 Not Applicable · Score: 0.0
Guideline #428 Neutral · Score: 0.0
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: 86.3
Guidelines are only available in Baymard Premium — get full access today.
Guideline #468 Adhered High · Score: 43.1
Guideline #474 Not Applicable · Score: 0.0
Guideline #470 Violated High · Score: -37.7
Guideline #464 Adhered Low · Score: 13.5
Guideline #467 Adhered High · Score: 27.0
Guideline #475 Not Applicable · Score: 0.0
Guideline #479 Adhered Low · Score: 13.5
Guideline #476 Not Applicable · Score: 0.0
Guideline #465 Issue Resolved · Score: 27.0
Guideline #471 Not Applicable · Score: 0.0
Guideline #472 Not Applicable · Score: 0.0
Sorting: 11 guidelines · Score: 13.5
Guidelines are only available in Baymard Premium — get full access today.
Guideline #510 Adhered 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 Neutral · Score: 0.0
Guideline #509 Violated High · Score: -27.0
Guideline #521 Violated Low · Score: -13.5
Guideline #517 Not Applicable · Score: 0.0
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: 37.7
Guidelines are only available in Baymard Premium — get full access today.
Guideline #495 Issue Resolved · Score: 37.7
Guideline #496 Not Applicable · Score: 0.0
Guideline #497 Not Applicable · Score: 0.0
Guideline #499 Not Applicable · Score: 0.0
Guideline #498 Not Applicable · Score: 0.0
Product Page: 95 guidelines · Score: 177.8
Product Page Layout: 8 guidelines · Score: 20.7
Guidelines are only available in Baymard Premium — get full access today.
Guideline #751 Not Applicable · Score: 0.0
Guideline #753 Not Applicable · Score: 0.0
Guideline #758 Adhered High · Score: 24.2
Guideline #757 Not Applicable · Score: 0.0
Guideline #784 Violated High · Score: -17.3
Guideline #738 Violated High · Score: -20.7
Guideline #766 Adhered High · Score: 17.3
Guideline #846 Issue Resolved · Score: 17.3
Product Images: 9 guidelines · Score: 89.7
Guidelines are only available in Baymard Premium — get full access today.
Guideline #740 Adhered High · Score: 27.6
Guideline #741 Adhered High · Score: 24.2
Guideline #747 Adhered Low · Score: 12.1
Guideline #755 Adhered High · Score: 17.3
Guideline #744 Adhered High · Score: 17.3
Guideline #745 Adhered Low · Score: 8.6
Guideline #752 Not Applicable · Score: 0.0
Guideline #854 Not Applicable · Score: 0.0
Guideline #756 Violated High · Score: -17.3
Image Gallery UI: 10 guidelines · Score: 58.7
Guidelines are only available in Baymard Premium — get full access today.
Guideline #774 Adhered High · Score: 24.2
Guideline #771 Not Applicable · Score: 0.0
Guideline #776 Violated High · Score: -24.2
Guideline #775 Adhered High · Score: 20.7
Guideline #779 Adhered High · Score: 17.3
Guideline #783 Violated High · Score: -17.3
Guideline #781 Issue Resolved · Score: 17.3
Guideline #773 Adhered High · Score: 10.4
Guideline #778 Not Applicable · Score: 0.0
Guideline #777 Adhered High · Score: 10.4
Product Video & 360-View: 4 guidelines · Score: 13.8
Guidelines are only available in Baymard Premium — get full access today.
Guideline #759 Adhered High · Score: 17.3
Guideline #770 Violated High · Score: -17.3
Guideline #760 Adhered High · Score: 13.8
Guideline #761 Not Applicable · Score: 0.0
The 'Buy' Section: 9 guidelines · Score: -36.2
Guidelines are only available in Baymard Premium — get full access today.
Guideline #791 Violated High · Score: -17.3
Guideline #795 Not Applicable · Score: 0.0
Guideline #820 Violated Low · Score: -12.1
Guideline #798 Violated High · Score: -17.3
Guideline #817 Violated High · Score: -17.3
Guideline #792 Adhered High · Score: 17.3
Guideline #816 Adhered High · Score: 17.3
Guideline #793 Not Applicable · Score: 0.0
Guideline #789 Violated High · Score: -6.9
Shipping, Returns, and Gifting: 7 guidelines · Score: 6.9
Guidelines are only available in Baymard Premium — get full access today.
Guideline #825 Adhered High · Score: 17.3
Guideline #826 Not Applicable · Score: 0.0
Guideline #803 Neutral · Score: 0.0
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: -48.3
Guidelines are only available in Baymard Premium — get full access today.
Guideline #848 Violated 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 Violated High · Score: -6.9
Product Descriptions: 7 guidelines · Score: 74.2
Guidelines are only available in Baymard Premium — get full access today.
Guideline #841 Adhered High · Score: 24.2
Guideline #843 Adhered High · Score: 24.2
Guideline #861 Not Applicable · Score: 0.0
Guideline #860 Adhered High · Score: 17.3
Guideline #845 Adhered High · Score: 17.3
Guideline #844 Violated Low · Score: -8.6
Guideline #847 Not Applicable · Score: 0.0
Specifications Sheet: 5 guidelines · Score: 17.3
Guidelines are only available in Baymard Premium — get full access today.
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: -22.4
Guidelines are only available in Baymard Premium — get full access today.
Guideline #739 Adhered High · Score: 24.2
Guideline #743 Violated High · Score: -24.2
Guideline #750 Adhered Low · Score: 13.8
Guideline #749 Violated High · Score: -20.7
Guideline #768 Adhered High · Score: 17.3
Guideline #742 Violated High · Score: -17.3
Guideline #748 Violated Low · Score: -8.6
Guideline #785 Violated High · Score: -17.3
Guideline #767 Violated High · Score: -17.3
Guideline #765 Adhered Low · Score: 8.6
Guideline #746 Violated Low · Score: -8.6
Guideline #763 Adhered High · Score: 10.4
Guideline #786 Adhered High · Score: 17.3
Auxiliary Content: 5 guidelines · Score: -20.7
Guidelines are only available in Baymard Premium — get full access today.
Guideline #807 Violated 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: 24.2
Guidelines are only available in Baymard Premium — get full access today.
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 Violated High · Score: -17.3
Guideline #819 Adhered High · Score: 20.7
Guideline #827 Adhered High · Score: 10.4
Cart & Checkout: 134 guidelines · Score: 320.3
Shopping Cart & “Added to Cart” Behavior: 10 guidelines · Score: 32.0
Guidelines are only available in Baymard Premium — get full access today.
Guideline #601 Issue Resolved · Score: 14.6
Guideline #600 Adhered High · Score: 14.6
Guideline #602 Issue Resolved · Score: 14.6
Guideline #603 Issue Resolved · Score: 14.6
Guideline #732 Neutral · Score: 0.0
Guideline #620 Violated Low · Score: -7.3
Guideline #623 Violated High · Score: -14.6
Guideline #622 Adhered High · Score: 14.6
Guideline #673 Violated Low · Score: -7.3
Guideline #624 Violated High · Score: -11.6
Account Selection & Creation: 9 guidelines · Score: 11.6
Guidelines are only available in Baymard Premium — get full access today.
Guideline #637 Adhered High · Score: 20.4
Guideline #652 Violated Low · Score: -10.2
Guideline #639 Not Applicable · Score: 0.0
Guideline #677 Neutral · Score: 0.0
Guideline #638 Adhered High · Score: 14.6
Guideline #653 Violated Low · Score: -7.3
Guideline #676 Violated High · Score: -14.6
Guideline #665 Not Applicable · Score: 0.0
Guideline #640 Adhered High · Score: 8.7
Customer & Address Information: 12 guidelines · Score: 59.7
Guidelines are only available in Baymard Premium — get full access today.
Guideline #731 Violated Low · Score: -10.2
Guideline #566 Adhered High · Score: 23.3
Guideline #567 Not Applicable · Score: 0.0
Guideline #565 Issue Resolved · Score: 20.4
Guideline #736 Adhered High · Score: 20.4
Guideline #561 Issue Resolved · 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: -14.6
Guidelines are only available in Baymard Premium — get full access today.
Guideline #647 Not Applicable · Score: 0.0
Guideline #650 Violated High · Score: -14.6
Guideline #646 Not Applicable · Score: 0.0
Guideline #649 Not Applicable · Score: 0.0
Guideline #645 Not Applicable · Score: 0.0
Shipping & Store Pickup: 11 guidelines · Score: -40.8
Guidelines are only available in Baymard Premium — get full access today.
Guideline #544 Violated High · Score: -20.4
Guideline #547 Violated Low · Score: -8.7
Guideline #550 Adhered High · Score: 14.6
Guideline #543 Violated High · Score: -14.6
Guideline #548 Violated High · Score: -11.6
Guideline #549 Not Applicable · Score: 0.0
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: 10.2
Guidelines are only available in Baymard Premium — get full access today.
Guideline #590 Violated Low · Score: -7.3
Guideline #671 Adhered High · Score: 17.5
Guideline #617 Not Applicable · Score: 0.0
Guideline #615 Not Applicable · Score: 0.0
Guideline #616 Not Applicable · Score: 0.0
Guideline #672 Violated High · Score: -11.6
Guideline #586 Adhered High · Score: 11.6
Guideline #589 Not Applicable · Score: 0.0
Credit Card Form: 10 guidelines · Score: -5.8
Guidelines are only available in Baymard Premium — get full access today.
Guideline #582 Violated High · Score: -20.4
Guideline #594 Violated High · Score: -20.4
Guideline #587 Violated Low · Score: -10.2
Guideline #583 Adhered High · Score: 14.6
Guideline #588 Issue Resolved · Score: 14.6
Guideline #577 Neutral · Score: 0.0
Guideline #584 Adhered Low · Score: 7.3
Guideline #591 Adhered High · Score: 11.6
Guideline #585 Violated High · Score: -8.7
Guideline #664 Adhered High · Score: 5.8
Order Review: 5 guidelines · Score: 8.7
Guidelines are only available in Baymard Premium — get full access today.
Guideline #552 Violated High · Score: -20.4
Guideline #556 Adhered Low · Score: 8.7
Guideline #545 Adhered Low · Score: 7.3
Guideline #551 Adhered Low · Score: 7.3
Guideline #553 Adhered Low · Score: 5.8
Order Confirmation & E-Mail: 4 guidelines · Score: -2.9
Guidelines are only available in Baymard Premium — get full access today.
Guideline #599 Violated Low · Score: -7.3
Guideline #596 Neutral · Score: 0.0
Guideline #598 Adhered Low · Score: 4.4
Guideline #597 Neutral · Score: 0.0
Form & Page Design: 10 guidelines · Score: -10.2
Guidelines are only available in Baymard Premium — get full access today.
Guideline #606 Adhered High · Score: 14.6
Guideline #611 Violated High · Score: -14.6
Guideline #687 Not Applicable · Score: 0.0
Guideline #613 Violated High · Score: -8.7
Guideline #607 Violated Low · Score: -4.4
Guideline #608 Violated Low · Score: -4.4
Guideline #730 Violated High · Score: -20.4
Guideline #679 Issue Resolved · Score: 20.4
Guideline #668 Violated Low · Score: -7.3
Guideline #733 Adhered High · Score: 14.6
User Interactions & Distractions: 10 guidelines · Score: 75.7
Guidelines are only available in Baymard Premium — get full access today.
Guideline #696 Adhered High · Score: 20.4
Guideline #707 Adhered High · Score: 14.6
Guideline #609 Adhered High · Score: 14.6
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 Violated High · Score: -8.7
Guideline #699 Adhered High · Score: 5.8
Cross-Sells: 4 guidelines · Score: 16.0
Guidelines are only available in Baymard Premium — get full access today.
Guideline #581 Issue Resolved · Score: 20.4
Guideline #579 Violated High · Score: -14.6
Guideline #580 Adhered High · Score: 14.6
Guideline #578 Violated Low · Score: -4.4
Validation Errors & Data Persistence: 10 guidelines · Score: 75.7
Guidelines are only available in Baymard Premium — get full access today.
Guideline #720 Adhered High · Score: 23.3
Guideline #723 Issue Resolved · Score: 23.3
Guideline #722 Violated High · Score: -20.4
Guideline #719 Violated High · Score: -20.4
Guideline #721 Adhered High · Score: 17.5
Guideline #718 Adhered Low · Score: 8.7
Guideline #625 Adhered High · Score: 17.5
Guideline #626 Adhered High · Score: 17.5
Guideline #627 Adhered High · Score: 8.7
Guideline #629 Not Applicable · Score: 0.0
Field Labels & Microcopy: 7 guidelines · Score: -5.8
Guidelines are only available in Baymard Premium — get full access today.
Guideline #686 Violated Low · Score: -11.6
Guideline #683 Adhered High · Score: 20.4
Guideline #681 Violated High · Score: -14.6
Guideline #685 Violated High · Score: -11.6
Guideline #694 Adhered Low · Score: 7.3
Guideline #690 Not Applicable · Score: 0.0
Guideline #689 Adhered Low · Score: 4.4
Field Design & Features: 8 guidelines · Score: 39.3
Guidelines are only available in Baymard Premium — get full access today.
Guideline #674 Issue Resolved · Score: 20.4
Guideline #659 Adhered High · Score: 14.6
Guideline #669 Issue Resolved · Score: 14.6
Guideline #660 Violated High · Score: -14.6
Guideline #658 Violated High · Score: -8.7
Guideline #705 Violated Low · Score: -4.4
Guideline #670 Adhered High · Score: 8.7
Guideline #663 Issue Resolved · Score: 8.7
Default Values & Autocompletion: 8 guidelines · Score: 91.7
‘State of the Art’
Guidelines are only available in Baymard Premium — get full access today.
Guideline #555 Adhered High · Score: 20.4
Guideline #554 Adhered High · Score: 17.5
Guideline #568 Adhered High · Score: 17.5
Guideline #576 Adhered High · Score: 14.6
Guideline #572 Adhered High · Score: 17.5
Guideline #734 Violated Low · Score: -4.4
Guideline #618 Neutral · Score: 0.0
Guideline #571 Adhered High · Score: 8.7
Mobile E-Commerce: 144 guidelines · Score: -350.7
Mobile Homepage, Navigation, & Search: 12 guidelines · Score: -151.7
Guidelines are only available in Baymard Premium — get full access today.
Guideline #209 Violated Low · Score: -15.8
Guideline #116 Issue Resolved · Score: 31.5
Guideline #130 Violated High · Score: -23.6
Guideline #228 Violated High · Score: -19.7
Guideline #210 Violated High · Score: -27.6
Guideline #211 Violated High · Score: -31.5
Guideline #229 Violated High · Score: -27.6
Guideline #230 Violated High · Score: -27.6
Guideline #203 Violated High · Score: -23.6
Guideline #166 Adhered Low · Score: 13.8
Guideline #93 Not Applicable · Score: 0.0
Guideline #91 Not Applicable · Score: 0.0
Mobile Product Lists: 15 guidelines · Score: 33.5
Guidelines are only available in Baymard Premium — get full access today.
Guideline #90 Adhered High · Score: 31.5
Guideline #89 Adhered High · Score: 27.6
Guideline #79 Violated High · Score: -23.6
Guideline #233 Violated Low · Score: -9.9
Guideline #87 Adhered High · Score: 19.7
Guideline #76 Adhered High · Score: 23.6
Guideline #80 Neutral · Score: 0.0
Guideline #143 Adhered High · Score: 19.7
Guideline #78 Adhered Low · Score: 9.9
Guideline #216 Not Applicable · Score: 0.0
Guideline #75 Violated High · Score: -15.8
Guideline #74 Violated High · Score: -7.9
Guideline #158 Violated High · Score: -19.7
Guideline #162 Violated Low · Score: -9.9
Guideline #102 Violated High · Score: -11.8
Mobile Filtering & Sorting: 9 guidelines · Score: -49.3
Guidelines are only available in Baymard Premium — get full access today.
Guideline #212 Violated High · Score: -27.6
Guideline #221 Adhered High · Score: 27.6
Guideline #215 Violated Low · Score: -9.9
Guideline #222 Adhered High · Score: 19.7
Guideline #68 Violated High · Score: -19.7
Guideline #232 Violated High · Score: -19.7
Guideline #219 Violated 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: -17.7
Guidelines are only available in Baymard Premium — get full access today.
Guideline #111 Adhered Low · Score: 13.8
Guideline #144 Violated Low · Score: -11.8
Guideline #154 Violated High · Score: -19.7
Guideline #149 Violated High · Score: -19.7
Guideline #234 Adhered High · Score: 19.7
Guideline #176 Not Applicable · Score: 0.0
Mobile Product Descriptions, Specs, & Images: 13 guidelines · Score: -57.1
Guidelines are only available in Baymard Premium — get full access today.
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 Neutral · Score: 0.0
Guideline #113 Adhered High · Score: 27.6
Guideline #112 Violated High · Score: -15.8
Guideline #114 Violated Low · Score: -3.9
Guideline #148 Violated High · Score: -27.6
Guideline #133 Violated High · Score: -19.7
Guideline #134 Not Applicable · Score: 0.0
Guideline #164 Violated High · Score: -27.6
Guideline #163 Adhered Low · Score: 11.8
Mobile Shopping Cart, Cost & Account: 10 guidelines · Score: 53.2
Guidelines are only available in Baymard Premium — get full access today.
Guideline #208 Adhered Low · Score: 9.9
Guideline #140 Issue Resolved · Score: 11.8
Guideline #104 Adhered High · Score: 31.5
Guideline #103 Not Applicable · Score: 0.0
Guideline #107 Not Applicable · Score: 0.0
Guideline #106 Not Applicable · Score: 0.0
Guideline #127 Not Applicable · Score: 0.0
Guideline #179 Adhered High · Score: 27.6
Guideline #180 Violated High · Score: -27.6
Guideline #185 Not Applicable · Score: 0.0
Mobile Checkout Information: 15 guidelines · Score: -67.0
Guidelines are only available in Baymard Premium — get full access today.
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 Violated Low · Score: -9.9
Guideline #205 Violated High · Score: -19.7
Guideline #118 Adhered High · Score: 19.7
Guideline #194 Adhered High · Score: 19.7
Guideline #192 Violated 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 Adhered Low · Score: 5.9
Mobile Form Field Usability: 18 guidelines · Score: -9.9
Guidelines are only available in Baymard Premium — get full access today.
Guideline #186 Adhered High · Score: 27.6
Guideline #190 Adhered High · Score: 23.6
Guideline #121 Adhered Low · Score: 9.9
Guideline #183 Not Applicable · Score: 0.0
Guideline #189 Adhered High · Score: 19.7
Guideline #128 Not Applicable · Score: 0.0
Guideline #187 Violated Low · Score: -3.9
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 Neutral · Score: 0.0
Guideline #160 Violated High · Score: -27.6
Guideline #157 Neutral · Score: 0.0
Guideline #145 Violated High · Score: -23.6
Guideline #171 Violated High · Score: -19.7
Guideline #184 Adhered High · Score: 15.8
Guideline #220 Violated High · Score: -7.9
Touch Keyboards: 5 guidelines · Score: -39.4
Guidelines are only available in Baymard Premium — get full access today.
Guideline #71 Violated 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 Neutral · Score: 0.0
Mobile Validation Errors: 7 guidelines · Score: -45.3
Guidelines are only available in Baymard Premium — get full access today.
Guideline #119 Adhered High · Score: 27.6
Guideline #224 Violated High · Score: -31.5
Guideline #226 Violated Low · Score: -11.8
Guideline #225 Violated High · Score: -19.7
Guideline #223 Violated 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, Rakuten’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.
To read each guideline and review your own sites, you’ll need to get full access.
Rakuten’s Desktop E-Commerce Design
23 pages of Rakuten’s e-commerce site, marked up with 278 best practice examples
Homepage & Category
Homepage
Homepage & Category
Top-Level Navigation, Intermediary Category Page
Homepage & Category
Drop-Down Menu
On-Site Search
Search Field
On-Site Search
Autocomplete Suggestions
On-Site Search
Search Results Page
On-Site Search
No Results Page
Product Lists & Filtering
Product List: Category
Product Lists & Filtering
Product List: Search
Product Lists & Filtering
Sorting Tool
Product Page
Product Page
Product Page
User Reviews Section
Product Page
Image Gallery Overlay
Product Page
Product Page
Product Page
Spec Sheet
Product Page
Video & 360-Views
Cart & Checkout
Cart
Cart & Checkout
Account
Cart & Checkout
Shipping Address
Cart & Checkout
Payment
Cart & Checkout
Delivery & Shipping Methods, Order review
Cart & Checkout
Address Validator
Cart & Checkout
Order Confirmation
Show All 23 Desktop Designs
Rakuten’s Mobile E-Commerce Design
13 pages of Rakuten’s e-commerce site, marked up with 75 best practice examples
Mobile E-Commerce
Homepage, Search Field
Mobile E-Commerce
Navigation Menu
Mobile E-Commerce
Navigation Menu, Category Page
Mobile E-Commerce
Category Page, Product List
Mobile E-Commerce
Product Page
Mobile E-Commerce
Search Results
Mobile E-Commerce
Filtering Options
Mobile E-Commerce
Cart
Mobile E-Commerce
Checkout Account Selection
Mobile E-Commerce
Shipping Address
Mobile E-Commerce
Payment Method
Mobile E-Commerce
Shipping Method, Review Order
Mobile E-Commerce
Order Confirmation
Show All 13 Mobile Designs
Industry Comparison: Mass Merchant
Overall Rakuten ranks 60 when comparing their e-commerce UX performance against the 59 other major US e-commerce sites in the benchmark, and ranks 17 in the Mass Merchant industry.
Poor
Acceptable
Good
Explore Other Research Content
Every 2nd week, we publish a new article on how to build “state of the art” e-commerce experiences — here’s 5 popular ones:
Drop-Down Usability: When You Should (and Shouldn’t) Use Them
Format the ‘Expiration Date’ Fields Exactly the Same as the Physical Credit Card (90% Get It Wrong)
PDP UX: Core Product Content Is Overlooked in ‘Horizontal Tabs’ Layouts (Yet 28% of Sites Have This Layout)
Form Field Usability: Avoid Multi-Column Layouts (13% Get It Wrong)
Form Usability: Getting ‘Address Line 2’ Right
Want more? See all 232 articles
© 2019 Baymard Institute US: +1 (415) 315-9567 EU: +45 3696 9567 info@baymard.com