Baymard InstituteBaymard Institute Logo
  • Product

    Research-Backed UX Insights

    150,000+ hours of UX research

    UX Best Practice Guidelines

    Over 700 UX Guidelines

    UX Design Examples

    200,000+ Structured Design Examples

    UX Benchmarking

    Measure and Compare Your UX Performance

    Why Baymard?

    UX-Ray

    new

    UX-Query

    new

    Figma Plugin

    new

    Review Tool

    Personalized Research

    Training & UX Certification

  • Use cases
  • Industries

    B2C Retail:

    • Direct-to-Consumer,
    • Luxury Goods,
    • Apparel & Accessories,
    • Home & Hardware,
    • Electronics & Office,
    • Mass Merchant,
    • Furniture & Home Decor,
    • Health & Beauty,
    • Sports Gear & Equipment,
    • Vitamins & Supplements,
    • Automotive Parts,
    • Toys & Crafts,
    • Merchandise & Print-to-Order,
    • Pets & Hobbies

    Subscriptions & Services:

    • Digital Subscriptions & SaaS,
    • Telco,
    • ISP,
    • Insurance,
    • Online Learning

    Travel & Accommodation:

    • Travel Accommodations,
    • Travel Tours & Experience Booking,
    • Flight Booking & Airlines

    B2B:

    • Components & Machinery,
    • Medical & Pharma,
    • B2B Ecommerce,
    • Digital Subscriptions & SaaS

    Food & Consumables:

    • Online Grocery,
    • Food Delivery & Takeout,
    • Meal Kits,
    • Consumables Subscriptions
    Benchmark Your UX Performance

    Benchmark Your UX Performance

    How does your UX performance stack up against industry leaders and competitors?

  • UX Audit
  • Resources

    Free UX Research

    UX Articles

    400+ free UX articles based on large-scale research

    Benchmarks

    280+ top sites ranked by UX performance

    UX Design Examples

    18,000+ annotated designs for systematic inspiration

    Resources

    Code samples, demos, and key stats for usability

    Search for Research and Resources

    Company

    About

    Methodology

    Jobs

  • Pricing
  • Log in
  • Contact Sales
  • Sign up
Baymard InstituteBaymard Institute Logo
  1. Free UX Research
  2. Benchmarks
  3. Rakuten
Benchmarks

Rakuten UX Case Study

This is an old and partial case study of Rakuten’s ecommerce user experience (UX) performance. We encourage you to explore the 280 up-to-date and exhaustive case studies of major ecommerce sites for a complete and current picture of the ecommerce UX landscape.


URL: rakuten.com


Get Premium Research Access


Rakuten’s Desktop Web Ecommerce Design

28 pages of Rakuten’s ecommerce site, marked up with 286 best practice examples:

upgrade
Desktop screenshot of undefined
Homepage
74
upgrade
Desktop screenshot of undefined
Main Navigation
30
upgrade
Desktop screenshot of undefined
Intermediary Category Page
114
upgrade
Desktop screenshot of undefined
Search Field
54
upgrade
Desktop screenshot of undefined
Autocomplete Suggestions
33
upgrade
Desktop screenshot of undefined
Search Results Page
512
upgrade
Desktop screenshot of undefined
No Results Page
10
upgrade
Desktop screenshot of undefined
Product List
1516
upgrade
Desktop screenshot of undefined
Search Results Page
36
upgrade
Desktop screenshot of undefined
Sorting Tool
33
upgrade
Desktop screenshot of undefined
Product Page
1613
upgrade
Desktop screenshot of undefined
Product Page
124
See all 28 designs

Rakuten’s Mobile Web Ecommerce Design

17 pages of Rakuten’s ecommerce site, marked up with 150 best practice examples:

upgrade
Mobile screenshot of undefined
Homepage
82
upgrade
Mobile screenshot of undefined
Main Navigation
34
upgrade
Mobile screenshot of undefined
Main Navigation
20
upgrade
Mobile screenshot of undefined
Main Navigation
21
upgrade
Mobile screenshot of undefined
Intermediary Category Page
30
upgrade
Mobile screenshot of undefined
Search Field
20
upgrade
Mobile screenshot of undefined
Autocomplete Suggestions
42
upgrade
Mobile screenshot of undefined
Search Results Page
104
upgrade
Mobile screenshot of undefined
Product List
1711
upgrade
Mobile screenshot of undefined
Product Page
156
upgrade
Mobile screenshot of undefined
Cart
14
upgrade
Mobile screenshot of undefined
Account Selection
21
upgrade
Mobile screenshot of undefined
Customer Info & Address + Delivery & Shipping Methods
56
upgrade
Mobile screenshot of undefined
Payment
01
upgrade
Mobile screenshot of undefined
Payment
1210
See all 17 designs

Explore Other Research Content

Every week, we publish a new article on how to build “state of the art” ecommerce experiences — here’s 5 popular ones:

  1. Drop-Down Usability: When You Should (and Shouldn’t) Use Them

  2. Format the “Expiration Date” Fields Exactly the Same as the Physical Credit Card (72% Don’t)

  3. PDP UX: Core Product Content Is Overlooked in ‘Horizontal Tabs’ Layouts (Yet 28% of Sites Have This Layout)

  4. Form Field Usability: Avoid Extensive Multicolumn Layouts (16% Make This Form Usability Mistake)

  5. Form Usability: Getting ‘Address Line 2’ Right

See all 418 articles in the full public archive.

Take the Guesswork out of UX Design with Research-Backed Insights

Improve ROI on your UX projects and increase confidence in UX decisions like never before.

Explore plans and pricing

Free UX Research

UX Articles

Read 300+ free, indepth best practice articles based on Baymard's deep UX research findings.

Benchmarks

Case studies of 280 top ecommerce sites. Ranked using 275,000+ UX performance scores.

UX Design Examples

Over 18,000 annotated ecommerce UX design examples to inspire your next project.

Resources

Abandonment stats, credit card patterns, code samples, and demos, for usability.


Product

UX Audit Service

Get an in-depth UX audit of your site

UX-Ray NEW

AI-powered site scanner for instant UX analysis

UX-Query NEW

AI-powered UX research assistant

Figma Plugin NEW

Research-backed UX best practices in Figma

Review Tool

Expert UX review of your designs

Personalized Research

Custom UX research for your needs

Training & UX Certification

Learn UX best practices


Use Cases

Industry:
  • Apparel & Accessories
  • Business-to-Business
  • Electronics & Office
  • Health & Beauty
  • Home & Hardware
  • Furniture & Home Decor
  • Luxury Goods
  • Mass Merchant
  • Sports Gear & Equipment
  • Toys & Crafts
  • Pets & Hobbies
  • Direct-to-Consumer
  • Telco
  • Internet Service Providers
  • Automotive Parts & Specialty
  • Insurance
  • Vitamins & Supplements
  • B2B Medical & Pharma
  • B2B Electronic Components & Machinery
  • Online Grocery
  • Meal Kits
  • Consumable Subscriptions
  • Food Delivery & Takeout
  • Travel Accommodations
  • Travel Tours & Experience Booking
  • Digital Subscriptions & SaaS
  • Flight Booking & Airlines
  • Merchandise & Print-to-Order
  • Online Learning
Theme:
  • Homepage & Category
  • On-Site Search
  • Accessibility
  • Product List
  • Product Page
  • Cart & Checkout
  • Accounts & Self-Service
  • Mobile Web
  • Mobile App
UX Training:
  • UX Training for Your Team
  • 450+ UX Certificants
  • UX Certification

Company:
  • About
  • Our Methodology
  • Jobs
Support:
  • Privacy Policy
  • Terms & Conditions
  • Roadmap & Changelog
Resources:
  • Cart Abandonment Stats
  • Credit Card Patterns
  • UX Basics
Subscribe to Free UX Articles

Loading...

Delivered weekly, ad-free full-length research articles, 1-click unsubscribe at any time

US: +1 (315) 216-7151
EU: +45 3696 9567
info@baymard.com
© Baymard Institute 2025
US: +1 (315) 216-7151
EU: +45 3696 9567
info@baymard.com
Follow us on
InstagramX (Twitter)LinkedIn