REI’s E-Commerce UX

This is a case study of REI’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 241 design elements. 243 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.

REI’s overall e-commerce UX performance is decent. This is especially thanks to perfect Accounts & Self-Service and perfect Accounts & Self-Service UX performances, but REI is impeded by mediocre Mobile On-Site Search.

First benchmarked in April 2012, and reviewed 26 times since then, most recently in August 2023.


UX Award Winner (see all):

Sports Gear & EquipmentTop 1%

Mobile UX OverallTop 1%

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Desktop Web

252 Guidelines · Performance:

Homepage & Category Navigation

29 Guidelines · Performance:

On-Site Search

23 Guidelines · Performance:

Product Lists & Filtering

51 Guidelines · Performance:

Product Page

60 Guidelines · Performance:

Cart & Checkout

71 Guidelines · Performance:

Accounts & Self-Service

18 Guidelines · Performance:

Mobile Web

251 Guidelines · Performance:

138 Major E-Commerce Sites
CompareWhat’s This?

To learn how we calculate our performance scores and read up on our evaluation criteria and scoring algorithm head over to our Methodology page.

The scatterplot you see above is the free version we make public to all our users. If you wish to dive deeper and learn about each guideline and even review your own site you’ll need to get premium access.