Benchmarks

38 ‘Direct To Consumer’ Sites Ranked by User Experience Performance

Use the interactive UX benchmark chart below to see the ranked UX performance of 38 leading Direct To Consumer e-commerce sites in the US and Europe – covering both larger DTC brands and smaller niche DTC players. Each of the 38 Direct To Consumer sites has been manually rated across 485 different e-commerce UX elements, all based on Baymard’s 130,000 hours of UX research.

This is a sub-set of the full benchmark which includes 245 e-commerce sites.

Case Studies

Click the colored dots to view in-depth case studies for each benchmarked site, or scroll down to see all case studies. You can also view the case study examples organized by type of page.

Benchmark UX Performances
Poor
Mediocre
Decent
Good
Perfect

Overall UX Performance

485 Guidelines

Desktop Web

294 Guidelines

Homepage & Category

38 Guidelines

Product Lists & Filtering

48 Guidelines

Product Page

64 Guidelines

Cart & Checkout

110 Guidelines

Customer Accounts

34 Guidelines

Mobile Web

191 Guidelines

38 ‘Direct To Consumer’ Sites
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‘Direct To Consumer’ Case Studies

Deep dive into the performance and page designs of the 38 case studies.

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Direct to Consumer Research

At Baymard Institute we have a whole research topic devoted to online shopping UX and usability, specifically for online Direct to Consumer sites.

View Direct to Consumer Research Topic

Browse Benchmarks by Industry or Site Type

Select an option below to see a UX benchmark collection specific to your business, or see all 245 case studies.


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