Benchmarks

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

Use the interactive UX benchmark chart below to see the ranked UX performance of 39 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 39 Direct To Consumer sites has been manually rated across 485 different e-commerce UX elements, all based on Baymard’s 78,000+ hours of UX research.

This is a sub-set of the full benchmark which includes 149 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

Homepage

12 Guidelines

Category Taxonomy

7 Guidelines

Main Navigation

10 Guidelines

Site-Wide Layout

9 Guidelines

Product Lists & Filtering

48 Guidelines

List Layout & Loading

8 Guidelines

List Items: Product Info & Thumbnails

14 Guidelines

List Items: Product Info

6 Guidelines

List Items: Product Thumbnails

8 Guidelines

List Items: Interface & Hit Areas

8 Guidelines

Filtering: Scope & Logic

8 Guidelines

Filtering: Interface & Layout

6 Guidelines

Sorting

4 Guidelines

Product Page

64 Guidelines

Product Page Layout & Features

11 Guidelines

Product Images

9 Guidelines

Image Gallery UI

9 Guidelines

The 'Buy' Section

7 Guidelines

Shipping, Returns, and Gifting

7 Guidelines

Product Variations

7 Guidelines

Product Descriptions

6 Guidelines

Specifications Sheet

4 Guidelines

Cross-Sells & Cross-Navigation

4 Guidelines

Cart & Checkout

110 Guidelines

Shopping Cart & “Added to Cart” Behavior

16 Guidelines

Account Selection & Creation

8 Guidelines

Customer & Address Information

13 Guidelines

Field Labels & Microcopy

6 Guidelines

Shipping & Store Pickup

9 Guidelines

Payment Flow & Methods (Incl. Third-Party)

5 Guidelines

Form & Page Design

8 Guidelines

User Interactions & Distractions

6 Guidelines

Credit Card Form

10 Guidelines

Validation Errors & Data Persistence

6 Guidelines

Field Design & Features

8 Guidelines

Default Values & Autocompletion

5 Guidelines

Order Review

6 Guidelines

Order Confirmation & E-Mail

4 Guidelines

Customer Accounts

34 Guidelines

Account Drop-Down

6 Guidelines

Account Dashboard

5 Guidelines

'Your Account': Addresses, Payments, & Newsletters

13 Guidelines

Account-Wide Navigation, Structure, & Information

10 Guidelines

Mobile Web

191 Guidelines

Mobile Homepage

11 Guidelines

Mobile Main Navigation & Categories

12 Guidelines

Mobile Main Navigation

6 Guidelines

Mobile Category Taxonomy

6 Guidelines

Mobile Product List

32 Guidelines

Mobile Product List Layout & Features

14 Guidelines

Mobile Filtering & Sorting

6 Guidelines

Mobile List Item Content

12 Guidelines

Mobile Product Page

47 Guidelines

Mobile Product Page Layout

6 Guidelines

Mobile Product Images & Videos

14 Guidelines

Mobile Product Descriptions & Variations

11 Guidelines

Mobile Shipping, Returns & Buying

9 Guidelines

Mobile Cross-Sells & Cross-Navigation

7 Guidelines

Mobile Checkout

71 Guidelines

Mobile Shopping Cart

9 Guidelines

Mobile Shipping & Store Pickup

5 Guidelines

Mobile Account Selection & Creation

7 Guidelines

Mobile User Info

10 Guidelines

Mobile Form Fields

7 Guidelines

Mobile Field Validation

4 Guidelines

Mobile Payment

11 Guidelines

Mobile Input Optimization

7 Guidelines

Mobile Order Review & Confirmation

7 Guidelines

Mobile Layout & Features

4 Guidelines

Mobile Site-Wide Features & Elements

18 Guidelines

Case Studies

Deep dive into the performance and page designs of the 39 case studies.

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