Benchmarks

26 ‘Direct To Consumer’ E-Commerce Sites Ranked by User Performance

Use the interactive UX benchmark chart below to see the ranked UX performance of 26 leading e-commerce sites within ‘Direct To Consumer’ in the US and Europe. Each of the 26 Direct To Consumer sites has been manually rated across 700+ different e-commerce UX elements, all based on Baymard’s 71,000+ hours of UX research.


This is a sub-set of the full benchmark which includes 93 e-commerce sites.


Case Studies

If you’d like to see an in-depth review for each of the Direct To Consumer benchmarked sites you can click on the colored dots in the chart or go to the case studies section further down the page.

Benchmark UX Performances
Poor
Mediocre
Decent
Good
Perfect

Overall UX Performance

690 Guidelines

Desktop Web

484 Guidelines

Homepage & Category

59 Guidelines

Homepage

15 Guidelines

Category Taxonomy

13 Guidelines

Main Navigation

16 Guidelines

Intermediary Category Pages

6 Guidelines

Site-Wide Layout

9 Guidelines

On-Site Search

47 Guidelines

Search Query Types

9 Guidelines

Search Form & Logic

10 Guidelines

Search Autocomplete

8 Guidelines

Results Logic & Guidance

8 Guidelines

Results Layout & Filtering

12 Guidelines

Product Lists & Filtering

87 Guidelines

Product Lists: Layout & Loading

14 Guidelines

List Layout

8 Guidelines

Loading Products

6 Guidelines

List Items: Product Info & Thumbnails

18 Guidelines

List Items: Product Info

9 Guidelines

List Items: Product Thumbnails

9 Guidelines

List Items: Interface & Hit Areas

12 Guidelines

Filtering: Available Filters

11 Guidelines

Filtering: Scope & Logic

11 Guidelines

Filtering: Interface & Layout

11 Guidelines

Sorting

10 Guidelines

Product Page

96 Guidelines

Product Page Layout

11 Guidelines

Product Images

11 Guidelines

Image Gallery UI

12 Guidelines

Price, Purchase & Delivery

16 Guidelines

The 'Buy' Section

9 Guidelines

Shipping, Returns, and Gifting

7 Guidelines

Product Variations

9 Guidelines

Product Descriptions & Spec Sheet

15 Guidelines

Product Descriptions

10 Guidelines

Specifications Sheet

5 Guidelines

User Reviews

13 Guidelines

Cross-Sells & Cross-Navigation

9 Guidelines

Cart & Checkout

130 Guidelines

Shopping Cart & "Added to Cart" Behavior

10 Guidelines

Account Selection & Creation

9 Guidelines

Customer & Address Information

12 Guidelines

Gifting Flow & Features

5 Guidelines

Shipping & Store Pickup

11 Guidelines

Payment Flow & Methods (Incl. Third-Party)

8 Guidelines

Credit Card Form

10 Guidelines

Order Review & Confirmation

9 Guidelines

Order Review

5 Guidelines

Order Confirmation & E-Mail

4 Guidelines

Layout & Flow

23 Guidelines

Form & Page Design

10 Guidelines

User Interactions & Distractions

9 Guidelines

Cross-Sells

4 Guidelines

Validation Errors & Data Persistence

10 Guidelines

Form Fields

23 Guidelines

Field Labels & Microcopy

7 Guidelines

Field Design & Features

8 Guidelines

Default Values & Autocompletion

8 Guidelines

Customer Accounts

40 Guidelines

Account Drop-Down

7 Guidelines

Account Dashboard

6 Guidelines

Account Sign In

6 Guidelines

'Your Account': Addresses, Payments, & Newsletters

13 Guidelines

Account-Wide Navigation, Structure, & Information

8 Guidelines

Order Tracking & Returns

25 Guidelines

Place Order & Order Cancellation

5 Guidelines

Order Tracking

9 Guidelines

Order Returns

11 Guidelines

Mobile Web

206 Guidelines

Mobile Homepage

8 Guidelines

Mobile Main Navigation & Categories

21 Guidelines

Mobile Main Navigation

6 Guidelines

Mobile Category Taxonomy

10 Guidelines

Mobile Category Pages

5 Guidelines

Mobile On-Site Search

24 Guidelines

Mobile Autocomplete

7 Guidelines

Mobile Query Types

8 Guidelines

Mobile Search Design & Logic

9 Guidelines

Mobile Product List

48 Guidelines

Mobile Product List Layout & Features

18 Guidelines

Mobile Filtering

12 Guidelines

Mobile List Item Content

18 Guidelines

Mobile Product Pages

13 Guidelines

Mobile Product Page Layout

5 Guidelines

Mobile User Reviews

8 Guidelines

Mobile Checkout

47 Guidelines

Mobile Layout & Features

2 Guidelines

Mobile Shopping Cart

4 Guidelines

Mobile Account Selection & Creation

7 Guidelines

Mobile User Info

7 Guidelines

Mobile Shipping & Store Pickup

6 Guidelines

Mobile Payment

12 Guidelines

Mobile Order Review & Confirmation

9 Guidelines

Mobile Forms

26 Guidelines

Mobile Form Fields

10 Guidelines

Mobile Field Validation

8 Guidelines

Mobile Input Optimization

8 Guidelines

Mobile Site-Wide Features & Elements

19 Guidelines

26 Direct To Consumer Sites
What’s This?

Benchmark Case Studies

Deep dive into the 26 sites displayed in the chart above.

Gucci

Performance: 55.6

Pay special attention to:

Product Page

Cart & Checkout

Van Cleef & Arpels

Performance: 52.9

Pay special attention to:

Homepage & Category

Customer Accounts

Louis Vuitton

Performance: 51.1

Pay special attention to:

Product Page

Customer Accounts

TAG Heuer

Performance: 51.0

Pay special attention to:

Product Page

On-Site Search

Adidas

Performance: 49.3

Pay special attention to:

Homepage & Category

Product Lists & Filtering

Chanel

Performance: 48.9

Pay special attention to:

Product Lists

On-Site Search

Jimmy Choo

Performance: 46.3

Pay special attention to:

Product Page

Customer Accounts

Marks & Spencer

Performance: 42.9

Pay special attention to:

On-Site Search

Order Tracking & Returns

Apple

Performance: 42.8

Pay special attention to:

Order Tracking & Returns

On-Site Search

Bang & Olufsen

Performance: 39.7

Pay special attention to:

Homepage & Category

On-Site Search

IKEA

Performance: 35.1

Pay special attention to:

Product Page

Mobile Web

L.L. Bean

Performance: 34.9

Pay special attention to:

On-Site Search

Mobile Web

H&M

Performance: 34.6

Pay special attention to:

Homepage & Category

Order Tracking & Returns

American Eagle

Performance: 33.1

Pay special attention to:

Cart & Checkout

Order Tracking & Returns

Nike

Performance: 33.0

Pay special attention to:

Homepage & Category

Customer Accounts

GAP

Performance: 28.8

Pay special attention to:

Cart & Checkout

Customer Accounts

Victoria’s Secret

Performance: 28.6

Pay special attention to:

Cart & Checkout

Order Tracking & Returns

LEGO

Performance: 28.6

Pay special attention to:

Product Lists & Filtering

On-Site Search

Dell

Performance: 28.2

Pay special attention to:

Product Page

Order Tracking & Returns

Ann Taylor

Performance: 25.7

Pay special attention to:

Product Lists & Filtering

Customer Accounts

Disney Store

Performance: 24.7

Pay special attention to:

Homepage & Category

Order Tracking & Returns

HP

Performance: 24.1

Pay special attention to:

Product Lists & Filtering

On-Site Search

Microsoft

Performance: 10.6

Pay special attention to:

Homepage & Category

Product Lists & Filtering

Thermo Fisher

Performance: 0.4

Pay special attention to:

Accounts & Self Service

Cart & Checkout

Berlin Packaging

Performance: -11.4

Pay special attention to:

On-Site Search

Homepage & Category

Hitachi

Performance: -37.9

Pay special attention to:

Homepage & Category

On-Site Search

YourSite.com?

Want to know how your site performs?

Get Premium access to review your own site or have it audited by Baymard researchers.

Browse Benchmarks by a Seperate Industry or Site Type

Select an option below to see a collection of benchmarks specific to your business, or see all 63 case studies.