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Benchmarks
25 ‘Direct To Consumer’ E-Commerce Sites Ranked by User Performance
Use the interactive UX benchmark chart below to see the ranked UX performance of 25 leading e-commerce sites within ‘Direct To Consumer’ in the US and Europe. Each of the 25 Direct To Consumer sites has been manually rated across 700+ different e-commerce UX elements, all based on Baymard’s 67,000+ hours of UX research.
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
Acceptable
Decent
Good
Overall UX Performance
705 Guidelines
Homepage & Category
64 Guidelines
Homepage
15 Guidelines
Category Taxonomy
15 Guidelines
Main Navigation
16 Guidelines
Intermediary Category Pages
6 Guidelines
Site-Wide Layout
12 Guidelines
On-Site Search
50 Guidelines
Search Query Types
12 Guidelines
Search Form & Logic
10 Guidelines
Search Autocomplete
8 Guidelines
Results Logic & Guidance
8 Guidelines
Results Layout & Filtering
12 Guidelines
Product Lists & Filtering
95 Guidelines
List Layout
7 Guidelines
Loading Products
6 Guidelines
List Items: Product Info & Thumbnails
20 Guidelines
List Items: Product Info
11 Guidelines
List Items: Product Thumbnails
9 Guidelines
List Items: Interface & Hit Areas
11 Guidelines
Filtering: Available Filters
10 Guidelines
Filtering: Scope & Logic
14 Guidelines
Filtering: Interface & Layout
11 Guidelines
Sorting
11 Guidelines
Comparison Tool
5 Guidelines
Product Page
95 Guidelines
Product Page Layout
10 Guidelines
Product Images
11 Guidelines
Image Gallery UI
12 Guidelines
The 'Buy' Section
9 Guidelines
Shipping, Returns, and Gifting
7 Guidelines
Product Variations
9 Guidelines
Product Descriptions
10 Guidelines
Specifications Sheet
5 Guidelines
User Reviews
13 Guidelines
Cross-Sells & Cross-Navigation
9 Guidelines
Cart & Checkout
131 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
5 Guidelines
Order Confirmation & E-Mail
4 Guidelines
Form & Page Design
10 Guidelines
User Interactions & Distractions
10 Guidelines
Cross-Sells
4 Guidelines
Validation Errors & Data Persistence
10 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
Orders & Order Tracking
14 Guidelines
Order Returns
11 Guidelines
Mobile E-Commerce
205 Guidelines
Mobile Homepage
8 Guidelines
Main Navigation & Categories
21 Guidelines
Main Navigation
6 Guidelines
Category Taxonomy
10 Guidelines
Category Pages
5 Guidelines
Mobile On-Site Search
23 Guidelines
Autocomplete
7 Guidelines
Query Types
8 Guidelines
Design & Logic
8 Guidelines
Product List
43 Guidelines
Mobile Product List Layout & Features
18 Guidelines
Mobile Filtering
7 Guidelines
Mobile List Item Content
18 Guidelines
Mobile Product Pages
19 Guidelines
Mobile Checkout
47 Guidelines
Shopping Cart
4 Guidelines
Account Selection & Creation
7 Guidelines
User Info
7 Guidelines
Payment
12 Guidelines
Shipping & Store Pickup
6 Guidelines
Order Review & Confirmation
9 Guidelines
Layout & Features
2 Guidelines
Mobile Forms
25 Guidelines
Form Fields
10 Guidelines
Field Validation
8 Guidelines
Input Optimization
7 Guidelines
Mobile Site-Wide Features & Elements
19 Guidelines
Benchmark Case Studies
Deep dive into the 25 sites displayed in the chart above.
Gucci
Performance: 60.6
Pay special attention to:
Product Page
Customer Accounts
Van Cleef & Arpels
Performance: 59.3
Pay special attention to:
Homepage & Category
Customer Accounts
Louis Vuitton
Performance: 57.9
Pay special attention to:
Product Page
Customer Accounts
Jimmy Choo
Performance: 52.6
Pay special attention to:
Product Page
Customer Accounts
TAG Heuer
Performance: 52.6
Pay special attention to:
Product Page
On-Site Search
Apple
Performance: 50.6
Pay special attention to:
Order Tracking & Returns
On-Site Search
Chanel
Performance: 50.6
Pay special attention to:
Product Lists
On-Site Search
Adidas
Performance: 46.3
Pay special attention to:
Homepage & Category
Product Lists & Filtering
Bang & Olufsen
Performance: 46.3
Pay special attention to:
Homepage & Category
On-Site Search
L.L. Bean
Performance: 43.3
Pay special attention to:
Cart & Checkout
Mobile E-Commerce
American Eagle
Performance: 41.7
Pay special attention to:
Product Page
Order Tracking & Returns
Marks & Spencer
Performance: 41.1
Pay special attention to:
Product Page
Order Tracking & Returns
Nike
Performance: 37.3
Pay special attention to:
Homepage & Category
Customer Accounts
H&M
Performance: 36.0
Pay special attention to:
Cart & Checkout
Order Tracking & Returns
GAP
Performance: 33.2
Pay special attention to:
Product Page
Customer Accounts
Victoria’s Secret
Performance: 32.4
Pay special attention to:
Product Page
Order Tracking & Returns
HP
Performance: 32.0
Pay special attention to:
Cart & Checkout
On-Site Search
Dell
Performance: 31.4
Pay special attention to:
Product Page
Order Tracking & Returns
IKEA
Performance: 30.1
Pay special attention to:
Product Page
Cart & Checkout
Ann Taylor
Performance: 24.2
Pay special attention to:
Homepage & Category
Customer Accounts
Disney Store
Performance: 21.2
Pay special attention to:
Homepage & Category
Order Tracking & Returns
Microsoft
Performance: 20.3
Pay special attention to:
Homepage & Category
Product Lists & Filtering
Thermo Fisher
Performance: -1.1
Pay special attention to:
Accounts & Self Service
Cart & Checkout
Berlin Packaging
Performance: -12.4
Pay special attention to:
On-Site Search
Homepage & Category
Hitachi
Performance: -38.9
Pay special attention to:
Homepage & Category
On-Site Search
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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.
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