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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.
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
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?
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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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