Benchmarks

90 ‘Omnichannel’ Sites Ranked by User Experience Performance

Use the interactive UX benchmark chart below to see the ranked UX performance of 90 leading Omnichannel e-commerce sites in the US and Europe. ‘Omnichannel’ is here defined as e-commerce sites that also have physical stores, and utilize this on their website, e.g. with ‘Buy Online, Pickup In-Store’ (BOPIS), store availability features, or similar. Each of the 90 Omnichannel sites has been manually rated across 1182 different e-commerce UX elements, all based on Baymard’s 150,000+ hours of UX research.

This is a sub-set of the full benchmark which includes 251 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

1182 Guidelines

Desktop Web

422 Guidelines

Homepage & Category

31 Guidelines

On-Site Search

26 Guidelines

Product Lists & Filtering

68 Guidelines

Product Page

102 Guidelines

Cart & Checkout

116 Guidelines

Customer Accounts

37 Guidelines

Site-Wide Features

15 Guidelines

Order Tracking & Returns

27 Guidelines

Mobile Web

408 Guidelines

Mobile App

352 Guidelines

90 ‘Omnichannel’ Sites
CompareWhat’s This?

‘Omnichannel’ Case Studies

Deep dive into the performance and page designs of the 90 case studies.

UX Audit
YourSite.com
Get your own site UX Audited by Baymard (confidential) or self-assess it with Baymard Premium.

Browse Benchmarks by Industry or Site Type

Select an option below to see a UX benchmark collection specific to your business, or see all 251 case studies.


User Experience Research, Delivered Weekly

Join 60,000+ UX professionals and get a new UX article every week.

A screenshot of the UX article newsletter

Explore Other Research Content

300+ free UX articles based on large-scale research.

18,000+ annotated designs for systematic inspiration.

Code samples, demos, and key stats for usability.