83 ‘Omnichannel’ Sites Ranked by User Experience Performance
Use the interactive UX benchmark chart below to see the ranked UX performance of 83 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 83 Omnichannel sites has been manually rated across 866 different e-commerce UX elements, all based on Baymard’s 110,000 hours of UX research.
This is a sub-set of the full benchmark which includes 197 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.
Overall UX Performance
866 Guidelines
Desktop Web
482 Guidelines
Homepage & Category
54 Guidelines
Homepage
10 Guidelines
Category Taxonomy
9 Guidelines
Main Navigation
16 Guidelines
Intermediary Category Pages
7 Guidelines
Site-Wide Layout
12 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
90 Guidelines
Product Lists: Layout & Loading
13 Guidelines
List Layout
8 Guidelines
Loading Products
5 Guidelines
List Items: Product Info & Thumbnails
22 Guidelines
List Items: Product Info
12 Guidelines
List Items: Product Thumbnails
10 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
38 Guidelines
Account Drop-Down
7 Guidelines
Account Dashboard
5 Guidelines
Account Sign In
5 Guidelines
'Your Account': Addresses, Payments, & Newsletters
13 Guidelines
Account-Wide Navigation, Structure, & Information
8 Guidelines
Order Tracking & Returns
27 Guidelines
Orders & Order Tracking
15 Guidelines
Order Returns
12 Guidelines
Mobile Web
384 Guidelines
Homepage & Category Navigation
32 Guidelines
Homepage
11 Guidelines
Category Taxonomy
10 Guidelines
Main Navigation
6 Guidelines
Intermediary Category Pages
5 Guidelines
On-Site Search
38 Guidelines
Search Query Types
9 Guidelines
Search Form & Logic
9 Guidelines
Search Autocomplete
7 Guidelines
Results Logic & Guidance
7 Guidelines
Results Layout & Filtering
6 Guidelines
Product Lists & Filtering
62 Guidelines
List Layout
8 Guidelines
Loading Products
4 Guidelines
List Items: Product Info & Thumbnails
17 Guidelines
List Items: Interface & Hit Areas
10 Guidelines
Filtering: Available Filters
9 Guidelines
Filtering: Scope & Logic
5 Guidelines
Filtering: Interface & Layout
6 Guidelines
Sorting
3 Guidelines
Product Page
93 Guidelines
Product Page Layout
5 Guidelines
Product Images
9 Guidelines
Image Gallery UI
6 Guidelines
Product Videos & 360-Views
4 Guidelines
The "Buy" Section
9 Guidelines
Shipping, Returns, and Gifting
8 Guidelines
Product Variations
9 Guidelines
Product Descriptions
7 Guidelines
Specifications Sheet
5 Guidelines
User Reviews
18 Guidelines
Auxiliary Content
4 Guidelines
Cross-Sells & Cross-Navigation
9 Guidelines
Cart & Checkout
107 Guidelines
Checkout Layout & Design
4 Guidelines
Shopping Cart & “Added to Cart” Behavior
8 Guidelines
Account Selection & Creation
9 Guidelines
Customer & Address Information
10 Guidelines
Gifting Flow & Features
5 Guidelines
Shipping & Store Pickup
9 Guidelines
Payment Flow & Methods (Incl. Third-Party)
5 Guidelines
Credit Card Form
8 Guidelines
Order Review
5 Guidelines
Order Confirmation & E-Mail
4 Guidelines
User Interactions & Distractions
4 Guidelines
Cross-Sells
3 Guidelines
Validation Errors & Data Persistence
10 Guidelines
Field Labels & Microcopy
6 Guidelines
Field Design & Input Optimization
17 Guidelines
Customer Accounts
29 Guidelines
Account Sign In & Dashboard
9 Guidelines
'Your Account': Addresses, Payments, & Newsletters
13 Guidelines
Account-Wide Navigation, Structure, & Information
7 Guidelines
Site-Wide Design & Interaction
23 Guidelines
Site-Wide Features & Navigation
14 Guidelines
Touch Interfaces
9 Guidelines
Case Studies
Deep dive into the performance and page designs of the 83 case studies.
33 page designs: desktop, mobile
53 page designs: desktop, mobile
50 page designs: desktop, mobile
31 page designs: desktop, mobile
32 page designs: desktop, mobile
32 page designs: desktop, mobile
49 page designs: desktop, mobile
75 page designs: desktop, mobile, app
85 page designs: desktop, app, mobile
68 page designs: app, mobile, desktop
31 page designs: desktop, mobile
51 page designs: desktop, mobile
80 page designs: app, mobile, desktop
35 page designs: desktop, mobile
76 page designs: desktop, app, mobile
43 page designs: mobile, desktop
56 page designs: desktop, mobile
38 page designs: desktop, mobile
79 page designs: desktop, app, mobile
40 page designs: desktop, mobile
74 page designs: desktop, mobile, app
52 page designs: desktop, mobile
76 page designs: app, mobile, desktop
20 page designs: desktop, mobile
52 page designs: desktop, mobile
77 page designs: desktop, app, mobile
81 page designs: app, mobile, desktop
75 page designs: app, mobile, desktop
67 page designs: app, mobile, desktop
45 page designs: desktop, mobile
50 page designs: desktop, mobile
73 page designs: desktop, mobile, app
47 page designs: desktop, mobile
44 page designs: desktop, mobile
79 page designs: desktop, app, mobile
36 page designs: desktop, mobile
50 page designs: mobile, desktop
52 page designs: desktop, mobile
42 page designs: desktop, mobile
47 page designs: desktop, mobile
41 page designs: desktop, mobile
41 page designs: desktop, mobile
48 page designs: desktop, mobile
41 page designs: desktop, mobile
52 page designs: desktop, mobile
39 page designs: desktop, mobile
64 page designs: app, mobile, desktop
44 page designs: desktop, mobile
40 page designs: desktop, mobile
38 page designs: desktop, mobile
47 page designs: desktop, mobile
42 page designs: desktop, mobile
40 page designs: desktop, mobile
41 page designs: desktop, mobile
27 page designs: desktop, mobile
38 page designs: desktop, mobile
45 page designs: desktop, mobile
52 page designs: desktop, mobile
45 page designs: desktop, mobile
50 page designs: desktop, mobile
41 page designs: desktop, mobile
48 page designs: desktop, mobile
39 page designs: desktop, mobile
39 page designs: desktop, mobile
44 page designs: mobile, desktop
52 page designs: desktop, mobile
49 page designs: desktop, mobile
49 page designs: desktop, mobile
45 page designs: mobile, desktop
43 page designs: desktop, mobile
17 page designs: mobile, desktop
30 page designs: desktop, mobile
30 page designs: desktop, mobile
45 page designs: desktop, mobile
31 page designs: mobile, desktop
47 page designs: desktop, mobile
39 page designs: desktop, mobile
25 page designs: desktop, mobile
39 page designs: desktop, mobile
55 page designs: desktop, mobile
44 page designs: desktop, mobile
26 page designs: mobile, desktop
16 page designs: desktop, mobile
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