12 ‘Mass Merchant’ Sites Ranked by User Experience Performance
Use the interactive UX benchmark chart below to see the ranked UX performance of 12 leading e-commerce sites within ‘Mass Merchant’ in the US and Europe. Each of the 12 Mass Merchant sites has been manually rated across 986 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 123 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
986 Guidelines
Desktop Web
320 Guidelines
Homepage & Category Navigation
27 Guidelines
Homepage
7 Guidelines
Category Taxonomy & Main Navigation
14 Guidelines
Intermediary Category Pages
6 Guidelines
On-Site Search
36 Guidelines
Search Query Types
9 Guidelines
Search Form & Autocomplete
12 Guidelines
Search Design & Logic
15 Guidelines
Product Lists & Filtering
61 Guidelines
List Layout & Loading
8 Guidelines
List Item Content
26 Guidelines
List Items: Product Info & Thumbnails
19 Guidelines
List Items: Interface & Hit Areas
7 Guidelines
Filtering & Sorting: Filter & Sort Types
9 Guidelines
Filtering & Sorting: Interface, Layout & Results
18 Guidelines
Product Page
74 Guidelines
Product Page Layout, Cross-Sells & Cross-Navigation
18 Guidelines
Product Page Layout
9 Guidelines
Cross-Sells & Cross-Navigation
9 Guidelines
Product Images & Gallery UI
13 Guidelines
The 'Buy' Section and Purchase Information
14 Guidelines
Product Information
14 Guidelines
User Reviews
15 Guidelines
Cart & Checkout
89 Guidelines
Shopping Cart & 'Added to Cart' Behavior
18 Guidelines
Account Selection & Customer Address Information
18 Guidelines
Shipping & Fulfillment
10 Guidelines
Form Fields & Layout
12 Guidelines
Payment Flow & Credit Card Form
10 Guidelines
Validation Errors, Field Design & Autocompletion
16 Guidelines
Validation Errors & Data Persistence
10 Guidelines
Field Design & Default Values
6 Guidelines
Order Review & Confirmation
5 Guidelines
Customer Accounts
21 Guidelines
Account Drop-Down & Sign-In
7 Guidelines
Account Dashboard, Info & Navigation
14 Guidelines
Site-Wide Features & Navigaiton
12 Guidelines
Site-Wide Elements
12 Guidelines
Mobile Web
317 Guidelines
Mobile Homepage & Category Navigation
27 Guidelines
Mobile Homepage
8 Guidelines
Mobile Category Taxonomy & Main Navigation
14 Guidelines
Mobile Intermediary Category Pages
5 Guidelines
Mobile On-Site Search
36 Guidelines
Mobile Search Query Types
9 Guidelines
Mobile Search Form & Autocomplete
9 Guidelines
Mobile Search Design & Logic
18 Guidelines
Mobile Product Lists & Filtering
54 Guidelines
Mobile List Layout & Loading
19 Guidelines
Mobile List Item Content
16 Guidelines
Mobile Filtering & Sorting: Filter & Sort Types
10 Guidelines
Mobile Filtering & Sorting: Interface, Layout & Results
9 Guidelines
Mobile Product Page
74 Guidelines
Mobile Product Page Layout, Cross-Sells & Cross-Navigation
16 Guidelines
Mobile Product Page Layout
7 Guidelines
Mobile Cross-Sells & Cross-Navigation
9 Guidelines
Mobile Product Images & Gallery UI
14 Guidelines
The Mobile 'Buy' Section and Purchase Information
14 Guidelines
Mobile Product Information
15 Guidelines
Mobile User Reviews
15 Guidelines
Mobile Cart & Checkout
89 Guidelines
Mobile Shopping Cart & 'Added to Cart' Behavior
17 Guidelines
Mobile Account Selection & Customer Address Information
18 Guidelines
Mobile Shipping & Fulfillment
10 Guidelines
Mobile Payment Flow & Credit Card Form
11 Guidelines
Mobile Form Fields & Layout
11 Guidelines
Mobile Validation Errors, Field Design & Autocompletion
17 Guidelines
Mobile Order Review & Confirmation
5 Guidelines
Mobile Customer Accounts
16 Guidelines
Mobile Site-Wide Features & Navigation
21 Guidelines
Mobile App
349 Guidelines
Mobile App Homepage & Category Navigation
28 Guidelines
Mobile App Homepage
8 Guidelines
Mobile App Category Taxonomy
9 Guidelines
Mobile App Main Navigation
6 Guidelines
Mobile App Intermediary Category Pages
5 Guidelines
Mobile App Search
38 Guidelines
Mobile App Search Query Types
9 Guidelines
Mobile App Search Form & Logic
9 Guidelines
Mobile App Search Autocomplete
7 Guidelines
Mobile App Search Results Logic & Guidance
7 Guidelines
Mobile App Search Results Layout & Filtering
6 Guidelines
Mobile App Product Lists & Filtering
55 Guidelines
Mobile App List Layout & Loading Products
14 Guidelines
Mobile App List Item Info
11 Guidelines
Mobile App List Item Thumbnails
5 Guidelines
Mobile App List Item Features
6 Guidelines
Mobile App Filtering & Sorting: Filter & Sort Types
9 Guidelines
Mobile App Filtering & Sorting: Scope & Logic
5 Guidelines
Mobile App Filtering: Interface & Layout
5 Guidelines
Mobile App Product Page
91 Guidelines
Mobile App Product Page Layout & Cross-Sells
14 Guidelines
Mobile App Image Gallery UI
5 Guidelines
Mobile App Product Images, Videos, & 360-Views
13 Guidelines
Mobile App Product Descriptions
10 Guidelines
Mobile App Product Variations
9 Guidelines
Mobile App Specifications Sheet
5 Guidelines
Mobile App "Buy" Section
9 Guidelines
Mobile App Shipping, Returns, and Gifting
8 Guidelines
Mobile App User Reviews
18 Guidelines
Mobile App Cart & Checkout
97 Guidelines
Mobile App Shopping Cart & “Added to Cart” Behavior
14 Guidelines
Mobile App Account Selection & Creation
7 Guidelines
Mobile App Customer & Address Information
10 Guidelines
Mobile App Gifting Flow & Features
5 Guidelines
Mobile App Shipping & Fulfillment
8 Guidelines
Mobile App Payment Flow & Credit Card Form
7 Guidelines
Mobile App Checkout Layout & Cross-Sells
8 Guidelines
Mobile App Form Fields Labels & Design
6 Guidelines
Mobile App Data Validation
10 Guidelines
Mobile App Input Optimization
16 Guidelines
Mobile App Order Review & Confirmation
6 Guidelines
Mobile App Customer Accounts
23 Guidelines
Mobile App Account Dashboard
5 Guidelines
'Mobile App Account': Addresses, Payments, & Newsletters
13 Guidelines
Mobile App Account-Wide Navigation, Structure, & Information
5 Guidelines
App-Wide Features
17 Guidelines
Case Studies
Deep dive into any of the 12 retail sites displayed in the scatter plot above.
87 page designs: desktop, mobile, app
60 page designs: desktop, mobile
90 page designs: desktop, mobile, app
56 page designs: desktop, mobile
45 page designs: desktop, mobile
46 page designs: desktop, mobile
87 page designs: desktop, mobile, app
73 page designs: desktop, mobile, app
57 page designs: desktop, mobile
65 page designs: desktop, mobile
59 page designs: desktop, mobile
47 page designs: desktop, mobile
Mass Merchant Research
At Baymard Institute we have a whole research topic devoted to online shopping UX and usability, specifically for online Mass Merchant sites.
Browse Benchmarks by Industry or Site Type
Select an option below to see a UX benchmark collection specific to your business, or see all 123 case studies.
Industry
User Experience Research, Delivered Twice a Month
Join 25,000+ UX professionals and get a new UX article every second week.
Premium Research
Get full access to Baymard’s 78,000+ hours of research and empower your UX team and decisions.
Audit Service
Get Baymard to audit your site’s UX performance, compare it to competitors, and identify 40 areas of improvements.
