45 ‘Direct-to-Consumer’ Sites Ranked by User Experience Performance
Use the interactive UX benchmark chart below to see the ranked UX performance of 45 leading Direct To Consumer e-commerce sites in the US and Europe – covering both larger DTC brands and smaller niche DTC players. Each of the 45 Direct To Consumer sites has been manually rated across 515 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
515 Guidelines
Desktop Web
256 Guidelines
Homepage & Navigation
25 Guidelines
Homepage
11 Guidelines
Main Navigation
7 Guidelines
Category Taxonomy
7 Guidelines
On-Site Search
21 Guidelines
Search Query Types
8 Guidelines
Search Form & Autocomplete
7 Guidelines
Search Results and Guidance
6 Guidelines
Product Lists & Filtering
50 Guidelines
List Layout
13 Guidelines
List Item Thumbnails
6 Guidelines
List Item Info Features
13 Guidelines
Filtering & Sorting
18 Guidelines
Product Page
48 Guidelines
Product Page Layout & Cross-Sells
13 Guidelines
Product Images & Gallery UI
13 Guidelines
The 'Buy' Section & Variations
13 Guidelines
Product Descriptions & Spec Sheet
9 Guidelines
Cart & Checkout
86 Guidelines
Shopping Cart & “Added to Cart” Behavior
12 Guidelines
Account Selection & Creation
6 Guidelines
User Info
12 Guidelines
Form Fields
9 Guidelines
Shipping & Fulfillment
10 Guidelines
Payment Methods & Credit Card Form
9 Guidelines
Form & Page Design
7 Guidelines
Field Design & Default Values
13 Guidelines
Order Review & Confirmation
8 Guidelines
Customer Accounts
16 Guidelines
Account Drop-Down & Sign-In
6 Guidelines
Account Dashboard, Info & Navigation
10 Guidelines
Site-Wide Features & Elements
10 Guidelines
Mobile Web
259 Guidelines
Mobile Homepage & Navigation
24 Guidelines
Mobile Homepage
12 Guidelines
Mobile Main Navigation
6 Guidelines
Mobile Category Taxonomy
6 Guidelines
Mobile On-Site Search
22 Guidelines
Mobile Search Query Types
8 Guidelines
Mobile Search Form & Autocomplete
8 Guidelines
Mobile Search Results and Guidance
6 Guidelines
Mobile Product List
53 Guidelines
Mobile Product List Layout
14 Guidelines
Mobile List Item Thumbnails
7 Guidelines
Mobile List Item Info & Features
15 Guidelines
Mobile Filtering & Sorting
17 Guidelines
Mobile Product Pages
48 Guidelines
Mobile Product Page Layout & Cross-Sells
15 Guidelines
Mobile Product Page Images & Gallery UI
12 Guidelines
The Mobile 'Buy' Section & Variations
13 Guidelines
Mobile Product Descriptions & Spec Sheet
8 Guidelines
Mobile Checkout
83 Guidelines
Mobile Cart & "Added to Cart" Behavior
11 Guidelines
Mobile Account Selection & Creation
7 Guidelines
Mobile User Info
13 Guidelines
Mobile Form Fields
11 Guidelines
Mobile Shipping & Fulfillment
10 Guidelines
Mobile Payment
8 Guidelines
Form & Page Design
6 Guidelines
Mobile Field Design & Default Values
10 Guidelines
Mobile Order Review & Confirmation
7 Guidelines
Mobile Customer Accounts
12 Guidelines
Mobile Customer Accounts
12 Guidelines
Mobile Site-Wide Features & Elements
17 Guidelines
Case Studies
Deep dive into any of the 45 retail sites displayed in the scatter plot above.
39 page designs: desktop, mobile
60 page designs: mobile, desktop
49 page designs: desktop, mobile
51 page designs: desktop, mobile
28 page designs: desktop, mobile
42 page designs: desktop, mobile
19 page designs: desktop, mobile
28 page designs: desktop, mobile
39 page designs: desktop, mobile
59 page designs: mobile, desktop
20 page designs: desktop, mobile
34 page designs: mobile, desktop
97 page designs: mobile, desktop, app
48 page designs: desktop, mobile
57 page designs: desktop, mobile
27 page designs: desktop, mobile
56 page designs: mobile, desktop
39 page designs: desktop, mobile
46 page designs: desktop, mobile
34 page designs: desktop, mobile
44 page designs: desktop, mobile
25 page designs: desktop, mobile
42 page designs: mobile, desktop
55 page designs: desktop, mobile
24 page designs: desktop, mobile
34 page designs: mobile, desktop
53 page designs: desktop, mobile
16 page designs: desktop, mobile
25 page designs: desktop, mobile
44 page designs: mobile, desktop
45 page designs: desktop, mobile
38 page designs: desktop, mobile
98 page designs: desktop, mobile, app
88 page designs: desktop, mobile, app
48 page designs: desktop, mobile
76 page designs: mobile, desktop, app
21 page designs: desktop, mobile
56 page designs: desktop, mobile
45 page designs: desktop, mobile
40 page designs: desktop, mobile
42 page designs: desktop, mobile
42 page designs: desktop, mobile
55 page designs: desktop, mobile
43 page designs: desktop, mobile
30 page designs: desktop, mobile
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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Industry
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