36 ‘Direct To Consumer’ Sites Ranked by User Experience Performance
Use the interactive UX benchmark chart below to see the ranked UX performance of 36 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 36 Direct To Consumer sites has been manually rated across 485 different e-commerce UX elements, all based on Baymard’s 78,000+ 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
485 Guidelines
Desktop Web
294 Guidelines
Homepage & Category
38 Guidelines
Homepage
12 Guidelines
Category Taxonomy
7 Guidelines
Main Navigation
10 Guidelines
Site-Wide Layout
9 Guidelines
Product Lists & Filtering
48 Guidelines
List Layout & Loading
8 Guidelines
List Items: Product Info & Thumbnails
14 Guidelines
List Items: Product Info
6 Guidelines
List Items: Product Thumbnails
8 Guidelines
List Items: Interface & Hit Areas
8 Guidelines
Filtering: Scope & Logic
8 Guidelines
Filtering: Interface & Layout
6 Guidelines
Sorting
4 Guidelines
Product Page
64 Guidelines
Product Page Layout & Features
11 Guidelines
Product Images
9 Guidelines
Image Gallery UI
9 Guidelines
The 'Buy' Section
7 Guidelines
Shipping, Returns, and Gifting
7 Guidelines
Product Variations
7 Guidelines
Product Descriptions
6 Guidelines
Specifications Sheet
4 Guidelines
Cross-Sells & Cross-Navigation
4 Guidelines
Cart & Checkout
110 Guidelines
Shopping Cart & “Added to Cart” Behavior
16 Guidelines
Account Selection & Creation
8 Guidelines
Customer & Address Information
13 Guidelines
Field Labels & Microcopy
6 Guidelines
Shipping & Store Pickup
9 Guidelines
Payment Flow & Methods (Incl. Third-Party)
5 Guidelines
Form & Page Design
8 Guidelines
User Interactions & Distractions
6 Guidelines
Credit Card Form
10 Guidelines
Validation Errors & Data Persistence
6 Guidelines
Field Design & Features
8 Guidelines
Default Values & Autocompletion
5 Guidelines
Order Review
6 Guidelines
Order Confirmation & E-Mail
4 Guidelines
Customer Accounts
34 Guidelines
Account Drop-Down
6 Guidelines
Account Dashboard
5 Guidelines
'Your Account': Addresses, Payments, & Newsletters
13 Guidelines
Account-Wide Navigation, Structure, & Information
10 Guidelines
Mobile Web
191 Guidelines
Mobile Homepage
11 Guidelines
Mobile Main Navigation & Categories
12 Guidelines
Mobile Main Navigation
6 Guidelines
Mobile Category Taxonomy
6 Guidelines
Mobile Product List
32 Guidelines
Mobile Product List Layout & Features
14 Guidelines
Mobile Filtering & Sorting
6 Guidelines
Mobile List Item Content
12 Guidelines
Mobile Product Page
47 Guidelines
Mobile Product Page Layout
6 Guidelines
Mobile Product Images & Videos
14 Guidelines
Mobile Product Descriptions & Variations
11 Guidelines
Mobile Shipping, Returns & Buying
9 Guidelines
Mobile Cross-Sells & Cross-Navigation
7 Guidelines
Mobile Checkout
71 Guidelines
Mobile Shopping Cart
9 Guidelines
Mobile Shipping & Store Pickup
5 Guidelines
Mobile Account Selection & Creation
7 Guidelines
Mobile User Info
10 Guidelines
Mobile Form Fields
7 Guidelines
Mobile Field Validation
4 Guidelines
Mobile Payment
11 Guidelines
Mobile Input Optimization
7 Guidelines
Mobile Order Review & Confirmation
7 Guidelines
Mobile Layout & Features
4 Guidelines
Mobile Site-Wide Features & Elements
18 Guidelines
Case Studies
Deep dive into any of the 36 retail sites displayed in the scatter plot above.
33 page designs: desktop, mobile
31 page designs: desktop, mobile
32 page designs: desktop, mobile
32 page designs: desktop, mobile
37 page designs: desktop, mobile
31 page designs: desktop, mobile
35 page designs: desktop, mobile
21 page designs: desktop, mobile
26 page designs: desktop, mobile
20 page designs: desktop, mobile
19 page designs: desktop, mobile
49 page designs: mobile, desktop
46 page designs: desktop, mobile
26 page designs: desktop, mobile
20 page designs: desktop, mobile
45 page designs: mobile, desktop
46 page designs: desktop, mobile
19 page designs: desktop, mobile
60 page designs: desktop, mobile, app
66 page designs: mobile, desktop, app
36 page designs: mobile, desktop
20 page designs: desktop, mobile
44 page designs: mobile, desktop
49 page designs: mobile, desktop
42 page designs: mobile, desktop
37 page designs: desktop, mobile
25 page designs: desktop, mobile
23 page designs: desktop, mobile
45 page designs: desktop, mobile
37 page designs: mobile, desktop
43 page designs: mobile, desktop
24 page designs: desktop, mobile
49 page designs: mobile, desktop
38 page designs: desktop, mobile
43 page designs: desktop, mobile
31 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.
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.
