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Online Retailers

Reliable benchmarks and prescriptive analytics to help online retailers improve website satisfaction

Identify how to improve customer satisfaction for maximum financial impact.

ONLINE
RETAILERS

In 2020, online retailers lost the most ground among all retail categories. As more customers turned online for the majority of purchases, online retailers struggled to meet expectations. ACSI’s state-of-the-art predictive analytics identify what e-commerce websites can do to improve customer satisfaction with the greatest impact on financial outcomes.

At a glance:

Online Retailers

  • Inaugural year:

    2000

  • Updated:

    annually

  • Most recent data:

    2021

  • Companies:

    25 major online retailers, plus aggregate of smaller website

Benchmarks by Industry

Customer Experience Benchmarks Year-over-Year Industry Trends

Benchmarks 2020 2021
Quality of mobile app 85 84
Reliability of mobile app (minimal down time, crashes, lags) 84 84
Ease of checkout and payment process 83 82
Ease of navigation 81 80
Site performance 81 80
Usefulness of product images 80 80
Variety and selection of merchandise (including brand names) 81 80
Availability of merchandise inventory (specific models, colors, sizes) 80 79
Clarity and usefulness of product descriptions 80 79
Helpfulness of customer-generated product reviews 78 78
Variety of shipping options 79 77
Helpfulness of customer support (live chat, help pages, call center) 76 75
Usefulness of site-generated recommendations of other products 76 75

*Industry averages are weighted by companies’ market shares.

Satisfaction Benchmarks by Company

Online Retailers

Company 2020 2021 % Change
Online Retailers 78 77 -1.3%
Etsy 80 82 2%
Nordstrom 81 81 0%
Macy's 77 80 4%
Costco 80 79 -1%
All Others 75 78 4%
Amazon 79 78 -1%
Dell 77 78 1%
Kohl's 79 78 -1%
Nike 79 78 -1%
Target 78 78 0%
Newegg 80 77 -4%
Staples 76 77 1%
Best Buy 77 76 -1%
eBay 77 76 -1%
Gap 76 76 0%
Walgreens 74 76 3%
Wayfair 77 76 -1%
Apple 75 75 0%
Home Depot 76 75 -1%
HP Store 79 75 -5%
Lowe's 76 75 -1%
Overstock 76 74 -3%
GameStop 75 73 -3%
Groupon 74 72 -3%
Walmart 73 72 -1%

Connect With ACSI

Connect With ACSI

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