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
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Inaugural year:
2000
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Updated:
annually
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Most recent data:
2024
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Companies:
25 major online retailers, plus aggregate of smaller website
Online Retailers
Satisfaction Benchmarks by Industry
| Company | 2023 | 2024 | % Change | Retail Industry |
|---|---|---|---|---|
| Online Retailers | 80 | 80 | 0% | Overall |
| Nike | 77 | 80 | 4% | Online Apparel and Shoes |
| Nordstrom | 79 | 80 | 1% | Online Apparel and Shoes |
| Kohl’s | 79 | 79 | 0% | Online Apparel and Shoes |
| Macy’s | 79 | 78 | -1% | Online Apparel and Shoes |
| Gap | 80 | 77 | -4% | Online Apparel and Shoes |
| BedBathandBeyond.com* | 76 | 79 | 4% | Online Home Improvement and Decor |
| Lowe’s | 76 | 78 | 3% | Online Home Improvement and Decor |
| Home Depot | 77 | 77 | 0% | Online Home Improvement and Decor |
| Wayfair | 79 | 77 | -3% | Online Home Improvement and Decor |
| Amazon | 84 | 83 | -1% | Online Multimarket |
| Costco | 79 | 81 | 3% | Online Multimarket |
| eBay | 76 | 81 | 7% | Online Multimarket |
| Target | 79 | 78 | -1% | Online Multimarket |
| Walmart | 73 | 76 | 4% | Online Multimarket |
| Chewy | 85 | 84 | -1% | Online Specialty |
| Etsy | 80 | 80 | 0% | Online Specialty |
| Groupon | 74 | 79 | 7% | Online Specialty |
| Walgreens | 69 | 74 | 7% | Online Specialty |
| HP Store | 76 | 81 | 7% | Online Technology and Office |
| Best Buy | 78 | 79 | 1% | Online Technology and Office |
| Staples | 74 | 79 | 7% | Online Technology and Office |
| Apple Store | 75 | 78 | 4% | Online Technology and Office |
| Dell | 77 | 78 | 1% | Online Technology and Office |
| Newegg | 78 | 78 | 0% | Online Technology and Office |
| GameStop | 75 | 76 | 1% | Online Technology and Office |
| All Others | 78 | 79 | 1% | Other Companies |
*Formerly Overstock
Online Retailers
Customer Experience Benchmarks Year-Over-Year Industry Trends
| Benchmarks | 2023 | 2024 |
|---|---|---|
| Quality of mobile app | 87 | 87 |
| Ease of checkout and payment process | 84 | 86 |
| Reliability of mobile app (minimal down time, crashes, lags) | 86 | 86 |
| Ease of navigation | 82 | 84 |
| Usefulness of product images | 82 | 83 |
| Variety and selection of merchandise (including brand names) | 82 | 83 |
| Clarity and usefulness of product descriptions | 81 | 82 |
| Site performance | 82 | 82 |
| Variety of shipping options | 80 | 82 |
| Availability of merchandise (specific models, colors, sizes) | 81 | 81 |
| Helpfulness of customer-generated product reviews | 80 | 81 |
| Helpfulness of customer support (live chat, help pages, call center) | 79 | 79 |
| Usefulness of site-generated recommendations of other products | 78 | 79 |
Industry averages are weighted by companies’ market shares.
2024 results based on data collected January – December 2023.