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:
2023
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Companies:
25 major online retailers, plus aggregate of smaller website
Satisfaction Benchmarks by Company
| First Hidden Column | Company | 2022 | 2023 | % Change |
|---|---|---|---|---|
| 0 | Online Retailers | 77 | 80 | 4% |
| 1 | Chewy | NM | 85 | NA |
| 1 | Nordstrom | 81 | 79 | -2% |
| 1 | Amazon | 78 | 84 | 8% |
| 1 | Dell | 78 | 77 | -1% |
| 1 | Kohl’s | 78 | 79 | 1% |
| 1 | Walgreens | 76 | 69 | -9% |
| 1 | Nike | 78 | 77 | -1% |
| 1 | Best Buy | 76 | 78 | 3% |
| 1 | Wayfair | 76 | 79 | 4% |
| 1 | Apple Store | 75 | 75 | 0% |
| 1 | Home Depot | 75 | 77 | 3% |
| 1 | Target | 78 | 79 | 1% |
| 1 | Walmart | 72 | 73 | 1% |
| 1 | Newegg | 77 | 78 | 1% |
| 1 | Overstock | 74 | 76 | 3% |
| 1 | Staples | 77 | 74 | -4% |
| 1 | Groupon | 72 | 74 | 3% |
| 1 | HP Store | 75 | 76 | 1% |
| 1 | Lowe’s | 75 | 76 | 1% |
| 1 | Macy’s | 80 | 79 | -1% |
| 1 | Costco | 79 | 79 | 0% |
| 1 | eBay | 76 | 76 | 0% |
| 1 | Etsy | 82 | 80 | -2% |
| 1 | GameStop | 73 | 75 | 3% |
| 1 | Gap | 76 | 80 | 5% |
| 1 | All Others | 78 | 78 | 0% |
2023 results based on data collected January – December 2022.
NM – Not measured NA – Not available
Online Retailer Benchmarks
Customer Experience Benchmarks Year-over-Year Industry Trends
| Benchmarks | 2022 | 2023 |
|---|---|---|
| Quality of mobile app | 84 | 87 |
| Reliability of mobile app (minimal down time, crashes, lags) | 84 | 86 |
| Ease of checkout and payment process | 82 | 84 |
| Ease of navigation | 80 | 82 |
| Site performance | 80 | 82 |
| Usefulness of product images | 80 | 82 |
| Variety and selection of merchandise (including brand names) | 80 | 82 |
| Availability of merchandise inventory (specific models, colors, sizes) | 79 | 81 |
| Clarity and usefulness of product descriptions | 79 | 81 |
| Helpfulness of customer-generated product reviews | 78 | 80 |
| Variety of shipping options | 77 | 80 |
| Helpfulness of customer support (live chat, help pages, call center) | 75 | 79 |
| Usefulness of site-generated recommendations of other products | 75 | 78 |
Industry averages are weighted by companies’ market shares.