Skip to content

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:

    2024

  • 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.

Connect With ACSI

Connect With ACSI

Want to get in touch with one of our experts? We’d love to hear from you.
Reach out to us using the form below.

I am interested in the following industries (select all that apply):