Buyer Experience Benchmarking of 5 eCommerce Sites

Buyer Experience Benchmarking of 5
Top eCommerce Sites
Dec 2018 Ken Leaver

Intro
Who am I?
I am an eCommerce Product Manager who has worked for Lazada (SVP Product for Ops, Marketplace,
Finance) and Wayfair (Director of Product for Supplier Ops). I’d never really focused on the buyer side,
and so wanted to spend some time researching it a bit. And figured i’d create this document in the
process.
Purpose of this doc:
To do a benchmarking of Buyer Experience Best Practices among grocery and non-grocery players
Who was benchmarked?
● Grocery players
○ 1. Redmart
○ 2. Ocado
○ 3. Instacart
○ 4. Honestbee
● Non-Grocery players, but ‘Best Practice”
○ 5. Tmall

What did I benchmark?
Homepage
Category Page
Filters & Navigation
PDP
Checkout
Payments
Search
Reviews
Marketing
My Account
Inbox
Returns

Evaluation of Homepage
Clearly visible categories / Departments Easy to see the categories and departments in the online store. Good design.
Key advantages of site Displays the key advantages of the site and answers the question “why shop here?” (eg. low prices, good delivery, etc.)
Best sellers / trending products Displays popular, best selling items in a clear and attractive way
Unique categories / brands Displays popular brands and unique categories that appeal to the consumer
Content features / Stickiness Has interesting content for readers, eg. recipes, articles by Key Opinion Leaders, etc.
Coupons / 1st purchase trigger Offers a prominent coupon on the homepage for 1st time purchasers
Favorites Shows the customers’ favorite items, or items that the customer has viewed before

1. Redmart
2 searches.. Not
clear why
Coupons,
including for new
customers
Key advantages..
Good for new
customers
Main categories w/ high
quality foods imaged,
setting quality perceptions
Clearly visible categories / depts
Key advantages of site/shop
Best sellers / Trending Products
2/2
2/2
1/1
Unique categories/brands
Content features / stickiness
Coupons / 1st purchase trigger
1/1
1/1
2/2
Favorites 0/1
Evaluation

1. Redmart
bestsellers
imports
recipe
Reserve
delivery
slot
Price
match
Total # of products for
sale = 60k+

2. Ocado
Smart
banners
Coupon for
1st
purchase
How it
works
x
x
x
x
1/1
1/1
2/2
0/1
1/2
2/2
1/1
1/1
1/1
2/2
Favorites 1/1
Evaluation

2. Ocado
Live chat
Low price
promise
Min order
= 40gbp
Start w/
delivery
slot

3. Instacart
trending
1/2
2/2
1/1
0/1
0/1
1/2
Favorites 1/1
Evaluation

4. Honestbee
2/2
1/2
1/1
1/1
0/1
0/2
Favorites 0/1
Evaluation

5. Tmall
2/2
1/2
1/1
1/1
1/1
2/2
Favorites 1/1
Evaluation

Agenda
Homepage
Category Page
PDP
Checkout
Payments
Search
Reviews
Marketing
My Account
Inbox
Returns

Evaluation of Category Page
Clear filters Sufficient number of filters per category and ‘correct ones’ with good UX.
Interesting offers in banner Banners are professional, well-designed.
Deals on products Special deals visible on products in category page in design-friendly way
Good layout of products Products are clearly visible, page does not look too busy, etc.
Clear, high quality photos Consistent, quality photos (eg. which background)
Ability to buy more than 1 without
clicking
User is able to add the # of items of a SKU he is adding to cart without going to PDP

Evaluation
1. Redmart
Deal type
Promotions using
star chefs
Clear filters
Interesting offers in banner
Deals on products
2/2
1/1
2/2
Good layout of products
Clear, high quality photos
clicking
2/2
2/2
0/1

2. Ocado
Static banner
Evaluation
Clear filters
Deals on products
2/2
1/1
1/2
clicking
2/2
1/2
0/1

3. Instacart
Evaluation
Clear filters
Deals on products
1/2
1/1
0/2
clicking
1/2
1/2
0/1

4. Honestbee
Evaluation
Clear filters
Deals on products
2/2
0/1
2/2
clicking
2/2
2/2
0/1

5. Tmall
Evaluation
Clear filters
Deals on products
2/2
1/1
2/2
clicking
2/2
2/2
0/1

Evaluation of Filters & Navigation
Clear tree-based filter Tree-based filter on categories done in design-friendly way
Breadcrumbs Breadcrumb path so that user can return to higher levels of the category tree
2-layer filters Sub-filters that allow user to search within the search results of a previous filter
Brands on filters Ability to filter by brand
Sale-based filters Ability to filter based on what is on sale
Origin Ability to filter by origin of products
Sales volume / price Ability to filter based on sales volume and price of products.

Evaluation
1. Redmart
Standard
navigation
Clear tree-based filter
Breadcrumbs
2-layer filters
2/2
1/1
2/2
Brands on filters
Sale-based filters
Origin
Sales volume / price
1/1
0/1
0/1
1/2

1. Redmart
Filters at top
2nd layer of filter Sort by

2. Ocado
brands
filters
Evaluation
Breadcrumbs
2-layer filters
2/2
1/1
1/2
1/1
1/1
0/1
1/2
Brands on filters
Sale-based filters
Origin

3. Instacart
Evaluation
Breadcrumbs
2-layer filters
1/2
1/1
0/2
1/1
1/1
0/1
0/2
Brands on filters
Sale-based filters
Origin

4. Honestbee
Evaluation
Breadcrumbs
2-layer filters
1/2
1/1
1/2
1/1
1/1
0/1
0/2
Brands on filters
Sale-based filters
Origin

5. Tmall
Member offerings
Evaluation
Breadcrumbs
2-layer filters
2/2
1/1
2/2
1/1
1/1
1/1
2/2
Brands on filters
Sale-based filters
Origin

Agenda
Homepage
Category Page
PDP (Product Detail Page)
Checkout
Payments
Search
Reviews
Marketing
My Account
Inbox
Returns

Evaluation of PDP
Description Product description laid out clearly in text.
Attributes Sufficient number of standardized attributes that depend on product category
Other products by seller Ability to view relevant other products by the seller on the PDP
Other similar items Ability to view other items (not from that seller) that are relevant to the product you are viewing
Photos High quality photos, the more the better.
Videos Relevant videos that help consumer make a purchase decision
Reviews Customer reviews of the product that are of high quality
Nutritional info Ability to view standardized nutritional info on food items that depend on the product category

1. Redmart
Very little text
Same brand
Similar items
Evaluation
Description
Attributes
Other products by seller
1/1
0/1
1/1
1/2
0/1
1/1
0/1
Photos
Videos
Reviews
Nutritional infoOther similar items 2/2

2. Ocado
Evaluation
Description
Attributes
1/1
1/1
0/1
1/2
0/1
1/1
1/1
Photos
Videos
Reviews

3. Instacart
Evaluation
Description
Attributes
0/1
0/1
0/1
1/2
0/1
0/1
0/1
Photos
Videos
Reviews

4. Honestbee
No text, attributes at
all
Evaluation
Description
Attributes
1/1
0/1
0/1
1/2
0/1
0/1
0/1
Photos
Videos
Reviews

5. Tmall
Evaluation
Description
Attributes
1/1
1/1
1/1
2/2
1/1
1/1
1/1
Photos
Videos
Reviews

Agenda
Homepage
Category Page
PDP
Checkout
Payments
Search
Reviews
Marketing

Evaluation of Checkout
Clear to user Checkout pages are laid out in a clear, understandable way
Minimum cart for free delivery User can see minimum order size to receive free delivery
Other products to add User is proposed products during checkout to add to cart in a smart, non-intrusive way
Steps are transparent Clear checkout process to user in which he knows how many steps and which step he is on.
Several delivery options User can choose from several delivery options (different dates, time slots, methods)
Addressbook User can save addresses and choose the one he wants to use for that delivery (with a saved default)

1. Redmart
How much for
free delivery
Evaluation
Clear to user
Minimum cart for free delivery
Other products to add
1/2
1/1
2/2
2/2
2/2
1/1
Steps are transparent
Several delivery options
Address book

2. Ocado
Evaluation
Clear to user
2/2
1/1
2/2
2/2
2/2
1/1
Address book

3. Instacart
Evaluation
Clear to user
1/2
0/1
0/2
1/2
2/2
1/1
Address book

4. Honestbee
Evaluation
Clear to user
2/2
1/1
2/2
2/2
2/2
1/1
Address book

5. Tmall
Evaluation
Clear to user
2/2
1/1
2/2
2/2
2/2
1/1
Address book

Evaluation of Payments
Clear choice of payment methods User can choose between various payment methods and has the default one proposed
Ability to add/edit payment methods User can add or edit payment methods that he had added earlier
Save payment method User can save a new payment method
Add insurance / other services User can add insurance or other value-added services that are relevant to the product he is purchasing

1. Redmart
Can pay upon
delivery
Evaluation
Clear choice of payment methods
Ability to add/edit payment
methods
4/4
1/2
1/3
0/1
Save payment method
Add insurance / other services

2. Ocado
Standard
navigation
Evaluation
methods
4/4
0/2
0/3
0/1
Save payment method

3. Instacart
Evaluation
methods
4/4
2/2
2/3
0/1
Save payment method

4. Honestbee
Evaluation
methods
4/4
1/2
1/3
0/1
Save payment method

5. Tmall
Standard
navigation
Evaluation
methods
4/4
1/2
0/3
0/1
Save payment method

Evaluation of Search
Search recommendation quality When user begins typing in a search term recommendations are populated that he can choose from
# of search results by keyword
displayed
The # of search results for each keyword is shown in the search dropdown box as the user enters search terms
Quality of search results (new products
shown, etc.)
The search results take into account an even mix of sales, reviews, keywords found in text, newness of product, etc.
Search multiple products Ability to search for multiple products in a single search
Sub-search recommendations After search term is entered by user, other similar search words are displayed under the search box as recommendations.

1. Redmart
New products
get boosting
By category
Specific
products
proposed
Evaluation
Search recommendations quality
displayed
Quality of search results (eg. new
products found, etc.)
3/4
0/1
2/3
0/1
0/1
Search multiple products
Sub-search recommendations

2. Ocado
Evaluation
displayed
2/4
0/1
2/3
1/1
0/1

3. Instacart
Evaluation
displayed
2/4
0/1
1/3
0/1
0/1

4. Honestbee
When result not found in that
category it recommends a
different category
Evaluation
displayed
3/4
0/1
2/3
0/1
0/1

5. Tmall
Evaluation
displayed
4/4
1/1
3/3
0/1
1/1
# of search results by
keyword displayed
Sub-search
recommendations

Evaluation of Reviews
Quality written reviews Users write thoughtful reviews that seem honest and userful to buyers
Voting of reviews Users can upvote and downvote a review based on usefulness
Credibility of reviewers Possible to see the credibility of the viewer by things like how many upvotes he got, how many reviews he has written, etc.
Comments on reviews Possible for users to comment on reviews and interact
Recommends the product A clear designation by the user that he indeed recommends or does not recommend the product that he is writing about
Photo / video reviews The ability to put photos and videos of the actual product purchased into the review
Classification of reviews Ability to tag or classify a review under certain subjects/tags to make them easier for other buyers to find

1. Redmart
Info about
reviewer Everyone either
recommends or doesnt
Possible to comment on
the review
Voting on the review
Evaluation
Quality written reviews
Voting of reviews
Credibility of reviewers
2/2
2/2
2/2
1/1
0/1
0/1
Recommends the product
Photo / Video reviews
Classification of reviews
Comments on reviews 1/1

2. Ocado
Very few
votes
Evaluation
Voting of reviews
2/2
2/2
1/2
0/1
0/1
0/1

3. Instacart & 4. Honestbee
NO Reviews

5. Tmall
Classification of
review
Evaluation
Voting of reviews
2/2
2/2
2/2
1/1
1/1
1/1

Agenda
Homepage
Category Page
PDP
Checkout
Payments
Search
Reviews
Marketing
Shop in Shop
Thematic Pages
Discounts
Recommendations / Ads
Loyalty

Evaluation of Shop in Shop
Quality of all sellers page This is the page where all seller shops can be found and searched. Typically there will be seller ratings and other elements
displayed.
Shop layout The design and flexibility of seller shops. Can they choose their own templates? etc
Filters on shop Ability to filter within a seller’s shop based on criteria like price, brand, category, etc.
Advertising by seller Seller can create his own ads & promotions on his shop (eg. coupons, sales merchandising, etc.)

1. Redmart
Each seller at top shows
a logo and 2 products
All sellers page
Evaluation
Quality of all sellers page
Shop layout
2/2
2/4
2/2
0/2
Filters on shop
Advertising by seller

1. Redmart
Some stores
have banner at
top
Basic filters

2. Ocado
Evaluation
Shop layout
2/2
3/4
2/2
0/2
Filters on shop
Flexible
design
templates for
large brands
Numerous
filters

3. Instacart
Evaluation
Shop layout
2/2
3/4
1/2
0/2
Filters on shop
Nice, clean
layout

4. Honestbee
Evaluation
Shop layout
2/2
2/4
2/2
0/2
Filters on shop
Nicely laid out all
sellers page

5. Tmall
Evaluation
Shop layout
2/2
4/4
2/2
2/2
Filters on shop
Sellers can use
designers to design
their own shop
templates
Sellers create their own
in-store coupons and
ads

Agenda
Homepage
Category Page
PDP
Checkout
Payments
Search
Reviews
Marketing
Shop in Shop
Thematic Pages
Discounts
Loyalty
Due to irregularity between shops
there is no evaluation as it is
difficult to choose standardized
criteria

Agenda
Homepage
Category Page
PDP
Checkout
Payments
Search
Reviews
Marketing
Shop in Shop
Thematic Pages
Discounts
Loyalty
Due to irregularity between
shops there is no
evaluation as it is difficult
to choose standardized
criteria

1. Redmart
Classification of
deal type
Filters

2. Ocado
Discount for
sharing w/ a
friend
Offers

3. Instacart
Free delivery
popup notification
Feature to encourage
ordering with family
and friends to get
discounts

4. Honestbee
Promotions
section

Evaluation of Paid recommendations / Ads
Paid recommendations on PDP Ads for other products show up on the product detail page (PDP)
Brand ads / banners Non-product specific, brand, ads appear on category pages, homepage, etc.
Tailored recommendations Products specifically recommended for the user show up based on his browsing / past purchase behavior.
Deals on category pages and PDPs
(eg. coupons)
Specific promotion deals show up for a product on either the PDP or category pages. (eg. buy 2 get 1 free, 20% off coupon)
Promo pages for sellers Entire landing pages for promotions can be generated and promoted by sellers.

1. Redmart
Popup brand ads
when choosing a
category
Evaluation
Paid recommendations on PDP
Brand ads / banners
Tailored recommendations
0/2
2/2
0/2
0/2
0/1
Deals on category pages and PDP
Promo pages for sellers

2. Ocado
Side banner
Product recommendations
on pdp
ad
Evaluation
Brand ads / banners
2/2
2/2
2/2
2/2
0/2

3. Instacart
Coupon deals on
products
Evaluation
Brand ads / banners
0/2
0/2
0/2
2/2
0/2

4. Honestbee
Deals on products
in banners
Evaluation
Brand ads / banners
0/2
2/2
0/2
0/2
0/2

5. Tmall
Large merchandising page
designed by the seller for promo
event
Deals listed
Evaluation
Brand ads / banners
2/2
2/2
2/2
2/2
2/2

Evaluation of Loyalty
Points system Customers get points for purchases, social shares, etc And can use these points for free products, events, discounts, etc
Free / discounted delivery When certain loyalty status is achieved customer gets free or discounted delivery
Discounts on products Loyalty status provides access to special discounts on specific products or their basket
Special access / events Loyalty membership gives them access to special shopping events or special shopping pages on the site
Content / Magazine Special content / magazine is provided to loyalty club members to provide more of a lifestyle feel

1. Redmart
Evaluation
Points system
Free / Discounted delivery
Discounts on products
0/2
2/2
2/2
0/1
0/2
Priority on delivery
Special access / events
0/1Content / Magazine

2. Ocado
Evaluation
Points system
0/2
2/2
2/2
1/1
2/2

3. Instacart
Evaluation
Points system
0/2
0/2
0/2
0/1
0/2

4. Honestbee
Evaluation
Points system
2/2
2/2
2/2
0/1
1/2

5. Tmall
Evaluation
Points system
2/2
2/2
2/2
0/1
2/2

Agenda
Homepage
Category Page
PDP
Checkout
Payments
Search
Reviews
Marketing
My Account
Inbox / Contact Us
Notifications

Evaluation of My Account
Manage addresses Ability to change current address, add multiple addresses, etc.
Manage payment methods Ability to change current payment method, add multiple ones, etc.
Manage delivery preferences Ability to add time of day, special instructions, etc.
Manage gift cards Ability to enter gift card codes, see balance, etc.
Past orders Ability to see and take actions on past orders (eg. cancel, return)
Returns / Cancellations Actions to return and cancel orders. Visibility on status of existing return/cancellation requests.
Queries / Tickets Ability to raise queries either to the platform or to the seller and get responses.

1. Redmart
Very simple
interface
Evaluation
Manage addresses
Manage payment methods
Manage delivery preferences
1/1
1/1
0/1
0/1
2/2
Manage gift cards
Past orders
1/2Returns / Cancellations
0/2Queries / Tickets

2. Ocado
Much more options, but nothing
displayed on main setting page
Evaluation
Manage addresses
1/1
1/1
1/1
0/1
1/2
Manage gift cards
Past orders

3. Instacart
Evaluation
Manage addresses
1/1
1/1
0/1
0/1
1/2
Manage gift cards
Past orders

4. Honestbee
Evaluation
Manage addresses
1/1
1/1
1/1
1/1
2/2
Manage gift cards
Past orders

5. Tmall
Evaluation
Manage addresses
1/1
1/1
1/1
1/1
2/2
Manage gift cards
Past orders

Evaluation of Inbox / Contact Us
Usability of help interface Clean and easy to find how to find help, either through referencing FAQ links or asking questions to customer support
Select problem by category Customer is able to drilldown into a help topic before asking open text
FAQ Cleanly laid out frequently asked questions with good search
Order problems with seller If a marketplace order the customer can write to the seller directly to solve it

1. Redmart
Evaluation
Usability of help interface
Select problem by category
3/4
2/2
2/2
0/2
FAQ
Order problems with seller

2. Ocado
Evaluation
2/4
2/2
1/2
0/2
FAQ

3. Instacart
Evaluation
2/4
2/2
2/2
0/2
FAQ

4. Honestbee
Evaluation
3/4
2/2
2/2
0/2
FAQ

5. Tmall
Evaluation
3/4
2/2
2/2
2/2
FAQ

Evaluation of Notifications Settings
Control of push / email / sms
notifications
User is able to control whether / how often he receives notifications across various channels
On sale notification control User is able to control whether he receives promotional notifications about a specific product he is interested in
Order confirmation notification control User can control whether he receives order confirmations
Marketing notification control User can choose whether he wants to receive notifications about other types of marketing

1. Redmart
Get notified when something is
on sale
Evaluation
Control of push push/email/sms
notifications
On sale notification control
0/4
2/2
0/1
0/2
Order confirmation notification
control
Marketing notification control

2. Ocado
Choose notifications by channel
Evaluation
notifications
4/4
0/2
1/1
0/2
control

3. Instacart
Evaluation
notifications
1/4
0/2
1/1
0/2
control

4. Honestbee
Evaluation
notifications
3/4
2/2
0/1
0/2
control

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