Harper Hall
Shopping online has changed how we buy everything from socks to sofas. With so many websites competing for our dollars, it’s hard to know which ones deliver the best experience. I’ve ranked 20 popular shopping sites based on customer satisfaction scores and shopping experience. You might be surprised to learn that while Amazon remains a giant in online retail, it’s not sitting at the top of the mountain anymore.
18. Groupon
Remember when Groupon was the cool new way to save money? Those days are long gone. With an ACSI score hovering around 70, Groupon ranks near the bottom of major e-retailers.
Customers frequently complain about confusing fine print that makes deals less valuable than they appear. Many users report difficulty getting refunds when services don’t match descriptions.
The site’s cluttered interface doesn’t help matters either. Navigation feels like wandering through a digital maze of expired offers and irrelevant suggestions. For bargain hunters, the frustration often outweighs the savings.
17. Staples
Staples earns a lukewarm ACSI score of 72, reflecting its middle-of-the-road online presence. The office supply retailer offers decent selection but fails to create any excitement in the shopping experience.
The website functions adequately for basic office needs but lacks the intuitive design of higher-ranked competitors. Product searches often return confusing results, forcing shoppers to dig through pages of similar items.
Customer service responses tend to be slow and sometimes unhelpful. While you’ll eventually get your printer paper and paperclips, the journey to checkout might leave you wondering if there’s a better option out there.
16. GameStop
GameStop’s online presence earns the embarrassing distinction of having the lowest satisfaction score among major retailers at just 69. The gaming giant seems stuck in the past with an outdated website that frustrates even loyal customers.
Navigation feels clunky and search functions often fail to return relevant results. Pre-owned game listings frequently lack important details about condition or included materials.
The checkout process contains unnecessary steps and upsell attempts that feel pushy rather than helpful. While GameStop remains a recognizable name in gaming retail, its online experience suggests the company hasn’t leveled up its digital strategy in years.
15. Gap
Gap’s online store scores a disappointing 72 on the ACSI scale, marking a significant decline in customer satisfaction. Once a trendsetter in casual American fashion, Gap’s digital presence now feels as faded as last season’s jeans.
Shoppers report frustration with inconsistent sizing information and limited product details. The mobile experience particularly suffers, with slow-loading pages and tiny product images that make color and texture hard to discern.
Customer service response times lag behind industry standards. Returns, while possible, involve more steps than necessary. Gap’s glory days seem increasingly distant in today’s competitive online fashion landscape.
14. Nike
Nike scores a respectable 76 on the ACSI scale but has experienced a recent dip in customer satisfaction. The sportswear giant offers an attractive website with high-quality product imagery that showcases its athletic gear well.
However, exclusive releases often create frustrating experiences when the site crashes during high-demand launches. Size availability remains a persistent issue, with popular sizes frequently sold out with no clear restocking information.
The Nike app provides a better experience than the website for many users. Despite some shortcomings, Nike’s digital presence still performs better than many competitors, though it’s not winning any gold medals for customer satisfaction.
13. Temu
Temu burst onto the scene with impossibly low prices that caught shoppers’ attention, but its ACSI score of 75 reveals the cracks in its discount facade. The ultra-budget marketplace offers everything from clothing to electronics at prices that seem too good to be true—because they often are.
Product quality rarely matches expectations, with many items arriving significantly different from their photos. Shipping times stretch into weeks, testing customer patience.
The app bombards users with notifications and game-like elements that feel manipulative rather than fun. While the rock-bottom prices continue to attract bargain hunters, satisfaction tends to drop after the first few disappointing deliveries.
12. Apple Store
The Apple Store online experience scores a surprisingly modest 74 on the ACSI scale. For a company known for sleek design and user experience, this represents a stumble in customer satisfaction.
The minimalist aesthetic looks beautiful but sometimes sacrifices functionality. Finding specific accessories or comparing models requires more clicks than necessary. Product customization options aren’t always intuitive.
Apple’s famous walled garden extends to its online store, where third-party products face strict limitations. While the checkout process runs smoothly and delivery is reliable, the overall experience has grown stagnant while competitors have innovated. Even loyal Apple fans admit the online store could use a refresh.
11. Walmart.com
Walmart’s online presence earns an ACSI score of 80, marking solid performance while still trailing the industry leaders. The retail giant has made significant improvements to its website and app in recent years, streamlining the shopping experience.
Grocery pickup and delivery options shine as standout features. Product selection rivals Amazon, though the marketplace sellers vary widely in reliability and quality.
The search function sometimes returns odd results, and product descriptions can be sparse. Walmart’s greatest strength lies in its competitive pricing and convenient store pickup options. For everyday essentials, Walmart.com delivers a reliable if not spectacular online shopping experience.
10. Costco
Costco’s online presence scores an impressive 82 on the ACSI scale, reflecting the warehouse retailer’s strong digital transformation. Members appreciate the expanded online selection that goes far beyond what’s available in physical stores.
The website offers everything from engagement rings to emergency food supplies, often at significant savings. Shipping is included on many items, adding value to the already competitive pricing.
Navigation could use improvement, as finding specific items sometimes requires excessive scrolling. The membership requirement creates an initial barrier, but loyal Costco shoppers find the online experience nearly as satisfying as wandering the warehouse aisles—minus the free samples, unfortunately.
9. Etsy
Etsy earns high marks with a ForeSee ranking above 80, establishing itself as the go-to marketplace for unique, handcrafted items. Unlike mass-market retailers, Etsy connects shoppers directly with independent creators and vintage sellers.
The site’s robust review system helps shoppers make informed decisions about sellers and products. Search filters allow for highly specific requests—perfect for finding that exact shade of hand-dyed yarn or custom-engraved jewelry.
Communication with sellers is straightforward and personal. The shopping experience feels more like browsing a global craft fair than a corporate retail site. For those seeking something special and supporting small businesses, Etsy delivers a refreshingly personal online shopping experience.
8. Newegg
Newegg secures a ForeSee ranking above 80, earning devoted fans among computer enthusiasts and tech shoppers. The electronics retailer offers an impressive selection of components and gadgets that goes far deeper than mainstream competitors.
Detailed product specifications satisfy even the most technical customers. The advanced search function allows filtering by highly specific parameters—perfect for finding that exact GPU or compatible RAM.
Customer reviews tend to be genuinely helpful and technically informed. While the interface isn’t as slick as some competitors, the depth of information and specialized inventory keeps tech-savvy shoppers coming back. For building computers or finding obscure adapters, Newegg remains the specialist that general retailers can’t match.
7. L.L.Bean
L.L.Bean achieves a ForeSee ranking above 82, reflecting its successful translation of Maine outdoor heritage to digital retail. The site excels at presenting outdoor clothing and gear with detailed information about materials, construction, and intended use.
Product photos include multiple angles and real-world contexts. Customer reviews are exceptionally detailed, often including years of use experience and performance in specific conditions.
The legendary L.L.Bean guarantee carries over to online purchases, creating confidence in buying unseen items. Navigation is intuitive, with logical categories and helpful guides for sizing and product selection. For quality outdoor gear with no unpleasant surprises, L.L.Bean’s online store delivers consistently satisfying experiences.
6. QVC
QVC achieves a ForeSee ranking above 82, successfully translating its television shopping model to the digital world. The site recreates the discovery aspect of TV shopping through curated collections and detailed product stories.
Video demonstrations accompany many products, showing them in action far better than static images. The Easy Pay option, allowing installment payments without credit approval, removes financial barriers to purchasing.
Live streaming integrates the traditional QVC experience with modern e-commerce. Customer reviews tend to be detailed and helpful, often coming from longtime QVC shoppers. While the aesthetic may not appeal to minimalist shoppers, QVC’s online presence delivers a rich, information-heavy experience that builds buyer confidence.
5. Zappos
Zappos earns a ForeSee ranking above 82, building its reputation on exceptional service rather than just shoe selection. The footwear and clothing retailer revolutionized online shoe shopping by removing the biggest obstacle—uncertainty about fit and comfort.
Free shipping both ways and a 365-day return policy eliminate risk from purchases. Customer service representatives are famously empowered to solve problems without scripts or time limits.
The website offers multiple photos per product, including videos for many shoes. Detailed fit information and customer reviews specifically address sizing accuracy. While Amazon now owns Zappos, the shoe retailer maintains its distinct customer-first culture that transformed expectations for online shopping service.
4. Amazon
Amazon scores an impressive 86 on both ACSI and ForeSee scales, yet surprisingly doesn’t claim the top spot. The e-commerce giant offers unmatched selection across virtually every product category imaginable, with its Prime membership creating a powerful ecosystem of benefits.
The shopping experience benefits from sophisticated recommendation algorithms and detailed product information. One-click ordering and same-day delivery options in many areas set speed standards competitors struggle to match.
However, the marketplace model creates inconsistent experiences depending on third-party sellers. Product quality can vary widely, and fake reviews remain problematic despite Amazon’s efforts. While still a dominant force, Amazon shows that even digital pioneers can be overtaken by focused competitors.
3. Netflix
Netflix achieves an ACSI score of 86, tying Amazon while technically focusing on streaming rather than traditional shopping. Yet its digital retail experience—browsing, selecting, and consuming content—offers lessons for all online retailers.
The interface adapts to viewing habits, creating a personalized shopping experience for entertainment. Account management and subscription changes happen with remarkable simplicity and transparency.
Technical performance remains consistently reliable across devices. The recommendation engine successfully balances familiar favorites with discovery opportunities. While not selling physical products, Netflix’s customer satisfaction scores highlight how digital retail experiences extend beyond traditional shopping into subscription services that excel at user experience.
2. Target
Target achieves an ACSI score of 80, earning praise for its seamless integration of digital and physical shopping experiences. The retailer’s website and app feature clean design that makes finding products intuitive and visually appealing.
The checkout process flows smoothly with multiple payment and fulfillment options clearly presented. Drive Up service allows shoppers to order online and have purchases brought to their car within minutes of arrival.
Product photos display items from multiple angles with consistent lighting and styling. The Circle rewards program integrates easily with digital shopping, automatically applying available discounts. Target has successfully translated its “expect more, pay less” brand promise into a digital experience that feels both premium and accessible.
1. Sam’s Club
Sam’s Club claims the top spot overall in online shopping satisfaction, with an impressive ACSI score of 85. Once seen primarily as a bulk warehouse store, it has evolved into a tech-forward e-commerce leader that surprises even seasoned online shoppers.
What sets Sam’s Club apart is its seamless integration of in-store and online experiences. The Scan & Go feature lets shoppers skip checkout lines entirely—one of the most praised innovations in retail. Online orders with same-day curbside pickup are fast and reliable, typically ready within hours.
The website is intuitive, with smart product filtering, detailed descriptions, and crystal-clear images that make browsing feel effortless. While a membership is required, customers say the combination of low prices, fast service, and digital convenience makes Sam’s Club the most satisfying place to shop online in 2025.
Comments
Loading…