Online Grocery UX: 5 High-Level UX Takeaways from 1,100 Hours of Testing Leading Grocery Websites


At Baymard our research team has just spent 1,168 hours usability testing and researching grocery mobile website and app features, layouts, content, and designs — leading to our new UX research study on Online Grocery UX.

The Grocery UX research is based on more than 70 qualitative user/site usability test sessions following the “Think Aloud” protocol (1:1 remote moderated testing) of grocery sites.

The test sites spanned both individual grocery store sites and apps (Amazon Whole Foods, Walmart, Target, and Aldi) and aggregate third-party grocery delivery sites and apps (Instacart and Shipt).

Yet this large-scale study of grocery site UX has revealed that many grocery sites make it unnecessarily difficult for users to proceed efficiently with filling their cart and placing their order — leaving themselves at risk of abandonment in favor of another local competitor, and negatively impacting their e-commerce conversion rate.


I was interested in this article to see some of the UX research that is associated with the online shopping experience.

Source: Scott , E. (2022, January 11). Online grocery UX: 5 high-level UX takeaways from 1,100 hours of testing leading grocery websites – articles. Baymard Institute.