The brands with the best online performance and shopability are…

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The brands with the best online performance and shopability are…

By Deena M. Amato-McCoy - 10/10/2017
When it comes to the top 10 brands that offer the best online experiences, only three traditional retailers make the grade.

Automobile supplies company Summit Racing (scoring 99.10), Saatva Mattress (98.67); Birchbox (98.66); Toyota, (98.25), and Whole Foods Market (98.24) round out the top five retailers that offer the least downtime and minimal disruption for shoppers. Only two other physical retailers, J. Crew (97.47) and J.C. Penney (97.45) made it into the top 10 brands in this category.

This was according to the “Online Health & Usability Index — the OSHU Index.” The study from Shoppimon, trends KPIs such as site speed, server downtime, business downtime (the percentage of time a purchase cannot be completed on the site), and technical issues. The index compares online stores within nine vertical industry categories: apparel, automotive supplies, beauty, consumer electronics, department store, food & beverage, health & wellness, home & garden, and jewelry.

Among the Top 10 OSHU Index Overall Winners, no business had downtime of more than .1%, and all had 0% server downtime during the time evaluated. Among this diverse group of brands, seven of the nine aforementioned vertical categories made it into the Top 10. The strongest performing vertical categories are automotive, beauty, and food and beverage industries, with two online stores each. No jewelry or consumer electronics sites made it into the top 10, data revealed.

“Top performing online stores on the Shoppimon OSHU Index like Summit Racing, which earned the top spot on our inaugural ranking, are able to maintain lightning fast speed with minimal downtime and disruption for shoppers,” said Roy Rosinnes, CEO and co-founder of Shoppimon.

“With a full load time of 0.36 seconds and zero business downtime, Summit Racing deserves kudos for providing a great brand experience for consumers as well as maximizing bottom line sales.”

Amazon is noticeably missing from the overall Shoppimon OSHU Index. Besides taking into account that Amazon “behaves as a huge online mall — with many independent, and separately managed stores, open for shoppers to visit 24/7,” according to the study, the company’s often lauded customer experience still fell short among its ranked competitors.

Based on a small sample of Amazon stores that measured whether Amazon’s “gold standard” customer experience extends to its onsite shopping performance, the Amazon stores Shoppimon evaluated received an average OSHU Score of 92.08. While this is nearly 4 points ahead of the average score of the full index, it is still 6 points behind OSHU's Top 3, data revealed.

Broken up by category, J. Crew, ASOS (96.94) and Talbots (96.78) lead the pack in online apparel experiences. Birchbox, Lookfantastic (97.13) and Beauty Bay (97.02) outshine their beauty competitors, and J.C. Penney, Marks & Spencer (96.86) and Sears (96.62) lead online department store experiences.

When it comes to shopping online for food and beverages, Whole Foods Market, Nuts.com (97.14), and SodaStream (94.97) lead the pack. While online jewelers didn't place in the overall top 10 overall online experiences, Ritani (96.83), Tiffany & Co, (94.16) and Zales (92.81) lead the charge in customer experience for their segment.