Ecommerce leadership is no longer determined by revenue or website traffic alone. The retailers that consistently stand out are the ones that make it easier for customers to discover products, place orders, get support, resolve issues, and return when something goes wrong. For retailers, that means customer service is no longer a support function sitting behind ecommerce — it is part of the ecommerce experience itself.
To understand what separates leading ecommerce companies from the rest of the market, we ranked 20 major US ecommerce retailers using a hybrid methodology that combines market scale, digital reach, and customer experience.
The ranking is only the starting point. The more important question for retail leaders is: what are these companies doing differently across customer service, omnichannel support, returns, loyalty, and digital experience?
How We Evaluated Ecommerce CX Leaders
Each company received three normalized scores between 0 and 100, weighted to reflect how customers actually judge a retailer today: revenue at 40%, web traffic at 25%, and customer experience at 35%.
- Revenue scores came from US ecommerce sales data published by eMarketer and Statista.
- Traffic scores reflected monthly visits to each retailer’s primary US domain, via Similarweb.
- CX scores blended American Customer Satisfaction Index (ACSI) ratings with public Trustpilot averages and returns-policy quality.
CX carries more weight in this methodology than in most rankings because it predicts durability better than scale does. ACSI founder Claes Fornell has argued that in well-functioning markets, buyer satisfaction and seller profits move together — when they diverge, it signals fragility hiding behind short-term revenue gains. A company posting record sales while customers quietly defect is building pent-up churn, not strength.
The list excludes pure tech companies like Apple, even though Apple ranks highly by raw market share, and focuses on retailers serving shoppers across general merchandise, fashion, home, beauty, and grocery. It also mixes pure-play ecommerce leaders with omnichannel giants, because that mix reflects how Americans actually shop today. Hybrid scores are illustrative composites built from different measurement methodologies — treat the ranks as directional, not precise to the decimal.
CX Analysis of 20 Leading US Ecommerce Retailers
1. Amazon — Hybrid Score: 99
What Amazon gets right: fast, predictable fulfillment; deep self-service tooling; a low-friction returns process; and omnichannel support that spans chat, phone, and app.
Where the CX model is under pressure: Amazon’s ACSI score (83) is excellent but no longer best in class — a byproduct of an enormous catalog and third-party marketplace complexity that creates inconsistent product quality and support experiences, plus rising returns abuse and fraud.
CX lesson for retailers: Amazon shows that customer experience at scale depends on the combination of self-service, fulfillment, returns management, and human support — not any single channel. That combination took two decades of simultaneous investment in contact center infrastructure, logistics, and tooling; competitors shouldn’t expect to replicate it quickly or cheaply.
2. Walmart — Hybrid Score: 92
What Walmart gets right: an omnichannel model that blended online ordering with curbside pickup years before most competitors, plus a grocery ecommerce business that now leads Amazon in market share.
Where the CX model is under pressure: balancing service quality across a rapidly scaling digital operation while its ACSI score, though rising (76), still trails specialty and membership retailers.
CX lesson for retailers: Walmart proves that legacy retailers can out-execute pure-play competitors on convenience if they invest early in connecting digital and physical experiences. Its peak-season scaling also illustrates why ecommerce retailers generally need flexible customer service capacity to absorb volume spikes without degrading quality — a pattern worth studying separately below.
3. Costco — Hybrid Score: 84
What Costco gets right: trust. A 90%+ annual membership renewal rate and a return policy that accepts almost anything except electronics and major appliances create a loyalty flywheel that most retailers can’t match through promotions alone.
Where the CX model is under pressure: a curated, limited-SKU model narrows the browsing experience compared to Amazon or Walmart, which caps digital growth even as loyalty stays elite.
CX lesson for retailers: generous, trust-first policies convert into repeat purchases at rates that discounting can’t buy. Retention, not selection, is Costco’s real product.
4. Home Depot — Hybrid Score: 82
What Home Depot gets right: deep integration across inventory checks, project planning, and B2B credit applications inside one app — plus a same-day delivery partnership with Instacart that meaningfully lifted satisfaction.
Where the CX model is under pressure: high-consideration, complex purchases (contractor orders, project materials) demand specialized support that’s harder to scale than commodity retail service.
CX lesson for retailers: Home Depot built its digital channel as a complement to stores rather than a replacement, so customers get consistent expertise whether they shop online, on the app, or in a warehouse. For high-consideration categories, product expertise is the CX differentiator.
5. Target — Hybrid Score: 80
What Target gets right: Drive Up curbside service, now driving more than half of digital sales, and exclusive private-label and designer partnerships that convert social buzz into traffic.
Where the CX model is under pressure: holiday-period service volume can triple within days, requiring outside capacity to hold satisfaction steady.
CX lesson for retailers: Target’s seasonal volume illustrates why ecommerce retailers need scalable customer service capacity during peak periods — the retailers who plan for it in advance are the ones whose satisfaction scores hold steady under load, a lesson worth borrowing regardless of category.
6. Chewy — Hybrid Score: 79
What Chewy gets right: genuinely cult-like customer care — handwritten condolence cards for lost pets, surprise portraits — that turns support interactions into loyalty moments. Chewy topped ACSI’s Online Retail Study three years running (85 in 2025), beating Amazon and eBay outright.
Where the CX model is under pressure: that emotional, high-touch model is expensive to run at scale and harder to automate than transactional support.
CX lesson for retailers: emotional connection drives loyalty harder than discounts ever will. Chewy shows that high-touch, emotionally warm service can hold up even at a scale of millions of annual interactions — proof that scale and warmth aren’t mutually exclusive when a service operation is trained deeply on brand voice.
7. eBay — Hybrid Score: 77
What eBay gets right: dedicated support tiers for high-volume sellers and authentication services for sneakers, watches, and luxury goods that rebuilt buyer trust in specific verticals.
Where the CX model is under pressure: a marketplace model means buyer and seller experiences must work in lockstep, and inconsistent seller quality remains a structural risk to satisfaction.
CX lesson for retailers: marketplace operators need seller-side support infrastructure just as robust as buyer-side support — the two experiences are inseparable. eBay’s ACSI score of 81 shows a marketplace model can hold its own against direct retailers when seller support is treated as a first-class function.
8. Kroger — Hybrid Score: 76
What Kroger gets right: its Boost membership program, competing directly with Prime and Walmart+, combined with same-day delivery and simplified pickup that keep order accuracy climbing.
Where the CX model is under pressure: grocery call volume can triple within 48 hours during peak seasons, straining internal capacity.
CX lesson for retailers: grocery’s sharp, predictable demand spikes are a template for any category that needs surge capacity built in ahead of time rather than improvised during the peak itself.
9. Best Buy — Hybrid Score: 74
What Best Buy gets right: a hybrid model where knowledgeable in-store associates also answer online chat questions, plus a Total Tech Support subscription that smooths recurring revenue and support relationships.
Where the CX model is under pressure: electronics retail carries high price sensitivity, and price-matching alone isn’t a durable differentiator.
CX lesson for retailers: consistency between channels — the same expertise online and in-store — is what rebuilt Best Buy’s trust after its near-collapse in 2012. Patience and channel consistency, not price wars, restored the brand.
10. Lowe’s — Hybrid Score: 72
What Lowe’s gets right: pro-contractor digital tools and the MVPs Pro Rewards loyalty program, built specifically to close the B2B gap with Home Depot.
Where the CX model is under pressure: its ACSI score slipped to 74 as tariff-driven price increases hurt value perception among DIY shoppers.
CX lesson for retailers: Lowe’s carved out defensible niches (outdoor power equipment, appliance installation) rather than competing head-on where a category leader already dominates, while still needing the seasonal support capacity that any DIY-driven demand curve requires.
11. Wayfair — Hybrid Score: 70
What Wayfair gets right: 3D room-planning and augmented-reality tools that reduce return rates for a category (furniture) where buying unseen is inherently risky.
Where the CX model is under pressure: oversized-item logistics, damage claims, and delivery scheduling create support complexity most retailers never have to manage.
CX lesson for retailers: furniture and big-ticket categories need support teams trained specifically on delivery coordination and damage claims — generic customer service training isn’t enough to handle a category this operationally complex.
12. Macy’s — Hybrid Score: 67
What Macy’s gets right: buy-online-pickup-in-store at every location, which recaptured shoppers who would otherwise default to Amazon for convenience.
Where the CX model is under pressure: legacy department-store operations scale unevenly, and seasonal call volume roughly triples in November and December.
CX lesson for retailers: omnichannel consistency (BOPIS everywhere) plus disciplined seasonal scaling kept Macy’s relevant while peers like Sears did not survive the same transition.
13. Kohl’s — Hybrid Score: 65
What Kohl’s gets right: an ACSI score of 79, powered partly by an unusual partnership — accepting Amazon returns in-store, which drives foot traffic that converts into apparel and beauty sales (including a Sephora shop-in-shop).
Where the CX model is under pressure: managing two distinct return streams (its own orders plus Amazon drop-offs) requires more sophisticated case management than standard retail returns.
CX lesson for retailers: returns can be a growth channel, not just a cost center, when they’re designed to bring customers back into the store — though that only works if the underlying case management can handle more complex, multi-source returns without slowing down.
14. Etsy — Hybrid Score: 64
What Etsy gets right: machine-learning tools that surface trustworthy sellers, and expanded buyer-protection programs covering fraud, late shipments, and item-not-as-described claims. Its ACSI score of 79 matches established department stores.
Where the CX model is under pressure: quality control across millions of independent, home-based sellers is inherently harder to standardize than a single-retailer catalog.
CX lesson for retailers: Etsy balances marketplace freedom with targeted enforcement rather than heavy-handed seller restrictions, preserving authenticity while still protecting buyers — a model for any platform business weighing control against seller autonomy.
15. Nordstrom — Hybrid Score: 62
What Nordstrom gets right: a customer service reputation built on flexible returns and personalized stylist relationships that justify premium pricing.
Where the CX model is under pressure: high-touch service is expensive per customer, which limits how far the model scales outside premium categories.
CX lesson for retailers: Nordstrom invests significantly more per associate than mass-market competitors, and its satisfaction scores stay elevated despite higher prices — evidence that service quality, not price, is what premium retail customers are actually paying for.
16. Gap Inc. — Hybrid Score: 60
What Gap Inc. gets right: running four distinct brands (Gap, Old Navy, Banana Republic, Athleta) with segmented service models and distinct tone guidelines for each, so an Athleta caller and an Old Navy caller get different, brand-appropriate treatment.
Where the CX model is under pressure: satisfaction varies meaningfully across the portfolio, and inconsistent brand recovery (Banana Republic took years) shows how hard multi-brand CX is to manage centrally.
CX lesson for retailers: portfolio retailers need segmented service models, not one generic script across brands with different customer expectations.
17. Williams-Sonoma — Hybrid Score: 58
What Williams-Sonoma gets right: consultative selling through culinary- and design-trained associates, white-glove furniture delivery, and a wedding/gift registry business that builds decades-long household relationships.
Where the CX model is under pressure: high-touch, expert-driven service is costly to staff and train relative to transactional ecommerce categories.
CX lesson for retailers: long-term customer lifetime value can justify service investments that look expensive on a per-transaction basis — Williams-Sonoma’s training model prioritizes relationships over efficiency deliberately.
18. Qurate Retail (QVC and HSN) — Hybrid Score: 56
What Qurate gets right: direct-response infrastructure built to absorb massive, sudden call-volume spikes during featured product segments — a live-shopping model America had decades before TikTok Shop.
Where the CX model is under pressure: live commerce demand is unpredictable by nature, which makes staffing and vendor coordination harder than standard ecommerce support.
CX lesson for retailers: Qurate’s urgency-driven, host-led playbook translates directly to modern social commerce — but live-shopping formats demand support capacity that can scale up almost instantly, a capability worth testing carefully before leaning on it for a launch or major promotion.
19. Carvana — Hybrid Score: 54
What Carvana gets right: radical transparency (full vehicle history, no-haggle pricing, a seven-day return window) that removes the friction customers hate most about traditional dealerships.
Where the CX model is under pressure: the operational complexity of title transfers, financing, and delivery coordination for a big-ticket, infrequent purchase is unlike typical ecommerce support.
CX lesson for retailers: Carvana proves that digital-first models can work even in categories with historically high-friction, high-stakes purchases — provided the support team is trained on the unusual transaction types (titles, financing, delivery) those categories require.
20. DoorDash — Hybrid Score: 52
What DoorDash gets right: support infrastructure built for three-sided disputes — customers, merchants, and Dashers — with refund and credit policies that became industry benchmarks for delivery platforms.
Where the CX model is under pressure: coordinating three parties with different needs inside tight delivery windows is more support-intensive than a standard two-sided marketplace.
CX lesson for retailers: DoorDash’s partially separate but integrated support workflows for each side of the transaction let it scale faster than typical marketplaces — a useful model for any multi-sided platform business.
How the Top Ecommerce Companies Compare on CX
| Company | CX strength | Key lesson |
|---|---|---|
| Amazon | Convenience & self-service | Scale service without adding friction |
| Chewy | Emotional customer care | Human connection drives loyalty |
| Walmart | Omnichannel | Connect digital and physical experiences |
| Costco | Trust & loyalty | Generous policies encourage retention |
| Home Depot | Complex product support | Expertise matters for high-consideration purchases |
| eBay | Marketplace support | Buyer and seller experiences must work together |
| Target | Pickup & convenience | Fulfillment is part of CX |
What Top Ecommerce Companies Outsource to Improve CX
Leading ecommerce retailers invest heavily in customer service infrastructure — some build entirely internal teams, others partner with specialized providers for overflow capacity, multilingual coverage, or after-hours support. The most successful retailers blend both approaches rather than treating outsourcing as a pure cost-cutting move. Across the categories above, that need for outside support capacity consistently clusters around a handful of recurring problems:
Peak-volume support. Holiday sales, promotions, and product launches routinely triple call and chat volume within days (Target, Kroger, Macy’s).
Returns and refunds. High-volume post-purchase interactions, including complex multi-source returns like Kohl’s Amazon drop-off program.
Order management. Order status, delivery delays, cancellations, and “where is my order” (WISMO) inquiries.
Marketplace support. Seller and vendor inquiries that keep two-sided platforms like eBay and Etsy functioning smoothly.
Multilingual support. Serving customers across regions and languages as retailers expand their addressable market.
Retention and upselling. Recovering dissatisfied customers and increasing customer lifetime value rather than just closing tickets.
Retail brands evaluating outsourcing partners should look for three specific capabilities: demonstrable expertise in their vertical (home improvement, fashion, electronics, or grocery), infrastructure that gracefully handles 3–5x volume spikes during peak seasons, and quality assurance processes that keep a consistent brand voice across thousands of agents. Without all three, the partnership eventually disappoints both sides.
Explore Ecommerce Customer Service Solutions →
What Retailers Can Learn From the Top Ecommerce Companies
1. Customer service is part of the product. Chewy ranks sixth on hybrid score despite far less market share than Walmart, largely because its service experience is the product differentiator, not an add-on.
2. Returns are a CX opportunity, not just a cost center. Costco’s generosity and Kohl’s Amazon-returns partnership both turn a traditionally painful moment into a driver of loyalty and foot traffic. Learn more about returns, refunds, and claims processing.
3. Omnichannel consistency matters. Walmart, Target, and Macy’s all show that connecting digital and physical experiences — not choosing one over the other — is what retains modern shoppers.
4. Fast order resolution protects loyalty. DoorDash’s benchmark refund policies and Amazon’s self-service tools both show that speed of resolution matters as much as the outcome itself. See how order management and tracking supports this directly.
5. Marketplace growth requires seller support. eBay and Etsy both prove that buyer trust depends on how well sellers are supported, not just how well buyers are protected. Explore marketplace seller and vendor support.
6. AI should augment human support, not replace it. ACSI data shows mobile app quality (88) and reliability (87) scoring as the highest-rated CX benchmarks, and 58% of shoppers now use a retailer’s app as part of their experience — but the retailers on this list still route complex, emotional, or high-stakes issues to people. Learn more about AI Voice Agent solutions.
7. Peak-season scalability is a competitive advantage. Target, Kroger, Macy’s, and Lowe’s all rely on outside capacity to hold satisfaction steady when volume triples — the retailers who plan for that surge in advance are the ones who protect their CX scores through it.
Retention and recovery matter just as much once volume returns to normal — see customer retention and acquisition and sales and upselling for how that plays out after the initial support interaction.
Where the Top Online Retailers Are Heading Next
Three shifts will reshape this list over the next three to five years. AI-powered personalization will widen the gap between leaders and laggards, with AI handling routine queries while humans focus on complex, emotional situations. Live and social commerce will go mainstream, following the playbook Qurate Retail already proved, as Amazon Live, TikTok Shop, and Instagram Shopping compete for the same attention. And customer experience will become the dominant competitive moat as price and selection commoditize — Chewy already proved this in pet supplies by beating Amazon despite a far smaller catalog.
Conclusion: The Real Lesson From the Top Ecommerce Companies
The biggest lesson from these ecommerce leaders isn’t simply who ranks first. It’s how consistently the strongest retailers connect convenience, customer service, fulfillment, returns, and loyalty into one customer experience.
For growing ecommerce brands, competing with Amazon or Walmart on scale isn’t realistic. Competing on responsiveness, specialized support, faster issue resolution, and a more consistent customer experience is — and that’s where the right customer service and ecommerce operations model becomes a competitive advantage.
We go deeper on how high-touch recovery tactics help DTC brands claw back lost cart revenue in Reclaiming the $18 Billion DTC Revenue Leak with High-Touch Recovery. And for brands weighing how to structure this kind of support internally versus externally, see GCCs vs. BPOs: Why Retail Brands Should Stop Confusing the Two.
