Who's winning the digital UX race in Australian retail?
We audited 61 leading retailers across 14 categories on two axes: 105 functionality criteria and 48 experience checkpoints, web and app. See who leads, who's chasing, and the moves that win returning shoppers, with the evidence behind every score. Fashion & apparel has its own report →
A look inside the report
A snippet of the full 37-page report — where 61 retailers rank across 14 categories, why the leaders win, and the exact moves that close the gap. A competitive edge for your product and design teams — from someone who formerly built these audits in-house, who's now independent and brand-agnostic.
These spreads are a sample from a recent edition, shown to illustrate the report's structure — some figures may differ from the current quarter.
Everything in the report, section by section
You've seen a sample — here is every section in full: the two-axis benchmark, the patterns behind it, and the moves that close the gap.
- 01
The full leaderboard
All 61 retailers ranked on the combined score, with function and experience broken out so you see exactly where a brand wins and where it only looks busy.
- 02
Function isn't experience
The two-axis map: function is what each retailer has built (105 criteria, what exists); experience is how well it's executed (48 checkpoints) — and where the two diverge.
- 03
The category league
All 14 categories ranked on experience, so you can see where your sector sits and who sets the pace in it.
- 04
What the best do
The framework breakdown by experience group, the function–experience gap, and the two-way returns & visualisation insight.
- 05
The shifts + predictions
Critical-mass adoption, accessibility risk, and where retail UX heads from 2026 to 2028, so your roadmap is ahead of the curve.
- 06
Recommendations + method
The practical moves that lift the experience, plus the full, repeatable methodology behind every score.
All 61 retailers, across 14 categories
Every major player in Australian general retail, grouped the way shoppers actually compare them — from the weekly supermarket shop to the once-a-year big-ticket buy. The full ranking and two-axis score for each brand is in the report.
Marketplace / multi-category covers the pure online marketplaces; department stores and marketplaces also appear in the companion Fashion report. Homewares and furniture specialists are scored in the Furniture benchmark instead, against 15 furniture-native criteria a general-retail set does not measure. Fashion & apparel has its own benchmark → · Furniture has its own benchmark →
One source of truth, four ways to use it
Whoever you are, the benchmark turns straight into the work you already plan and defend each year.
See exactly where you rank. Know your position against the leading brands in your category, which table-stakes you're missing, and where a single fix moves the needle on the shopper experience.
Plan your roadmap on evidence. Benchmark the leading brands, prioritise the UX and dev backlog, and justify what makes the cut with data your stakeholders trust, before the table-stakes gaps cost you a sale.
Make the case, focus the testing. Build the business case for UX investment, set your annual OKRs against the field, and point testing at the experiences that matter most to shoppers.
Market intelligence you can act on. Account-level insight into how every retailer performs, to sharpen your pitch, prove the gap, and fuel your own thought leadership.
Choose your package
One purchase, instant delivery, GST included. Each tier adds more ways to act on the findings: from reading the benchmark, to going deep on your category, to citing it publicly.
- Full benchmark report (PDF)
- All 61 retailers ranked on two axes: function + experience
- The 14-category league + the shifts and predictions
- Recommendations + methodology
- Everything in The Report — the full UX Benchmark
- A personalised review of your own site (worth A$1,500)
- Your brand's position readout, live 60-min session
- Editable slides + internal team licence
- CX Survey Script starter
- Everything in Team + Readout
- All four quarterly reports — included (a full year of the Jackdraw CX Index for this category)
- A competitive deep-dive on 5 rivals of your choice
- Right to cite externally, with attribution
- Use in pitches, proposals & content
- Bespoke survey-design consult
- Invoice + PO friendly
After fashion & apparel? See the Fashion benchmark → · Need another industry? Commission a custom benchmark →
The benchmark is half the picture
This report shows the tangible: what each retailer has built, and who leads. The bigger gains come from the intangible, the motivations, friction and emotion only shoppers can voice. That is a CX User Study, and Jackdraw runs it three ways.
CX Survey Script
A ready-to-run questionnaire mapped to this benchmark's themes, productised through our Audit Survey Tool. Lowest effort, fastest signal: field it on your own platform and hear directly from shoppers.
Bespoke study design
A study designed around your specific questions and shopper segments, for when an off-the-shelf script isn't enough and you need precision.
Run the full study
We field it end-to-end: a representative sample sourced for you, analysis and a readout delivered. Hands-off, statistically valid and decision-ready. Sample via a research partner, priced separately.
Want to scope a study, or pair it with the benchmark? Talk to Jackdraw →
Evidence, not opinion
Every score in this report has a reason behind it: a page, a screen, a documented check. No vibes, no vendor spin. Just the small, telling details that separate a good experience from a great one.
Jackdraw is a Melbourne CX consultancy with 14+ years across customer and user experience, built on understanding every person an experience touches.
Good questions
What exactly do I get, and how is it delivered?
A professionally designed PDF report (five sections) plus the one-page snapshot. After purchase you'll receive it by email, instant for The Report and Team tiers.
What's the two-axis score?
Every retailer is scored on two things: function (105 functionality criteria, the observable "what exists") and experience (48 checkpoints drawn from 13 UX frameworks, "how well it's built"). The combined score is the average. The report shows both, because shipping features and executing the experience well are not the same thing.
What's the difference between the packages?
The Report is the UX Benchmark itself, for one reader. Team + Readout adds a personalised review of your own site, editable slides, an internal team licence, a live readout of your brand's position, and a CX Survey Script starter. Partner adds a competitive deep-dive on five rivals of your choice, plus the right for vendors and agencies to cite the findings externally, with attribution, in pitches, proposals and content.
How current is the data, and do you update it?
The audit was run in 2026 against live sites and app-store listings. Digital experiences move fast, so we refresh every quarter, and past buyers renew at roughly half price.
Is fashion in this report?
No. Fashion & apparel has its own dedicated benchmark of 90 brands. Department stores and marketplaces (David Jones, Myer, Amazon, Kogan) appear in both, since shoppers cross between them. See the Fashion benchmark.
GST, invoices and purchase orders?
All prices include GST and you'll get a tax invoice. The Partner tier is invoiced and PO-friendly for procurement.