Shoppimon's Online Store Health & Usability Index is the definitive place for critical data and insights into online store health and performance.


What is the Online Store Health & Usability Index?

The OSHU (Online Store Health & Usability) Index ranks the world's top online stores in relation to others across the eCommerce space, as well as direct competitors in their own unique industry. 

Ranking is based on the OSHU Score. A number on a scale of 1-100 that reflects a site's overall health and performance (as experienced by online shoppers).

Amazon is noticeably missing from The OSHU Index. This was a deliberate decision, as comparing Amazon eCommerce to traditional single-company based online stores is comparing apples to oranges. Unlike companies such as ASOS or Bloomingdale's that run eCommerce sites like the online equivalent of a brick and mortar retail store, Amazon behaves as a huge online mall. With many independent, and separately managed, stores open for shoppers to visit 24/7. 

Yet, Amazon is undoubtedly the company all of commerce has its eye on. So we set out to monitor a small sample of Amazon stores, not expecting to find anything out of the ordinary. We wanted to know if while Amazon is known for providing the Golden Standard in customer service, is that also true in terms of in store experience? We were surprised to find, that that may not be the case, and plan to expand our sample size in the future to better understand the trends of Amazon Stores. 

Amazon by the Numbers:


We've built The OSHU Index to answer the questions retailers ask us most:

The OSHU Index uses Shoppimon's powerful technology to pull back the curtains on the eCommerce industry's best and brightest, revealing for the very first time what it means for a store to be "fast" or "healthy."


OSHU trends key performance stats for online stores, and examines the common problems even top stores suffer from, how they impact shopper experience, and what these issues cost stores in sales and revenue.

Based on various general store health and speed indicators the stores featured in the OSHU Index are ranked against other stores across the full index, as well as others within their own unique vertical.  



The OSHU Index ranks ~100 stores belonging to major brands across 9 distinct eCommerce industries. These stores were selected for their revenue-based size and popularity among consumers. Additional stores and verticals will be added to the index regularly.

Data Release

Data in the debut OSHU Ranking was collected over 30 days, leading up to September 20th, 2017. 

Future rankings will be released during the last week of each month, and will include data from the previous 4 weeks. 

Trends and statistics identified by The OSHU Index will be compiled into quarterly and annual State of eCommerce reports. 


Amazon Gold Standard?

Average Interactive Time

1.72 seconds

Business Uptime


Server Uptime


"What are the biggest mistakes other online stores make?"

"How does my store compare to the competition?"

"What does it mean for a store to be fast or healthy?"

"What tools drive eCommerce Success?

Data Collection

Data is collected for The OSHU index using Shoppimon's proprietary technology to visit stores as an actual shopper would, and identify both issues and the technology leveraged by online stores in real time. All information used is publicly accessible. 

OSHU Score

Store ranking is based on the OSHU Score, a number indicative of overall health & performance in relation to all other sites featured by OSHU. This score is calculated using a proprietary algorithm that is based on 4 factors:

  1. Average site speed
  2. Slowdowns and their severity
  3. Issues and their severity
  4. General store stability

Retail Industries

In addition to general eCommerce data, all ranking is broken down by stores' respective eCommerce industries, including:

  1. Apparel
  2. Home & Garden
  3. Jewlery
  4. Health & Wellness
  5. Consumer Electronics
  6. Automotive Supplies
  7. Beauty
  8. Food & Beverage
  9. Department Stores

While these performance numbers are strong to be sure, they are far from best in class.  In fact, the few stores we monitored for this sample would receive an average OSHU Score of 92.08, nearly 4 points ahead of the average score of the full index, but 6 points behind OSHU's Top 3. 

OSHU Index Results

The nearly 100 online stores featured in the OSHU index, are a sample of the best and brightest eCommerce sites today. They are all at the top of the online retail game, and the shopping experience they provide for their customers is what all stores should aspire to offer. 

Stores featured in OSHU are fast. Period.

Stores featured in OSHU are fast. Period. In a recent industry report Shoppimon surveyed 644 stores of varying sizes to understand how online shops perform, with the vast majority of those stores included being SMBs. They clocked an average interactive time (the point after a user navigates to a given page when they begin engaging with it) of 2.27 seconds across all sites and shopping workflows. Stores in The OSHU Index posted an average interactive time of just 1.68 seconds - whopping 26% faster. 

The top stores in eCommerce cut slowdown resolution time nearly in half!

Average speed is not the only performance indicator featured in The Index. Store slowdowns, both minor and severe are closely monitored. And here, stores in OSHU, once again leap far ahead of the pack. While the biggest and best online stores are nearly as likely to suffer from a slowdown as any other eCommerce store, how they react when slowdowns do occur, is entirely different. When slowdowns happen, major stores spot and correct them faster than the average eCommerce store does. And if a slowdown is severe. The time it takes to remedy the issue is cut in half by these best in class retailers. 

The biggest and brightest suffer from the same issues as everyone else

Issues suffered by stores in The OSHU Index tell an interesting story. Stores at this level, are no less likely to suffer from issues than any other eCommerce store. In fact they are more than 10X more likely to suffer an issue than mid-sized online commerce sites, while many of those problems tend to be more minor. As can be seen in the below charts, the majority of issues, perhaps unsurprisingly in large scale stores, are due to missing product images and design elements, which range in severity from minor to complete business blockages. However, these major online retail sites also experience common major issues such as missing pages, sever downtime and more. 

Insights & Analysis

The world's top eCommerce stores struggle with the same issues as all other online retail shops the world over. However, they have a deeper understanding, and the necessary resources to make a real dent in site speed. A crucial indicator of store health that plays a critical role in a store's usability and the experience it provides to shoppers. Stores featured in OSHU are so fast in fact, that The Top 5 Stores all achieve interactive times of less than 1/2 a second! Something stores in our Amazon sample, didn't come close to. 

Moreover, these industry leaders have access to the tools and capabilities to ensure that when performance issues inevitably do occur, they are made quickly aware, and are able to take action to correct those problems quickly.

On the other hand, the same bright outlook cannot be taken of how even these top stores treat issues. Based on the level of issue occurrences, both minor and severe, we can confidently say that even these top online retailers are struggling to attain visibility into technical issues that occur in their stores. Whether that is due to retailers being unaware of the extent of this problem, or they simply do not have the ability to quickly understand when issues strike, where, and what can be done to fix them, is a separate question. However it's critical stores begin focusing on improving far more than speed, because that's where they stand to most dramatically impact their bottom line. 

Based on data from our sample, we estimate that top retailers are losing the equivalent of .72% of their annual sales to slowdowns, but they are losing an additional 11% to technical issues they don't notice until it's too late. 

For a business in The OSHU Index making $1B annually, that translates to an unfathomable $110M loss. That's the equivalent of them shutting down for 43 days every year. 

A top eCommerce store making $1B in annual revenues loses $110M to speed & health issues. 

Equal to shutting their doors for 5 weeks a year!


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