Best Online Shops 2020

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The Best American Online Shops were identified after passing a number of tests based on 48 objective and subjective criteria.

First, a list of more than 9,500 online shops in the United States was compiled using Statista and online databases, online directories and price comparison websites to identify the most relevant online shops. The online shops with the most American visitors in 2018 were selected as candidates for further evaluation. Online shops selling mainly digital goods (ex:,, subscription-based shops, C2C marketplaces (e.g., B2B online shops, showcase websites and online shops that do not display their site in English were excluded from further evaluation to allow a better comparison between them. The online shops were then organized according to their main product offering into 39 categories (see slide 4).

The online shops that passed the initial screening were then tested one by one by our analysts on 41 objective criteria divided into 6 dimensions:

  • Structure & Usability
  • Trust & Security
  • Service & Communication
  • Payment
  • Purchase & Delivery
  • Technical Performance

Alongside these tests, an online survey of a panel of more than 8,000 American online shoppers was conducted to assess the appearance of the online shops on 7 subjective criteria (e.g.  “The homepage is very clear and well structured”).

After the test phase was over, a sub-score for each dimension was calculated. Based on these results, a score out of 10 was determined for each online shop.

The top 1000 online shops with the highest scores were then awarded “Best Online Shops 2020”. In addition a Top 10 per category has been selected for the print edition.

Please visit for the full ranking. The print edition will be published on September 27th.

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