Table of Contents
ANN ARBOR, Mich. — Customer satisfaction with online retail is faltering, with more than two-thirds of online retailers experiencing declines in satisfaction scores, according to the American Customer Satisfaction Index (ACSI) Retail and Consumer Shipping Study 2025. The overall satisfaction score for online retail dropped 1% this year to 79, as brands struggle to meet the rising expectations of increasingly tech-savvy consumers.
The challenges in online retail come amid a broader shift in consumer preferences, with younger shoppers prioritizing mobile shopping capabilities, website quality, and perceived value. “We’re seeing a clear divide emerge between brands that are excelling at meeting the expectations of younger consumers and those that are falling behind,” said Forrest Morgeson, assistant professor of marketing at Michigan State University and director of research emeritus at the ACSI.
Bright Spots: Chewy and Home Depot Stand Out
Chewy defied the trend, increasing its satisfaction score by 1% to a category-leading 85. The pet supply e-commerce giant has dominated the ACSI rankings for three consecutive years, thanks to its focus on customer service and tailored shopping experiences.
Other standouts include Home Depot, which posted the second-largest gain among online retailers, climbing 3% to 79. Its partnership with Instacart for same-day delivery has resonated with consumers, boosting satisfaction even as other retailers saw declines.
Second-place Amazon held steady at 83, while eBay remained unchanged at 81. However, these brands were the exceptions in an industry that continues to face mounting pressure from growing consumer expectations.
Big Losers: GameStop and Groupon Plummet
Some online brands struggled to keep pace. GameStop saw the largest satisfaction drop in the industry, falling 9% to 69, making it the lowest-ranked online retailer in the study. Groupon also suffered a steep decline, sliding 11% to 70.
Even high-profile brands weren’t immune. Nike dropped 5% to 76, and the Apple Store fell 6% to 74, as customers expressed frustration over product innovation and AI integration issues.
Mobile Shopping Gains Popularity, But Satisfaction Slips
The study highlights the increasing importance of mobile shopping, with online retailers receiving high marks for mobile app quality (87) and reliability (85). However, other aspects of the mobile and online shopping experience showed erosion. Satisfaction with product images dropped to 81, the helpfulness of customer reviews declined to 79, and the usefulness of site-generated product recommendations fell to 77.
“The growth of mobile shopping underscores the need for retailers to focus on digital experiences,” said Morgeson. “However, the slight declines across key online shopping metrics suggest that rising consumer expectations are making it harder for brands to keep customers satisfied.”
A Challenging Landscape for Online Retail
While the overall retail sector saw slight improvements in satisfaction, online retailers continue to face headwinds. The study underscores the importance of innovation, personalization, and consistency in meeting the demands of today’s digital-first consumers.
“The gap between brands that are excelling in customer satisfaction and those that are falling behind is becoming increasingly stark,” Morgeson said. “To compete, online retailers must invest in improving their mobile and website experiences while delivering value that resonates with younger, more demanding shoppers.”
The ACSI Retail and Consumer Shipping Study 2025 is based on 41,850 completed surveys conducted throughout 2024. The study’s findings highlight customer satisfaction across five retail industries, with a strong focus on the performance of online retailers. For the full report, visit www.theacsi.org.
