Overall Decline in Online Retail Satisfaction
The retail sector has been experiencing a period of significant transformation, as brands face an evolving landscape marked by economic challenges, shifting consumer preferences, and increasing competition. While some brands have managed to thrive in this dynamic environment, others are struggling to maintain their standing, particularly when it comes to customer satisfaction. According to the 2025 American Customer Satisfaction Index (ACSI) Retail and Consumer Shipping Study, overall customer satisfaction in the retail sector has seen a modest increase of 0.4%, rising to a score of 78.3 out of 100. However, this overall improvement masks significant disparities within various segments of the industry, especially when comparing online retail with traditional brick-and-mortar stores.
Despite some signs of progress, many retailers are grappling with inflationary pressures and the changing behavior of consumers. Supermarkets, for instance, have managed to remain relatively stable, while the online retail space has experienced more volatility. More than two-thirds of the brands tracked in the study saw declines in their customer satisfaction scores, highlighting the challenges e-retailers face in meeting growing consumer expectations.
Forrest Morgeson, Assistant Professor of Marketing at Michigan State University and Director of Research Emeritus at ACSI, remarked on the growing divide within the retail sector, stating, “Though there wasn’t much movement in retail customer satisfaction overall, we’re seeing a clear divide emerge between brands that are meeting the needs and expectations of younger consumers versus those that are falling behind. Factors like mobile shopping capabilities, website quality, and perceptions of value are becoming increasingly important, especially for the 18-25 age group, who expressed significantly lower satisfaction levels compared to older demographics.”
Online Retail Satisfaction Declines
Customer satisfaction with online retailers has decreased by 1%, falling to an ACSI score of 79. Over two-thirds of individual companies in the online retail space experienced declines in their customer satisfaction ratings, highlighting the difficulties brands face in keeping up with the fast-paced nature of e-commerce and the constantly evolving expectations of online shoppers.
One standout in the online retail space is Chewy, the pet supply e-retailer, which continues to outperform its competitors. Chewy’s customer satisfaction has increased by 1%, bringing its score to an impressive 85. The company has maintained the top spot among online retailers for all three years it has been measured by the ACSI. Amazon, in second place, remains steady at 83, while eBay holds its position with a score of 81. Kohl’s, Costco, Etsy, and Home Depot all score an industry average of 79, with Home Depot being the only company outside of Chewy to show an improvement, increasing by 3%. Home Depot’s partnership with Instacart to offer same-day delivery has helped it achieve this positive shift in satisfaction.
Despite being the most downloaded app in the U.S. for the past two years, Temu, a newcomer in the online retail space, scored a relatively low 75 in the ACSI study, lagging behind many of its competitors in terms of customer satisfaction. Other apparel brands like Nike (76) and Gap (72) also experienced significant declines in satisfaction, with Gap seeing a 6% drop. Apple Store’s satisfaction, driven by frequently updated products that lack new features, fell 5% to 74.
Groupon experienced the largest satisfaction decline, plummeting by 11% to a score of 70. Other notable declines include Staples (72) and GameStop (69), both of which suffered drops of 9%. GameStop, in particular, saw the most significant fall, ending up at the bottom of the online retail rankings.
As mobile shopping continues to take up a growing share of online retail, e-retailers have excelled in providing high-quality mobile apps, which scored 87 in the ACSI study. However, customer satisfaction with aspects of the mobile shopping experience has seen slight declines across the board. Product images, customer reviews, and site-generated recommendations have all shown erosion in perceived usefulness, signaling that consumer expectations are rising faster than retailers can keep up with.
General Merchandise Retailers and Technology Integration
Customer satisfaction with general merchandise retailers has seen a slight increase of 1%, bringing the ACSI score for this category to 78. One of the key drivers behind this improvement has been advancements in associate quality and the checkout process, both of which are integral to the customer experience.
Technology has become an increasingly important element of both in-store and online shopping. Sam’s Club, for instance, has seen a 5% increase in satisfaction, bringing its score to 85. The company now leads among warehouse clubs and general merchandise retailers. Sam’s Club has benefited from its Scan & Go service, which allows members to skip checkout lines entirely. This service, which is used by one in three Sam’s Club members, is contributing to a smoother, faster in-store experience. Additionally, Sam’s Club is piloting technology to improve the receipt-checking process, helping customers exit the store faster.
TJX brands Marshalls and TJ Maxx also experienced a 4% increase in satisfaction, bringing their scores to 82. These brands have tapped into the value-driven shopping trends, especially popular with Gen Z customers who prioritize affordability and high-quality items over luxury brands. This shift in consumer behavior has allowed TJX to capture market share from strong performers like Macy’s (unchanged at 82) and Target (down 1% to 80).
Despite varying results across customer experience metrics, general merchandise retailers are seeing success in areas like store credit cards (up 1% to 85), mobile app quality (unchanged at 84), and mobile app reliability (up 1% to 84). Improvements in customer service and faster checkout times have also contributed to the slight uptick in satisfaction for the sector.
Specialty Retailers and Performance Trends
Customer satisfaction within the specialty retail sector has remained stable, with an ACSI score of 79. However, certain brands have stood out due to their strong customer service and innovative offerings. Pet Supplies Plus, for example, took the top spot among specialty retailers, climbing 2% to 84. The company’s focus on customer service, particularly in the areas of staff courtesy and checkout speed, has paid off.
Ulta Beauty and Bath & Body Works also made notable improvements. Ulta Beauty’s satisfaction increased by 4%, reaching a score of 83, while Bath & Body Works saw a 3% increase, bringing its score to 82. Both brands have leveraged collaborations with popular TV shows and a solid loyalty program to drive customer engagement and satisfaction.
In the technology and office sector, Best Buy saw a 3% increase in satisfaction, climbing to 81, overtaking Apple Store, which dropped by 6% to 76. Best Buy’s improved performance can be attributed to its strong customer service and an effective in-store experience.
The hardware and home improvement segment also showed positive performance, with Ace Hardware and Menards both scoring 83. Other leaders in the specialty retail space include O’Reilly Auto Parts (down 1% to 81), Hobby Lobby (up 1% to 81), and Dick’s Sporting Goods and Foot Locker (both with unchanged scores of 79).
Supermarkets and Customer Satisfaction
The supermarket sector has remained relatively steady, with an ACSI score of 79. Trader Joe’s and Publix tied for the highest satisfaction scores in this category at 84, although Publix saw a slight 1% drop. Wegmans, Sam’s Club, and H-E-B also performed well, with satisfaction scores of 83. However, some supermarkets, including Costco and BJ’s Wholesale Club, experienced significant declines, with Costco’s score falling by 5% and BJ’s dropping by 6%.
Customer satisfaction benchmarks in the supermarket industry are driven by factors like pickup process convenience, store hours, and mobile app quality, which all scored 84. However, aspects like promotions frequency, checkout speed, and call center experiences have lagged behind, with scores of 79, 78, and 76, respectively.
