23 major online retailers, ranked from worst to best by customers
In 1982, several years before the internet was widely available to the public, the first e-commerce company, the Boston Computer Exchange, opened for business. The platform, which allowed computer geeks to buy and sell used parts, functioned like an old-school bulletin board: sellers would post their wares, and buyers would have to call to make a purchase and then pay via a bank or mailed check. As the internet developed and expanded, more folks became interested in the possibility of having entire transactions take place on the World Wide Web, which paved the way for the launch of websites like Amazon and eBay in the mid-’90s.
Today, online shopping has become a core pillar of our buying habits. According to Forbes, 1 in 5 (20.1%) retail purchases were online in 2024, and 34% of shoppers reported buying things online at least once a week. Ecommerce is all the more prevalent at this time of year, as Cyber Monday has upstaged Black Friday as the biggest sales day of the holiday season. According to data released by Capital One in October 2025, more than 72 million customers shopped on Cyber Monday in 2024, and sales for the day outpaced those of Black Friday by over 22%. Capital One also estimates that Cyber Monday sales will add up to $14.2 billion in 2025, though the ongoing global tariff war and the 43-day federal government shutdown may impact exactly how we spend our money during the holidays.
Even so, our online shopping habits will unlikely be entirely curbed anytime soon. Online retailers have offered significant customer benefits for years, including a significantly wider array of available products and the sheer convenience factor. On the other hand, downsides have been increased greenhouse gas emissions and excessive packaging waste. Fraud is also a significant concern, which is why indicators like the American Customer Satisfaction Index can be so helpful. These rankings can help consumers pinpoint which online retailers are trustworthy, better for the environment, and will meet their shopping goals.
Stacker ranked 23 major online retailers using data from the American Customer Satisfaction Index. Stores are ranked by 2025 customer satisfaction, and ties were broken by the higher percent change in customer satisfaction over the last year, with any further ties remaining. The retailers included are the ones for which the ACSI received enough responses to rank customers’ opinions.
From powerhouses like Amazon and Target to lesser-known retailers like Newegg, read on to see where most consumers agree you should be clicking “add to cart.”
