Key answer: An e-commerce UX audit is an analysis of the entire purchase path – from landing, through listing and product page, to cart and checkout – combined with analytics and session recordings. It shows where customers abandon their purchases and which fixes will lift conversion most. It typically costs €2,000–6,000 (with user research €5,000–12,000), and the deliverable is a prioritised fix list, not a generic report.
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The short answer
An e-commerce UX audit is an expert analysis of the whole purchase path – from the first visit to the order confirmation – combined with hard data: analytics, session recordings, drop-off rates at every step. It answers the question that haunts most store owners: "there's traffic, why isn't there sales?". It typically costs €2,000–6,000 (with user research €5,000–12,000), and the deliverable is a fix list ordered by impact on conversion. We covered the general rules in UX audit – what it is and what it costs; here we focus on what's specific to e-commerce.
How a store audit differs from a website audit
A company website has to convince and invite contact. A store has to walk the customer through a dozen steps, each of which can lose a share of buyers – and the losses multiply. If the listing loses 10% of users, the product page another 15% and the checkout 30%, only a fraction of a thousand visitors reach the till. That's why a store audit analyses the funnel step by step and looks for the places where the drop is largest against the category norm.
The second difference: in e-commerce almost every recommendation converts into money. "Fix the button contrast" sounds cosmetic until you set it against the number of people abandoning at that step.
What exactly we check
The path to the product. Navigation and the category tree, site search (does it survive typos and synonyms), listing filters, sorting. In many stores search is the shortest route to growth: users who use it buy far more often – as long as they find anything.
The product page. Photos and their order, visibility of the price and delivery costs, size availability, reviews, the add-to-cart button on mobile. We also check whether the page answers the questions the customer arrived with, before sending them off to chat.
Cart and checkout. This is where most money leaks. We analyse the number of steps, forced registration, the moment full costs are revealed, delivery and payment options, how the forms behave on a phone, and error messages. Full carts and empty orders are almost always a symptom of problems right here.
Performance and mobile. Most e-commerce traffic is phones, and loading speed translates directly into conversion and Google visibility – more in our article on Core Web Vitals.
Accessibility. Since 28 June 2025 the European Accessibility Act covers e-commerce, so accessibility barriers are no longer just good practice but legal risk. In the audit we flag the most serious ones: contrast, unlabelled forms, elements unreachable by keyboard.
Data, not opinions. We confront every hypothesis with analytics and session recordings. A click map can settle in a minute an argument the team has been having for months.
What you get in the report
Not a doorstop document where "everything matters", but a prioritised fix list: what to improve in the first week, what in the first quarter, what to fold into a bigger rebuild. Each item comes with reasoning (why it's a problem, how many users it affects) and an implementation hint for your team. We also say plainly what not to touch – things that work don't need improving.
Sometimes the conclusion is: "don't rebuild the store, fixing the checkout and search will do". A recommendation like that can save tens of thousands – we broke down what building a store costs in How much does an online store cost.
When it pays off
A store UX audit has the highest return in three situations: when traffic grows but sales don't; when you're planning a rebuild and want to know what genuinely needs changing; and when you're scaling up ads and every percentage point of conversion multiplies across the media budget. For a store doing €25,000 a month, a double-digit conversion lift pays the audit back within weeks.
Full carts and too few orders? Tell us about your store – we'll say straight out whether an audit makes sense in your case or the problem lies elsewhere.