Sears tops m-commerce site performance index with swift load time

The retailer keeps things simple, making for speedy, successful performance.

Bill Siwicki

A merchant can design an m-commerce site home page including some bells and whistles such as rotating hero shots, aiming to in some ways recreate the e-commerce experience and wow mobile shoppers. Or it can keep things simple, with a streamlined, utilitarian page made to speed shoppers to products or features. The fancier version means a page heavier in kilobytes that might require a little more time to load.

Sears Holdings Corp. takes the more streamlined approach, and it shows in its site performance. Its m-commerce site home page, a site search box followed by a list of horizontal bars for site features and functions, took a swift 3.67 seconds to load on smartphones and did so successfully 99.16% of the time for the week ending Nov. 6 on the Keynote Mobile Commerce Performance Index. This earned the site a perfect score of 1,000.

Keynote weights load time and success rate to create a score. When a retailer has an exceptional load time and success rate, both of which best those of all other retailers on the index, it earns a perfect score of 1,000.

Walgreen Co. comes in second on the index, compiled by mobile and web performance management firm Keynote Systems Inc., with a score of 934. Its mobile home page loaded on average in 6.86 seconds and did so successfully 99.10% of the time. Toolfetch.com LLC comes in third with a score of 927, a load time of 5.18 seconds and a success rate of 98.24%.

Walmart.com comes in fourth with a score of 909, a load time of 6.86 seconds and a success rate of 98.57%. And Amazon.com Inc. comes in fifth with a score of 901, a load time of 7.80 seconds and a success rate of 98.80%.

The average score for all 30 retailers on the index is 738; the average load time, 11.65 seconds, and the average success rate, 96.95%.

Click here and then click on Keynote Mobile Commerce Performance Index Part 1 and Part 2 to see this week’s complete results for all 30 retailers on the index.

Keynote Systems measures 30 representative m-commerce sites exclusively for Internet Retailer. The sites include merchants in various categories and channels, and of various sizes, ranging from such giants as Amazon.com Inc., Sears Holdings Corp. and 1-800-Flowers.com Inc., to midsized retailers like Sunglass Hut and Toolfetch.com LLC. Keynote tests the sites in the index every hour Monday through Sunday from 8 a.m. through midnight Eastern time, emulating four different smartphones on four different wireless networks: Apple Inc.’s iPhone 4 on AT&T, the HTC Evo on Sprint, the BlackBerry Curve on T-Mobile and the Droid X on Verizon. The HTC Evo and the Droid X run Google Inc.’s Android operating system. It runs the tests in Chicago, Dallas, New York and San Francisco.

Keynote combines a site’s load time and success rate, equally weighted, into a single score. Given that both performance and availability are important, the score reflects the overall quality of the home page; a higher score indicates better performance. Scores also reflect how close sites are to each other in overall quality. The index average score is the midpoint among all the sites’ scores.


Keynote Systems, Keynote Systems Inc., m-commerce, m-commerce site, m-commerce site performance, Mobile, mobile commerce, Sears, Sears Holdings Corp.