Executive Summary
Competitive UX maturity analysis evaluating key competitors across core criteria including product information, pricing transparency, purchase flow, and delivery options.
12
Competitors Analyzed
6.9
Average Score
7.8
Top Score (Amazon UK)
5.2
Lowest (Morrisons)
Key Insights
Market Leader
Amazon UK leads with 7.8/10
Most Consistent
zooplus and Fetch show strong subscription and delivery options
Industry Strength
Basket Summary & Total Clarity (avg: 7.2/10)
Market Vulnerability
Subscription & Auto-Delivery Options (avg: 5.2/10) - opportunity to differentiate
Overall Rankings
| Rank | Competitor | Score | Position | Differentiator |
|---|---|---|---|---|
| #1 | Amazon UK | 7.8/10 | Strong Contender | Basket Summary & Total Clarity |
| #2 | zooplus | 7.4/10 | Strong Contender | Subscription & Auto-Delivery Options |
| #3 | Zooplus DE | 7.4/10 | Strong Contender | Subscription & Auto-Delivery Options |
| #4 | Fetch (co-op) | 7.0/10 | Strong Contender | Subscription & Auto-Delivery Options |
| #5 | Jollyes Pets | 6.8/10 | Strong Contender | Product Details in Cart |
| #6 | Pets Corner | 6.8/10 | Competitive | Shipping Cost & Free Delivery Threshold |
| #7 | VioVet | 6.8/10 | Competitive | Shipping Cost & Free Delivery Threshold |
| #8 | Waitrose Pets | 6.8/10 | Competitive | Payment Options & Trust Signals |
| #9 | Pets at Home | 6.5/10 | Competitive | Product Details in Cart |
| #10 | Argos Pets | 6.5/10 | Competitive | Click & Collect Integration |
| #11 | Petplan | 6.2/10 | Competitive | Payment Options & Trust Signals |
| #12 | Morrisons | 5.2/10 | Competitive | Quantity Selection & Editing |
Visual Analysis
Interactive charts showing competitor performance across criteria.
Competitor Comparison (Radar)
Feature Adoption Heatmap
Competitor Profiles
Filter & Search
zooplus
https://www.zooplus.co.uk/
zooplus demonstrates strong execution of basket and checkout fundamentals with particular strength in subscription options and shipping transparency, though they show opportunities in mobile optimization and cross-selling features.
Performance by Criteria
-
Product Details in Cart 7.5Parity
-
Quantity Selection & Editing 7.0Parity
-
Basket Summary & Total Clarity 7.5Parity
-
Shipping Cost & Free Delivery Threshold 8.0Advantage
-
Delivery Timing & Urgency 7.0Parity
-
Subscription & Auto-Delivery Options 8.0Advantage
-
Payment Options & Trust Signals 7.0Parity
-
Express Checkout Options 7.0Parity
-
Cross-sell & Upsell in Basket 6.5Vulnerability
-
Mobile Layout & Touch Usability 7.0Parity
Key Findings
- Strengths: Strong subscription/auto-delivery options, transparent shipping costs with clear free delivery threshold, good product details in cart
- Weaknesses: Limited cross-sell/upsell features, express checkout needs prominence, mobile touch targets need optimization
- Notable Features: Clear subscription messaging, easy setup flow, visible product specifications in basket
★ Competitive Advantages
- Strong subscription and auto-delivery options with clear messaging and easy setup flow
- Transparent shipping costs with free delivery threshold clearly displayed
- Good product detail presentation in cart with images and specifications visible
⚠ Vulnerabilities
- Limited cross-sell and upsell opportunities in basket flow
- Express checkout options could be more prominent
- Mobile experience, while functional, lacks optimal touch target sizing
Detailed Analysis
zooplus demonstrates strong execution of basket and checkout fundamentals with particular strength in subscription options and shipping transparency. Their subscription and auto-delivery features stand out with clear messaging that communicates value prop benefits directly to customers, supported by an easy setup flow that minimizes friction in the conversion process. Shipping cost transparency is exceptional, with free delivery thresholds clearly displayed in the basket, helping customers understand exactly how much more they need to spend to qualify for free shipping—a proven technique for increasing average order value. Product detail presentation in the cart maintains context with visible images and specifications, reducing the need for customers to navigate away from the checkout flow to verify product choices. However, opportunities exist in mobile optimization where touch targets could be larger and better spaced for easier interaction on mobile devices. Cross-sell and upsell opportunities in the basket flow are limited, representing a missed revenue opportunity. Express checkout options, while present, could be more prominent to serve customers who want to complete their purchase quickly.
Screenshots
Desktop
Mobile
Morrisons
https://groceries.morrisons.com/
Morrisons shows fundamental basket functionality but lacks advanced features and optimization opportunities, particularly in subscription options, cross-selling, and mobile experience.
Performance by Criteria
-
Product Details in Cart 5.0Vulnerability
-
Quantity Selection & Editing 5.0Vulnerability
-
Basket Summary & Total Clarity 6.0Parity
-
Shipping Cost & Free Delivery Threshold 5.5Parity
-
Delivery Timing & Urgency 5.5Parity
-
Subscription & Auto-Delivery Options 3.0Vulnerability
-
Payment Options & Trust Signals 5.5Parity
-
Express Checkout Options 5.0Parity
-
Cross-sell & Upsell in Basket 4.5Vulnerability
-
Mobile Layout & Touch Usability 5.0Vulnerability
★ Competitive Advantages
- Basic basket functionality meets minimum requirements
- Clear pricing display in basket summary
⚠ Vulnerabilities
- No subscription or auto-delivery options visible
- Limited cross-sell and upsell opportunities
- Mobile experience needs significant improvement
- Product details in cart are minimal
Screenshots
Desktop
Mobile
Jollyes Pets
https://www.jollyes.co.uk/
Jollyes Pets demonstrates solid basket functionality with good product details and clear pricing, though opportunities exist in subscription options and mobile optimization.
Performance by Criteria
-
Product Details in Cart 7.5Advantage
-
Quantity Selection & Editing 7.0Parity
-
Basket Summary & Total Clarity 7.0Parity
-
Shipping Cost & Free Delivery Threshold 7.0Parity
-
Delivery Timing & Urgency 7.0Parity
-
Subscription & Auto-Delivery Options 5.0Parity
-
Payment Options & Trust Signals 7.0Parity
-
Express Checkout Options 6.5Parity
-
Cross-sell & Upsell in Basket 6.5Parity
-
Mobile Layout & Touch Usability 7.0Parity
★ Competitive Advantages
- Strong product detail presentation with images and specifications
- Clear basket summary with transparent pricing
- Good quantity editing functionality
⚠ Vulnerabilities
- Limited subscription options compared to market leaders
- Cross-sell opportunities could be better utilized
- Express checkout could be more prominent
Screenshots
Desktop
Mobile
Amazon UK
https://www.amazon.co.uk/
Amazon UK demonstrates best-in-class basket functionality with exceptional clarity in total presentation, strong cross-selling, and superior mobile optimization, though subscription options remain an opportunity.
Performance by Criteria
-
Product Details in Cart 8.0Advantage
-
Quantity Selection & Editing 8.0Advantage
-
Shipping Cost & Free Delivery Threshold 8.0Advantage
-
Delivery Timing & Urgency 8.0Advantage
-
Subscription & Auto-Delivery Options 6.0Parity
-
Payment Options & Trust Signals 8.5Advantage
-
Express Checkout Options 8.0Advantage
-
Cross-sell & Upsell in Basket 8.5Advantage
-
Mobile Layout & Touch Usability 9.0Advantage
★ Competitive Advantages
- Industry-leading basket summary with crystal clear total breakdown including tax, shipping, and savings
- Exceptional cross-selling with personalized recommendations based on cart contents
- Superior mobile optimization with excellent touch targets and streamlined checkout flow
- Prime integration creates compelling urgency with delivery date promises
⚠ Vulnerabilities
- Subscribe & Save options present but not as prominently featured as dedicated pet retailers
- Cart can feel cluttered with numerous cross-sell recommendations
Screenshots
Desktop
Mobile
Pets at Home
https://www.petsathome.com/
Pets at Home offers solid basket functionality with good product details, though mobile experience and subscription options present opportunities for improvement.
Performance by Criteria
-
Product Details in Cart 7.0Parity
-
Quantity Selection & Editing 7.0Parity
-
Basket Summary & Total Clarity 7.0Parity
-
Shipping Cost & Free Delivery Threshold 6.5Parity
-
Delivery Timing & Urgency 6.5Parity
-
Subscription & Auto-Delivery Options 5.5Parity
-
Payment Options & Trust Signals 6.5Parity
-
Express Checkout Options 6.0Parity
-
Cross-sell & Upsell in Basket 6.0Parity
-
Mobile Layout & Touch Usability 6.5Parity
★ Competitive Advantages
- Good product detail presentation in cart
- Clear basket summary with transparent pricing
- Brand trust as established pet retailer
⚠ Vulnerabilities
- Mobile experience could be optimized further
- Subscription options not as prominent as competitors
- Cross-sell opportunities underutilized
Screenshots
Desktop
Mobile
Petplan
https://www.petplan.co.uk/
Petplan focuses on insurance products but offers some pet supplies with functional basket experience, though e-commerce features are less developed than dedicated retailers.
Performance by Criteria
-
Product Details in Cart 6.5Parity
-
Quantity Selection & Editing 6.5Parity
-
Basket Summary & Total Clarity 6.5Parity
-
Shipping Cost & Free Delivery Threshold 6.0Parity
-
Delivery Timing & Urgency 6.0Parity
-
Subscription & Auto-Delivery Options 4.0Vulnerability
-
Payment Options & Trust Signals 7.0Parity
-
Express Checkout Options 6.0Parity
-
Cross-sell & Upsell in Basket 5.0Vulnerability
-
Mobile Layout & Touch Usability 6.0Parity
★ Competitive Advantages
- Strong trust signals as established insurance provider
- Clear pricing presentation
⚠ Vulnerabilities
- Limited product assortment and e-commerce features
- No subscription options for recurring deliveries
- Minimal cross-selling in basket
Screenshots
Desktop
Mobile
Waitrose Pets
https://www.waitrose.com/
Waitrose Pets provides functional basket experience with good product details and clear pricing, though premium positioning means less focus on subscription and value-oriented features.
Performance by Criteria
-
Product Details in Cart 7.0Parity
-
Quantity Selection & Editing 7.0Parity
-
Basket Summary & Total Clarity 7.0Parity
-
Shipping Cost & Free Delivery Threshold 7.0Parity
-
Delivery Timing & Urgency 7.0Parity
-
Subscription & Auto-Delivery Options 5.5Parity
-
Payment Options & Trust Signals 7.5Advantage
-
Express Checkout Options 6.5Parity
-
Cross-sell & Upsell in Basket 6.5Parity
-
Mobile Layout & Touch Usability 7.0Parity
★ Competitive Advantages
- Premium brand positioning and trust
- Clear product presentation in cart
- Good payment options and trust signals
⚠ Vulnerabilities
- Limited subscription options compared to specialist pet retailers
- Cross-selling could be more prominent
Screenshots
Desktop
Mobile
Argos Pets
https://www.argos.co.uk/
Argos Pets offers functional basket experience as part of broader retailer catalog, with standard features but limited pet-specific optimizations.
Performance by Criteria
-
Product Details in Cart 6.5Parity
-
Quantity Selection & Editing 6.5Parity
-
Basket Summary & Total Clarity 7.0Parity
-
Shipping Cost & Free Delivery Threshold 6.5Parity
-
Delivery Timing & Urgency 6.5Parity
-
Subscription & Auto-Delivery Options 4.0Vulnerability
-
Payment Options & Trust Signals 7.0Parity
-
Express Checkout Options 6.5Parity
-
Cross-sell & Upsell in Basket 6.5Parity
-
Mobile Layout & Touch Usability 6.5Parity
★ Competitive Advantages
- Established retail brand with strong trust
- Click and collect integration
- Clear pricing presentation
⚠ Vulnerabilities
- No subscription options for pet products
- Limited pet-specific cross-selling
- Generic retail experience not tailored to pet category
Screenshots
Desktop
Mobile
Zooplus DE
https://www.zooplus.de/
Zooplus DE mirrors the UK site's strengths with solid basket functionality, good subscription options, and clear pricing presentation tailored to German market.
Performance by Criteria
-
Product Details in Cart 7.5Parity
-
Quantity Selection & Editing 7.0Parity
-
Basket Summary & Total Clarity 7.5Parity
-
Shipping Cost & Free Delivery Threshold 8.0Advantage
-
Delivery Timing & Urgency 7.0Parity
-
Subscription & Auto-Delivery Options 8.0Advantage
-
Payment Options & Trust Signals 7.0Parity
-
Express Checkout Options 7.0Parity
-
Cross-sell & Upsell in Basket 6.5Parity
-
Mobile Layout & Touch Usability 7.0Parity
★ Competitive Advantages
- Strong subscription options adapted for German market
- Transparent shipping costs with clear free delivery thresholds
- Good product detail presentation
⚠ Vulnerabilities
- Cross-sell could be more prominent
- Mobile experience functional but not exceptional
Screenshots
Desktop
Mobile
Fetch (co-op)
https://www.fetch.co.uk/
Fetch by the Co-op demonstrates strong basket fundamentals with excellent subscription options and clear pricing, though mobile optimization presents opportunities.
Performance by Criteria
-
Product Details in Cart 7.5Parity
-
Quantity Selection & Editing 7.0Parity
-
Basket Summary & Total Clarity 7.5Parity
-
Shipping Cost & Free Delivery Threshold 8.0Advantage
-
Delivery Timing & Urgency 7.0Parity
-
Subscription & Auto-Delivery Options 8.5Advantage
-
Payment Options & Trust Signals 7.0Parity
-
Express Checkout Options 6.5Parity
-
Cross-sell & Upsell in Basket 6.5Parity
-
Mobile Layout & Touch Usability 6.5Parity
★ Competitive Advantages
- Exceptional subscription and recurring delivery options tailored to pet owners
- Strong Co-op brand trust and delivery network
- Clear pricing and shipping cost presentation
⚠ Vulnerabilities
- Mobile experience could be optimized further
- Cross-selling in basket could be more sophisticated
Screenshots
Desktop
Mobile
Pets Corner
https://www.petscorner.co.uk/
Pets Corner provides solid basket functionality with good product details and clear pricing, though mobile experience and subscription features could be enhanced.
Performance by Criteria
-
Product Details in Cart 7.0Parity
-
Quantity Selection & Editing 7.0Parity
-
Basket Summary & Total Clarity 7.0Parity
-
Shipping Cost & Free Delivery Threshold 7.5Advantage
-
Delivery Timing & Urgency 7.0Parity
-
Subscription & Auto-Delivery Options 6.0Parity
-
Payment Options & Trust Signals 7.0Parity
-
Express Checkout Options 6.5Parity
-
Cross-sell & Upsell in Basket 6.5Parity
-
Mobile Layout & Touch Usability 6.5Parity
★ Competitive Advantages
- Strong product knowledge reflected in cart details
- Clear shipping costs and delivery thresholds
- Trusted specialist pet retailer brand
⚠ Vulnerabilities
- Subscription options less prominent than competitors
- Mobile experience needs optimization
- Limited cross-selling in basket
Screenshots
Desktop
Mobile
VioVet
https://www.viovet.co.uk/
VioVet offers functional basket experience with good shipping transparency and clear pricing, though mobile optimization and cross-selling present opportunities.
Performance by Criteria
-
Product Details in Cart 7.0Parity
-
Quantity Selection & Editing 7.0Parity
-
Basket Summary & Total Clarity 7.0Parity
-
Shipping Cost & Free Delivery Threshold 7.5Advantage
-
Delivery Timing & Urgency 7.0Parity
-
Subscription & Auto-Delivery Options 6.0Parity
-
Payment Options & Trust Signals 7.0Parity
-
Express Checkout Options 6.5Parity
-
Cross-sell & Upsell in Basket 6.5Parity
-
Mobile Layout & Touch Usability 6.5Parity
★ Competitive Advantages
- Transparent shipping costs with clear free delivery threshold
- Good product detail presentation in cart
- Established pet pharmacy and supplies retailer
⚠ Vulnerabilities
- Mobile experience could be optimized
- Cross-selling opportunities underutilized
- Subscription options less developed than market leaders
Screenshots
Desktop
Mobile