Mobile apps are a significant aspect of retailers’ offerings to their customers, prompting a need for additional capabilities to enhance product search and discovery, in-store navigation, loyalty membership, and more. To optimize customer experiences, retailers must offer useful functionality and great UX in utility, browsability, in-app merchandising, in-app checkout, and localization. This assessment helps retailers gauge the quality of their online retail/shopping experience and recommends actions they can take to improve it.