Comparative Usability and User Experience Analysis of Shopee, Tokopedia, and Lazada Using SUS and UEQ

Abstract

The rapid growth of e-commerce in Indonesia has intensified competition among platforms to deliver superior usability and user experience. Comparative studies that simultaneously evaluate the three major pure e-commerce platforms Shopee, Tokopedia, and Lazada by integrating the System Usability Scale (SUS) and the User Experience Questionnaire (UEQ) remain limited, particularly with rigorous statistical testing and explicit discussion of design-related explanations. This study aims to analyze and compare the usability and user experience of these applications based on users’ perceptions and to generate diagnostic insights for interface improvement. A quantitative approach was employed using SUS and UEQ questionnaires distributed to 105 respondents who had experience using all three platforms and had completed at least one transaction within the last three months. SUS data were analyzed using Acceptability Range, Grade Scale, and Adjective Rating, while UEQ data were analyzed with the official UEQ Data Analysis Tool across six dimensions. Paired comparisons were performed with both Wilcoxon signed-rank tests and paired t-tests. The results indicate that Shopee achieved a SUS score of 76.81 (Acceptable, Grade B, Good), while Tokopedia scored 66.81 and Lazada 59.19 (both Marginal, Grade D, Poor). Differences among all pairs were statistically significant (p < 0.001). Shopee also obtained the highest mean scores across all six UEQ dimensions. The findings demonstrate that Shopee currently delivers the superior combined usability and user experience among the three platforms, while also revealing that all three applications still fall short of the higher UEQ benchmark categories, indicating clear opportunities for design refinement.