Founder, Moneysavingexpert

Former journalist Lewis is one of the most powerful men in the ecommerce world, though not a retailer himself.

His money-saving site has over 10 million users a month and over five million people receive his regular email. Lewis scours the web for the best deals available for his army of followers, and a recommendation from Lewis can drive huge volumes of sales. There are even reports of retailers’ sites going down under the strain of visits when Lewis highlights a particular brand or product being placed on promotion.

Lewis has harnessed the web to empower shoppers and create transparency; good news for consumers, but a challenge for retailers who have no option but to adapt.

Many other discount code and deal sites have sprung up, but with the media coverage that Lewis gets as the online thriftiness expert on shows such as Daybreak, and newspapers such as the News of the World, he is the one to watch.