Retail Week Indicator has reviewed retailers’ digital capability through a strategic audit, across all areas of a customer’s digital shopping journey. The pureplay ranking looks solely at retailers who are online businesses.

Digital capability was assessed across four performance categories – marketing, logistics and customer service, cross-channel and ecommerce. All retailers were scored against each performance category, as well as their financial performance. The category scores were aggregated to create an overall score per retailer.

Forming part of our sector analysis, the table below shows where etailers in the UK are positioned and why.

For the overall ranking, pureplay retailers were assessed in the same way as multichannel retailers. However, pureplay retailers were also scored separately, excluding 21 of the criteria in the cross-channel category that are not relevant for retailers without stores. These results are displayed below.

Position Retailer Marketing (%) Logistics & Customer service (%) Cross-channel (%) Ecommerce score (%) Total (%)
1 Asos 76.0 72.6 85.7 63.6 70.6
2 Amazon 56.0 67.0 65.7 83.0 69.0
3 eBay 53.3 45.8 51.4 65.4 58.1
4 Zalando 46.7 39.7 51.4 62.4 54.1
5 Ao.com 36.0 60.9 43.8 55.1 54.0
6 Boohoo.com 53.3 50.6 77.1 44.2 53.4
7 Childrensalon 73.3 33.0 30.5 53.3 49.8
8 Shop Direct 61.3 55.6 51.4 50.3 49.1
9 Yoox Net-a-Porter 52.0 50.8 22.9 59.2 48.5
10 Ocado 77.3 62.8 30.5 45.2 48.3
11 Lovehoney 42.7 48.3 22.9 48.1 47.6
12 Farfetch 54.7 42.7 62.9 51.9 47.1
13 FeelUnique 57.3 41.6 45.7 47.7 46.6
14 Amara 40.0 48.3 28.6 45.5 42.8
15 Made.com 50.7 21.2 24.8 50.1 41.7
16 Birchbox 66.7 26.8 34.3 45.6 40.6
17 Notonthehighstreet 48.0 25.1 17.1 60.0 40.2
18 QVC 30.7 22.9 40.0 44.9 40.0
19 The Hut Group 52.0 30.2 22.9 45.7 38.3
20 MandM Direct 38.7 39.1 21.0 45.1 38.3
21 Moonpig 44.0 33.2 11.4 35.7 36.7
22 Houseology 37.3 33.0 3.8 43.8 36.3
23 Victoria Plum 26.7 46.6 11.4 41.6 34.6
24 Woolovers 42.1 36.9 28.6 34.5 31.1
25 Finery 52.0 24.0 11.4 32.3 30.5
26 Allbeauty 32.0 33.0 3.8 29.0 29.3
27 Green Man Gaming 33.3 7.3 0.0 45.1 28.7
28 Mamas & Papas 37.3 36.0 45.7 29.3 28.5
29 SilkFred 53.3 20.1 11.4 29.3 28.2
30 Eve Sleep 17.3 48.0 21.0 26.1 28.0
31 PetsPyjamas 50.7 16.2 7.6 37.2 27.7
32 BrandAlley 53.3 16.8 11.4 26.6 26.6

Read the full analysis of the pureplay sector here

To understand how Retail Week measured retailers’ digital capabilities, please read the full methodology.

Retail Week Indicator 2018 rankings