2024 Top 100 E-commerce Brands Report

In 2023, the average visibility changes across e-commerce brands saw a 28% decrease, so how did this affect visibility for brands individually? Despite being one of the brands that ranked within the top 5 losses for 2023 featuring the brands with the highest traffic decrease, Next still pulled through overall, ranking in top position for traffic score in 2023. Ann Summers saw the largest increase in traffic, with a year-on-year increase of massive 1258%! However, this didn’t improve their overall ranking as much as it might’ve been expected, with the humbly taking the place of 94th out of our top 100.

These five brands are ones to keep an eye on, making waves with their impressive growth! Their efforts have been picked up on by search engines so we would advise that you pick up on them too!

1. Ann Summers
2. Halfords
3. The independent pharmacy
4. Ray-ban
5. Adidas

last 12 months. So, while recent search algorithm updates may have been partially to blame for this, being aware of both ends of the spectrum of growth offer a chance to learn and avoid similar pitfalls.

1. Boots
2. John Lewis
3. Marks & Spencer
4. Smyths
5. Next

Our report data enables us to consider which brands are on an upward trajectory in terms of brand search terms, and equally which ones aren’t. This gives us an insight into which brands we will be keeping an eye on this year, as it’s expected to see growth in their visibility and brand awareness.
Sainsburys take the top spot with 5 million search volume and a 7% interest trend, while the crown for largest growth goes to Pro Direct Sports with a 60% increase in brand search volume which is a huge achievement stat, but with their search volume only coming in at 720, they will need to keep their increase rate high to maintain good brand awareness. Sony, Travis Perkins, Lego and Primark also had a strong increase, with their interest trends raising by 22%.
Primark’s impressive growth may be attributed to their clever use of social channels. Primark has separate Instagram accounts for each product category/target audience that they cater for (@primarkhome, @primarkkids etc), allowing them to specifically target certain demographics and only show them what they want to see. This enables them to get their content out without spamming their followers’ feeds with content that isn’t relevant to them, subsequently minimising the chance of losing engagement or followers. They are also very active on their TikTok account, with over 1.4 million followers, their videos utilise popular hashtags and video sounds to show viewers their latest new products and trending stock, ultimately boosting their own hype around high demand products. Additionally, Primark is relatively new to the ecommerce world, while you still can’t purchase products online for delivery like most ecommerce sites. However, they do offer customers the ability to view products, stock check specific stores, and order through click and collect in certain stores. While this may be a few years late in comparison to other brands, Primark’s website only started to introduce their click-and-collect service in June 2022. So, while a popular high street store, shoppers are starting to become more aware of their online presence.

With most brands scoring between ‘fair’ and ‘good’ for page speed, Dr Martens is lightyears ahead of the rest, with the fastest page speed and a score of ‘hyper speed’, it really is in its own category for onsite page speed. Other brands rank within the same bracket as one another, with even the lowest speed not that far out from the rest.

Intrigued by what you’ve seen so far? Access the full breakdown of all 100 ecommerce brands and their performances over the last 12 months, and did we mention it's completely free to download? Simply fill out the form at the top of this page to access the full report, dive in and discover more!