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We analysed over 200 eyewear brands to reveal who is winning online, where visibility is shifting, and what styles shoppers are searching for next.
This snapshot highlights the key movements from 2025, including brand performance, keyword opportunities, social reach, trust signals, and site speed benchmarks.
- Specsavers leads with a 2.2M traffic score and +23% YoY growth, ahead of the +11% industry average.
- Oakley grows +240% (49,856 to 169,271), climbing eight places, to rank 6th for traffic.
- Quay rises +441% YoY, jumping 57 positions to reach 63rd.
- Demand is shifting towards specialist styles: “photochromic glasses” (+74%), “browline glasses” (+115%), and “blue light blockers” (+19%).
About our Eyewear Market Report
This report takes a clear look at the eyewear market, highlighting which brands are winning online and where others can sharpen their SEO strategy. We analysed over 200 eyewear brands to uncover keyword opportunities, social performance, and visibility rankings from 2024.
Want to see where you rank? Download our free Eyewear Market Report to compare your performance with the market leaders and identify practical ways to improve your marketing.
Eyewear market leaders
The online eyewear industry declined by 33% over the past year, likely reflecting a shift back towards in-store shopping. Even so, a handful of brands have maintained a strong presence in search.
Top brands by visibility
| Rank | Domain |
|---|---|
| 1 | oakley.com |
| 2 | glassesdirect.co.uk |
| 3 | visiondirect.co.uk |
| 4 | jimmyfairly.co.uk |
| 5 | lulus.com |
| 6 | acuvue.com |
| 7 | lentiamo.co.uk |
| 8 | goodlookers.co.uk |
| 9 | bantonframeworks.co.uk |
| 10 | alensa.co.uk |
Key context: In a contracting market, staying visible is a win. The leaders tend to combine strong brand demand with deep category coverage and consistently helpful content.
Eyewear market visibility wins and losses
A small number of sites increased visibility even as the wider market fell, proving there is still room to grow with the right strategy.
Top visibility winners
| Brand | Visibility change |
|---|---|
| specsavers.co.uk | +20% |
| visionexpress.com | +24% |
| ray-ban.com | +48% |
| lenstore.co.uk | +117% |
| discountedsunglasses.co.uk | +378% |
Top visibility losses
| Brand | Visibility change |
|---|---|
| oakley.com | -72% |
| glassesdirect.co.uk | -20% |
| visiondirect.co.uk | -25% |
| jimmyfairly.co.uk | -76% |
| lulus.com | -45% |
What to take from this: Even leaders can swing sharply in a down market. Consistency comes from defensible category coverage, strong internal linking, and content that answers specialist intent.
If your visibility dipped this year, the full report includes practical examples and quick wins to help you recover momentum. Can’t see your site above? Download the report to view the full rankings table.
Eyewear keywords and trends
Keywords are one of the fastest ways to grow visibility. In the report, we group keywords into two buckets: high-competition terms and lower-competition opportunities.
High-competition keywords
| Keyword | Monthly searches | Notes |
|---|---|---|
| contact lenses | 52,000 | Harder to win, high scale when you have authority and depth |
| sunglasses | 80,000 | Competitive, but delivers volume when you rank well |
Lower-competition opportunity keywords
| Keyword | Competitiveness score | Why it matters |
|---|---|---|
| designer sunglasses | 7 | More achievable visibility, strong commercial intent |
| monthly contact lenses | 7 | Clear intent, good fit for specialist content and category depth |
Style-led demand shifts: “photochromic glasses” (+74%), “browline glasses” (+115%), and “blue light blockers” (+19%) are rising, signalling growth in specialist, problem-led searches.
Social media and brand reach
Social performance can amplify brand awareness and support conversion. We assign each site an owned social score to assess brand reach across key platforms.
| Brand | Owned social score | Followers reached | Notes |
|---|---|---|---|
| ray-ban.com | 34,323 | 20,115,300 | Leads the table across Instagram, Facebook, and X |
| oakley.com | 13,830 | Strong visual content and creator partnerships |
Download the report to see where your brand sits in the full social table.
The most trustworthy eyewear sites
E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) influences how your site is perceived and can impact rankings. Reviews and testimonials are one of the clearest trust signals for shoppers.
Top sites by Trustpilot reputation
| Rank | Site |
|---|---|
| 1 | visionexpress.com |
| 2 | glassesdirect.co.uk |
| 3 | lenstore.co.uk |
| 4 | feelgoodcontacts.com |
| 5 | specsavers.co.uk |
| 6 | visiondirect.co.uk |
| 7 | goggles4u.co.uk |
| 8 | selectspecs.com |
| 9 | spex4less.com |
| 10 | pretavoir.co.uk |
The fastest eyewear sites
Site speed supports both rankings and conversion, especially on mobile. If pages load slowly, users are more likely to leave before they buy.
Fastest eyewear sites
| Rank | Site |
|---|---|
| 1 | speckyfoureyes.com |
| 2 | selectspecs.com |
| 3 | scrivens.com |
| 4 | feelgoodcontacts.com |
| 5 | alensa.co.uk |
| 6 | coopervision.co.uk |
| 7 | contactlenses.co.uk |
| 8 | shadestation.co.uk |
| 9 | tigerspecs.co.uk |
| 10 | aceandtate.com |
Download our free Eyewear Market Report
See where you rank in the full table and which actions are most likely to improve performance.
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