Which? reveals allbeauty.com as number one online shop

Which? reveals allbeauty.com as number one online shop


As Black Friday and the festive season approach, Which? reveals the online shops that have impressed consumers this year, with allbeauty.com claiming the crown.

Which? asked more than 10,000 members of the public to rate 100 of the most popular online shops based on experiences they have had in the past six months. Those surveyed were asked to consider a variety of factors including price, product range, deliveries, product quality and the returns process.

Consumers rated allbeauty.com as the number one online shop, achieving an outstanding customer score of 91%, with shoppers rating the retailer as excellent for price and range of products. The shop also scored highly in all other categories.

Richer Sounds (87%), which was rated top in the electrical sector, came second in this year’s overall ranking. Richer Sounds was closely followed by the appliances retailer AO.com (85%) in third. The homeware store Lakeland.co.uk (84%) and tools supplier Toolstation.com (84%) came in joint-fourth.

At the other end of the table, shoppers weren’t impressed with the prices on offer at Homebase.co.uk (62%), although it still received praise from some shoppers for ease of finding products and the ordering process. Consumers thought WHSmith.co.uk (64%) was average for the range of products, price, ordering process, deliveries and products being in stock. Despite their position in this year’s table, both Homebase.co.uk and WHSmith.co.uk still achieved reasonable overall customer scores.


Richard Headland, Which? magazine Editor-in-Chief, said:

“We can still see a big gap between the top and bottom of the table, with people generally rating the top online shops better for their prices and range of products.

“Consumers are expected to spend millions online during Black Friday this year, so we encourage shoppers to do their research and pick their deals – and where to buy – with care.”

To see the full list of the 100 best and worst online shops, visit: which.co.uk/retailtables

For useful tips and advice in the build up to Black Friday and Christmas, visit which.co.uk.


Notes to editor  

  • In June 2017, Which? surveyed 10,505 members of the UK public to find out about their shopping experience at online retailers in the past six months. Key areas to report on included price, product range, quality, deliveries, ease of finding a product, products you’re interested in being in stock and returns process.
  • A full list of the 100 best and worst online shops, visit: which.co.uk/retailtables.
  • At least 30 responses were needed for a retailer to make the table. Overall customer score is made up of all the ratings given for satisfaction and recommendation across categories.


Top 11 shops

1 allbeauty.com (274) 91%
2 RicherSounds.com (96) 87%
3 AO.com (436) 85%
4 Lakeland.co.uk (286) 84%
= Toolstation.com (264) 84%
6 AbeBooks.co.uk (346) 83%
= AppliancesDirect.co.uk (104) 83%
= FragranceDirect.co.uk (284) 83%
= JohnLewis.com (832) 83%
= LookFantastic.com (168) 83%
= Superdrug.com (570) 83%

Bottom 7 shops

94 DIY.com (B&Q) (600) 67%
= LauraAshley.com (132) 67%
= Maplin.co.uk (274) 67%
= Office.co.uk (156) 67%
= UrbanOutfitters.com (168) 67%
99 WHSmith.co.uk (312) 64%
100 Homebase.co.uk (278) 62%

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