Revealed: Best and Worst Online Shops of 2016

Planning to buy your Christmas shopping online this year? Ahead of the rush, Which? reveals the best and worst online shops as rated by you, the public.

We asked more than 10,000 members of the public to rate the best and worst online shops according to price, how easily they were able to find what they wanted, product availability and quality and delivery.

Shoppers placed cosmetics retailer at the top of our leaderboard this year. They told us the site had great deals on cosmetics, a good selection of products, and a quick delivery service. Appliance retailer and cosmetics brand – joint winners last year – came second and third respectively.

For the second year running, telecoms firm EE came bottom of the table, with some customers criticising dodgy deliveries and its hard-to-navigate website.

Richard Headland, Editor of Which? said:

“With more and more of us shopping online, especially in the run-up to Christmas, it seems there’s still a big gap between the best and worst retailers if you’re looking for choice, value and convenience.

“The best online shops offer competitive prices and a seamless experience, while others need to up their game to avoid letting customers down.”

To see the full rundown of the 100 best and worst online shops, visit:

Notes to Editors

  1. In June 2016, we asked 10,509 members of the UK public about their experience of shopping online over the previous six months. We asked shoppers to rate retailers on factors including price, deliveries, quality and ease of finding products. They were asked to rate their satisfaction with the product/ service, but also how likely they were to recommend this product/ service to someone else. From these two ratings a ‘Customer Score’ has been calculated. A full list of the best and worst online shopping brands is available here:
  2. According to retail research agency Verdict Retail, online shopping accounts for 14.8% of total UK retail spending in 2016, and is forecast to reach 18.0% by 2021.
  3. The top 13 shops

Top 11


4. The bottom 11 shops

Bottom 11

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