Which? reveals the online shops that make us click


In our largest ever survey on online shopping experiences, we reveal the UK’s best and worst online shops. 

Our survey of more than 10,000 members of the public placed white-goods retailer AO.com and beauty specialist LizEarle.com as the overall joint top online retailers with a score of 87%, and customers praising their speed and efficiency.

Telecoms firm EE came last with criticism for having a hard to navigate website and a lack of information. Their customer score of just 58% follows EE coming towards the bottom of our customer service survey last month. Evans Cycles, Vodafone and Homebase also performed poorly.

Our survey shows shoppers buy online for convenience but price is the top factor when people decide which website to use, with nearly four in 10 people saying this is most important factor.

Which? Editor, Richard Headland said:

“Online shopping is booming because it can be more convenient, better value and offers a greater choice of products.

“However there is a big difference between the brands at the top and the bottom of our table suggesting some sites need to be a lot more switched on to what their customers want.”

Notes to Editors

  1. We asked consumers to rate the online shopping sites they use across a number of sectors, ranging from electricals and entertainment through to cosmetics and clothing. We asked shoppers to rate retailers on factors including price, deliveries, quality and ease of finding products. A full list of the best and worst online shopping brands is available here:www.which.co.uk/onlineshops
  2. We surveyed 10,505 members of the UK public in July 2015 about their experiences 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. Respondents are asked to rate their satisfaction with the product/ service and they are also asked to rate how likely they are to recommend this product/service to someone else. From these two ratings the “Customer Score” is calculated.
  3. According to retail consultancy, Conlumino, online shopping accounted for 7.3% of retail spending in the UK in 2009, 13.1% in 2014 and is forecast to reach 18.3% in 2019.
  4. You can see the full results of the customer service survey (16/9/15) here:https://prod-wordpress-press.internal.which.co.uk/whichpressreleases/which-survey-finds-energy-and-telecoms-companies-failing-to-impress-customers/
  5. Top eleven:
1 AO.com 87%
= LizEarle.com 87%
3 ToolStation.com 85%
4 JohnLewis.com 84%
5 Wiggle.co.uk 83%
= TheBodyShop.com 83%
= AllBeauty.com 83%
8 Ebuyer.com 82%
= FragranceDirect.co.uk 82%
= Amazon.co.uk 82%
= MACCosmetics.co.uk 82%


  1. Bottom eleven:


90 O2.co.uk 65%
= MamasandPapas.com 65%
= Zavvi.com 65%
93 WHSmith.co.uk 64%
= Laura Ashley 64%
= H&M 64%
96 PCWorld.co.uk 63%
97 Homebase 60%
98 Vodafone 59%
= Evans Cycles 59%
100 EE 58%

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