🏆 Ikea takes the crown
Ikea UK ranked #1 in e-commerce customer experience for 2025. Refined Commerce analyzed 100 sites across 12 sectors. Ikea had minimal site jumpiness and fast responsiveness. It also had just one accessibility issue, making it the smoothest experience.
🔍 Amazon close behind
Amazon secured second place with a high domain rating of 96. It remains one of the most visible brands on Google. Only Apple ranked higher in search dominance. Amazon’s performance ensures it stays a top choice for online shoppers.
👗 Fashion makes the cut
House of Fraser ranked eighth, the only fashion retailer in the top 10. It offers luxury apparel and home goods. Warhammer, formerly Games Workshop, ranked ninth with strong accessibility scores. The Body Shop and MyProtein led the health and beauty sector.
📉 Who struggled?
Toys, books, and media had the best shopping experiences. However, pet supplies and food retailers lagged. Rowan Burgess of Refined Commerce stressed the importance of accessibility and search visibility. Brands lacking these risk losing sales to competitors.
Is Ikea the new king of e-commerce experience?
