What makes Screwfix’s enviable ecommerce strategy stand out?

Screwfix’s skillful evolution from catalogue business to wildly successful omnichannel retailer is one of the most captivating stories of retail’s digital era. 

Originally founded as a mail order operation in the 1970s, the Kingfisher-owned hardware brand now trades from over 900 stores across the UK and Ireland, delivering to more than 20 countries from its European website.  

It casts a laser-sharp focus on continuously strengthening its omnichannel operation. In FY2022, ecommerce accounted for around 60% of total sales, according to our analyst calculations, compared with just 33% in pre-pandemic FY2019.  

Putting its core customer front of mind – trade professionals on the go – accounts for much of the retailer’s success. Mobile sales and its app account for over 65% of its digital sales, and more than 80% of orders are picked up via click and collect.  

• Screwfix’s online sales forecast 
• FY2023 forecast UK online sales: £1.6bn (+10.9% on 2022) 
• FY2022 total UK online sales: £1.4bn (-9% on 2021) 

Doubling down on convenience  

Screwfix describes ‘ultra-convenience’ as one of its key differentiators, and it is ramping up the pace to deliver on its claims.  

When it comes to delivery, its ‘Screwfix Sprint’ fast-fulfilment service expanded its scope in February of last year, now delivering from over 320 stores, covering 45% of UK postcodes.  

A partnership with Deliveroo, launched in November 2023, has now expanded to 15 locations, offering over 500 Screwfix products available within the Deliveroo app. The collaboration marked the first exclusive tie-up with a non-food brand for the rapid fulfilment specialist.  
 
Screwfix’s online to click-and-collect market can only expand with a strong store portfolio, so its physical store presence is also on the up. It’s set to continue expanding its portfolio in the UK and Ireland through its “capital-light and high return” smaller format outlets, with a medium-term goal of reaching 1,000 stores by 2026. 

Enhanced digital proposition 

Speed is increasing in more than just delivery, as the retailer continues working on several initiatives designed to make it easier and quicker to shop.  
 
Screwfix aims to make its website “100 times faster” through a re-platform with Google Cloud, announced in November 2022 as part of parent company Kingfisher’s five-year plan. The front end of its website saw a relaunch several years ago with better search options and a one-page checkout.  
 
Screwfix utilises state-of-the-art machine learning and AI technology through Kingfisher’s in-house recommendation engine, which was first developed in FY2022. The tool leverages data to offer customers the best product options in multiple formats, such as ‘frequently bought together’ carousels, ‘substitute products’ or direct personalised offers based on customer shopping trends and preferences.