Amazon rises to the top after placing second last year as it’s strength in logistics and ecommerce set it apart from rivals.

H&M was ranked second, rising from 18th last year. The fashion giant has invested heavily in digitising its business over the past year, with improvements seen in website visuals, more competitive delivery options and utilising technology such as visual and voice search.

Retail Week Indicator reviewed 176 UK retailers’ digital capabilities through a strategic audit, across all areas of a customer’s digital shopping journey. 

30,000 data points were assessed across four performance categories: marketing; logistics and customer service; cross-channel; and ecommerce. All retailers were scored against each performance category, as well as their financial performance. The category scores were aggregated to create an overall Indicator score per retailer. 

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