Retail Week Indicator has reviewed all areas of a customer’s digital shopping journey. How do the online-only retailers size up? 

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Amazon was ranked the top pureplay retailer based on its digital capabilities.

Digital capability was 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 score per retailer.

Amazon performed particularly well in the logistics and cross-channel categories.

In logistics, Amazon’s comprehensive delivery  offer, including same-day, 90-minute, next-day, nominated-day, Saturday and Sunday and evening delivery, helped it rise above pureplay rivals.

Its delivery subscription service Amazon Prime also sets it apart. More than quarter of the British population have an Amazon Prime account and benefit from unlimited next-day deliveries, which helps boost purchasing frequency.

In cross-channel, Amazon stood out for its wide range of click-and-collect options, including collecting from Amazon Lockers, Doddle and the Post Office, and its pioneering use of voice search.

For the overall ranking, pureplay retailers were assessed in the same way as multichannel retailers. However, pureplay retailers were also scored separately, excluding criteria in the cross-channel category that are not relevant for retailers without stores. These results are displayed below.

PositionRetailerMarketingLogisticsCross-channelEcommerceIndicator pureplay score
1 Amazon 56.3 86.9 90.2 81.5 79.7
2 Asos 63.2 83.7 90.2 68.8 73.9
3 eBay 62.1 63.3 47.5 67.0 63.4
4 Ocado 58.6 81.8 42.6 48.8 56.0
5 AO.com 47.1 62.6 49.2 55.9 55.4
6 Boohoo.com 64.4 56.5 67.2 44.6 54.5
7 Farfetch 54.0 48.2 57.4 55.0 52.8
8 Zalando 49.4 41.5 47.5 57.0 52.5
9 Yoox Net-a-Porter 49.4 61.3 37.7 52.1 52.5
10 N Brown 48.3 60.7 60.7 48.3 51.5
11 Feelunique 64.4 40.9 42.6 54.6 50.4
12 Shop Direct 50.6 54.0 47.5 49.0 50.2
13 Childrensalon 66.7 39.6 29.5 48.7 48.7
14 Made.com 51.7 55.0 44.3 45.9 47.9
15 Lovehoney 39.1 51.4 23.0 49.5 47.2
16 Victoria Plum 40.2 62.0 13.1 42.9 44.6
17 Birchbox 58.6 26.2 32.8 46.1 44.6
18 Gymshark 55.2 43.5 21.3 32.0 43.1
19 The Hut Group 51.7 52.1 13.1 42.9 43.0
20 QVC 40.2 27.5 37.7 49.8 42.9
21 Amara 42.5 56.5 24.6 41.5 42.3
22 Notonthehighstreet.com 33.3 33.2 6.6 57.9 41.7
23 MandM Direct 46.0 45.4 21.3 39.9 41.4
24 Moonpig 50.6 38.7 24.6 37.8 39.1
25 Woolovers 40.9 39.0 41.0 37.7 36.5
26 Houseology 56.3 37.7 6.6 36.6 35.7
27 Allbeauty 48.3 44.7 9.8 32.8 35.5
28 Finery 44.8 33.9 13.1 34.1 32.7
29 Eve Sleep 31.0 50.5 18.0 26.5 32.4
30 BrandAlley 54.0 22.4 13.1 31.6 32.3
31 SecretSales 50.6 19.2 31.1 31.6 30.5
32 SilkFred 49.4 21.7 13.1 30.8 27.8
33 PetsPyjamas 39.1 19.8 6.6 33.8 27.1
34 Green Man Gaming 35.6 14.7 0.0 35.7 26.5

All scoring runs from 0 to 100, with 100 being the maximum score.

To understand how Retail Week measured retailers’ digital capabilities, please read the methodology