Retail Week recently published The UK’s Top 10 Ecommerce Retailers report, turning a spotlight on the country’s digital trailblazers to discover how they’re leveraging data to power performance. Featured among them was Wickes.
Wickes is the home improvement retailer that has turned digital capability into a genuine commercial differentiator.
The numbers are hard to argue; full-year 2025 revenue grew 6% to £1.636bn, with statutory pre-tax profit up 110% to £48.7m. More recent results, for the second quarter of 2026, show the company delivered a 2.3% rise in revenue growth to £483m as volume grew across the business while second quarter revenue rose 1.8% year on year to £366m.
Wickes also won the Digital Excellence Award at the Retail Week Awards 2026, where its digital team was celebrated for its outstanding ecommerce and omnichannel growth.
In Retail Week’s report The UK’s Top 10 Ecommerce Retailers, published in association with Feedonomics powered by Commerce, Wickes was analysed for its ecommerce nous with a deep dive into a particular area that’s driving growth for the business: retail media. Below, we provide an exclusive excerpt taken from the report.
Wickes: Powering a retail media revenue stream
One of the most structural shifts in UK digital retail marketing over the past two years is the rise of retail media networks – advertising propositions built on retailers’ own first-party customer data.
And Wickes’ most strategically significant move in the past 12 months has been its Connected Retail Media proposition. Rolled out in March 2026, the venture is being described as a first-of-its-kind proposition in the home improvement category.
The network gives brands a dedicated marketing channel to reach Wickes customers with personalised messaging, drawing on both digital and in-store behavioural signals.
Wickes is not just using data to improve its own customer experience; it is monetising that data as an advertising proposition for the brands it sells. Its TradePro membership scheme reached 643,000 for the financial year 2025, up 11% year on year – representing a high-value audience of trade professionals with strong purchase intent and basket size.
For example, an ad delivered via Wickes’ retail media network can be targeted to active TradePro members who have bought tiling products in the past three months. That specificity is valuable to brands, and it monetises the data asset the retailer has built through its loyalty and digital infrastructure.
Retail media only works if the underlying customer data is accurate, segmented and actionable, and Wickes appears to have hit the nail on the head.
Download your free copy of the report here to access strategic profiles of the UK’s other top 10 ecommerce retailers including Next, Tesco, Wickes and more, plus explore:
- What the top retailers are doing differently when it comes to data
- The new rules of online product discovery
- How the UK’s biggest ecommerce players are mastering expansion into new channels
- Where to invest to optimise marketing performance and reduce ad spend
- The role of AI in strengthening ecommerce offerings
