Digital Retail Index 2025
Benchmarking the Best in eCommerce
Using data-driven analysis and objective scoring across key metrics including site speed, accessibility, SEO and user experience. The Index provides an independent measure of digital excellence.
Curious to see where your site
might be?
Want to know exactly where your site stands? Dive into our DRI database and see how you stack up against the competition!
The Digital Retail Index
Returning for its 4th year, See how your site compares to the rest of the UK's leading sites.
| Site | Performance | Best Practices | Accessibility | SEO | PWA |
|---|---|---|---|---|---|
Warren JamesScore: 460 | 86 | 100 | 98 | 86 | 90 |
Victoria PlumScore: 459 | 70 | 92 | 98 | 99 | 100 |
Walls And FloorsScore: 458 | 89 | 100 | 90 | 99 | 80 |
Jack & JonesScore: 450 | 77 | 92 | 100 | 91 | 90 |
Weldricks PharmacyScore: 449 | 89 | 100 | 100 | 100 | 60 |
Watchfinder & Co.Score: 429 | 49 | 83 | 98 | 99 | 100 |
Vape ClubScore: 423 | 80 | 75 | 98 | 100 | 70 |
Golf OnlineScore: 418 | 66 | 92 | 88 | 92 | 80 |
Vivienne WestwoodScore: 414 | 57 | 100 | 87 | 100 | 70 |
MangoScore: 405 | 75 | 100 | 100 | 100 | 30 |
Add your site to the index
If your site is not listed in the full index report, then please submit your site below. We will match the site URL with your email address, to ensure you’re submitting your own site.
The Digital Retail Index
Returning for its 4th year, the Digital Retail Index began in 2022 and has since evolved into becoming the source of truth for digital retailers wishing to compare their website against their competitors.
Compiled by Remarkable Commerce, the UK's most flexible commerce platform, the Digital Retail Index uses Google's Lighthouse tool to gauge web performance, setting a standard for eCommerce storefronts nationwide. Google Lighthouse conducts five key audits: Performance and Speed, UX Best Practices, Accessibility, SEO configuration and PWA enablement.
Performance Audit
This audit reviews key site speed metrics, including Largest Contentful Paint, Cumulative Layout Shift and more.
Accessibility Audit
Modern storefronts should be accessible to all, using proper configurations and styling, including correct light/dark text usage.
Best Practices Audit
Ensure your site follows UK best practices by staying secure, avoiding deprecated technology and maintaining a user-friendly design.
SEO Audit
Implementing SEO is crucial for retailers. This audit ensures sites are crawlable effectively and efficiently by search engines.
PWA Audit
This audit checks PWA compatibility and implemented features like offline caching and header theme styling.
Why the Index matters:
Even a slight deterioration in performance can hit sales and brand loyalty, particularly during busy sales periods like Black Friday and Christmas. Investment in SEO is non-negotiable for most businesses today - but eCommerce firms, in particular, will simply slide into obsolescence if they don't maintain a strong web presence.
Achieving a high (or top) position in Google's search results depends on multiple factors and website performance is critical. Sites with fast loading speeds, relevant content and good UX will outrank those that don't, so retailers that want to stay ahead need to continually measure performance using Google's Lighthouse tool and make technical improvements to support SEO.
Final thoughts:
The pandemic fuelled a flurry of online sales activity over the last few years and those who'd invested in a well-performing and scalable website were in a prime position to benefit from this demand. Shopper habits have now changed for good, shifting even further towards eCommerce and retailers have to be ready for surges during peak periods.
Given the technical capabilities of some of the biggest eCommerce companies, most notably Amazon, managing website performance to the standard required can feel daunting. However, as the Digital Retail Index indicates, not every retailer that operates online comes from an eCommerce background, nor do they work on a global scale.
A cloud-native store front, with easy-to-use integrations, means you can optimise performance and scale up as demand grows. You can also lean on your platform provider for the technical skills and expertise you might not have within your own team. Our developers and engineers deliver and optimise our B2C eCommerce platform so you see real improvements in website performance - the driver for visibility, web traffic, conversions and sales.
Methodology:
The 2025 Digital Retail Index assessed over 700 sites in total. All were ranked based on five core audits, using Google Lighthouse to create an unbiased view on the top UK eCommerce sites. The five metrics are performance and speed, progressive web app validation, accessibility, best practices and SEO. Note: Due to changes in Google Lighthouse tests and scoring, the total available score for each retailer was '500' in 2024 and 2023, compared with '400' for 2022.
A lot of the variability in your overall Performance score and metric values is not due to Lighthouse. When your Performance score fluctuates it's usually because of changes in underlying conditions. Common reasons include:
- A/B tests or changes in ads being served
- Internet traffic routing changes
- Testing on different devices, such as a high-performance desktop and a low-performance laptop
- Browser extensions that inject JavaScript and add/modify network requests
Report Sponsers
We’re grateful to collaborate with outstanding, highly-recommended partners who support our clients in operating seamlessly and efficiently. A special thank-you to three of these valued partners and sponsors of the Digital Retail Index 2025 — Feefo for product reviews, Loqate for address lookup services and AskBosco for marketing eCommerce reporting.
