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Similarweb has released its Digital 100 list, highlighting the brands with the most significant increases in web traffic based on percentage growth from 2022 to 2023. The report spans five categories: Apparel & Accessories, Beauty & Cosmetics, Home & Garden, Personal Finance, and Travel & Tourism, focusing on consumer brands conducting business online.
Apparel & Accessories Winner: Adanola (adanola.com) +338%
British sportswear brand Adanola leads this category with a 338% year-on-year growth in web traffic. This growth aligns with the brand’s recent turnover increase of 311% and a 250% expansion of its active customer base. Other notable brands in this category, reflecting the ongoing athleisure trend, include Goat (+138%), Onitsuka Tiger (+117%), Represent (+70%), KICKS CREW (+68%), and Express Trainers (+67%). Additionally, sustainability-focused brands like Vinted (+103%), Nobody’s Child (+89%), Joanie Clothing (+83%), and Scamp and Dude (+79%) also saw significant traffic growth.
Beauty & Cosmetics Winner: Sephora (sephora.co.uk) +705%
Sephora, after re-entering the UK market last year, emerged as the top brand in the Beauty & Cosmetics category with a 705% increase in web traffic. The brand opened stores in Westfield White City and Westfield Stratford, driving this impressive growth. Amid economic challenges, the demand for affordable alternatives to high-end products has grown, with The Essence Vault witnessing a 94% increase in year-on-year traffic, securing fourth place in this category.
Personal Finance Winner: OKX (okx.com) +209%
OKX, a cryptocurrency exchange platform, tops the Personal Finance category with a 209% increase in web traffic. Cryptocurrency services dominate this category, with seven other sites, including bitmart.com (+161%), kyberswap.com (+121%), and mexc.com (+115%), ranking in the top twenty. The ongoing economic challenges have also driven UK consumers to seek short-term loan providers like My Finance Club (+207%) and Buy Now Pay Later services such as DivideBuy (+97%).
Travel & Tourism Winner: Blue Pillow (bluepillow.co.uk) +182%
Despite economic challenges, UK consumers continue to seek vacation opportunities, with the global vacation rental search engine Blue Pillow leading the Travel & Tourism category with a 182% increase in traffic. Low-cost airline Fly Norse (+146%) and tour operator Great Rail (+120%) also performed well, while luxury providers Luxury Escapes (+115%) and Destinology (+70%) secured top spots in the category.
Home & Garden Winner: The Wood Veneer Hub (thewoodveneerhub.co.uk) +136%
Amid fluctuations in the housing market, UK homeowners have focused on home improvements rather than making costly moves. The Wood Veneer Hub, catering to woodworking needs, leads the Home & Garden category with a 136% year-on-year growth in web traffic.
Richard Robinson from Similarweb notes that the ongoing cost of living crisis continues to influence consumer behavior, with discount brands gaining popularity. The trend towards affordable luxury and sustainable fashion is evident, alongside a return in consumer confidence and support for community-centric retailers like Adanola.