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Our metrics

Our research covered seven Performance Dimensions


We’ve ranked the UK Top500 in statistically similar groups. Elite retailers have performed at an exceptional level across all Dimensions, statistically separate from the subsequent clusters. In 2021, these are Amazon, Argos, Asda, Boots, Marks & Spencer and Tesco. Our congratulations to Elite retailer Amazon, which stays in the top rank for the seventh year in a row, and to Argos and Marks & Spencer, which retain their places for another year. Congratulations too to Asda, Boots, and Tesco, which all return to the Elite after previous inclusions.

Top50 retailers bring us to the 50-retailer point and represent the current standard of UK best practice in ecommerce and multichannel retailing, exemplifying RetailCraft at its best.

Between the Top100 and the Top500, retailers are grouped in a way that expresses their measured performance in a way that goes beyond their variation in size, reach and turnover. Throughout 2021, we will be continuing our testing and measurement of the whole group, with our findings contributing to the 2022 ranking.


Our current system started with what was then called the IRUK Top500 in 2015. Since then, research methods and metrics have developed steadily. The criteria regarded as cutting edge this year will necessarily differ from those of last year, since many one-time innovations have now moved firmly into the mainstream.


We thank BuiltWith for tracking the Top500 websites and providing information on the software used, such as ecommerce platform and payment methods, and SimilarWeb for sharing data on the visits and interaction that Top500 websites receive.

We are grateful to Parcel Monitor for data on parcel delivery times and related metrics, and to Semrush for data on inbound traffic to retailers from social media referrals, plus the demographic make-up of shoppers on particular websites.


Congratulations once more to the RetailX Top500 Elite retailers for 2021: Amazon, Argos, Asda, Boots, Marks & Spencer and Tesco.

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