A new study has revealed that home and living company IKEA has the best customer experience for ecommerce shoppers in 2025.
The Retail Ranking report, by Refined Commerce, looked at 100 of the largest ecommerce sites in the UK across 12 sub-sectors, and used a number of factors to determine the brands and the sub-sectors best prepared for customers, including page speed, responsiveness, accessibility, and visibility on Google.
IKEA was found to have the least amount of jumpiness on site, according to its CLS score, a quick responsiveness to user interactions (INP), and just one accessibility issue at the time of analysis.
Page speed is critical for shoppers, as customers expect fast and seamless browsing experiences – especially when making last-minute purchases.
Following IKEA is ecommerce giant Amazon, which initially started out as a bookseller, before branching out into a plethora of other items to make its name today. Amazon had one of the highest domain ratings of those analysed at 96, just behind Apple, meaning people searching for various items will likely see Amazon at the top of their Google search results.
The only fashion and apparel site to appear in the top ten is department store chain House of Fraser, which sells luxury clothing from a number of brands, alongside home and furniture, too. House of Fraser came in eighth place, with one of the fastest loading speeds on mobile and desktop.
Warhammer (previously Games Workshop) came in ninth place, with just one accessibility issue found on Axe Core Dev Tools, similar to the likes of eBay, Apple and Next at the time of analysis.
The Body Shop and My Protein were the two health, beauty and cosmetics sites to appear in the top ten, with users likely to experience no lag times and quick responsiveness when shopping on site.
The best websites for ecommerce experience:
1 – Ikea
2 – Amazon
3 – Dell
4 – The Body Shop
5 – MyProtein
6 – Etsy
7 – eBay
8 – House of Fraser
9 – Warhammer
10 – Game.co.uk
The two sectors that have stood out the best in the Refined Retail Ranking for best shopping experience are toys and hobbies and books, media and entertainment.
Of all 12 sub-sectors analysed, it was those that sell pet and food and beverage supplies that fell short, in the bottom two places in terms of best experience for the shopper, of the brands analysed at the time of writing.
Rowan Burgess, director at Refined Commerce, commented on the research:
“During busy shopping periods, websites must be fast, stable and accessible to meet customer expectations – both on desktop and on mobile. Accessibility is especially vital during peak shopping times to ensure all customers, including those with disabilities, can browse and purchase without any barriers. Features like screen reader compatibility, proper alt text for images, clear navigation and keyboard functionality aren’t just good practice – they’re essential.
“Meanwhile, strong visibility on Google ensures sites appear prominently in search results, capturing high-intent shoppers and driving organic traffic. Without these elements, e-commerce businesses risk losing potential sales to competitors offering a smoother, more reliable, and visible online experience.”
Readers can find the full research here: https://refinedcommerce.
