Digital 100

The Official 100 Fastest-Growing Companies Online in the UK in 2024

The Similarweb Digital 100 is live. For the first time, we’re ranking both the websites and the apps that achieved exceptional growth in 2024. Discover the digital winners and the trends reshaping online behavior, so you can use it to build your own winning strategy.

Try Similarweb free

Big Winners

Top 5 Big Winners:

DIGITAL WINNER

The digital player that had the highest aggregated growth across both its website and app

Ali Express

YoY Growth: 55%

Web: 65% | App: 44%

CATEGORY INSIGHT

GBNews more than doubled its audience to lead the Big Winners list, earning a spot among the fastest-growing News & Media sites in both the UK and the US. AliExpress also grew by 65%, while Gloucestershire Live and Tripadvisor saw strong gains. Ecommerce, travel, and property brands did well, signalling growing consumer confidence.
Powered by Similarweb's Digital Data.

Big Winners

Top 5 Big Winners:

DIGITAL WINNER

The digital player that had the highest aggregated growth across both its website and app

Ali Express

YoY Growth: 55%

Web: 65% | App: 44%

CATEGORY INSIGHT

Top apps reflect growing consumer confidence, with ecommerce leaders spanning Marketplaces, Home & Garden, and Food & Drinks. Meanwhile, value retailers like AliExpress and Temu, reward apps like Morrisons More, and pre-owned platforms like Vinted are seeing high growth as budgets remain a focus.
Powered by Similarweb's Digital Data.

Apparel & Accessories

Top 5 in Apparel & Accessories:

DIGITAL WINNER

The digital player that had the highest aggregated growth across both its website and app

Bershka

YoY Growth: 50%

Web: +32% | App: +68%

CATEGORY INSIGHT

Footwear, especially trainers, dominated fashion, led by Kicks Crew's (+135%) and Onitsuka Tiger's (+62%). Shoppers are prioritising comfort, with loungewear and activewear brands like Cyberjammies (+96%) and Bo+Tee (+64%) among top apparel & accessories winners, reflecting strong audience growth.
Powered by Similarweb's Digital Data.

Apparel & Accessories

Top 5 in Apparel & Accessories:

DIGITAL WINNER

The digital player that had the highest aggregated growth across both its website and app

Bershka

YoY Growth: 50%

Web: +32% | App: +68%

CATEGORY INSIGHT

Discount and affordable fashion apps saw rapid growth, led by Zalando's outlet app (+82%), with Trendyol and Hacoo close behind. Bershka emerged as the overall winner, achieving +68% growth on apps (+32% on the web), highlighting strong demand for budget-friendly fashion.
Powered by Similarweb's Digital Data.

Beauty & Wellness

Top 5 in Beauty & Wellness:

DIGITAL WINNER

The digital player that had the highest aggregated growth across both its website and app

Whoop

57%

Web: +30% | App: +84%

CATEGORY INSIGHT

Consumers prioritised effective beauty products, with science-backed Medik8 (+90%) and No7 Beauty (+37%) leading the way. K-Beauty brands like Pure Seoul and Stylevana also experienced rapid growth. A rising awareness of ingredients boosted natural deodorants, with Fussy (+75%) and Wild (+39%) gaining traction.

Powered by Similarweb's Digital Data.

Beauty & Wellness

Top 5 in Beauty & Wellness:

DIGITAL WINNER

The digital player that had the highest aggregated growth across both its website and app

Whoop

57%

Web: +30% | App: +84%

CATEGORY INSIGHT

Tech is addressing consumer wellness needs. Six of the top 10 apps focus on sleep, health tracking, and ingredient transparency. Leading the way are Rise (+154%), a sleep tracker, and Yuka (+150%), an ingredient transparency app—both reflecting strong demand for health-focused solutions.
Powered by Similarweb's Digital Data.

Consumer Electronics

Top 5 in Consumer Electronics:

DIGITAL WINNER

The digital player that had the highest aggregated growth across both its website and app

Yoto

47%

Web: +54% | App: +40%

CATEGORY INSIGHT

Home appliances dominate, accounting for 60% of the category’s fastest-growing sites. Yoto (+54%) was the big winner, topping both the web and app lists. SharkNinja secured two spots in the top 10 with its Shark and Ninja brands.
Powered by Similarweb's Digital Data.

Consumer Electronics

Top 5 in Consumer Electronics:

DIGITAL WINNER

The digital player that had the highest aggregated growth across both its website and app

Yoto

47%

Web: +54% | App: +40%

CATEGORY INSIGHT

Nine of the ten fastest-growing Consumer Electronics apps were device-specific, reflecting a US trend. Convenience takes centre stage, with many apps enabling remote control and device setup. Leading the list: Epson Smart Panel (+86%). Other fast-growing apps include JBL, Soundcore (audio), Owlet, CuboAi (baby monitoring), Mi Fitness, and Polar (fitness wearables).
Powered by Similarweb's Digital Data.

Food & Drinks

Top 5 in Food & Drinks:

DIGITAL WINNER

The digital player that had the highest aggregated growth across both its website and app

Lidl

16%

Web: +8% | App: +24%

CATEGORY INSIGHT

The Cornish Company, known for its artisan food from Cornwall, saw 123% growth, driven by 40% paid search traffic. Vegan meal kits surged (+97%), while dining out gained popularity, with three pub and bar chains ranking among the top 10.
Powered by Similarweb's Digital Data.

Food & Drinks

Top 5 in Food & Drinks:

DIGITAL WINNER

The digital player that had the highest aggregated growth across both its website and app

Lidl

16%

Web: +8% | App: +24%

CATEGORY INSIGHT

Dining out and food delivery are on the rise, reflected in seven of the ten fastest-growing Food & Drinks apps. Rewards and loyalty schemes are also popular, with Joe & The Juice leading the way (+59%). Other standout apps include TGI Fridays, Itsu, and Greggs.
Powered by Similarweb's Digital Data.

Home & Garden

Top 5 in Home & Garden:

DIGITAL WINNER

The digital player that had the highest aggregated growth across both its website and app

Tapo

43%

Web: +51% | App: +35%

CATEGORY INSIGHT

Scandi-inspired Søstrene Grene (+161%) led the category, while Our Place (+105%) highlighted growing mindfulness of product materials. Affordable luxury also gained traction, with Made (+75%), while outdoor living trends were reflected in Gardeners Dream (+69%).
Powered by Similarweb's Digital Data.

Home & Garden

Top 5 in Home & Garden:

DIGITAL WINNER

The digital player that had the highest aggregated growth across both its website and app

Tapo

43%

Web: +51% | App: +35%

CATEGORY INSIGHT

Smart home tech dominated. WiZ Connected (+249%), which allows users to control smart lighting, was the top performer. Home security remained a key focus, with Texecom Connect V2 (+130%), alongside DMSS (+66%) and Littlelf Smart (+62%).
Powered by Similarweb's Digital Data.

News & Media

Top 5 in News & Media:

DIGITAL WINNER

The digital player that had the highest aggregated growth across both its website and app

Substack

87%

Web: +38% | App: +135%

CATEGORY INSIGHT

Seven of the fastest-growing news sites doubled their audiences, with environmental content leading the way. The Cool Down (+269%) and Discover Wildlife (+103%) performed well, while political divides fuelled growth for both right-leaning GBNews and progressive Raw Story.
Powered by Similarweb's Digital Data.

News & Media

Top 5 in News & Media:

DIGITAL WINNER

The digital player that had the highest aggregated growth across both its website and app

Substack

87%

Web: +38% | App: +135%

CATEGORY INSIGHT

Substack led the way (+135%) as the creator economy continued to expand. Amid rising polarization, readers also turned to news aggregator apps like Ground News, which saw 65% growth by offering diverse perspectives and analyzing coverage across political biases.
Powered by Similarweb's Digital Data.

Personal Finance

Top 5 in Personal Finance:

DIGITAL WINNER

The digital player that had the highest aggregated growth across both its website and app

Trading212

86%

Web: +111% | App: +60%

CATEGORY INSIGHT

Crypto exchange MEXC (+184%) led the category, standing out as the only top 10 crypto platform. Financial empowerment and DIY investing also grew, with Trading212 (+111%) emerging as the overall winner. Other standouts include Moneybox (+69%) and eToro (+63%).
Powered by Similarweb's Digital Data.

Personal Finance

Top 5 in Personal Finance:

DIGITAL WINNER

The digital player that had the highest aggregated growth across both its website and app

Trading212

86%

Web: +111% | App: +60%

CATEGORY INSIGHT

Budgeting and planning apps gained traction. Moneyhub (+129%) suggests that consumers are increasingly focused on their finances. Pension, savings, and investment platforms performed well, with Aviva MyWorkplace (+125%), NS&I (+114%), and money transfer provider TransferGo (+130%) leading the way.
Powered by Similarweb's Digital Data.

Travel & Tourism

Top 5 in Travel & Tourism:

DIGITAL WINNER

The digital player that had the highest aggregated growth across both its website and app

Trip.com

51%

Web: +43% | App: +59%

CATEGORY INSIGHT

Local travel saw significant growth, led by LoveToVisit (+154%), which helps users discover and book UK attractions. Hertz and Merlin Annual Pass, a theme park membership program, rose 107% and 57%, respectively. Ground transportation surged too, with Stagecoach up 95%, TrainPal up 88%, and Great Rail Journeys rising 56%.
Powered by Similarweb's Digital Data.

Travel & Tourism

Top 5 in Travel & Tourism:

DIGITAL WINNER

The digital player that had the highest aggregated growth across both its website and app

Trip.com

51%

Web: +43% | App: +59%

CATEGORY INSIGHT

Travel-enhancing apps surged in popularity, led by Polarsteps and Viator (both +83%). Airlines like Air France (+74%), SWISS, and Qatar Airways (both +70%) saw strong growth. Rail travel also climbed, with Chiltern Railways (+69%), London Northwestern Railway (+68%), and TrainPal (+52%) among the fastest-growing.
Powered by Similarweb's Digital Data.

Gaming

Top 5 in Gaming:

DIGITAL WINNER

The digital player that had the highest aggregated growth across both its website and app

Ubisoft

16%

Web: +22% | App: +9%

CATEGORY INSIGHT

Hero Wars (+429%) cemented the popularity of role-playing games (RPGs), with Path of Exile (+39%) and Thorn (+32%) also seeing growth. The success of CSGORoll (+194%) and Fortnite.gg (+165%) signals rising interest in competitive gaming and esports, particularly in online betting and community engagement.
Powered by Similarweb's Digital Data.

Digital 100 Trends Report

Our research team combed through vast data sets – spanning millions of websites and apps – to uncover the most impactful trends from the US winners' lists. These insights are your compass – guiding your plans, sharpening your strategy, and keeping you ahead of the competition.

About Similarweb

Similarweb (NYSE: SMWB) powers businesses to win their markets with Digital Data. By providing essential web and app data, analytics, and insights, we enable our users to discover business opportunities, identify competitive threats, optimize strategy, acquire the right customers, and increase monetization.

Methodology
The Digital 100 WEB & APP in the UK identifies the fastest-growing digital companies by analyzing web traffic and app usage across 10 different categories. For the WEB winners, we analyzed websites with over 100,000 average monthly visits, ranking them by the largest year-over-year (YoY) increase in Unique Visitors (2024 vs. 2023). For the APP winners, we analyzed apps with both Android and iOS versions, at least 5,000 Monthly Active Users (MAUs) on each platform, and 10,000 MAUs combined, ranking them based on the largest YoY growth. For the Big Winners category, we focused on the top 250 websites, and the top 5% of apps, across all categories.