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Digital 100

Digital 100 - Top 100 Fastest-Growing Online Brands in the U.K.

Uncover the winning digital brands of 2021! The globally recognized Digital 100 reveals the top fastest-growing companies in the United Kingdom for 10 key industries based on year-over-year (YoY) traffic growth. Plus, we unpack the powerhouse digital strategies fueling their success so you can make the cut next year.

Fawning over fast fashion

Brands specializing in fast fashion – affordable, mass-produced clothing inspired by the latest catwalk styles – made their mark on U.K. consumers despite the backlash against the industry's environmental impact.
Sites showing off discounts on both men’s and women’s clothing, including Handsome Dan’s and Warehouse, saw traffic soar.
The widespread appeal of bargains benefited LoveDiscountVouchers, a brand that taps into this demand by serving up vouchers and promo codes. 

Personalized product recs shine for skincare

Skincare brand Skin + Me came in first place with astounding traffic growth. The beauty brand found the secret to securing sales and trust online — personalized treatment plans based on digital dermatological assessments.
Customized product recommendations based on surveys and quizzes proved to be a staple for many skincare winners that made the leaderboard, including number three, Skincity.  

Electronics embrace DIY

Four out of the top 10 electronics sites sell parts and accessories to shoppers looking to upgrade or build the perfect PC from scratch, including second place – Infinite Computing.
Govee powered up to third position in the U.K. and fifth in the U.S., selling a variety of RGB lights and accessories. While keyboard and components seller Keychron also scored a top spot, reflecting the DIY custom computer mentality.

Banking on growth with blockchain

All but one of our top 10 winners relate to blockchain, with cryptocurrency exchanges dominating the list.
The Winklevoss twins won again with traffic to their crypto exchange, Gemini growing the most for traffic.
While no NFT sites made the top 10 U.K. list, British museums and galleries started creating and offering NFTs to the public. Be sure to keep the trend on your radar.

Taking off to first place

Leading global online food delivery marketplace took the top spot. It connects consumers and restaurants through its website and app.
Since its founding during the height of the pandemic in 2020, the site’s popularity has climbed. The proof is in the numbers: in 2021, 74% of search traffic came from direct traffic, outperforming the Food & Drink average benchmark of 43%, highlighting the importance of brand awareness.

Loving and living the gamer lifestyle

While streaming sites also attracted gamers, media sites won the fastest YoY growth in the U.K. gaming ecosystem. and topped the list, reflecting gamer demand for quality content.
GAMINGbible provides "op-eds, lists, retrospectives, guides, and more," winning 11M visits in 2021 alone.
Gaming has evolved into a lifestyle, and the fastest-growing brands reflect that significant shift.

At-home tests disrupt the industry

Six out of the 10 winners focused on vaccines and COVID-19 testing and vaccines. More specifically, four of those sites prioritize at-home testing for the COVID-19, showing that consumers preferred the practice.
Both Randox and Chronomics offer home testing kits and, interestingly, saw more than 60% of their traffic hailing from mobile web in 2021.  

Striking for savings

Both buyers and sellers sought to save money on real estate transactions. Strike, the fastest-growing digital brand in the space offers the opportunity to sell for free.
Runner up Gleeson Homes promotes special packages to first-time buyers, key workers, and armed forces – a move that paid off.

Shoppers upgrade at-home dining

Kitchen supplies retailers proved powerful players in the home furnishing space., which specializes in handcrafted China scored third place. Kitchen appliance and utensil sites and also made the top 10 list.

Niche sites fly to the top

Traffic to smaller OTAs focused on flight bookings, like Flightcatchers and Flyscanner, gained ground as consumers sought travel by air amid travel recovery this summer.
Interest in traveling by water also rose, with Virgin Voyages floating up to the fourth spot.
Niche sites prospered as consumer preferences, and the travel environment transformed. Find out what other trends took off in the travel space.

Exclusive Digital 100 Insights Report

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The Digital 100 is the official list of the fastest-growing digital brands. To identify the 100 U.S. winners, we analyzed websites with over 100,000 visitors for 10 categories, ranking the 100 websites with the largest increase in visitors on desktop and mobile web devices in the U.S. 2021 vs. 2020.