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Digital 100

The Official 100 Fastest-Growing Companies Online

The highly-anticipated annual rankings are live - discover the winning digital players of 2022! The globally recognized Digital 100 reveals the fastest-growing companies online in the US across 10 key industries based on year-over-year (YoY) traffic growth. Plus, we unpack the digital tactics fueling their success so you can make the list next year.

Rent gadgets for less

Consumers want the best gadgets but don’t want to break the bank., an electronics rental company, achieved the top spot on our list as cost-conscious customers look to rent popular tech gadgets like iPhones, PS5, and laptops and return them when they want. Smart home tech also experienced increased demand with keywords like home theater systems, smart lighting, and security cameras topping the leaderboard. 

Fast fashion and endorsements are en vogue

The micro-trends of social media have enabled the growth of ultra-fast fashion companies, such as Emmiol (+241.9%) and Cider (+182.8%), which are direct competitors of Shein, the fast-fashion giant. These brands' low-priced clothing has been popular due to the inflationary pressures that have affected consumer purchasing habits in 2022. Intimissimi, which is supported by Jennifer Lopez, Sarah Jessica Parker, Heidi Klum, and more, was the fastest-growing apparel website with a 285.9% increase in traffic. Kim Kardashian's SKIMS shapewear and loungewear brand also made a significant impact, growing by 157.2%.

Fawning over frugal fragrances and experiences

This year’s price-conscious consumer still wants to smell nice. saw impressive growth with its fragrances inspired by high-end brands such as Gucci and YSL. Another top 10 winner,, allows buyers to purchase sample sizes of their favorite scents for less than $10. And thanks to TikTok, affordable at-home alternatives to professional hair salon treatments like that offered by Beachwaver have grown in popularity.

Subscribe for a healthier lifestyle

Whether it is a fitness program subscription, pre-workout/post-workout powders, health supplements, or health tech, nearly every company in the top 10 winners list offers win subscription-based options. The top spot went to Set for Set, a fitness education, equipment, and supplement retailer that grew 347.8% in 2022. We also saw the rise of personalized healthcare technology players, Nutrisense (+133.8%) and SelfDecode (+120.5%), as well as vegan-inclusive brands such as Ancient Nutrition (+287.9%), Athletic Greens (+155.6%), and Kachava (108.3%)

Revenge travel - best served hot!

Demand for travel remains high, with customers seeking the best value through reward programs and bargain-focused OTAs. Cruise sites were especially popular in 2022, with four of them making it into our top ten list, indicating a new preference for travel among consumers. Interestingly, the majority of visitors to the four cruise sites were first-time users.
American travelers are highly interested in international travel after years of COVID restrictions. Israel’s national airline El Al, Singapore Air, and Aerlingus, Ireland’s national airline, all experienced impressive growth in the US in 2022. 

Players turn creators

Consumers are hoping to avoid being a day late and a penny short with Buy Now Pay Later (BNPL) credit. BNPL was a major trend this year, as consumers looked for ways to stretch their dollars and still make purchases at a time of elevated inflation and budget sensitivity. With a whopping +3,000% year-over-year growth, Synchrony, which offers private label credit cards and alternative financing products including BNPL, won our #1 spot. Other BNPL players who made it on the list include Uplift and Zip.

Mainstream news loses prominence to niche players

The COVID-19 baby boom is driving news consumption, with niche parenting websites like and winning spots in the top 5. We’ve also seen a growing preference towards foreign affairs with remarkable traffic growth to sites such as and Travel, celebrity, lifestyle, and other niche news sites also made the list. 

Do-it-yourself and save big

Car owners are increasingly looking to save money by doing their own vehicle maintenance and repairs, as is showcased by the year-over-year (YoY) growth in websites like and They’re also looking to score the best deal, whether that be for a new car or cheaper gas options amid soaring prices. Auto auction site saw a 115% increase in traffic YoY, and, which helps people find the cheapest gas prices in their area, was up 90%.

Frictionless payments cash in

Social media influencers are cashing in on their passion with ease thanks to, a monetization platform built in a bio link. The website caters to content creators and is particularly popular among Gen Z’ers and millennials. Companies also rely more heavily on technology to make their business processes smoother, including payments, marketing, scheduling, and workforce management. 

AI and WFH are here to stay

AI is playing an increasingly important role in life, and job and career searches are no exception. This year, four of the top 10 fastest-growing companies are AI recruiting solutions, including (+213%), (197%), and (+98.8%). Additionally, the career portal of Airbnb’s website experienced a 61% growth in 2022, likely due to the company's work-from-anywhere policy, which was announced in April 2022. That same month the site saw an 89% increase in traffic to its career page.

Exclusive Digital 100 Insights Report

About us

Similarweb unlocks the digital world. Similarweb Digital Data is the fastest, easiest way to discover what’s happening online and uncover the digital leaders in your industry. Whether you’re an established brand or recently launched, Similarweb provides consumer and market insights to beat the online competition, grow exponentially, and gain a digital edge.

The Digital 100 is the official list of the fastest-growing companies online. To identify the winners, we analyzed websites with over 100,000 visitors for 10 categories, ranking the 100 websites with the largest year-over-year (YoY) increase in visitors on desktop and mobile web devices in the US in 2022 vs. 2021.