Supermarkets continue to improve in online audience ranking (Apr 2016)

For the second quarter running supermarkets were among the biggest risers in the IMRG comScore Top 50 Retailer Ranking – which measures unique visitors to UK online retail sites.

Analysis on data from the comScore MMX Multi-platform (based on March data) found that Waitrose and Aldi both recorded significant rises – up +33 and +26 places respectively compared with March 2015. Waitrose recently introduced a new premium range and Aldi launched their online wine store in January.

Sainsbury’s also improved on last year, climbing four places to #17 while Tesco retained its position at #4. Asda, the second-highest supermarket entry, slipped one place to take #6 with Netflix switching positions with them.

The two biggest fallers this time were BA (-15 places) and (-14) although a number of travel companies did climb the list this quarter – including Thomson (+19), Ryanair (+6), National Rail (+4) and The Trainline (+1).

March was a good month for department store retailers with Debenhams, House of Fraser, John Lewis and Marks & Spencer all gaining position compared with March last year.

Andy Mulcahy, editor, IMRG: “This is the second quarter running that we’ve seen notable improvements in rankings for supermarkets. The data last time was from December and we wondered whether Xmas was perhaps a key influencing factor, but this quarter’s data suggests that it was not a blip. With the intense competition between supermarkets for shopper spend, they have invested a lot in developing their online channels to get ahead but it seems that, most importantly, customers are apparently now visiting these sites regularly and in significant volumes.”

The IMRG comScore Top 50 Retailer Ranking is published quarterly and measures digital audiences based on comScore MMX Multi-platform data of those selling goods and services within the IMRG Capgemini Index Classification**. Source: comScore MMX Multi-platform, Custom Ranking based on Total Unique Visitors/Viewers, Desktop and Mobile, March 2016, UK.

*The IMRG comScore Retailer Ranking list excludes eBay, marketplace and price comparison / aggregator websites.

** IMRG Capgemini Index Classification: Beer / wine / spirits; Books; CDs / tapes / records; Clothing / footwear / accessories; Computer hardware / peripherals / consumables; Consumer electronics; Digital downloads (e.g. music, software); Flowers; Food, beverages and household supplies; Furniture; Garden / DIY; Health and beauty; Home appliances (e.g. washing machines); Household goods (e.g. kitchenware, bedding); Jewellery / watches; Software; Sporting goods; Tickets (e.g. cinema, theatre, events); Toys; Travel (e.g. flights, holidays, hotels, car hire); Video games; Videos / DVDs

The IMRG comScore smartphone / tablet rankings include visits via browsers and apps combined.



Andy Mulcahy
Tel: 0203 696 0980

Ana Laura Zain
Email :
Tel. 0203 111 1730

About IMRG

For over 20 years, IMRG (Interactive Media in Retail Group) has been the voice of online retail in the UK. We are a membership community comprising businesses of all sizes – multichannel and pureplay, SME and multinational, and solution providers to industry.

We support our members through a range of activities – including market tracking and insight, benchmarking and best practice sharing. Our indexes provide in-depth intelligence on online sales, mobile sales, delivery trends and over 40 additional KPIs.

Our goal is to ensure our members have the information and resources they need to succeed in rapidly-evolving markets – both domestically and internationally.

About comScore

comScore (NASDAQ: SCOR) is a leading cross-platform measurement company that precisely measures audiences, brands and consumer behavior everywhere. comScore completed its merger with Rentrak Corporation in January 2016, to create the new model for a dynamic, cross-platform world. Built on precision and innovation, our unmatched data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers’ multiscreen behavior at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and global footprint in more than 75 countries, comScore is delivering the future of measurement. For more information on comScore, please visit

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