Similarweb has released its annual Digital 100 ranking of the UK’s fastest growing digital businesses, along with rankings for the US, France, Germany, India, Japan, Brazil and Australia.

The report covers five key categories: Apparel & Accessories, Beauty & Cosmetics, Home & Garden, Personal Finance, and Travel & Tourism with a focus on consumer brands transacting business online. Ranked by percentage increase in web traffic from 2022 to 2023, each of the winners was already operating a substantial online business in 2022, but significantly increased its reach in 2023.

The category winners are:

Apparel & Accessories Winner: Adanola (adanola.com) +338%

• Sportswear British brand Adanola tops the list in terms of year-on-year growth in this category, which echoes recent news from Adanola which reported a 311% increase in turnover while its active customer database grew by over 250%. Overall, with five other brands (Goat +138%, Onitsuka Tiger +117%, Represent +70%, KICKS CREW +68%, and Express Trainers +67%) which retail sportswear or streetwear apparel, the athleisure trend - a hybrid of casual and athletic wear - remains popular among UK consumers. Purpose-led brands with a focus on sustainability also with Vinted, Nobody’s Child, Joanie Clothing and Scamp and Dude reaching respectively +103%, +89%, +83% and +79% year on year traffic growth.

Beauty & Cosmetics Winner: Sephora (sephora.co.uk) +705%

• Following its re-entry in the UK market last year with the opening of its Westfield White City store in March and Westfield Stratford in November, Sephora is the clear winner of the Beauty and Cosmetic category with +705% YoY growth in web traffic. Amid the current cost-of-living crisis, the popularity of dupes of higher-end products is getting stronger with The Essence Vault witnessing a 94% increase in terms of year-on-year growth, ranking fourth in the list.

Travel & Tourism Winner: Blue Pillow (bluepillow.co.uk) +182%

• Despite the unfavourable economic landscape, UK consumers have continued to seek escapism with the global vacation rental search engine, Blue Pillow ranking first this year in this category. Shoppers have continued to prioritise discounted offers and convenience with low-cost airline Fly Norse ranking second (+146% YoY growth) and tour operator Great Rail (+120%) completing the top three of this list. However, two luxury providers Luxury Escapes (+115%) and Destinology (+70%) reached respectively the fifth and fifteen spots.

Home & Garden Winner: The Wood Veneer Hub (thewoodveneerhub.co.uk) +136%

• Due to a turbulent housing market with vast fluctuations in mortgage interest rates, UK homeowners have prioritised home improvement, instead of committing to costly and uncertain moves. The Wood Veneer Hub, which caters to woodworking requirements, tops the list in this category with +136% year-on-year growth.

For more details, see the full Digital 100 report for the UK at similarweb.com/corp/digital-100-uk/