In the ever-evolving realm of UK e-commerce, Nike takes center stage, clinching the title of the most searched online brand in 2023, as unveiled by the latest Salience annual report. This in-depth analysis, encompassing crucial performance indicators like year-on-year visibility, search volume trends, and brand awareness, unveils the powerhouses dominating the e-commerce landscape.
Nike emerges as the unequivocal leader, boasting a staggering 1.8 million monthly brand searches. With an outstanding owned social media score of 394,850, the US sportswear giant solidifies its position as the pinnacle of brand awareness within the e-commerce sector.
ASOS secures a coveted spot in the top five most searched online brands, amassing an impressive 3.35 million brand searches. Despite high search volume, the online fashion retailer claims the fifth spot due to an owned social media score of 25,802.
Ikea follows Nike as the second most prominent brand, garnering over 3.5 million brand searches per month and an owned social score of 65,212, fueled by its substantial 33.7 million social media followers.
However, the report reveals a 28% dip in overall organic growth within the e-commerce industry, signaling a shift in demand. Ann Summers steals the spotlight as a standout performer, experiencing an extraordinary 1,258% increase in online visibility, making it the brand with the highest visibility growth.
Top performers in visibility surges include Ray-Ban and Adidas, identified as rising stars with significant growth in the market. Salience recommends industry players study and swiftly emulate their strategies.
Conversely, health & beauty giant Boots faces the steepest drop in organic visibility, encountering a 58% year-on-year dip. Following closely is John Lewis & Partners with a 42% decrease, accompanied by M&S and Next in the top five «losers,» reflecting significant traffic score declines. The report urges learning from these experiences, suggesting algorithm updates or neglect may have contributed to their decline.
Brett Janes, Managing Director at Salience Search Marketing, underscores the imperative need for e-commerce brands to adapt their strategies. He states, “The pandemic, followed by the cost-of-living crisis, has brought huge changes to the consumer landscape, especially for e-commerce brands. This drop in demand within the industry indicates a change in strategy is essential for e-commerce brands to overcome the 28% decrease in overall organic growth.»
Explore the full Salience report for insights into the dynamic shifts shaping the future of UK e-commerce.
