Best B2C Website of the Year

Central Food Group – Tops Online

Tops is Thailand’s #1 supermarket brand with a 29-year legacy of premium quality and trust. Tops Online, our unified E-commerce channel, has served millions of customers for over 15 years offering seamless omnichannel grocery experience that that reinforces the brand’s beloved core values.

In a market driven by discounts, we chose to lead through trust, service, and innovation. Our standout achievement is Tops Prime, Thailand’s first grocery e-commerce subscription program. With unlimited express delivery, exclusive promotions, double The1 points, and curated lifestyle rewards like Starbucks and Boost Juice vouchers, Tops Prime redefines loyalty. Members spend 45% more monthly, purchase 30% more fresh products, and order 55% more frequently than non-members.

Our customer experience redesign ensures pickers prioritize Tops Prime orders, enhancing speed and care. We also integrated AI-powered personalization like “New Arrival” carousels, boosting click-through rates 3x and average order value by 12%.

Tops Online has successfully built on its legacy as a supermarket to become a digital leader without compromising its premium position. By pioneering innovations like Tops Prime and leveraging the Central Retail loyalty ecosystem, we aim not just to meet global e-commerce standard but to set a new benchmark for premium grocery in the region.

Farrow & Ball – The Pixel

Farrow & Ball, the iconic British brand celebrated for its luxury paints and wallpapers, has reimagined its eCommerce presence to meet the needs of a diverse, design-conscious audience. The Farrow & Ball website, powered by Adobe Commerce and Adobe Target, delivers an immersive, highly personalised shopping journey that reflects the brand’s premium heritage.

The primary audiences include DIY home improvers, aspirational consumers seeking curated aesthetics, and interior designers requiring high-end finishes. With a turnover reflective of its strong heritage brand position, Farrow & Ball’s eCommerce channel has seen a remarkable uplift across all key performance metrics following the transformation.

Green Man Gaming

Green Man Gaming is a leading global digital retailer offering over 10,000 officially licensed PC and Xbox titles to customers in 195 countries. In 2024, despite industry volatility, we achieved 10% revenue growth, expanded our active customer base to 4.2 million, and maintained a 4.7/5 Trustpilot rating across 48,000+ reviews. Powered by our patented Keystone platform, we delivered over 20 million game keys with zero downtime, ensuring instant, reliable fulfilment—even during peak demand. We support 23 currencies and 157 regional payment methods, making global checkout seamless and inclusive.

Innovation remained central to our success, from dynamic pricing and AI-driven personalisation to our XP loyalty program and “Wishlist & Win” initiative. Our Green Gems program gave indie developers £35K in free marketing support. We also grew our moderated Discord to nearly 30,000 members, deepening community ties.

We work directly with 1,250+ publishers, delivering up to 420% ROI, and our unique distribution model helps partners grow revenue beyond Steam. As the market continues to ebb and flow, Green Man Gaming continues to redefine digital games retail – trusted, innovative, and built for gamers worldwide.

Hey Harper – built by Significa

Hey Harper is a bold waterproof jewellery brand with a lifetime warranty. But as the brand scaled, its e-commerce experience struggled to keep up. That’s when Significa stepped in to completely redesign and rebuild the platform from the ground up—and the results were remarkable.

In just six months, Significa delivered a high-performing, mobile-first, modular e-commerce site built on Shopify and Storyblok. The experience was reimagined around speed, clarity, trust, and conversion, with simplified navigation, powerful content management, and standout features like “Shop the Look” and an on-site game that boosts engagement and conversions.

The impact speaks for itself:

• +59% total sales
• +17% conversion rate (CVR)
• +26% total orders
• +18% average order value (AOV)
• +28% returning customer rate (RCR)
• Full ROI achieved in just 1 month

This wasn’t just a facelift—it was a full transformation. Customers now enjoy a faster, more inspiring, and frictionless shopping journey. Hey Harper is equipped with a flexible, scalable platform ready for global growth.

This is e-commerce that performs — and proves what’s possible when design, tech, and strategy align.

INKEY

INKEY is a UK-based skincare brand with four global Shopify Plus DTC websites, launched in 2020. Its mission is to empower customers through education and science-backed skincare. Offering around 100 SKUs per site, including 50 kits and bundles, INKEY achieved £12M in global revenue in 2024, with the UK and USA as top markets. Conversion rates remain steady at 4.5%, and AOV rose by 15% to £29 since 2021. The brand’s DTC channels combine commercial goals with an engaging and educational customer experience. Interactive tools like the “Skin Quiz” and “BYOB” significantly improve user engagement, AOV, and retention. Personalised experiences, loyalty programs, and performance-focused design ensure relevance and value across customer segments. Customer service is delivered via Gorgias with fast response times, while UGC and 30,000+ Okendo reviews help build community and trust. Kits and bundles drove 25% of sales in 2024, with upselling tactics further boosting AOV. SEO efforts and blog content have improved organic visibility for competitive search terms. Platforms like Contentsquare and Dynamic Yield drive continuous A/B testing and UX improvements, delivering a 26% revenue uplift. The Shopify Plus store maintains high performance, security, and accessibility, supporting a fast, compliant, and inclusive shopping experience across all touchpoints.

Kettlewell

Kettlewell Colours is a distinctive online fashion destination that empowers women to embrace colour through thoughtfully designed wardrobe essentials, available in over 300 shades. With a focus on personal expression and confidence, our site blends retail with education and community. Customers can shop by their seasonal colour palette, use interactive style tools, and access styling inspiration via blogs, videos, and lookbooks. Our inclusive approach is enhanced by virtual appointments with trained stylists and a vibrant online community through the Kettlewell Colour Club.

Our fabulous eCommerce website offers a seamless and inspiring user experience. Ongoing development with digital agency Webselect ensures that features like personalised navigation, colour filtering, and mobile optimisation meet evolving customer needs. Partnerships with trusted stylists and influencers, including Dame Prue Leith’s “Prue Edit,” extend our reach and reinforce our joyful, colour-first ethos.

KettlewellColours.co.uk has evolved into more than a shop—it’s a trusted style companion.

Rab – Unified

Rab’s redesigned ecommerce site sets a new standard for best-in-class B2C performance in the UK. Delivered in partnership with Unified, this robust, mobile-first experience meets the evolving needs of an increasingly digital-savvy outdoor audience. With over 70% of traffic on mobile and a refreshed brand identity, Rab needed more than just a functional site – it needed a powerful digital storefront that could rival leading ecommerce players.

This new site combines cutting-edge frontend tech (Hyvä) with a flexible CMS (Storyblok), allowing internal teams to scale content and storytelling globally. Built around core personas – Core Mountain, Weekender, and Every Day – the experience offers tailored journeys that support both first-time adventurers and extreme-condition experts.

With a 450% uplift in Paid Search & Shopping CR and a 19% drop in mobile checkout abandonment, the site is delivering outstanding commercial returns. Its intuitive UX enables customers to compare highly technical gear – like life-saving sleeping bags and mountaineering equipment – helping them conquer life goals and even save lives on expeditions.

It’s more than just ecommerce – it’s a gateway to adventure, trust, and transformation. Rab’s site doesn’t just perform – it inspires. That’s why it deserves to be named the UK’s best B2C ecommerce website of the year.

Rotate° – Wild

A subscription-first cosmetic brand Wild refill that wants to change the world, one armpit at a time.

Shopify Plus and Recharge were the backbone of this upgrade from an antiquated monolithic stack to headless powerhouse, to support this young but high growth brand.