Best B2C Website of the Year

Chillys

This award entry demonstrates why Herd and Chilly’s merit recognition for delivering an exceptional eCommerce transformation with clear strategic, technical and commercial significance. More than a platform migration, the move from a complex custom-built solution to Shopify Plus redefined how the brand operates online, creating a faster, more scalable and operationally efficient digital experience that supports sustained growth.

The project stands out for combining innovation with measurable business impact: conversion rate increased by 30%, marketing efficiency improved by 112%, external development costs fell by 80%, and total cost of ownership was reduced by 50%. At the same time, the new experience has elevated the customer journey through improved performance, richer storytelling and greater usability, while giving internal teams the autonomy to manage content, campaigns and merchandising with far greater agility. By successfully balancing premium brand experience, technical excellence and measurable return on investment, this entry represents a best-in-class example of modern eCommerce transformation and a compelling benchmark for award recognition.

Dainty London

Dainty London is an independent, UK-based jewellery brand known for its storytelling-led designs, made using recycled silver and fair-trade gold. Founded by designer Jade, the brand blends creativity, sustainability, and expertise to create meaningful, wearable pieces inspired by nature, travel, and personal narratives.

Over the past year, Dainty London has achieved strong eCommerce growth, driven by a clear premium positioning and a focus on customer experience. The brand has built a loyal and engaged community through authentic, founder-led content and a transparent behind-the-scenes approach, allowing customers to connect with the making process as well as the final product.

Dainty London’s collections are designed to feel personal and timeless, appealing to customers seeking thoughtful gifts or jewellery with meaning. This emotional connection, combined with high-quality techniques and attention to detail, has helped the brand stand out in a competitive market.

With features in leading publications and a growing presence across independent retailers, Dainty London continues to establish itself as a distinctive voice in UK jewellery, offering a considered alternative to mass-produced design.

Delticom – MyTyres.co.uk

mytyres.co.uk is a leading UK eCommerce platform for tyres and automotive accessories, combining advanced digital marketing, intelligent pricing strategies, and a customer-first user experience to deliver consistent growth in a highly competitive market.

Operating in a category defined by price sensitivity and strong competition, the platform differentiates itself through a data-driven approach across the entire customer journey—from acquisition to fulfilment. Continuous optimisation of performance marketing campaigns, combined with a flexible supply chain model, ensures high product availability, competitive pricing, and reliable delivery nationwide.

A strong focus on user experience has led to a streamlined, mobile-first interface, transparent product information, and an efficient checkout process. At the same time, integrated customer feedback and trust signals support confident purchasing decisions.

By combining operational efficiency with marketing precision, mytyres.co.uk has successfully transformed a traditionally offline-driven sector into a scalable digital model. Its ability to adapt quickly to market dynamics while maintaining a consistent and reliable customer experience positions it as a standout performer in UK eCommerce.

Modiphius Entertainment

Global tabletop games publisher Modiphius Entertainment partnered with Shopify Plus agency blubolt to conquer multistore fatigue and unlock seamless global scaling.

Previously operating on a fragmented digital ecosystem that caused heavy operational friction, Modiphius needed a unified solution. blubolt delivered a transformative, single-store architecture leveraging Shopify Markets for frictionless international expansion and EU VAT compliance, alongside Shopify B2B to house wholesale and direct-to-consumer retail under one digital roof.

Driven by blubolt’s Journey-Led Growth methodology, the bespoke redesign stripped away navigation clutter, implementing structured, highly discoverable layouts that immerse players in the Modiphius universe. This evidence-based approach turned a disjointed user journey into an intuitive, seamless brand experience.

By consolidating operations and optimising the path to purchase, the site has become a scalable growth engine, giving the Modiphius team their time back to do what they do best: create world-class games.

Pet Drugs Online

Pet Drugs Online has set a new benchmark for eCommerce performance within the UK retail sector.

While many retailers struggle to balance frontend performance, experimentation capability, SEO requirements, and commercial scalability, Pet Drugs Online successfully engineered a website that delivers all four simultaneously.

Rather than treating performance optimisation as a purely technical initiative, the business used it as a strategic growth lever to improve customer experience, increase eCommerce efficiency, strengthen retention, and maintain exceptional commercial performance at scale.

The result is one of the fastest, most efficient, and highest-converting eCommerce experiences in UK retail.

Rotate° – Absolute Collagen

Absolute Collagen is a subscription-first, composable eCommerce experience for the UK’s leading liquid collagen brand, designed and built by Rotate°. Built on Astro, Sanity CMS, Recharge and Shopify, the site delivered a 20% increase in conversion rate, 80% improvement in mobile performance and 30% uplift in new monthly subscribers in launch month.

With 80% of customers subscribing, Recharge is integrated directly into the storefront — enabling in-session subscription management without interrupting the shopping journey. A site-wide pricing override surfaces subscriber pricing at every touchpoint, driving uptake. Sanity powers a modular content system allowing the team to run CRO experiments and build moment-specific experiences without developer dependency.

The site was rolled out via a phased, data-validated approach, scaling from 1% to 100% of traffic with statistical significance at every step. The result is not just a beautiful site — it is a commercially transformed subscription business.

Vintiquities t/a Frenchic Paint

Frenchic Paint’s eCommerce website, built on Shopify by Velstar, is a high-performing direct-to-consumer platform that blends seamless shopping with rich brand storytelling.

Designed for a growing audience of DIY enthusiasts and decorators, the site goes beyond a traditional product catalogue, offering inspiration, guidance and community-led content alongside a full product range. Features such as a bespoke Range Selector, real-life imagery within colour swatches and expert-led content help customers confidently choose the right products, reducing friction throughout the buying journey.

The platform is supported by an integrated digital marketing strategy, combining paid search and affiliate activity to drive new customer acquisition, alongside a loyalty programme that encourages repeat engagement.

What sets Frenchic apart is its ability to combine strong commercial performance with a distinctive brand experience. From its creative visual identity to its eco-conscious positioning, every element of the site is designed to reflect the brand’s values and connect with its audience.

By balancing innovation, usability and brand storytelling, Frenchic Paint delivers a best-in-class B2C experience that stands out in a competitive retail market.