Nike named UK's most prominent online brand, beating John Lewis

According to recent data, Nike has been crowned the most prominent brand in the e-commerce sector, topping even the likes of powerhouse John Lewis.

The research report, conducted by Salience Search Marketing, analysed 11 crucial performance indicators, including year-on-year visibility, search volume trends, and brand awareness, for e-commerce brands to reveal the names dominating the industry.

By analysing the number of monthly searches for each brand and calculating an owned social score - which combines the number of followers and engagement rate across major social platforms - the report unveils the most prominent e-commerce brands in the sector.

The findings reveal Nike is the most prominent brand in the e-commerce sector. With over 1.8 million brand searches per month and an owned social score of 394,850, Nike is the market leader when it comes to brand awareness within the e-commerce sector.

The report also sought out brands that have the highest online visibility. This was ranked depending on the achievement score of their growth and the level of impact a decline may bring to a brand. Ann Summers came in the lead in terms of brand visibility, with a sizeable 1,258% increase.

In contrast, popular retailer Boots saw the biggest drop in organic visibility, with a 58% decrease year-on-year. John Lewis & Partners followed suit, recording a 42% drop.

Brett Janes, Managing Director at Salience Search Marketing, commented on the results: "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.

"However, as the new year kicks off, many Brits will be browsing sales, with this a great opportunity for brands to take advantage of this increase in demand as well as plan ahead of the financial year ahead. This will be a crucial time for brands within the sector to reevaluate their strategy to ensure that there is minimal loss of engagement."