Last Updated on November 4, 2026
Huel and Myprotein score highest of the ten UK ecommerce brands compared, level at 6.7 out of 10 on the Whito leaderboard.
Opinion and analysis. Whito read every brand below by hand on 22 October 2026, using publicly visible activity only, against fixed anchors and ten UK searches. Each channel is scored 0 to 10, set out under How we scored, so a score describes what we could see on the day, not the quality of the products. Brands cannot pay to appear or to change a score. Where a figure is not published, we say so.
Every brand on this board sells online with a price and a checkout, so every one scores 10 for its website. The gaps open everywhere else: email capture, reviews and search.
Huel and Myprotein share first place on 6.7, just ahead of Gousto and Gymshark on 6.6. Balance still beats brilliance. Wild has the best review score here and Gymshark one of the biggest audiences in British retail, but the two leaders have no channel below 3: Huel pairs the top brand score with replies to 15 of its latest 20 reviews, and Myprotein’s app and rewards scheme earn the top email score of 8.
ASOS scores lowest at 5.6. Its Trustpilot rating is 1.6 from 192,272 reviews with no replies on the latest 20, and its homepage links only two social platforms. Search is open ground for everyone: none of the ten brands appeared in any of 10 UK searches, from ‘same day flower delivery UK’ to ‘protein powder Bristol’.
What can your business learn?
Who’s leading? Huel and Myprotein, joint top on 6.7 out of 10 across seven channels.
Why are they leading? Huel scores highest on Website (10/10) and Paid (10/10); Myprotein on Website (10/10) and Paid (10/10).
Where’s the opportunity? SEO is the weakest channel on this board. The ten brands average 2.8 out of 10 on it, and 10 of them score 3 or less.
What can you copy? Three of the lessons further down this page:
- Give people a reason to leave an email
- Reply to recent reviews, not only complaints
- Write the buying guide your customers search for
Read all four lessons · Scores measure visible marketing, not sales, profit or market share.
The leaderboard
| Rank | Brand | Social | Website | SEO | Paid | Reviews | Brand | Average | |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Huel | 6 | 10 | 4 | 3 | 10 | 8 | 6 | 6.7 |
| 1 | Myprotein | 6 | 10 | 8 | 3 | 10 | 6 | 4 | 6.7 |
| 3 | Gousto | 6 | 10 | 6 | 3 | 10 | 7 | 4 | 6.6 |
| 3 | Gymshark | 6 | 10 | 7 | 3 | 10 | 6 | 4 | 6.6 |
| 5 | Freddie’s Flowers | 4 | 10 | 4 | 3 | 10 | 8 | 4 | 6.1 |
| 5 | Lounge Underwear | 6 | 10 | 4 | 2 | 10 | 7 | 4 | 6.1 |
| 7 | Bloom & Wild | 4 | 10 | 6 | 3 | 10 | 7 | 2 | 6.0 |
| 7 | Wild | 6 | 10 | 0 | 3 | 10 | 9 | 4 | 6.0 |
| 9 | Simba | 6 | 10 | 2 | 3 | 10 | 6 | 4 | 5.9 |
| 10 | ASOS | 4 | 10 | 7 | 2 | 10 | 4 | 2 | 5.6 |
Average is the simple mean of the seven channel scores, rounded to one decimal place. Brands on the same average share a rank and are listed A to Z. All ten brands read 22 October 2026; Meta Ad Library counts read 23 October 2026, after the library was unavailable on 22 October.
Company verdicts
Huel, 6.7
Huel scores 6.7, level first with Myprotein. Brand scores 6, the highest on the board, for one name everywhere, a clear line, ‘Fast, nutritious, complete food.’, and a Meet the founder section naming the people behind it. Reviews score 8 from 4.2 on 29,842 Trustpilot reviews, with replies to 15 of the latest 20. Its website scores 10 for an online shop with subscriptions and a ‘Give £20, get £20’ referral offer. Email scores 4 for an email field and an account, with no app seen. Paid scores 10 with about 200 Google ads and 129 Meta ads.
Myprotein, 6.7
Myprotein scores 6.7, level first with Huel. Email scores 8, the best on the board, for the Myprotein app plus a rewards scheme that offers £15 credit and a customer account. Its website scores 10 for an online shop with prices on the page. Reviews score 6 from 4.3 on 225,013 Trustpilot reviews, the second largest volume here, held back by no replies on the latest 20. Paid scores 10 with about 600 Google ads in 30 days and 136 Meta ads. Its advice library, The Zone, earns an SEO point, but myprotein.com appeared in none of 10 UK searches.
Gousto, 6.6
Gousto scores 6.6, level third with Gymshark. Its website scores 10, with a price per meal on the homepage (£3.20, or £1.60 on a first box) and online sign-up. Email scores 6 for the Gousto app and a customer login. Reviews score 7: the rating is 3.6 from 51,215 Trustpilot reviews, but Gousto replied to 16 of the latest 20, the joint best reply habit on the board. Paid scores 10 with about 400 Google ads and 124 Meta ads. Brand scores 4 for one name and a clear line, ‘The recipe box that works around you’.
Gymshark, 6.6
Gymshark scores 6.6, level third with Gousto. Email scores 7 for an email sign-up with 15% off, a customer account and Gymshark Loyalty. Its website scores 10 and social 6, with six platforms linked. Paid scores 10 with about 3,000 Google ads in 30 days, the second most here, and 94 Meta ads. Reviews are the weak spot at 6: Trustpilot shows 3.5 from 42,332 reviews, with replies to 3 of the latest 20. Brand scores 4, with founder and chief executive Ben Francis named on its About page. gymshark.com appeared in none of 10 UK searches; for ‘gym clothes Manchester’ the results were press stories about Gymshark stores.
Freddie’s Flowers, 6.1
Freddie’s Flowers scores 6.1, level fifth with Lounge Underwear. Reviews score 8, level second highest here with Huel, from 4.4 on 14,806 Trustpilot reviews with replies to 15 of the latest 20. Its website scores 10: subscriptions and gifts are ordered online, with bouquets priced at £45.00 on the gifting pages, though no price shows on the homepage. Paid scores 10 with about 300 Google ads and 24 Meta ads. Social scores 4 for three platforms and email 4 for a sign-up and account. freddiesflowers.com did not appear for ‘flower delivery London’ or ‘same day flower delivery UK’.
Lounge Underwear, 6.1
Lounge Underwear scores 6.1, level fifth. The business now trades from lounge.com and links seven social platforms, the most here, for a social score of 6. Its website scores 10 with multibuy prices such as 3 for £36. Reviews score 7 from 4.1 on 19,649 Trustpilot reviews, still filed under the old loungeunderwear.com address, with a reply to 1 of the latest 20. Paid scores 10 with about 400 Google ads on lounge.com and 30 Meta ads. SEO scores 2: lounge.com appeared in none of 10 UK searches and its blog is a news page.
Bloom & Wild, 6.0
Bloom & Wild scores 6.0, level seventh with Wild. Reviews score 7 from 4.6 on 75,664 Trustpilot reviews, held back by no replies on the latest 20, although Trustpilot shows it replies to 97% of negative reviews. Email scores 6 for a rewards programme and customer account, and its website 10 for an online shop with £10 off a first order over £18. Paid scores 10 with about 200 Google ads and 59 Meta ads. Brand scores 2: the name is consistent, but no positioning line, named people or long-running asset was confirmed on the day.
Wild, 6.0
Wild scores 6.0, level seventh. Reviews score 9, the highest on the board, from 4.5 on 103,164 Trustpilot reviews with replies to 15 of the latest 20. Its website scores 10, with prices from £7.20 and refill subscriptions. Email scores 0: no newsletter form, account link or app was visible on the homepage on the day, for a brand that sells refills on repeat. Paid scores 10 with 63 Google ads and 14 Meta ads. Brand scores 4 for one name and a clear line, ‘Refillable, Vegan and Naturally Effective Body Care’.
Simba, 5.9
Simba scores 5.9. Its website scores 10, with mattresses priced on the page and an online checkout, and social scores 6 for six platforms. Paid scores 10 with about 700 Google ads and 15 Meta ads. Reviews score 6 from 4.3 on 62,350 Trustpilot reviews, with no replies on the latest 20, while Trustpilot shows replies to 96% of negative reviews. Email scores 2 for a newsletter sign-up only. simbasleep.com appeared in none of 10 UK searches, including ‘mattress in a box price UK’, despite a sleep research library that earns an SEO point.
ASOS, 5.6
ASOS scores 5.6, the lowest of the ten. Reviews score 4: the volume is the third largest here at 192,272 Trustpilot reviews, but the rating is 1.6 and none of the latest 20 has a reply. Social scores 4, with only Facebook and Instagram linked from the homepage. Email scores 7 for the ASOS app plus an email subscribe option, and paid scores 10 with about 20,000 Google ads in 30 days, by far the most on the board, and 114 Meta ads. Heavy spend and a large app audience have not lifted it above the smaller brands, because its public review record is the weakest here.
What the channels show
Every website scores 10
All ten brands show prices and take payment online, so the website channel does not separate them. The differences are in what happens before and after the sale: whether a visitor leaves an email, whether a buyer leaves a review, and whether anyone replies to it.
Search is wide open
None of the ten brands appeared in any of 10 UK searches, from ‘meal kit delivery cost UK’ to ‘lingerie Birmingham’. The results were held by price guides, press round-ups, marketplaces and directories. Gymshark appeared only through news stories about its stores. A useful buying guide on your own site competes against pages like these, not against the national brands.
Replies separate the review scores
Gousto replies to 16 of its latest 20 Trustpilot reviews, and Huel, Wild and Freddie’s Flowers to 15 each. Myprotein, Simba, Bloom & Wild and ASOS reply to none of their latest 20. Gousto’s 3.6 rating still scores 7 because it answers recent reviews, and Huel’s 4.2 scores 8; ASOS’s 192,272 reviews score 4 because the rating is 1.6 and none of the latest 20 has a reply.
Email capture is uneven
Myprotein’s app plus rewards scheme scores 8 and Gymshark’s sign-up, account and loyalty scheme 7. Wild, with 103,164 reviews and a refill product built for repeat orders, showed no sign-up, account link or app on its homepage on the day and scores 0.
Key lessons for any small UK online store
Give people a reason to leave an email
Gymshark offers 15% off for signing up, Myprotein £15 credit through its rewards scheme. A clear offer beside the sign-up form earns the address. A bare form or none at all leaves repeat sales to chance.
Reply to recent reviews, not only complaints
Several brands here reply to nearly all negative reviews but to none of their latest 20. Gousto replies to 16 of its latest 20. A short reply in your own words to recent praise shows the next buyer that someone is listening.
Write the buying guide your customers search for
No brand here appeared for ‘mattress in a box price UK’ or ‘meal kit delivery cost UK’. The pages that did were plain answers with prices. A guide that answers the cost question for your product, with your own prices in it, is the page most small stores are missing.
Keep your name and review profile in one place
Lounge now trades from lounge.com while its 19,649 Trustpilot reviews sit under loungeunderwear.com. If you change your domain or name, move your review profile and social handles with it so a buyer finds one brand, not two.
Steal this playbook
Five moves from this leaderboard, ranked by return on effort.
- Reply to your latest 20 reviews this week. Gousto replies to 16 of its latest 20 and scores 7 on reviews despite a 3.6 rating.
- Put an offer beside your email sign-up. Gymshark’s 15% off and Myprotein’s £15 credit earn the two top email scores of 7 and 8.
- Publish one buying guide with your own prices. None of the ten brands appeared in any of 10 UK searches, so a clear answer page faces little brand competition.
- Link every social profile you run from your footer. Lounge links seven platforms; ASOS links two.
- Keep your review profile on your current domain. A buyer who searches your new name should find your reviews.
The evidence behind the scores
One line per channel, as read on the date shown for each brand. Review figures change daily; these are the numbers on the day we looked.
Huel
Read 22 October 2026 (Meta read 23 October 2026).
- Social 6: Links to YouTube, Facebook, X, LinkedIn, TikTok and Instagram, six platforms in all.
- Website 10: Online shop and checkout with subscription options, free express delivery on orders over £45 and a “Give £20, get £20” referral offer.
- Email 4: An email field and a customer account; no app seen.
- SEO 3: 0 of 10 UK web searches returned huel.com in the top ten, plus credit for the Huel Digest guides.
- Paid 10: Google Ads Transparency Centre, UK, last 30 days, by domain huel.com: about 200 ads. Meta Ad Library, UK, active ads from the Huel page, read 23 October 2026: 129.
- Reviews 8: Trustpilot 4.2 from 29,842 reviews, with a company reply on 15 of the latest 20.
- Brand 6: Same name everywhere, a clear positioning line (‘Fast, nutritious, complete food.’) and a Meet the founder section on the About page naming the people behind it; no long-running asset or three recent news mentions confirmed.
Myprotein
Read 22 October 2026 (Meta read 23 October 2026).
- Social 6: Links to Instagram, Facebook, TikTok, X and YouTube, five platforms in all.
- Website 10: Online shop and checkout with prices on the page (for example £8.49, was £10.99).
- Email 8: The Myprotein app plus a rewards scheme (‘Earn £15 Credit’) and a customer account.
- SEO 3: 0 of 10 UK web searches returned myprotein.com in the top ten, plus credit for The Zone advice library on supplements, nutrition and training.
- Paid 10: Google Ads Transparency Centre, UK, last 30 days, by domain myprotein.com: about 600 ads. Meta Ad Library, UK, active ads from the Myprotein page, read 23 October 2026: 136.
- Reviews 6: Trustpilot 4.3 from 225,013 reviews, with no company reply on the latest 20 (Trustpilot shows replies to 99% of negative reviews).
- Brand 4: Same name everywhere and a clear positioning line (‘Fuel Your Ambition with the No.1 Online Sports Nutrition Brand’); no long-running asset, named people or three recent news mentions confirmed.
Gousto
Read 22 October 2026 (Meta read 23 October 2026).
- Social 6: Links to Facebook, X, YouTube and Instagram, four platforms in all.
- Website 10: Online sign-up and checkout with a price per meal on the homepage (£3.20, £1.60 on the first box).
- Email 6: The Gousto app on the App Store and Google Play plus a customer login; no newsletter form seen.
- SEO 3: 0 of 10 UK web searches returned gousto.co.uk in the top ten, plus credit for a blog.
- Paid 10: Google Ads Transparency Centre, UK, last 30 days, by domain gousto.co.uk: about 400 ads. Meta Ad Library, UK, active ads from the Gousto page, read 23 October 2026: 124.
- Reviews 7: Trustpilot 3.6 from 51,215 reviews, with a company reply on 16 of the latest 20.
- Brand 4: Same name everywhere and a clear positioning line (‘The recipe box that works around you’); no long-running asset, named people or three recent news mentions confirmed.
Gymshark
Read 22 October 2026 (Meta read 23 October 2026).
- Social 6: Links to Facebook, Pinterest, YouTube, Instagram, X and TikTok, six platforms in all.
- Website 10: Online shop and checkout, free standard delivery on orders over £50 and £10 off for referring a friend.
- Email 7: An email sign-up (‘Get 15% off when you sign up for emails’), a customer account and Gymshark Loyalty.
- SEO 3: 0 of 10 UK web searches returned gymshark.com in the top ten (it appeared only through press and Wikipedia pages), plus credit for a blog and fit guides.
- Paid 10: Google Ads Transparency Centre, UK, last 30 days, by domain gymshark.com: about 3,000 ads. Meta Ad Library, UK, active ads from the Gymshark and Gymshark Women pages, read 23 October 2026: 94.
- Reviews 6: Trustpilot 3.5 from 42,332 reviews, with a company reply on 3 of the latest 20.
- Brand 4: Same name everywhere and founder and chief executive Ben Francis named on the About page; no positioning line on the homepage, long-running asset or three recent news mentions confirmed.
Freddie’s Flowers
Read 22 October 2026 (Meta read 23 October 2026).
- Social 4: Links to Instagram, Facebook and YouTube, three platforms in all.
- Website 10: Flower subscriptions and gifts ordered online, with prices on the gifting pages (bouquets at £45.00 and price bands from under £30).
- Email 4: A sign-up and a customer account; no newsletter form or app seen.
- SEO 3: 0 of 10 UK web searches returned freddiesflowers.com in the top ten, including ‘flower delivery London’, plus credit for a blog.
- Paid 10: Google Ads Transparency Centre, UK, last 30 days, by domain freddiesflowers.com: about 300 ads. Meta Ad Library, UK, active ads from the Freddie’s Flowers page, read 23 October 2026: 24.
- Reviews 8: Trustpilot 4.4 from 14,806 reviews, with a company reply on 15 of the latest 20.
- Brand 4: Same name everywhere and a clear positioning line (‘Fabulous, fresh, seasonal flowers delivered to your door’); no long-running asset, named people or three recent news mentions confirmed.
Lounge Underwear
Read 22 October 2026 (Meta read 23 October 2026).
- Social 6: Links to Facebook, X, Instagram, YouTube, TikTok, LinkedIn and Pinterest, seven platforms in all.
- Website 10: Online shop and checkout at lounge.com with multibuy prices (3 for £36, 5 for £55).
- Email 4: A sign-up and a customer account login; no app seen.
- SEO 2: 0 of 10 UK web searches returned lounge.com in the top ten; the blog address leads to a news page, so no advice library credit.
- Paid 10: Google Ads Transparency Centre, UK, last 30 days, by domain lounge.com: about 400 ads (1 for the old loungeunderwear.com domain). Meta Ad Library, UK, active ads from the Lounge Underwear page, read 23 October 2026: 30.
- Reviews 7: Trustpilot 4.1 from 19,649 reviews (profile under loungeunderwear.com), with a company reply on 1 of the latest 20.
- Brand 4: Same Lounge name and logo across the site and social profiles and a co-founder named on the Our Story page; no positioning line on the homepage, long-running asset or three recent news mentions confirmed.
Bloom & Wild
Read 22 October 2026 (Meta read 23 October 2026).
- Social 4: Links to Instagram, Facebook and X, three platforms in all.
- Website 10: Online shop and checkout, with £10 off a first order over £18.
- Email 6: A customer account and a rewards programme (Join Rewards), plus a referral offer; no newsletter form or app seen on the homepage.
- SEO 3: 0 of 10 UK web searches returned bloomandwild.com in the top ten, plus credit for a blog with flower care guides.
- Paid 10: Google Ads Transparency Centre, UK, last 30 days, by domain bloomandwild.com: about 200 ads. Meta Ad Library, UK, active ads from the Bloom & Wild page, read 23 October 2026: 59.
- Reviews 7: Trustpilot 4.6 from 75,664 reviews, with no company reply on the latest 20 (Trustpilot shows replies to 97% of negative reviews).
- Brand 2: Same name everywhere; no positioning line on the homepage, long-running asset, named people or three recent news mentions confirmed.
Wild
Read 22 October 2026 (Meta read 23 October 2026).
- Social 6: Links to Instagram, X, Facebook and TikTok, four platforms in all.
- Website 10: Online shop with prices from £7.20, refill subscriptions and a checkout.
- Email 0: No newsletter form, customer account link or app seen on the homepage on the day.
- SEO 3: 0 of 10 UK web searches returned wearewild.com in the top ten, plus credit for a blog.
- Paid 10: Google Ads Transparency Centre, UK, last 30 days, by domain wearewild.com: 63 ads. Meta Ad Library, UK, active ads from the Wild page, read 23 October 2026: 14.
- Reviews 9: Trustpilot 4.5 from 103,164 reviews, with a company reply on 15 of the latest 20.
- Brand 4: Same name everywhere and a clear positioning line (‘Refillable, Vegan and Naturally Effective Body Care’); no long-running asset, named people or three recent news mentions confirmed.
Simba
Read 22 October 2026 (Meta read 23 October 2026).
- Social 6: Links to Facebook, X, TikTok, Instagram, YouTube and LinkedIn, six platforms in all.
- Website 10: Online shop and checkout with prices on the page (mattresses to £999, accident cover £22).
- Email 2: A newsletter sign-up; no customer account or app seen on the homepage.
- SEO 3: 0 of 10 UK web searches returned simbasleep.com in the top ten, including ‘mattress in a box price UK’, plus credit for a sleep research library.
- Paid 10: Google Ads Transparency Centre, UK, last 30 days, by domain simbasleep.com: about 700 ads. Meta Ad Library, UK, active ads from the Simba Sleep page, read 23 October 2026: 15.
- Reviews 6: Trustpilot 4.3 from 62,350 reviews, with no company reply on the latest 20 (Trustpilot shows replies to 96% of negative reviews).
- Brand 4: Same name everywhere and a clear positioning line (‘Engineered for Sleep.’); no long-running asset, named people or three recent news mentions confirmed.
ASOS
Read 22 October 2026 (Meta read 23 October 2026).
- Social 4: Links to Facebook and Instagram, two platforms in all.
- Website 10: Online shop and checkout across clothing, footwear and accessories.
- Email 7: The ASOS app, promoted on the homepage, plus an email subscribe option and the Premier delivery scheme.
- SEO 2: 0 of 10 UK web searches returned asos.com in the top ten, including ‘buy activewear online UK’; no advice library found.
- Paid 10: Google Ads Transparency Centre, UK, last 30 days, by domain asos.com: about 20,000 ads. Meta Ad Library, UK, active ads from the ASOS page, read 23 October 2026: 114.
- Reviews 4: Trustpilot 1.6 from 192,272 reviews, with no company reply on the latest 20.
- Brand 2: Same name everywhere; no positioning line on the homepage, long-running asset, named people or three recent news mentions confirmed.
How we scored
Who is on the board. Ten UK ecommerce brands a shopper is likely to meet when buying online: Huel (complete nutrition sold direct, with subscriptions), Bloom & Wild (letterbox flower and gift delivery), Wild (refillable natural deodorant and body care), Gymshark (gym and activewear brand selling direct), Lounge Underwear (underwear and loungewear, now trading as Lounge from lounge.com), Myprotein (sports nutrition and activewear sold online), Gousto (recipe box delivery), Simba (mattress and sleep products sold online), Freddie’s Flowers (seasonal flower subscriptions and gifts) and ASOS (online fashion retailer). Chosen for relevance and size, not marketing strength.
When we looked. All ten brands were read on 22 October 2026, against the fixed anchors below, with the ten searches run on the same day. This board was first published with scores relative to the other brands on it. On 22 October 2026 it was rescored on Whito’s fixed anchors and expanded to ten brands, so scores are not comparable with the earlier edition.
- Social: which platforms the brand links to from its own site, and whether we could see recent posting and video.
- Website: 2 for a brochure page, 4 with a contact route on mobile, 6 with a page per service and a one-step enquiry, 8 with prices or ranges and registration numbers shown, 10 with online booking, an online checkout or an instant priced quote.
- Email: visible capture only, as we did not subscribe test inboxes for this edition. 2 for a bare newsletter form, 4 for a customer account, 6 for an app or a loyalty scheme, 7 for a newsletter plus an app or loyalty scheme, up to 10 for a loyalty or app ecosystem with personal offers.
- SEO: ten UK searches for this sector, run through a standard web search API on 22 October 2026 (not personalised, no location set beyond the town in the query); we counted how many returned the brand’s own site in the top ten results. 0 of 10 scores 2, 1 to 2 scores 4, 3 to 4 scores 6, 5 to 6 scores 8, 7 or more scores 10, plus 1 for a substantial advice library. The searches: same day flower delivery UK; meal kit delivery cost UK; mattress in a box price UK; buy activewear online UK; plastic free deodorant UK; flower delivery London; gym clothes Manchester; lingerie Birmingham; recipe box delivery Leeds; protein powder Bristol.
- Paid: the Google Ads Transparency Centre (UK, last 30 days, by domain) and the Meta Ad Library (UK, active ads, counted by the advertiser page). 2 for nothing found in either, 4 for active in one with fewer than 10 ads, 6 for active in both or 10+ in one, 8 for active in both with 10+ in at least one, 10 for 50+ Google ads and 10+ Meta ads. Meta Ad Library counts were read on 23 October 2026, after the library was unavailable on 22 October. Paid describes visible activity, not quality. A low paid score is not a fault.
- Reviews: a fixed formula. Rating (4.7+ scores 4, 4.5 to 4.69 scores 3, 4.0 to 4.49 scores 2, 3.5 to 3.99 scores 1) plus volume (10,000+ scores 4, 1,000+ scores 3, 100+ scores 2, 20+ scores 1) plus replies to the latest 20 reviews (half or more scores 2, some scores 1). Where Trustpilot sends a brand’s address to a parent company profile, we used that profile and say so.
- Brand: five checks worth 2 each: the same name and logo everywhere, one clear positioning line, a distinctive asset used for years, three or more independent press mentions in 90 days, and named people or expertise on the site. We award only what we could verify on the day; three recent press mentions were not confirmed for any brand.
These anchors are fixed for this edition, so the ten scores can be read against each other. Boards published before October 2026 used scores relative to the other brands on the board, so compare across boards with care.
Common questions
Which UK ecommerce brand scores highest on the Whito leaderboard?
Huel and Myprotein share the top score of 6.7 out of 10, just ahead of Gousto and Gymshark on 6.6. Huel holds 4.2 from 29,842 Trustpilot reviews with replies to 15 of the latest 20 and the top brand score of 6. Myprotein earns the top email score of 8 for its app and rewards scheme. Neither appeared in any of 10 UK searches.
Which ecommerce brand scores lowest, and why?
ASOS scores 5.6. Its Trustpilot rating is 1.6 from 192,272 reviews with no replies on the latest 20, its homepage links only Facebook and Instagram, and asos.com appeared in none of 10 UK searches. It ran about 20,000 Google ads in 30 days, the most on the board, but that does not make up for its review record.
How do these ecommerce brands compare on reviews?
Ratings run from 1.6 for ASOS to 4.6 for Bloom & Wild. Myprotein has the most reviews, 225,013, followed by ASOS on 192,272 and Wild on 103,164. Gousto replies to 16 of its latest 20, and Huel, Wild and Freddie’s Flowers to 15, while Myprotein, Simba, Bloom & Wild and ASOS reply to none of their latest 20.
What can a small online store copy from these brands?
Put an offer beside your email sign-up, as Gymshark and Myprotein do. Reply to your latest reviews, not only complaints. Publish a buying guide with your own prices, since none of the ten brands appeared in any of 10 UK searches. Keep your review profile on your current domain.
Why does every brand score 10 for paid?
All ten run 50 or more Google ads in 30 days and 10 or more active Meta ads, which is the top paid anchor. The Meta Ad Library was unavailable on 22 October 2026, so Meta counts were read on 23 October 2026. Paid describes visible activity, not quality, so it does not separate these brands.
Corrections and right of reply
If your business is scored here and you think we have a fact wrong, email hello@whito.co.uk. We check it against the source, correct it within five working days if we are wrong, and publish your statement alongside if you want us to. Scores are never changed for payment or because a business has claimed a Whito listing. Full route: corrections, right of reply and removals.
Related: all UK marketing leaderboards · Ecommerce on Whito
If your business is named here and you think we have a fact wrong, email hello@whito.co.uk and we will check it and correct it. If you want to respond, send us a statement and we will publish it alongside. Full detail: Corrections, right of reply and removals.
