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Shops and websites rated

How we rate shops

By Vicki Crowe

Article 4 of 4

Put us to the test

Our Test Labs compare features and prices on a range of products. Try Which? to unlock our reviews. You'll instantly be able to compare our test scores, so you can make sure you don't get stuck with a Don't Buy.

Find out how we rate shops, and what it takes to be a Which? Recommended Provider.

From Allbeauty.com, to John Lewis and Richer Sounds, our surveys reveal the best-rated online and high-street shops.

Thousands of shoppers have rated the retailers they use, to reveal which brands are most loved, and which leave customers disappointed. 

Our retail experts, consumer rights experts and statisticians then layer on extra criteria to work out which of the highly rated websites and shops earn our seal of approval and can be Which? Recommended Providers.

Members can log in now to unlock the Which? Recommended Providers list below. If you're not a member yet, join Which? for instant access to this as well as our thousands of product reviews. 

How we rate online and high street shops

In June and July 2018, we asked more than 10,000 Which? members about their shopping experiences online over the past six months.

In January 2019, we surveyed 7,784 Which? members about the in-store purchases they had made during the past six months.

For each, we’ve got two sets of results: an overall table based on shoppers’ general experiences over the past six months; and category tables, for which shoppers rated stores based on a recent specific experience of shopping for a particular product.

We need at least 30 responses for a retailer to make the tables. Overall customer score is made up of the ratings shoppers give for satisfaction and whether or not they would recommend a retailer to a friend. 

To calculate category customer scores, we asked shoppers whether they were satisfied with their experience of shopping at the retailer for products within a certain category, and whether they would recommend the retailer for that category of product.

To see the overall results, head to our round-ups of the best and worst online shops and the best and worst high street shops.

What it takes to become a Which? Recommended Provider

Which? Recommended Providers (WRPs) are brands that we have endorsed and would recommend you use. They have to have a good customer score and high star ratings.

The criteria for online and in store are slightly different.

  • Online Which? Recommended Providers must have a customer score of 80% and at least four stars across the board. They also have to pass a check from our legal team to make sure that their terms and conditions abide by the law when it comes to your consumer rights when shopping online. Retailers that act as a platform to third-party sellers (such as Amazon and eBay) can’t be Which? Recommended Providers, and we exclude retailers for which we have specific product safety concerns.
  • In-store Which? Recommended Providers must score at least four stars for customer service and three stars for value for money. They must also have a returns policy of at least 28 days, including sale items. We exclude stores that publish information implying a limitation of customers’ statutory rights in relation to faulty good and any retailers for which we have specific product safety concerns.
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