Best and worst UK online shops: EE has the worst website, but AO.com and Liz Earle top ranking

 
Clara Guibourg
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The UK has been crowned Europe's e-commerce capital (Source: Getty)

EE has been named the worst online shop in the UK by consumer watchdog Which?.

Slammed by confused customers for a website that was difficult to navigate and lacking necessary information, the telecoms giant scored just 58 out of 100 in a Which? ranking of the best and worst online stores.

Most of us prefer to do our shopping online nowadays: Britons have taken to the internet for shopping more than any other European country. And according to the survey of more than 10,000 UK shoppers, convenience was unsurprisingly e-commerce’s biggest draw.

But saving some pennies was also a big reason for going online, with shoppers choosing to search the internet rather than the high street for the best deals.

Customers know what they’re looking for in a website: Plenty of information, simple navigation and a quick checkout.

Living up to this, electrical retailer AO.com and beauty specialist Liz Earle were a hit with customers and topped the ranking with 87 points out of 100.

John Lewis and Amazon were both in the top 10.

An EE spokeswoman said the company was “disappointed” by the results:

We have a comprehensive programme in place to improve service, including our digital customer experience with new digital help sections and online account tools for our customers.

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