The Digital 100 is Similarweb’s exclusive
annual ranking of the 10 fastest growing web businesses in 10
categories, including publishers, retailers, and direct to consumer
manufacturer websites in the US. Rankings for the United Kingdom,
France, Germany , India, Japan, Brazil, and Australia also unveiled
today
Similarweb (NYSE: SMWB) today released its annual ranking of the
fastest growing digital businesses, the Digital 100.
See similarweb.com/corp/digital-100/ for complete details. The
summary below is based on an analysis of the US market, but today
Similarweb also published rankings for the United Kingdom, France
(in French and English), Germany (in German and English), India,
Japan, Brazil, and Australia.
Each of the winners was already operating a substantial online
business in 2022, but significantly increased its reach in 2023.
They were ranked by percentage increase from 2022 to 2023. Our
analysts particularly sought out consumer brands transacting
business online. The report covers 10 key categories: Apparel &
Accessories, Automotive, Beauty & Personal Care, Consumer
Electronics, Food & Drinks, Home & Garden, News &
Media, Personal Finance, Pet Care, and Travel & Tourism.
Some of the biggest increases (6 of the top 10) were in News and
Media, where a hot topic or a strong referral source can produce
dramatic growth (+2,679% year-over-year for the parenting blog
parentztalk.com). But we also saw huge growth for online retailers
and direct to consumer sellers like the Korean Beauty and Cosmetics
brand Elorea (+1,156% year-over-year for elorea.com), online grocer
Stater Bros. (+854% for shop.staterbros.com), consumer bank BMO,
(+670% for bmo.com), and women’s footwear brand Vivaia (+655% for
vivaia.com).
We recognized brands demonstrating success in tougher markets
like consumer electronics, where digital businesses averaged 4%
growth but mobile game console maker Backbone stood out with
playbackbone.com up 264%.
“The Digital 100 is our annual celebration of business success
online, highlighting publishers and sellers who have achieved huge
increases in their online audience within a single year,”
Similarweb CEO Or Offer said. “Similarweb’s mission is to provide
comprehensive visibility into web, search, app, and other measures
of digital markets, allowing companies to benchmark their own
performance and discover opportunities to improve their performance
versus the competition. The Digital 100 companies show that
tremendous growth is possible, even in highly competitive markets –
the kind of success all companies should aspire to.”
Here are the category winners, determined by percentage increase
for their average monthly traffic in 2023, compared with 2022.
Apparel & Accessories Winner: Vivaia (vivaia.com) +
655%
Vivaia is best known for women’s footwear.
Most domains that placed in the top 10 owed their success to Gen
Z (18-24 year old) shoppers, who made up 27% of their audience on
average. Vivaia was actually an exception, drawing about 12% of its
audience from the younger demographic.
Automotive winner: CarEdge (caredge.com) + 357%
CarEdge is a used car platform. The Automotive industry is one
of the industries where online shopping has become more important,
post-pandemic. Rising inflation and the need to budget may also be
driving more consumers to buy used or seek to fix their vehicles.
For example, carmechanic.expert, which lets members chat with
mechanics for advice on do-it-yourself repairs for $5 per month,
increased traffic 95%.
Beauty & Personal Care winner: Elorea (elorea.com) +
1,156%
Elorea is a Korean fragrance brand that sells
direct-to-consumer.
While consumers are pursuing cost-saving strategies with
subscription models and by buying dupes instead of name brands, at
the same time Elorea’s success demonstrates the power of a
compelling luxury brand.
Consumer Electronics winner: Backbone (playbackbone.com) +
264%
Backbone sells a mobile-friendly game controller and was joined
by JSAUX (jsaux.com, up 51%) in winning the love of gamers. Also
popular were Internet of Things gadgets for convenience (alarm
clock/sleep aid hatch.co up 81.5% and smart lights maker govee.com
up 70%) and security (ring.com up 50% and myq.com up 44%). Govee
also made our Digital 100 ranking last year.
Food & Drinks winner: Stater Bros. Markets
(shop.staterbros.com) + 854%
Stater Bros. is an online supermarket. Many of the growing
domains in this category reflect consumer desire for better health
and convenience, with artisan products on the rise. Most cover a
very specific segment, whether it’s premium snacks
(oatsovernight.com, pretzel.com) or sweets (licorice.com and
themashmallow.co). This niche positioning allowed them to grow much
faster than the industry average (+4% YoY in 2023).
Home and Garden winner: Cosori (cosori.com) + 568%
Led by air fryer sales, Cosori and Emeril Everyday
(emerileveryday.com, up 192%) reflect a trend toward consumers
seeking out healthier choices. Comfort (sienasleep.com, up 207%,
and pigletinbed.com, up 124%) and convenience (insinkerator.com, up
108%) were also big trends.
News & Media winner: Parentz Talk (parentztalk.com) +
2,679%
This was the second year in a row that a parenting blog zoomed
to the top of the list – last year it was Forever Mom, propelled by
a surge of referrals. This year, a couple of “alternative media''
sites, resistthemainstream.com, up 758%, and tuckercarlson.com, up
536%, also made a significant impact. Denver Gazette
(denvergazette.com, up 536%) made our list for the second year in a
row.
Personal Finance winner: BMO (bmo.com) + 670%
Consumer bank BMO, which recently completed its acquisition of
Bank of the West, was our winner. Meanwhile, the October 2023 end
of a grace period for student loans led a traffic surge to Ed
Financial (edfinancial.com), with 4.8M visits that month, 12 times
more than in January 2023 – leading to a 300% traffic increase for
the year. Consumers flocked to short term loan providers like
starloan.app, up 294%, and services like Pogo (joinpogo.com), which
offers cash back bonuses to consumers who agree to share their
personal financial data.
Pet Care winner: Greenies (greenies.com) + 492%
Greenies succeeded with healthy treats for dogs and cats and as
part of a broader trend toward customized products. As with
personalization for people, customization of products and services
to a specific pet has the power to drive sales, as do subscription
models (see below). Much as with self care, pet care is
increasingly driven by the search for healthy alternatives.
Greenies and the subscription dog food brand sundaysfordogs.com, up
161%, are examples.
Travel & Tourism winner: Japan Rail Pass (jrailpass.com)
+ 239%.
Together with #5 ranked japanwondertravel.com, up 203%, Japan
Rail Pass reflects the rising popularity of Japan as a destination
for American travelers, currently the fastest-growing destination
for Gen Z and Millennials, according to a study by American
Express.
A common theme: subscription models keep growing
One theme we noticed in several categories was the increased
popularity of subscription models for products consumers want
access to on a continuing basis, including Agency Skin Care
(withagency.com, +401%) in Beauty & Personal Care, Wildgrain,
Firstleaf and Oats Overnight in Food & Drink, and Greenies,
Sundays for Dogs, Nutro, and Wuffes in Pet Care.
This can be seen as an extension of the “everything as a
service” internet model businesses have been promoting for years
now, but in many cases it’s proving to match consumer needs.
“In addition to convenience, these offerings help consumers
budget for their online purchases, while not having to compromise
on the quality of the products purchased,” said Ines Durand, Senior
Insights Manager at Similarweb and lead analyst for the Digital 100
project. Meanwhile, subscription services like access to chatting
with a mechanic (mechanic.expert) or a veterinarian
(askaveterinarianonline.com) help consumers hold down the cost of
auto repairs and pet health care, respectively, she said.
For more details, see the complete report for the US at
similarweb.com/corp/digital-100/.
Additional analysis, including articles to follow in the coming
weeks, will be published to similarweb.com/blog/insights/ – the
Similarweb Insights News team blog.
Digital 100 Methodology
Building on Similarweb’s methodology for creating a
comprehensive model of the digital world, the Digital 100 project
reveals the fastest-growing web domains from pre-defined industry
categories. Growth is measured as a percentage increase in average
monthly traffic volume from 2022 to 2023 based on Similarweb’s
estimated metrics. To qualify for inclusion, each domain had to
meet a minimum average monthly traffic in both years. For the US,
the minimum was 100,000 monthly visits in 2023 and 50,000 in 2022.
A lower threshold was used for specific categories in other
countries. Similarweb analysts manually filter the results to
validate each business and discover the most meaningful examples of
digital business growth.
About Similarweb
Similarweb powers businesses to win their market with leading
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provides businesses with the essential digital data & analytics
needed to build strategy, optimize customer acquisition and
increase monetization. We empower our users to be the first to
discover and capture the best business opportunities and stay alert
to react instantly to emerging threats to their business.
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data, reports, and other materials provided or made available by
Similarweb consist of or include estimated metrics and digital
insights generated by Similarweb using its proprietary algorithms,
based on information collected by Similarweb from multiple sources
using its advanced data methodologies. Similarweb shall not be
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based in whole or in part on such data, reports, and materials.
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version on businesswire.com: https://www.businesswire.com/news/home/20240110765343/en/
Press: David F. Carr Similarweb
david.carr@similarweb.com
Investors: Raymond “RJ” Jones Similarweb
raymond.jones@similarweb.com
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