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Revealed: Which? names Britain's 'best and worst' online retailers

Homebase has the worst online shopping experience in Britain, according to a Which? survey: PA Archive/PA Images
Homebase has the worst online shopping experience in Britain, according to a Which? survey: PA Archive/PA Images

Homebase has been named as the worst online shopping retailer in the UK, according to a Which? survey.

The DIY retailer was rated as having the worst online shopping experience, only receiving a customer score of 55 per cent in the poll of more than 10,000 people.

The low score came as shoppers told the consumer group they found Homebase's site difficult to navigate and did not always provide up-to-date information.

Which? asked people to rate shopping websites on a number of factors including price, product range, and the returns process.

Dorothy Perkins and Sports Direct came joint second bottom of the list, both only managing a 61 per cent customer score.

The UK's best and worst online retailers

Top online retailers

1 Liz Earle 94 per cent

2 Richer Sounds 93 per cent

= Rohan 93 per cent

= Seasalt Cornwall 93 per cent

= Wex Photo Video 93 per cent

Bottom online retailers

115 B&Q 62 per cent

116 Dorothy Perkins 61 per cent

= Sports Direct 61 per cent

118 Homebase 55 per cent

B&Q (62 per cent), WHSmith (63 per cent) and JD Sports (63 per cent) also ranked down the bottom of the pile.

The most highly rated shops in the Which? survey were smaller, specialised retailers such as Liz Earle, Richer Sounds, Rohan, Seasalt Cornwall and Wex Photo Video.

A Homebase spokesman said: "Customer feedback is really important to us, and we are working hard to make changes online to provide great service when customers shop with us."

Sports Direct declined to comment.

Smaller retailers do better in the rankings, with beauty brand Liz Earle coming out on top with 94 per cent customer satisfaction.

Sound specialists Richer Sounds, and clothing companies Rohan and Seasalt Cornwall came in joint second place with a 93 per cent customer score.

Harry Rose, the editor of Which? magazine, said the personal service of smaller brands made them popular with customers.

He said: "The online shops with the happiest customers tend to be the ones that offer a personal service, quality items, and deliver quickly and conveniently.

"Where the big players are lacking, either with poor service or confusing websites, smaller more specialised retailers have seized the opportunity to make their mark and give shoppers exactly what they want."