The Icecat Brand Top 1000 is an annual poll based on 6.7 billion product data-sheet (PDS) downloads during 2018 generated by 15,254 user platforms representing 80.188 registered ecommerce partners from 199 countries or territories. The PDS downloads concerned the products of 23,317 different brands. Only the 1000 brands with most PDS downloads during 2018 are included in this year’s Icecat Brand Top 1000.
The biggest changes in the top 10 e-channel brands during 2018 are that HP is consolidating its lead over other brands, and that Lenovo and DELL are moving gradually up. DELL has evolved over the past years from a direct sales brand into a brand with a well-established indirect distribution network as well. Set to compete for the top 3 spots. Philips maintains a no 3 ranking, despite its divestment and brand licensing strategy.
Among tech brands, Cisco (+54%), Epson (+38%) and QNAP (+64%) outperform others. Microsoft (#23) is a stable presence in the e-channel. The most dynamic software category is antivirus and it’s AVG showing the most rapid increase in visibility (+938%).
Fashion is the fastest developing vertical in the e-channel. Outperformers within fashion are athletic shoes brands Nike (+198%), and Adidas (+296%). Sport shoes of well-known brands are among the more easy selling e-commerce fashion items: sizes and looks are quite predictable.
The most notable changes in the e-channel is the rise of the ISBN (+3438%), let’s say the increasing importance of selling books through the e-channel. Books has become a #12 e-channel category during 2018. It implies that selling books is not just limited to marketplaces such as Amazon who started with it. The audio and e-book publisher Hachette UK (#90) is one of the best performing new entrants.
BOSCH (#28), AGI (#31), Siemens (#53), AEG (#61) and Whirlpool (#67) are top performers in the sphere of household equipment. Not surprisingly. The top spots among the 100 strongest e-channel brands are a testimony of the huge impact e-commerce has on the transformation of this retail channel as well.
Read further: News, Stats, Acer, apple, Asus, brands, DELL, Fujitsu, hp, lenovo, philips, Samsung
Founder and CEO of Icecat NV. Investor. Ph.D.
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