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Digital Development of Brands

Industry results of the Digital Dominance Benchmark 2021.



The Digital Dominance Benchmark is conducted yearly by Sia Partners and is the first benchmark that measures the digital strength of brands. It started in 2016 in the Netherlands as an annual recurring benchmark to see the state, but also the development of the digital strength of brands over the years.

This year the Benchmark covers 23 sectors and 350 brands. The used data allows for comparison between brands within and outside the sector, through the evaluation of over 50 KPI’s in 5 different digital channels: Branded Websites, YouTube, Social Media, SEO & Keyword usage, Apps (Mobile).

Do you want to know more about your sector? Or plan a meeting with us? Fill in the form at the bottom of this page.

Why is Digital Dominance important?

While the internet may be the best thing to have happened to humanity since the invention of the steam engine, ensuring that brands can compete and win in this digital age isn’t always as simple as it looks. Especially in the fast-moving age we are living in currently.

Here are some of the things companies must invest in to create digital differentiation:


Gain Insight

The benchmark results of the Digital Dominance Benchmark 2020 show that pureplay eCommerce brands become even stronger followed by retailers with a strong developed omnichannel or digital-first strategy.

The customer landscape changed dramatically in the last years. This year multiple industries demonstrated an increase in their digital performance compared to last year’s benchmark, and with some interesting shuffling in the top places.

Want to see which companies are at the top of their industry? Contact us using the form below.

These are the top 3 players overall

Bol is the best performing brand in the for three years in a row. This year it is the cross-industry leader on social media and SEO. Due to COVID-19, eCommerce is the best performing industry overall, with as its leading brand.


Since the start of the Digital Dominance Benchmark in 2016 is H&M a regular in the top 5 performing brands. Now the brand is the number 2 for three years in a row already. The brand is a strong performer on almost all digital channels.


Due to COVID-19, non-food retail grew hard the past year, especially home improvement brands This translated in a new brand in the top 3. IKEA increased a lot on its digital strength and bumped of the third place in the Digital Dominance Benchmark.


Want to know more?

Find out more from our Digital Dominance Benchmark Sector Reports by requesting one in the form down below. Want to know how web performance is handled by Food Retailers? How companies in eCommerce have changed over the last 5 years? Or how Health Insurance has improved its app capabilities? Gain insights in the 23 researched sectors by filling in your details down below.

If you are interested in a free of charge 1 hour meeting regarding your company’s performance in the Digital Dominance Benchmark, you can contact us using the same form, and we’ll get back to you to arrange a (digital) meeting.

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