2006. Daniel Craig’s first James Bond film was released, Steve Irwin died, Italy won the World Cup and “It’s Chico Time” reached number one in the charts: A mixed year.
But what was happening online, and more specifically, in online retail? In celebration of Econsultancy’s fifth E-commerce Platforms Buyer's Guide, we’ve gone back five years to look at the top UK retail sites as they were then... and how they shape up now.
The Platforms Guide looks extensively at developments in the marketplace, alongside current growth rates within the UK e-commerce industry.
Currently, the platforms market is expected to be worth some £690m this year, within a sector valued at more than £60bn. It is a thriving environment, given the scale of online retail and the crucial role technology plays in driving this forward.
Trends that will continue to emerge over the next twelve months include:
- Digital giants strive to develop e-commerce capabilities.
- Mobile commerce matures as a bridge to multichannel retail.
- Commerce continues to get more social.
- Facebook evolves into its own e-commerce platform.
- Retailers seek to join up online and offline channels.
- International e-commerce provides opportunity for growth.
These are all explored in detail within the report, but it seemed like a great opportunity to also look backwards, as well as forwards.
The IMRG and Experian Hitwise recently released the Hotshops 100 list for the UK and using the current top 20 e-commerce sites in the UK as a basis, we’ve time-travelled back five years to give a snapshot as to how these online retail giants have developed their properties.
What’s interesting to see, is that for the most part, changes have been minor. Frameworks are still obvious, as are branding colours and layouts. Although it’s also pleasing to see that all have moved away from left-of-screen display, I think what’s more important is considering what’s happened under the bonnet of these sites.
Increased traffic and more complex sales systems are only a couple of the major factors that e-commerce platforms have had to evolve to deal with in recent years.
But for now, here's the sites and their retrospective changes:
Amazon
Then
Now
Argos
Then
Now
Tesco
Then
Now
Play
Then
Now
Next
Then
Now
M&S
Then
Now
Apple
Then
Now
B&Q
Then
Now
John Lewis
Then
Now
EasyJet
Then
Now
Debenhams
Then
Now
ASOS
Then
Now
New Look
(New Look's website was non-existent in 2006, so we've added an extra in its place).
Top Shop
Then
Now
Expedia
Then
Now
Thomson
Then
Now
Ryanair
Then
Now
Homebase
Then
Now
River Island
(Until recently, RI was built in Flash, so finding a cached site from 2006 is proving diffiicult. Instead, we've added an extra player onto this list).
Sainsbury's
Then
Now
Thomas Cook
Then
Now
ASDA
Then
Now
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11:41AM on 22nd June 2011
It would appear that some of your comparisons, such as play.com and Next are missing the CSS from the 'then' pictures.
Interesting none-the-less. Ryanair's old website was appalling.
11:50AM on 22nd June 2011
Great to see the change within the different sectors.
Specially the travel sector (Ryanair and Thomas Cook) haven't changed that much in lay-out blocks while the clothing industry restyled their shops 200%. Is it only me or did Apple's shop look almost the same as now?
Senior Product Manager at brightsolid online publishing
12:05PM on 22nd June 2011
There's a few here that appear to have been somewhat sitting on their arses for 5 years, no?
Online Marketing Manager at Koozai Ltd
12:10PM on 22nd June 2011
It's interesting seeing how many have gone from wide designs to slim designs (given that moitors have gotten bigger).
Glad to see some brands sticking by their classic designs (e.g. Amazon and Apple).
12:17PM on 22nd June 2011
Ha, I'm loving Play.com back then.
...Apple, as always, look stylish all the time.
Great article
Mediaworks
12:22PM on 22nd June 2011
I wonder what developments and (r)evoultions the next five years will bring for ecommerce...
Senior Research Analyst at Econsultancy
12:30PM on 22nd June 2011
@Ricky – Yes, this is all that the WayBack Machine would show... but as you say, still interesting to see comparisons.
@Jaap – 2006-2011: a bit of a mix. I guess Apple likes the layout of their site...
@ Ian – I couldn’t possibly make comment...
@Mike – Classics are often the best! Great point about screen size affecting design.
@Marty – My general thoughts are that e-commerce will just become commerce, given the emerging retail channels and consumer touchpoints, alongside the merge of online/offline technologies and retailer properties. This is something discussed in the report!
4:41PM on 22nd June 2011
Such sites certainly have improved their look and design. In formal language it is called On-site SEO. And not only these sites there competitors are also working on such scenario. Amazon definitely have improved its front design and also few other sites like esources and wholesalepages.co.uk have improved their color scheme. Adding few new features in their sites for customers to attract them.
eBay Expert & Amazon Expert at Last Drop of Ink
10:02AM on 23rd June 2011
Although the newer version does carry the company "green" colour better. Am I the only one that actually preferred John Lewis's previous design?
Matt
Key Client Manager at Propellernet
12:21PM on 28th June 2011
seriously matt? the 'then' john lewis design is like watching a game of tennis, (and i should know as i'm watching quite a bit of it at the moment!) constantly back and forth across the screen. With so much choice online, sites are against the clock to engage the user, so they are now being designed to allow the searcher to see things quickly and easily whilst getting across their key messages, utilisng more visual concepts.
Creative Director at Redbox Digital
2:25PM on 28th June 2011
Great idea to show this, very valuable for clients as well. One point I want to make about Apple that the screen grabs do not do justice. You could go back over 12 years ago when their products were not so good as they are today and yet they still photographed them beautifully - compare and contrast that with any other PC consumer electronics brand over that period.
12:08AM on 29th June 2011
I am dying to see motion sensing eCommerce sites. Imagine the posibilities!!
Angelos Taplatzidis
Digital Content Producer at UBM
11:23AM on 5th July 2011
This is so interesting to look at, the trend seems to be big clear entry banners with lots of imagery to attract the visitors attention.
I wonder if they've spent alot of time multivariant testing to all come to the same conclusion or if they just followed each others lead?