Horror Analysis of E-commerce — The Companies at the Top and Bottom: "Dormy and Kicks Stand Out"
Originally published in Market, June 24, 2026 · By Fredrik Svedjetun
Accessible Brands is an analytics platform designed to predict the future strength — or demise — of e-commerce companies. Today, Market presents the ten companies with the highest and lowest rankings.
"Kicks has the strongest upward trend," says Pepe Larsson, who developed the analytics platform together with Funka founder Lennart Engelhardt.
As e-commerce businesses find it increasingly difficult to sustain growth through volume alone, new strategies are needed to return to profitable growth. With that challenge in mind, Pepe Larsson and Lennart Engelhardt developed Accessible Brands, a platform that analyzes and ranks the "business health" of e-commerce companies.
Throughout 2026, Market will publish results from Accessible Brands' analyses, highlighting which brands are improving or declining in the rankings. In this article, we present the ten companies that achieved the highest and lowest scores in the second quarter of this year.
According to Pepe Larsson and Lennart Engelhardt, the key is to avoid placing too much emphasis on paid traffic and "siloed" functions and KPIs.
"That leads straight into a digital dead end where costs rise, results plateau, and margins come under pressure," says Pepe Larsson.
Among the 124 companies currently included in the Accessible Brands ranking, 46 percent are operating at a loss. When the analysis began, it covered 150 brands — but 26 of them went bankrupt during 2025.
What makes Accessible Brands unique, according to its founders, is its ability to analyze the relationship between friction in the digital customer experience, financial performance, and pricing power.
What distinguishes the companies at the top?
"They perform strongly across the board and have consistently succeeded in turning digital customer experience into profitable growth over time," says Pepe Larsson.
He continues:
"What sets these companies apart is the strong brand experience they deliver across the dimensions we measure in e-commerce. This contributes to higher conversion rates and greater willingness to pay, which in turn drives growing profitability and healthy net margins."
Were there any companies that particularly surprised or impressed you?
"Dormy Golf and Kicks stand out in interesting ways. Dormy Golf demonstrates that a niche focus, strong brand presence, and consistent profitable growth can compete successfully even against the giants on the list."
"Kicks is the company in the top ten with the strongest upward trend, and its momentum is so strong that it will very likely move beyond tenth place by the next measurement period."
What characterizes the companies at the bottom?
"Their common denominator is a weak financial foundation, with low or negative net margins and poor financial health. But they're not a homogeneous group of losers. These companies face different challenges, particularly regarding the customer experience we measure," says Pepe Larsson.
He notes that some companies deliver a very poor customer experience, which likely contributes significantly to their financial difficulties.
"Others have overinvested in the customer experience but lack the ability to translate those investments into greater willingness to pay and higher conversion rates from the traffic they've already paid for."
What do they need to do to improve?
"As I mentioned, they have different problems, but they all share weak financial performance. This suggests they have lacked a clear strategy that provides the focus needed to invest their limited resources where they will have the greatest impact — improving the profitability of the traffic they have already invested in."
About Accessible Brands
Accessible Brands is an AI-driven analytics platform founded by Pepe Larsson, founder of the communications agency Smicker, and Lennart Engelhardt, founder of Funka, a company specializing in digital accessibility.
The company says it takes a more disruptive approach through its AI-driven platform, including a technology called Streaming Intelligence, which analyzes the relationships between friction in the digital customer experience, financial performance, and pricing power in a new way.
Accessible Brands Score and Accessible Brands Index are based on a unique combination of public and partially public data from the latest reliable sources.
Accessible Brands Score measures the relationship between growth and the connection between the experience of an Accessible Brand and the profitability of an Accessible Brand.
Trend indicates the expected future change or development of the Accessible Brands Score over time.
The latest analysis covered 124 e-commerce brands across 15 categories.
Originally published in Market, June 24, 2026, 06:00 · Journalist: Fredrik Svedjetun · Read the full article on Market.se