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We've analysed 111 brands across 13 sectors for the Accessible Brands Index Q2 2026. Looking at the relationship between brand experience, accessibility, commercial strength to understand which brands are building the healthiest e-commerce businesses.

#1 in Sweden: Boozt 🏆

So, what put Boozt at the top of the Accessible Brands Index?

Boozt has a very strong digital brand experience, while also performing well commercially, which is ultimately what we're looking for in the strongest e-commerce brands.

A few things stood out in the analysis:

→ Digital accessibility is one of Boozt's biggest strengths, and is still improving.

→ Brand demand is strong, supported by solid profitability and revenue performance.

→ The one thing to watch is momentum. Boozt is in a very strong position today, but the trend suggests that some areas, especially brand trust, need attention to maintain that lead.

The takeaway: strong e-commerce brands are not built on one thing. The real advantage comes from combining a strong customer experience with a healthy business behind it.

Congrats to the team at Boozt on taking the #1 spot.

We analysed 111 brands across 13 sectors for the Accessible Brands Index Q2 2026. Coming in second overall is ICA.

ICA's position in the Top 10 tells a slightly different story.

Its biggest advantage is commercial strength. ICA has exceptionally strong pricing power, profitability and revenue performance, giving the business a very solid foundation to build from.

Where it gets interesting is the gap between that commercial strength and the brand experience. There is still clear room for the digital side of the business to catch up.

The positive sign is that financial momentum is strengthening. The watch-out is on the experience side, particularly brand trust and weakening brand search momentum.

The takeaway: commercial strength can create a huge advantage, but the strongest long-term positions come when brand experience grows alongside it.

Congrats to the teams behind ICA on placing #2

Coming in at #3 is one of Sweden's most recognisable brands globally. Can you guess who?

We analysed 111 brands across 13 sectors for the Accessible Brands Index Q2 2026. Coming in third overall is IKEA.

Few brands have the commercial strength of IKEA, and that really shows in the data.

Its biggest advantage is exceptional pricing power and profitability, giving IKEA a position that very few competitors can easily replicate.

At the same time, the analysis shows an interesting opportunity. IKEA's commercial performance is much stronger than its current brand experience, meaning there is still significant upside if the digital experience catches up.

Brand search is moving in the right direction, but brand trust stands out as the clearest area to improve. Financial momentum has also softened, so maintaining the current position will require continued investment.

The takeaway: even an iconic brand can have untapped digital potential. Strong commercial foundations create the advantage, but experience is what can make that advantage even harder to challenge.

Congrats to the team at IKEA on #3

Next up: a Swedish retail brand with one of the strongest accessibility performances in the entire index. Any guesses?

We analysed 111 brands across 13 sectors for the Accessible Brands Index Q2 2026. Coming in fourth overall is Jula.

Jula's result is a great example of digital strength translating into a strong overall position.

Two areas really stand out. The brand performs exceptionally well in both digital accessibility and brand demand, while also maintaining solid commercial strength.

That combination puts Jula firmly among the strongest brands in the index.

There is still an opportunity, though. Brand trust is noticeably weaker than Jula's other experience signals. And while both experience and financial momentum are moving positively, the overall momentum still trails the strength of Jula's position today.

The takeaway: a strong digital experience can become a genuine competitive advantage when the business behind it is also performing.

At #5, another home and furniture brand enters the ranking. Can you guess who it is?

We analysed 111 brands across 13 sectors for the Accessible Brands Index Q2 2026. Coming in fifth overall is Mio.

Mio earns its Top 5 position through a strong and well-balanced brand experience.

Brand demand is strong, the site communicates its offer effectively, and the business still has solid commercial foundations behind it.

Perhaps most interestingly, there isn't one major structural weakness dragging Mio down. The challenge is less about where the brand stands today and more about where it is heading.

Financial momentum has weakened considerably, creating one of the biggest gaps in the Top 10 between current strength and forward momentum.

The takeaway: a strong position today does not automatically guarantee a strong position tomorrow. Watching momentum is just as important as looking at current performance.

Next up: #6, and only 1.6 points separate them from the category leader. Any guesses?

We analysed 111 brands across 13 sectors for the Accessible Brands Index Q2 2026.

Rusta is one of the more balanced brands in the Top 10.

It combines strong brand demand with healthy commercial performance, and its revenue performance is among the strongest in the market.

Even more interesting is the direction of travel. Both experience and financial momentum are strengthening, putting Rusta in a good position to keep closing the gap on the brands ahead.

The clearest opportunity is how effectively the digital experience communicates the offer to customers. Improving clarity at key moments in the journey could strengthen an already solid experience.

The takeaway: you do not need to dominate every area to build a strong position. Consistent performance across both experience and commercial health can be just as powerful.

Explore the full Accessible Brands Index: https://lnkd.in/d67QktGT

Next up is one of Sweden's most searched retail brands. Who do you think takes #7?