"selfio.de places high value on technical quality and user-friendliness at all times. The independent tests now certify once again how successful we are with this – and we are proud of that," Roger Moore, Managing Director of Selfio GmbH, is pleased to say. "But what distinguishes us from most of the competition above all is the high quality of advice. We reach out to customers and show them, simply and comprehensibly, how their project can be optimally successful."

The longlist for this year’s ranking included 7,629 online shops. Marketplace providers such as eBay, B2B shops and shops with a purely foreign-language presence were eliminated. Shops that only offer digital goods, such as Audible, or focus on subscriptions or contracts, such as telecommunications service providers, were also eliminated. To qualify for the detailed study, the remaining shops also had to achieve a certain minimum reach or to have been among the Top Shops 2020.

A total of 79 criteria were examined in the detailed study. These included subjective characteristics such as the assessment of the appearance and clarity in an online survey. But objective features such as the delivery time and the overview of payment options were also scrutinised by the 15 independent testers. The list of the 750 Top Shops 2021 is divided into four categories: "Office, Technology & Media", "Leisure, Games & Hobbies", "Garden & Handicrafts" and "Food & Health", each of which was again divided into several segments.

Scorecard: "Technical quality" was rated as "excellent" for two of the top 25 shops in the "Home Technology" segment, "very high" for 18, and "high" for five. Ease of use was "excellent" for nine participants, "very high" for nine, and "high" for seven.