Online optical retail in the UK continues to expand, with more shoppers valuing wide selection and convenience over traditional in-store limitations.
This 2025 review examines which British e-commerce eyewear retailers offer the broadest assortment — both in overall frame count and in brand range.
From specialist online platforms to established opticians adapting to digital demand, the ranking captures a market in the middle of a significant shift toward scale and choice.
Key Insights
- SmartBuyGlasses.co.uk takes the top spot, offering 47,000+ frames and 265 brands, giving it the strongest catalogue depth in both categories.
- SelectSpecs.com and Pretavoir.co.uk also show strong assortment leadership, each exceeding 12,000 frames, demonstrating growing competition in the mid-to-premium online space.
- Well-known High Street optical chains — including Vision Express and Specsavers — feature lower in the ranking, emphasising a service-first strategy rather than competing on online product volume.
Online Glasses Retailers – by Total Frames (UK, 2025)
| Rank | Domain | Total Frames |
|---|---|---|
| 1 | smartbuyglasses.co.uk | 47,401 |
| 2 | pretavoir.co.uk | 12,581 |
| 3 | selectspecs.com | 12,391 |
| 4 | spex4less.com | 5,980 |
| 5 | shadestation.co.uk | 5,742 |
| 6 | fashioneyewear.com | 3,235 |
| 7 | opticiansdirect.co.uk | 3,027 |
| 8 | visionexpress.com | 1,118 |
| 9 | specsavers.co.uk | 1,075 |
| 10 | mandsopticians.com | 818 |
| 11 | discountedsunglasses.co.uk | 736 |
| 12 | glassesdirect.co.uk | 722 |
| 13 | glasses2you.co.uk | 677 |
| 14 | directsight.co.uk | 333 |
| 15 | rxsport.co.uk | 45 |
| 16 | sunglasshut.com | 33 |
Online Glasses Retailers by Total Brands (UK, 2025)
| Rank | Domain | Total Brands |
|---|---|---|
| 1 | smartbuyglasses.co.uk | 265 |
| 2 | selectspecs.com | 243 |
| 3 | fashioneyewear.com | 110 |
| 4 | spex4less.com | 76 |
| 5 | shadestation.co.uk | 64 |
| 6 | opticiansdirect.co.uk | 63 |
| 7 | pretavoir.co.uk | 44 |
| 8 | discountedsunglasses.co.uk | 41 |
| 9 | visionexpress.com | 33 |
| 10 | glassesdirect.co.uk | 26 |
| 11 | specsavers.co.uk | 24 |
| 12 | mandsopticians.com | 23 |
| 13 | glasses2you.co.uk | 14 |
| 14 | sunglasshut.com | 3 |
| 15 | directsight.co.uk | 2 |
| 16 | rxsport.co.uk | 1 |
From High Street Heritage to Large-Scale Online Catalogues
While the UK eyewear market still features strong High Street loyalty, the data highlights a clear shift toward retailers that prioritise extensive digital catalogues.
- SmartBuyGlasses sets the pace with its wide-ranging global assortment.
- SelectSpecs competes strongly through scale and value, while Pretavoir highlights a premium, design-led approach.
- Traditional chains, though influential offline, offer far smaller online selections — reinforcing their strategic focus on in-person clinical services rather than catalogue volume.
This split signals a maturing UK market where online eyewear increasingly resembles the broader e-commerce “platform model,” rewarding retailers that deliver variety at scale.
What UK Shoppers Look For When Buying Glasses Online
Choice matters, but British consumers also place high value on:
- accurate prescriptions,
- comfortable, well-fitted frames,
- transparent ordering processes,
- virtual try-on technology,
- and easy returns.
Tools that help confirm fit — such as frame measurements, lightweight material options, and detailed product imagery — play a growing role in reducing purchase hesitation and improving satisfaction.
Methodology
- Data was collected in September 2025 and represents the number of publicly available frames and brands listed on each retailer’s UK-facing website.
- Only active retailers offering shipping within the UK were included.
- Two core metrics were measured:
- Total Frames — all SKU listings for prescription glasses and sunglasses.
- Total Brands — the count of distinct eyewear brands featured.
- Audits were conducted manually to ensure consistency and to remove duplicates, discontinued items, and non-eyewear categories.
- The ranking reflects assortment size only and does not evaluate market share, revenue, or customer satisfaction.
If you think another UK eyewear domain should be considered in future editions, feel free to share your suggestion.
After years of managing hundreds of fashion brands from London's office of a global retailer, Mandy has ventured into freelancing. Connected with several fashion retailers and media platforms in the US, Australia, and the UK, Mandy uses her expertise to consult for emerging fashion brands create top-notch content as an editorial strategist for several online publications.
A passionate advocate for inclusivity and diversity, Aidan is the driving force behind The VOU as its Editorial Manager. With a unique blend of editorial acumen and project management prowess, Aidan's insightful articles have graced the pages of The Verge, WWD, Forbes, and WTVOX, reflecting his deep interest in the dynamic intersection of styling with grooming for men and beyond.