Retail brands continue to experience significant growth, especially in e-commerce. According to a report by Brand Finance, the world's leading brand valuation consultancy, the total value of the 100 most valuable retail companies worldwide has increased by 9%, reaching 1.19 trillion euros by 2025. Of this total, 36 American brands comprise 68% of the global value, which translates to 789.3 billion euros.
Amazon, the global giant, remains the world's most valuable retail brand for the tenth consecutive year. In 2025, its brand value increased by 15% to 324.32 billion euros, making it the fourth most valuable brand globally.
For its part, Walmart, the retail leader in the United States, is positioned as the brand that has experienced the fastest growth in the top 10. It has achieved a 42% increase, reaching 124.33 billion euros. However, it faces reputational challenges, such as a class action lawsuit for fraudulent predatory practices, which could impact consumer confidence in the long term.
Originally from Australia, Kmart has led the fastest growth in the retail sector worldwide. It has recorded a remarkable increase of 79% in its brand value, reaching 2 billion euros. This progress is attributed to its magnificent performance in brand strength indicators. It has achieved perfect ratings in categories such as “preferred brand”, “brand I want”, “reputation”, and “brand I know well”. This has facilitated its 88.9 out of 100 rating in the Brand Strength Index (BSI).
In Europe, ICA, the Swedish supermarket chain, has established itself as the most powerful retail brand globally, debuting in the Retail 100 2025 ranking. It enters the ranking with a brand value of 1.64 billion euros and a BSI rating of 93.2 out of 100. With a market share of nearly 33%, ICA has a considerable presence in Sweden. Brand Finance reinforces its dominant position. It shows that the brand obtains high ratings among local consumers in criteria such as “meets my needs” (9.7 out of 10) and “is a brand I know well” (9.6).
The Brand Finance Global 500 2025 report reveals that brands born in e-commerce continue to dominate the global retail sector. They have established themselves as leaders in brand value and strength. Despite attempts by traditional companies to adjust to digitalisation, e-commerce companies continue to set the pace.
Amazon, the US e-commerce giant, continues to lead the world with a brand value of nearly 331.5 billion euros. The company has been at the top of the ranking for 10 years, and its ability to merge digital commerce with the customer experience continues to be its most significant competitive advantage.
Similarly, JD.com, the Chinese e-commerce giant, ranks eighth with a nearly 17.5 billion euros brand value. This increase is due to its strong Chinese market presence and global growth. It has established itself as a key player in the digital industry.
In the traditional retail sector, Walmart remains in second place with a brand value of around 127 billion euros, an increase of 42% compared to last year. Despite attempts to adapt to the digital context through private label strategies and aggressive discounts, Walmart continues to be inferior to Amazon regarding brand value.
Other more traditional brands, such as Home Depot, Costco, Lidl, and Aldi, have managed to maintain a prominent position in the ranking, despite the unstoppable advance of marketplaces and e-commerce, which are climbing higher and higher on the list.
