Is Which? legit?

Our check

Which? runs 72 live Meta ads and gets about 4.7M visits a month (SimilarWeb, Sep 2026). The store was created in Dec 2016, 9 years ago, and is based in the United Kingdom.

Checked October 30, 2026. Facts only, from the Meta Ad Library, SimilarWeb, Trustpilot and the store itself; anything we have not measured is left out.

Good signs and warning signs

• Open for 9 years: created Dec 2016.
• Large audience: about 4.7M visits a month.

The facts

Live Meta ads

72

Monthly visits

4.7M (SimilarWeb, Sep 2026)

Traffic vs month before

-17%

Store created

Dec 2016

Based in

United Kingdom

Niche

Oral & Dental Care

Questions shoppers ask

Is Which? legit?

Which? runs 72 live Meta ads and gets about 4.7M visits a month (SimilarWeb, Sep 2026). The store was created in Dec 2016, 9 years ago, and is based in the United Kingdom. These are measured facts, not a rating; check the flags on this page before you buy.

Where is Which? based?

which.co.uk is registered as a store in the United Kingdom.

How much traffic does which.co.uk get?

which.co.uk had 4,682,991 visits in Sep 2026, as measured by SimilarWeb for this exact host. That is down 17% on the month before. Which? traffic and size

How much revenue does Which? make?

Which? does not publish its revenue and no source AdLibrarySpy holds measures it, so no revenue figure is shown. Its measured size signals are 4,682,991 visits in Sep 2026 (SimilarWeb), 72 live Meta ads and 1,410 products. How big is Which??

What ads is Which? running?

AdLibrarySpy recorded 72 live Meta ads (Facebook and Instagram) for which.co.uk. Which? ads and commercials

Who are Which?'s competitors?

Which?'s closest competitors in the AdLibrarySpy index, by niche and traffic, are Holland & Barrett (hollandandbarrett.com), Bulk™ (bulk.com), Vision Express (visionexpress.com), Buy Glasses Online (glassesdirect.co.uk) and Voy (joinvoy.com). Sites like Which?