Asos.com picked up four of the thirteen awards at the Ecommerce Awards for Excellence ceremony this week — for Best Customer Experience, Best Pureplay Retailer, User Generated Content Innovation and the coveted Olga, the Online Gold Award.

John Lewis and Play.com were runners up for the Olga, which is voted for by members of trade body IMRG.

“The UK e-Commerce Industry in 2009 will top £50bn in sales, so it is fitting that we should come together to celebrate and recognise those companies who are making outstanding contributions to the market,” saidIMRG’s David Smith. “Given their performance elsewhere in the Awards, Asos.com are worthy winners of this year’s Olga.”

Sainsbury’s grabbed awards for Best Customer Service and Re-design/Re-Launch Of The Year, while rival Ocado picked up gongs for Ecommerce Site Innovation and Leading Green/Ethical Website.

The award for Best Multi-Channel Retailer went to Clarks, with Kiddicare getting a highly commended mention. Video games retailer Game picked up the Best Marketing Initiative gong, with M&M Direct scoring a ‘highly commended’ in the category.

Littlewoods won for Best Use of Rich Media, The Book Depository picked up the Cross Border e-Retail Innovation award, and DPD-Geopost won the Innovation In Delivery award.

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