| CATEGORY | WINNER |
| Annual sales up to £5 million | Wentworth Wooden Puzzles |
| Annual sales of £5 -15 million B2B | Workwear Express |
| Annual sales of £5 -15 million B2C | Weird Fish |
| Annual sales of £15-30 million B2C | Procook |
| Annual sales of £30-50 million B2C | JoJo Maman Bebe |
| Reader’s Choice over £50 million B2B | Nisbets |
| Reader’s Choice over £50 million B2C | Direct Wines |
| Best Exploitation Tech up to £25m B2B | Office Power |
| Best Exploitation Tech up to £25m B2C | SportPursuit |
| Best Exploitation Tech over £25m B2C | 4X4AT.com/Netmatter |
| Children’s Products | Great Little Trading Company |
| Womenswear & Accessories | Joe Browns |
| Home including Food & Wine | Feather & Black |
| Gardening & Outdoors | Sarah Raven |
| Gifts, Gadgets, Hobbies, Home Entertainment | Home Leisure Direct |
| Luxury Brands | The Fold |
| Charity Trading | Poppy Shop |
| Office & Business Supplies | Office Power |
| Industrial,Technology & Warehouse Supplies | ESE Direct |
| Hotel, Catering, Facilities Management Equipment & Supplies | Drinkstuff |
| Health, Medical, Scientific Supplies & Equipment | Medical Supermarket |
| Best Catalogue Creative & Production B2B | YPO |
| Best Catalogue Creative & Production B2C | OKA Direct & RSPB |
| Best Digital Performance B2B | Workplace Depot |
| Best Digital Performance B2C | Virgin Experience Days |
| Outstanding Customer Service | JoJo Maman Bebe |
| Direct Commerce Magazine Readers Award 1 | Gtech |
| Direct Commerce Magazine Readers Award 2 | Brand Alley |
| Best Overall Business 2017 | JoJo Maman Bebe |
| Lifetime Achievement | Dara O’Malley |
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