I had a good experience with my first order but at the end of the day it's just a retail business selling others' products so what is there to judge? (apart from prices and delivery times/cost). Meaning the customer's experience needs to be straightforward and convenient, which it was. Do all e-cig e-shops achieve that? No. So in an online retail model where the most you can innovate about is around simplicity and ease of use, then VapeUk does better than others because their website is a pleasure to navigate while their stocking choices matches my preferences plus EU delivery was fast and fair-priced. I'll be buying from them again