Wex Photographic achieved a customer score of 91%, beating well-known brands such as John Lewis, Amazon and Sainsburys.

Almost one in four customers praised Wex for its range of products.

One customer who took part in the Which? survey said: ‘Wex is helpful and efficient, with good prices and a huge range.’

The worst online store was the site operated by DIY chain B&Q, which scored just 47% in the survey of nearly 100 retailers.

Wex’s chief customer officer Louis Wahl said: ‘I am very proud that we have been recognised by Which? members as the best online shop.

All our colleagues see that delighting customers is the most important part of their job. ‘Making the extra effort to help people achieve more from their photography is what makes Wex stand out among other camera retailers.’

Founded in 1997, Wex says it offers 16,000 photo products. It also runs a camera and photographic showroom, based in Norwich.

Wex claims to offer a dedicated service to more than 800,000 photographers ‘at every level’.

‘This dedication to service, photographic expertise and outstanding customer support is underpinned by competitive prices and an unrivalled product range,’ the store adds.

The retailer’s UK contact centre is open six days a week, offering advice by phone or via a ‘live chat service’.

Wex also offers part-exchange, trade-in and corporate services.