Stockholm, 2026-10-15
The Direct Index, an independent measurement of whether AI assistants can find, read and act on a business's own website, published its Q4 2026 edition today, as a preview with data to 2026-10-15. In Stockholm it scanned every hairdressers and beauty salons business with a website of its own: 310 sites, 232 of them reachable.
Of the reachable sites, 29% turn at least one AI crawler away at the edge, almost always a hosting firewall the owner never chose. 32% take a booking or an order on their own domain; the rest hand that to a marketplace or offer nothing an agent can act on. 29 sites score A or B. That places Stockholm 36 of 46 hairdressers and beauty salons indexes in the edition, ranked by the share of sites that take bookings or orders directly.
Bokadirekt is the booking or ordering vendor behind most direct channels in Stockholm, on 64 sites.
The assistants have not been asked about Stockholm yet; the next edition will say where ChatGPT, Claude and Gemini send people.
[Quote from Antonio Curado, founder of The Direct Index, Brussels. Two sentences on what the number means for owners in Stockholm.]
The Direct Index is built by Antonio Curado, an engineer based in Brussels. The method is public, the data is open (ODbL) and nothing in the ranking is for sale. Every business in the index has a page with its findings, a free rescan and a badge. The Stockholm index: https://directindex.org/city/stockholm-salons. The edition: https://directindex.org/editions/2026-q4. The method: https://directindex.org/methodology. The data: https://directindex.org/data. Contact: hello@directindex.org.
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