Marketplace Country Quadrant UK

These are the most important online marketplaces for selling to UK!

The UK has a very specific, very differentiated and very high-turnover e-commerce market. This has led to a unique marketplace landscape, as can be seen in our Marketplace Country Quadrant UK.

Third largest e-commerce market in the world

The population of Great Britain is around 66 million. Their average net household income is the equivalent of €25,952. The VAT rate is 20 percent. The UK is the third largest e-commerce market in the world with online sales of . Around 30 percent of total retail sales are transacted online. In 2023, e-commerce sales were around 200 billion euros (166 billion pounds), an increase of 3.9 percent over the previous year. Around 89 percent of the population are regular online shoppers, with the strongest e-commerce categories being fashion, electronics, hobby & leisure and food. The top 5 online stores are Amazon, Sainsbury’s, Tesco, ASDA and Argos.

The market share of online marketplaces in total online retail is around 45 percent. Amazon has a traffic penetration of around 70 percent in the UK. This means that a good two-thirds of online users visit Amazon at least once a month. Our Marketplace Country Quadrant UK lists the top 24.

Generalists in the Marketplace country quadrant UK

By far the most important platforms for almost all categories are the international players Amazon, eBay, local hero OnBuy, Etsy, AliExpress and, of course, TikTokShop.

Leaders in the 6 categories

Behind them, we have identified 3 specialists in each category:

  • In the Fashion category, there is Zalando and also the local hero Secret Sales.
  • The Refurbed marketplace BackMarket stands out in the Electronics category, as do the local platforms eBuyer and Currys.
  • In the Home & Living category, only Argos can hold its own alongside international players.
  • The British platforms B&Q and Argos are strongly represented in the DIY & Garden sector.
  • Ubuy is a local hero in the Sports category.
  • In Beauty & Care, the still young marketplace of the leading British drugstore chain Boots can hold its own against Zalando.

Industry-specific marketplace quadrants

In addition to our country quadrants, there are also our industry-specific marketplace quadrants. They are available for the categories Fashion, Electronics, Sports, DIY & Garden, Beauty & Care, Kids and Watches & Jewellery. They serve as the basis for the country quadrants and are updated by us at regular intervals. Click here for an overview of our marketplace quadrants.

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