UK eCommerce: Top 5 dominate the market

The five biggest eCommerce stores by net sales account for 28% of the UK online shopping market in 2018

The UK eCommerce market is big. Out of a population of around 67 million, 60 million people shopped online in 2019, which corresponds to an eCommerce penetration of 88%. This makes the UK one of the frontrunners in terms of eCommerce penetration. The only country analyzed by ecommerceDB where a greater share of the population shops online is South Korea. In 2018, the overall eCommerce market in the UK generated net sales of US$74 billion.
In 2018, the biggest online stores in the UK in terms of net sales were,,,, and

UK eCommerce: Top 5 dominate the market
Together, the top 5 stores accounted for 28% of overall eCommerce net sales in the UK. (This is similar to the U.S. market concentration, where the top five account for just over a third of the eCommerce market.) In absolute figures, the five UK top dogs generated combined net sales of US$21 billion in 2018. Ranks 6 to 25 accounted for net sales of US$19 billion or a share of 25%. In other words, 20 shops taken together couldn’t reach the top 5 in terms of net sales.

Unsurprisingly, it is Amazon which is most successful among all online stores also in the UK. With net sales of US$8.3 billion, could clearly take the lead in 2018 before second-placed with net sales of US$ 4.8 billion. Ranks 4, 5 and 6 were very close together with net sales between US$2.0 billion and US$2.1 billion., which ranked 6th in 2018, outperformed the stores in ranks 3-5 in terms of year-on-year growth 2017 – 2018. It has thus chances to move up into the top 5 if it continues on its growth path. As far as 2020 is concerned, it will certainly be interesting to see how the corona effect will manifest itself in the UK eCommerce landscape.

If you want to find out more about the eCommerce market in the United Kingdom, check out the ecommerceDB country report eCommerce in the UK 2019 and get valuable insights into UK consumers’ shopping behavior, revenue developments of relevant stores, and the competitive landscape including a full list of the UK top 500 online stores.


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May 2020