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Fastest Growing U.K. E-Commerce Stores

Q: U.K. E-commerce Industry Trends in 2025

In 2025, $target ecommerce stores are navigating a shifting digital landscape. On average, Instagram accounts in this sector saw a weekly growth of " . number_format($tableData['industryTrends']['avgWeeklyIgGrowth'], 1) . " followers, with an average engagement rate of " . number_format($tableData['industryTrends']['avgEngagementRate'] * 100, 2) . "% — a sign that consumer interest remains strong on social media. However, organic search performance declined, with traffic dropping by " . number_format($tableData['industryTrends']['organicSearchTrafficGrowth'], 1) . "% across the industry. This suggests increased competition or reduced search visibility, which force SEO agencies to come up with new methods of bringing in Organic Traffic, such as ranking on AI models. When it comes to paid channels, approximately " . number_format($tableData['industryTrends']['storesWithTotalAds'], 1) . "% of stores have ran Meta ads at some point, and " . number_format($tableData['industryTrends']['storesWithActiveAds'], 1) . "% have ran Meta ads this year. Paid search is still underutilized, with only " . number_format($tableData['industryTrends']['storesWithPaidSearch'], 1) . "% of stores leveraging it—leaving room for growth-savvy brands to capitalize on less competitive ad space. This dataset reveals the patterns that matter most for agencies and ecommerce professionals looking to benchmark performance, spot untapped channels, and track industry-wide shifts.

Written by Diogo Matos | Last updated on 13th November, 2025

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Throughout 2025, U.K. ecommerce stores are facing a dynamic online marketplace.

Typically, Instagram accounts in this space achieved a weekly growth of 189.5 followers, with an average engagement rate of 1.84% — evidence that consumer interest stays robust on social media.

However, organic search performance decreased, with traffic decreasing by -19.2% industry-wide. This reveals increased competition or reduced search visibility, which force SEO agencies to come up with new methods of bringing in Organic Traffic, such as ranking on AI models.

When it comes to paid channels, approximately 54.0% of stores have launched Meta ads in the past, and 44.5% have executed Meta ads currently. Paid search continues to be underexploited, with only 15.5% of stores leveraging it—leaving room for ambitious retailers to exploit underutilized advertising channels.

This information shows the essential metrics for agencies and ecommerce professionals seeking to benchmark performance, discover hidden channels, and track industry-wide shifts.

How was this data collected?

This report was created by analyzing over 400,000 ecommerce stores across the U.S., Canada, Europe, Australia, and New Zealand. We use a combination of web scraping and APIs to collect data from various sources.

We analyze these and other metric evolutions in order to bring you the most accurate and up-to-date information. This data then powers our salels intelligence platform, Ecommerce Leads.

All data is publicly available and collected in accordance with each platform's terms of service.

Who are the fastest growing U.K. E-Commerce Stores?

This list shows the top 10 fastest growing U.K. E-Commerce Stores by total traffic increase this year, compared to last year, for U.K. stores. You can use this to breakdown best practices and improve your marketing strategies. Use the Chart button to view the traffic trends over time for each store.

#	Name	URL	% Increase	Total Increase	Current Organic Search Traffic
1	Just Bottle	justbottle.co	2112.5%	30,056,377	31,479,153
2	Fashion and Frappes	fashionandfrappes.com	933.7%	1,019,902	1,129,130
3	Monster Piercing	monsterpiercing.com	880.1%	1,163,656	1,295,880
4	Jolly Learning	jollylearning.com	735.8%	978,602	1,111,606
5	My Salah Mat	mysalahmat.com	642.4%	1,027,126	1,187,018
6	Creative Wood	creativewoodtrade.com	602.8%	939,487	1,095,343
7	Anoushka Probyn	anoushkaprobyn.com	566.8%	1,839,379	2,163,877
8	Atlas Accessories	atlasaccessories.com	550.0%	1,119,137	1,322,630
9	Flick	soccerflick.com	543.4%	589,857	698,400
10	Layers	layerslondon.com	530.7%	874,641	1,039,449

(Scroll horizontally to see all data)

Traffic Trends for U.K. E-Commerce Stores

The latest data reveals significant fluctuations in the average traffic for U.K. e-commerce stores over the past few years. After reaching a peak of 119,808 average traffic in October 2024, there has been a general decline, with the most recent data for October 2025 showing a decrease to 51,391. Despite this drop, the trend indicates variable traffic, with notable decreases during mid-2025.

SEO remains the dominant source of traffic for U.K. e-commerce stores, accounting for 96.1% of the total. This reliance on SEO highlights its critical role in driving customer visits. In contrast, Paid Search and Organic Social contribute minimally, while Paid Social accounts for 3.0% of the traffic, indicating a minor yet present impact.

Given these shifts, e-commerce stores might consider strategizing to maximize SEO impact while potentially exploring Paid Social avenues in more detail. The fluctuating traffic suggests opportunities for stores to capitalize on peak periods and address periods of decline.

Average Traffic Evolution

Monthly average total traffic across all U.K. stores

Current Traffic Distribution

Percentage breakdown of traffic sources for U.K. stores

SEO Trends for U.K. E-Commerce Stores

In the 2025 landscape for U.K. e-commerce stores, organic search traffic has experienced a significant decline of -19.2%. This trend signals a shift in consumer behavior and search patterns over the year. However, despite the drop in overall traffic, organic SERPs witnessed a modest growth of +3.5%, indicating that while fewer users are reaching these stores through organic search, those who do are still finding value in traditional search engine results.

The distribution of SEO traffic among stores reveals that a significant number, 13,054 stores, have traffic under 50,000 visitors per month. Conversely, there are 640 stores that achieve between 100,000 and 250,000 visitors, and 449 stores exceed 250,000 visitors per month. This disparity suggests a concentration of traffic among fewer larger players while many smaller stores struggle to attract significant visitor numbers.

Overall, the U.K. e-commerce market in 2025 is characterized by a decrease in total organic traffic but maintains some stability with a slight increase in SERP performance. E-commerce businesses need to adapt to these changes by possibly diversifying their marketing strategies beyond relying solely on organic search.

Traffic from SEO Over Time

Monthly average organic search traffic (Google + Bing) for U.K. stores

Paid Media Trends for U.K. E-Commerce Stores

Paid media trends for U.K. e-commerce stores show significant shifts in 2025, particularly in paid search strategies. Despite a noticeable drop in Google paid traffic by -63.3%, paid search spend initially saw substantial growth in the early months, peaking in April with £799.78, before declining sharply towards the year's end. This trend suggests U.K. e-commerce stores may be optimizing their spending amidst rising costs, evident from the 432.6% increase in Google paid costs.

When considering paid search traffic evolution, U.K. e-commerce stores experienced fluctuating trends, maintaining varied traffic levels with a slight decline into 2025. Despite this volatility, many stores have increased their investment in paid search ads on platforms like Google and Meta, with 15.66% of them running Google Ads and 44.53% engaging with Meta Ads over the year. However, only 4.38% and 34.40% of stores continued running these ads monthly, indicating a possible testing approach for maximizing ad spend efficacy.

Comparing spending patterns to the global averages, U.K. e-commerce stores demonstrate a more conservative approach. Their average spend of £152.09 on Google Ads is 52.1% of the global rate, while Meta Ads expenditure at £4362.90 represents 61.9%. Likewise, the overall paid media spend, which stands at £4323.67, contrasts with the global average, underscoring U.K. stores' strategic reallocating of budgets to achieve cost-effective advertising outcomes.

Paid Search Traffic Over Time

Average monthly paid search traffic (Google + Bing) across U.K. stores

% of Traffic from Paid Search Over Time

Percentage of total traffic from paid search (Google Ads + Bing Ads) over time

15.7%

Ran Google Ads this year

4.4%

Ran Google Ads last month

44.5%

Ran Meta Ads this year

34.4%

Ran Meta Ads last month

It's also interesting to analyze where U.K. e-commerce stores compare to other markets. Worldwide, stores spend an average of $6,287, and when analyzing by platform, we see that U.K. stores spend 52.1% more on Google Ads and 61.9% more through Meta on average.

This information matters to Paid Media agencies targeting their sales efforts, since they can see how U.K. marketing budgets compare to other industries.

Organic Social Trends for U.K. E-Commerce Stores

In 2025, Instagram organic traffic for U.K. e-commerce stores showed fluctuations, starting in April with 1032.19 and experiencing a downward trend until August, when it slightly picked up in September and October to reach 765.07. However, Instagram remains a significant platform with an average weekly growth of 189.52 followers, despite a slight decline in average posts per week (-0.26). Most stores (3527) have traffic under 10k visitors monthly, with an average engagement rate of 0.0184%.

TikTok's organic traffic began 2025 on a rise, with a peak in March at 547.36, followed by a consistent decline over subsequent months, ending in October with 284.58. Despite the traffic decline, TikTok saw an increase in average weekly uploads (+0.77), indicating higher content production by stores. While TikTok's influence continues to evolve, its role in driving traffic remains comparatively lower than Instagram.

Metric	Current	Previous	Change
Instagram Posts/Week	3.28	3.54	-0.26
TikTok Posts/Week	3.84	3.07	+0.77

% of Traffic from Organic Instagram Over Time

Percentage of total traffic coming from organic Instagram posts and stories

% of Traffic from Organic TikTok Over Time

Percentage of total traffic coming from organic TikTok videos

Website Performance for U.K. E-Commerce Stores

Website performance for U.K. e-commerce stores has shown notable trends in 2025. The latest Google Lighthouse performance score averaged at 53.18, indicating gradual improvement with a +1 change from the previous month. The majority of stores have a relatively small SKU distribution, with 11,574 stores housing between 0 to 250 products, showcasing a broad marketplace with diverse product ranges.

SEO performance has been particularly robust, with a current Google Lighthouse SEO score of 91.75. This marks a +1 change from the previous month, reflecting ongoing enhancement efforts by U.K. e-commerce stores to optimize search engine visibility. In terms of accessibility, scores have remained stable at approximately 86.43, suggesting that while there is an emphasis on performance and SEO, accessibility continues to be an area requiring sustained attention.

Website Performance Benchmarks

Metric	Current	Previous	Change
Performance	53/100	52/100	+1.00
Accessibility	86/100	86/100	~0.00
SEO Score	92/100	91/100	+1.00

Product Catalog Size Distribution

Distribution of U.K. stores by number of products in their catalog

Frequently Asked Questions

How can I use this data?

How was this data collected?

How do you measure growth?

How accurate is this list?

How often is this data updated?

What regions are covered in this dataset?

Can I download or export this data?

What other metrics do you track beyond traffic?

How can I use this data?

This list of fastest growing U.K. ecommerce stores provides valuable insights for agency owners and marketers. Use this data to analyze each store and identify emerging trends in the ecommerce sector, benchmark growth rates against competitors, and discover successful business models. Whether you're an agency looking to partner with high-growth brands or a store owner seeking competitive intelligence, this curated list offers actionable market intelligence.

How was this data collected?

This report was created by analyzing over 400,000 ecommerce stores across the U.S., Canada, Europe, Australia, and New Zealand. We use a combination of web scraping and APIs to collect data from various sources. We analyze these and other metric evolutions in order to bring you the most accurate and up-to-date information. This data then powers our lead generation algorithm. All data is publicly available and collected in accordance with each platform's terms of service.

How do you measure growth?

For this report, we're calculating their total traffic in 2025 so far, and comparing it to their traffic in the same period of 2024.

How accurate is this list?

I've personally tested the data against other tools and against live websites and it's accurate. This data drives decisions for agencies and service providers, meaning accuracy is critical.

How often is this data updated?

We update our database monthly with fresh data from all tracked stores. Traffic data, social metrics, and paid advertising information are refreshed on a rolling basis to ensure you always have access to the most current insights. Major industry reports like this one are regenerated monthly to reflect the latest trends.

What regions are covered in this dataset?

Our analysis covers ecommerce stores primarily operating in the United States, Canada, United Kingdom, Europe (EU countries), Australia, and New Zealand. These English-speaking markets represent the most comprehensive data availability and are the primary markets for most agencies and service providers.

Can I download or export this data?

While the report data shown on this page is not directly downloadable, you can access reports of stores losing traction in your ICP through our core service. Take a look here to filter stores by dozens of criteria and export contact information, traffic data, and growth metrics for your outreach campaigns.

What other metrics do you track beyond traffic?

Beyond organic traffic growth, we track over 50 data points including paid advertising spend (Google Ads, Meta Ads), social media performance (Instagram, TikTok, Facebook engagement), website performance metrics (PageSpeed scores, SEO scores), email marketing activity, technology stack, product catalog size, and more. This comprehensive approach helps agencies identify the best-fit prospects.

Fastest Growing U.K. E-Commerce Stores

Table of Contents

How was this data collected?

Who are the fastest growing U.K. E-Commerce Stores?

Traffic Trends for U.K. E-Commerce Stores

Average Traffic Evolution

Current Traffic Distribution

SEO Trends for U.K. E-Commerce Stores

Traffic from SEO Over Time

Paid Media Trends for U.K. E-Commerce Stores

Paid Search Traffic Over Time

% of Traffic from Paid Search Over Time

Website Performance for U.K. E-Commerce Stores

Website Performance Benchmarks

Product Catalog Size Distribution

Frequently Asked Questions

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