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.

Reports › Fastest Growing U.K. E-Commerce Stores

Fastest Growing U.K. E-Commerce Stores

Written by Diogo Matos | Last updated on 5th January, 2026

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

Typically, Instagram accounts in this space recorded a weekly growth of 198.3 followers, with an average engagement rate of 1.90% — a sign that consumer interest continues to thrive on social media.

On the other hand, organic search performance decreased, with traffic declining by 9.0% throughout the sector. This reveals increased competition or reduced search visibility, requiring SEO agencies to create innovative strategies for organic traffic growth, such as ranking on AI models.

When it comes to paid channels, roughly 3.6% of stores have executed Meta ads at some point, and 3.6% have ran Meta ads currently. Paid search remains underused, with only 16.0% of stores leveraging it—providing space for growth-savvy brands to take advantage of less competitive ad space.

These insights exposes the essential metrics for agencies and ecommerce professionals wanting 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
1	Robbie Williams	robbiewilliams.com	-100.0%	-614,095
2	Lisa Eldridge	lisaeldridge.com	-100.0%	-243,029
3	Hunza G	hunzag.com	-100.0%	-143,009
4	Skinnydip London	skinnydiplondon.com	-100.0%	-916,682
5	Sipsmith	sipsmith.com	-100.0%	-133,718
6	Bo&Tee	boandtee.com	-100.0%	-603,059
7	St. JOHN	stjohnrestaurant.com	-100.0%	-450,394
8	TALA	wearetala.com	-100.0%	-401,961
9	KOI footwear	koifootwear.com	-100.0%	-291,143
10	Liforme	liforme.com	-100.0%	-623,297

(Scroll horizontally to see all data)

Traffic Trends for U.K. E-Commerce Stores

Traffic trends for U.K. e-commerce stores have exhibited substantial fluctuations in the past two years. Starting with a steady rise from January 2024 at 6049.30 to a peak in October 2024 at 10531.34, the period saw gradual increases with some notable drops, likely influenced by seasonal factors. In contrast, 2025 significantly deviated with a sharp decrease in traffic from January's 6504.79 to December's 3685.61.

SEO continues to dominate as the primary source of traffic for U.K. e-commerce stores, accounting for 86.8%. The reliance on Paid Search is minimal at 0.3%, while Paid Social and Organic Social contribute 3.2% and 9.7%, respectively. These insights highlight the ongoing importance for stores to prioritize SEO strategies amid varying traffic trends.

A closer examination of 2025 highlights a volatile year with a marked decline in average traffic. The August peak at 6801.65 soon plummeted to a low of 3685.61 by December, reflecting a -45.81% drop. Despite these challenges, maintaining a focus on organic channels could provide resilience against future uncertainties in e-commerce traffic trends.

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

The U.K. e-commerce sector has seen shifts in SEO trends over time, with a notable rise in organic search traffic growth at +9% in 2025. During the same period, there was a significant increase in organic SERPs growth at +24.4%. However, fluctuations in monthly SEO traffic indicate volatility, with peaks and declines evident throughout 2024 and 2025.

The breakdown of SEO traffic across e-commerce stores reveals a diverse landscape. A large proportion of stores, 14,142, receive under 50k visitors per month via SEO. Medium-sized traffic brackets (100k to 250k visitors) include 612 stores, while 434 stores boast traffic exceeding 250k.

These figures highlight the importance of adapting to the rapidly changing SEO environment for U.K. e-commerce businesses. Despite the challenges, the potential for organic growth emphasizes the need for strategic SEO investments.

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 a dynamic shift as paid search traffic experienced robust growth, evidenced by a +128.7% surge in Google Paid Traffic. Despite the rise in traffic, the corresponding spend on Google Ads was relatively modest, with U.K. stores investing only 40.5% of the global average, highlighting a potentially more efficient or budget-conscious approach. In contrast, U.K. stores spent 67.2% of the global average on overall paid media, indicating a diverse yet targeted approach in paid advertising investments.

Analyzing the average paid search spend across 2025, significant fluctuations are evident. The initial months saw higher expenditures, peaking in April at approximately 844.63, before dropping considerably towards the year's end, with December's figure at roughly 101.92. This variance suggests efforts to optimize advertising budgets or changes in market strategies and consumer behavior throughout the year.

In the realm of social media, Meta Ads witnessed a minimal usage across the board, with U.K. stores spending 98% of the global average despite only 0.49% of stores employing the platform throughout 2025. This contrasts sharply with the 3.62% engagement reported for the same month, suggesting a late-year uptick or experimental strategy with Meta Ads in the U.K. market.

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

3.7%

Ran Google Ads this year

5.5%

Ran Google Ads last month

0.5%

Ran Meta Ads this year

3.6%

Ran Meta Ads last month

Looking at the data how U.K. e-commerce stores measure against the global market. Global Paid Media spend is $1,459, and diving into individual channels, we see that U.K. businesses invest 40.5% more on Google and 98% more on Meta Ads on average.

This comparison is very relevant for Paid Media agencies planning their outreach approach, allowing them to see how U.K. advertising budgets compare to other industries.

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

Instagram's organic traffic for U.K. e-commerce stores has experienced fluctuations over 2025. Traffic peaked in April with an average of 890.13 visits and saw a decline towards December, reaching 787.24 visits. Despite this, Instagram maintains significant popularity, with 3215 stores having less than 10k monthly visitors and 434 stores exceeding 250k monthly visitors. The average number of posts per week has slightly decreased by 0.70 posts from 3.54 in November to 2.83 in December.

TikTok's organic traffic has shown remarkable resilience, increasing from 264.34 average monthly visits in January to 286.14 by December. The platform’s average weekly uploads rose by 0.73 posts, from 2.86 in November to 3.59 in December. Although TikTok saw a significant rise in traffic early in the year to 452.05 in March, the numbers have stabilized around the 280-320 range through the latter half of 2025.

In 2025, Instagram observed an average growth of 198.29 followers per week. The engagement rate remains modest at 0.019%, indicating ongoing challenges for stores to convert their social interactions into meaningful engagements. This suggests that while growth in followers is steady, driving deep engagement remains a crucial area for development.

Metric	Current	Previous	Change
Instagram Posts/Week	2.83	3.54	-0.70
TikTok Posts/Week	3.59	2.86	+0.73

% 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

The Website Performance Score for U.K. e-commerce stores shows a notable Google Lighthouse Performance Score at 54.23 for December 2025. SKU distribution highlights a significant number of stores, 10,558, falling within the 0-250 product bracket, suggesting a trend towards more niche offerings. Notably, the range of stores expands with decreasing amounts as the SKU bracket increases.

In terms of SEO, the Google Lighthouse SEO Score remains strong at 91.87, maintaining consistency without changes since the previous month. Performance benchmarks for the current versus the last month indicate stability across SEO, performance, and accessibility without any significant shifts. This stability suggests consistent optimization efforts by these e-commerce stores.

Retailers in the UK are focusing on maintaining competitive performance standards, as highlighted by a consistent accessibility score of 86.48. This suggests a continued emphasis on delivering a better user experience. With steady trends in web performance and accessibility, U.K. e-commerce stores show resilience in maintaining their digital presence.

Website Performance Benchmarks

Metric	Current	Previous	Change
Performance	54/100	54/100	~0.00
Accessibility	86/100	86/100	~0.00
SEO Score	92/100	92/100	~0.00

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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