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 December, 2025

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In 2025, U.K. ecommerce stores are navigating a changing digital ecosystem.

Typically, Instagram accounts in this sector experienced a weekly growth of 197.5 followers, with an average engagement rate of 1.88% — evidence that consumer interest persists on social media.

In contrast, organic search performance fell, with traffic falling by -23.1% throughout the sector. This points to increased competition or reduced search visibility, pushing SEO agencies to develop novel techniques for organic traffic acquisition, such as ranking on AI models.

When it comes to paid channels, around 54.8% of stores have run Meta ads historically, and 46.2% have executed Meta ads currently. Paid search continues to be underexploited, with only 16.0% of stores leveraging it—providing space for forward-thinking businesses to exploit underutilized advertising channels.

This data shows the most critical trends for agencies and ecommerce professionals aiming to benchmark performance, spot untapped 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	2311.9%	2,621,479	2,734,868
2	Hell Bunny	hellbunny.com	483.4%	568,947	686,638
3	Nobody's Child	nobodyschild.com	470.5%	1,582,138	1,918,386
4	Cernucci	cernucci.com	383.4%	1,888,464	2,381,038
5	Cernucci	cernucci.com	379.6%	1,870,035	2,362,609
6	Bird & Blend Tea Co.	birdandblendtea.com	337.8%	646,026	837,289
7	BPerfect Cosmetics	bperfectcosmetics.com	287.9%	502,262	676,698
8	GAIL's Bakery	gails.com	278.0%	1,386,867	1,885,765
9	BPerfect Cosmetics (EUR)	bperfectcosmetics.com	276.6%	482,436	656,872
10	Vitabiotics	vitabiotics.com	263.4%	3,486,268	4,810,003

(Scroll horizontally to see all data)

Traffic Trends for U.K. E-Commerce Stores

Traffic Trends for U.K. E-Commerce Stores

Traffic to U.K. e-commerce stores has seen a notable rise and fall over the past year. Beginning in January 2024 with an average traffic of 5798.18, it grew steadily, peaking in September 2024 at 9663.64, before experiencing fluctuations and ending in November 2025 at 5215.01. This indicates a general upward trend, although recent months suggest some downturn.

SEO remains the dominant source of traffic, accounting for 70% of visits, showcasing its ongoing significance in driving site visits. However, the importance of Paid Social cannot be overlooked, contributing 21.2% to traffic, highlighting its growing role in online visibility. Paid Search and Organic Social contribute smaller portions at 0.3% and 8.4% respectively but still play a part in the overall traffic landscape.

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 initial stages of 2023, U.K. e-commerce stores experienced fluctuating SEO traffic, with notable declines in August and a consistent upward trajectory towards the end of the year. As the trend continued into 2024, a significant spike was observed in September, pushing the average SEO traffic to a peak in October before descending sharply into December.

The year 2025 marked a downturn, with a -23.1% growth rate in organic search traffic. Although the organic SERPs growth was nearly stagnant at -0.2%, the data reveals a concerning shift as SEO traffic declined steadily throughout the year.

Despite these challenges, a small number of stores maintained high visitor counts, with 435 stores attracting over 250k visitors monthly. Most stores, however, fell below the 50k visitor mark, indicating a need for enhanced SEO strategies to capture greater organic reach and traffic.

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 in 2025 have shown significant shifts. Google paid traffic has decreased by -64.9%, despite the cost of advertising rising by +238.1%. The number of stores running Google Ads in 2025 rose by +16.14% overall, but only +5.17% last month. In contrast, Meta Ads saw an increase in participation, with stores using them rising by +46.19% in 2025, and +40.20% last month.

Spending trends for U.K. e-commerce stores differ markedly from global averages, with U.K. stores spending 69.8% of the global average on overall paid media. Specifically, they spend 35.6% of the global average on Google Ads and 57.1% on Meta Ads. The evolution of paid search traffic shows a decreasing trend, with notable traffic reductions from 2024 to 2025.

In terms of expenditure, paid search spend for the U.K. e-commerce sector has seen fluctuations, with the highest average spend occurring in April 2025. However, by December 2025, average search spending dropped to 113.75 from 173.41 in November, highlighting a trend of decreasing investment towards the end of the year.

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

16.1%

Ran Google Ads this year

5.2%

Ran Google Ads last month

46.2%

Ran Meta Ads this year

40.2%

Ran Meta Ads last month

It's revealing to compare the way U.K. e-commerce stores compare to the global average. Global Paid Media spend is $4,510, and examining each advertising platform, it becomes clear that U.K. companies spend 35.6% more on Google and 57.1% more on Meta Ads monthly.

These insights is valuable for Paid Media agencies developing their go-to-market strategy, allowing them to see how U.K. ad spend levels compare to other industries.

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

Instagram organic traffic for U.K. e-commerce stores has shown signs of recovery. From a dip in June 2025 with an average of 779.94 visits, traffic climbed to 831.62 by November 2025. The recent increase represents an upward trend in organic engagement, supported by an uptick in average posts per week from 3.75 in October to 4.25 in November, an increase of +0.49.

In contrast, TikTok organic traffic showed a slight decline after its March 2025 peak of 448.81, descending to 278.62 by November. Nevertheless, the content strategy remained strong, with the average weekly posts rising significantly from 3.12 in October to 4.76 in November, an increase of +1.64. This indicates stores' focus on enhancing content outreach on TikTok despite the reduction in traffic.

Overall, Instagram remains a prominent platform for U.K. e-commerce stores with a steady increase in followers at an average of 197.46 per week in 2025. Meanwhile, engagement rates averaged at 0.019%, and stores have varied traffic ranges, notably with 3,323 stores experiencing under 10k monthly visitors. As e-commerce stores refine their strategies, social media continues to play a critical role in engaging customers organically.

Metric	Current	Previous	Change
Instagram Posts/Week	4.25	3.75	+0.49
TikTok Posts/Week	4.76	3.12	+1.64

% 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 Google Lighthouse Performance Score for U.K. e-commerce stores stands at 53.13/100 as of November 2025, reflecting a slight decline of -1% compared to previous months. The SEO score, at 91.82/100, has remained steady compared to last month's score, indicating consistent optimization efforts across these platforms. Accessibility scores have also stabilized, maintaining a robust standard of 86.12/100.

SKU distribution shows a significant inclination towards the lower brackets, with over 11,190 stores falling within the 0-250 SKU range. This suggests a prevalence of smaller-scale e-commerce operations that are expanding and competing in the digital retail space. As these stores grow, focusing on website performance will be crucial to handle increased traffic and enhance user experience.

Overall, the trends in website performance highlight the importance of balancing enhancements in speed and accessibility with robust SEO strategies. E-commerce stores aiming for growth in the UK must prioritize overall website performance to remain competitive in this evolving marketplace.

Website Performance Benchmarks

Metric	Current	Previous	Change
Performance	52/100	53/100	-1.00
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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