We have been tracking UK marketplaces over a year now, comparing performance between the different venues you sell on. Today we start collecting data for the second year and are now able to directly compare performance with 12 months ago. We have kept the data from the past 12 months and for the UK Marketplaces Rankings Tracker Year 2 are adding second graphs to make direct comparison visually easy, as well as today publishing the third three months data for the second year. Read on to see which marketplace traffic is significantly up and where the growing opportunities for merchants are.
Our UK Marketplaces Rankings data is taken from SimilarWeb and Alexa. Neither are 100% accurate but what they will reveal is a standardised measurement we can use to track increases or decreases in traffic overtime.
This UK Marketplaces Rankings series is sponsored by OnBuy.com, but their metrics have been measured in exactly the same way as the other marketplaces featured. Data for this post was gathered from SimilarWeb and Alexa on the 23rd May 2021.
Amazon.co.uk
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| Global Rank | #53 | #51 | #52 | #52 | #80 | #77 | #99 | #83 |
| Country Rank UK | #4 | #4 | #4 | #4 | #6 | #4 | #5 | #4 |
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| Global Rank | #50 | #53 | #55 | #80 | #85 | #99 | ||
| Country Rank UK | #4 | #4 | #7 | #4 | #4 | #4 | ||
Amazon’s trajectory reveals what appears to be a common trend across the marketplaces we are tracking in the UK Marketplaces Rankings – this time last year the pandemic was just starting to accelerate and the first lockdown was in full swing. Now, with the shops open again, we’re not seeing the sharp increase in traffic and the patterns are a little more stable.
Having said that, Amazon are still seeing what used to be considered peak levels of traffic so it’s no surprise they are once again throttling incoming FBA shipments and Amazon are putting measure in place to ensure that their warehouses aren’t flooded with products that won’t sell within a few weeks rather than a few months.
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| Total Visits | 1.154B | 1.308B | 1.174B | 1.347B |
| Monthly Visits | 384.8M | 436.1M | 391.4M | 449.1M |
| Monthly Unique Visitors | 82.28M | 88.07M | 80.61M | 84.71M |
| Avg. Visit Duration | 00:06:14 | 00:06:24 | 00:06:04 | 00:06:30 |
| Pages / Visit | 8.15 | 8.37 | 7.75 | 7.78 |
| Bounce Rate | 37.46% | 37.24% | 37.77% | 37.34% |
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| Total Visits | 1.381B | 1.650B | 1.325B | |
| Monthly Visits | 460.5M | 550.2M | 441.9M | |
| Monthly Unique Visitors | 88.35M | 100.5M | 83.31M | |
| Avg. Visit Duration | 00:06:26 | 00:06:35 | 00:06:12 | |
| Pages / Visit | 7.88 | 8.17 | 7.57 | |
| Bounce Rate | 36.83% | 35.64% | 36.21% | |
eBay.co.uk
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| Global Rank | #74 | #76 | #74 | #71 | #234 | #252 | #326 | #279 |
| Country Rank UK | #7 | #8 | #5 | #8 | #9 | #10 | #13 | #7 |
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| Global Rank | #72 | #68 | #69 | #242 | #275 | #289 | ||
| Country Rank UK | #10 | #8 | #10 | #7 | #9 | #7 | ||
eBay’s traffic is holding steady following the normal post Christmas dip at the start of the year. They’ve gained during the pandemic and the traffic hasn’t gone away which is great news for eBay sellers.
eBay spent most of 2019 and 2020 with traffic slightly below 300M visits a month but since the pandemic took hold they’ve consistently been well above that level and 300M was the level they dipped to post peak, rather than being a high.
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| Total Visits | 858.1M | 822.0M | 835.5M | 962.7M |
| Monthly Visits | 286.0M | 274.0M | 278.5M | 320.9M |
| Monthly Unique Visitors | 49.68M | 48.85M | 48.27M | 52.66M |
| Avg. Visit Duration | 00:10:03 | 00:09:49 | 00:09:37 | 00:11:01 |
| Pages / Visit | 10.99 | 10.58 | 10.60 | 10.72 |
| Bounce Rate | 27.37% | 28% | 28.26% | 27.27% |
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| Total Visits | 976.6M | 1.071B | 960.8M | |
| Monthly Visits | 325.5M | 357.1M | 320.2M | |
| Monthly Unique Visitors | 55.03M | 60.75M | 54.94M | |
| Avg. Visit Duration | 00:10.04 | 00:09:24 | 00:09:24 | |
| Pages / Visit | 10.43 | 10.33 | 10.25 | |
| Bounce Rate | 27.96% | 29.05% | 28.71% | |
Gumtree.com
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| Global Rank | #777 | #848 | #1281 | #730 | #2379 | #3050 | #4657 | #3,156 |
| Country Rank UK | #36 | #36 | #51 | #33 | #53 | #64 | #120 | #55 |
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| Global Rank | #883 | #1,176 | #1,078 | #3,215 | #4,529 | #5,422 | ||
| Country Rank UK | #13 | #60 | #12 | #64 | #70 | #82 | ||
Gumtree’s traffic appears to be mirroring their performance last year with a dip over the winter months. We’ll be watching with interest now that the shops have reopened to see if they see a surge towards August which we’ve seen in the past two year.
Although not strictly a marketplace, Gumtree is an interesting contrast to the other platforms we are tracking in the UK Marketplaces Rankings as their peak is the opposite time of the year with a dip in the tradition Christmas season.
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| Total Visits | 138.5M | 118.8M | 105.1M | 130.8M |
| Monthly Visits | 46.17M | 39.60M | 35.03M | 43.62M |
| Monthly Unique Visitors | 14.25M | 12.53M | 13.49M | 105.1M |
| Avg. Visit Duration | 00:06:33 | 00:06:21 | 00:09:43 | 105.1M |
| Pages / Visit | 16.81 | 6.37 | 5.85 | 5.96 |
| Bounce Rate | 35.58% | 36.71% | 37.48% | 35.51% |
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| Total Visits | 137.5M | 113.3M | 102.4M | |
| Monthly Visits | 45.83M | 37.77M | 34.14M | |
| Monthly Unique Visitors | 13.95M | 11.41M | 10.14M | |
| Avg. Visit Duration | 00:07:41 | 00:06:23 | 00:06:36 | |
| Pages / Visit | 6.02 | 6.01 | 6.23 | |
| Bounce Rate | 34.72% | 35.48% | 34.29% | |
Etsy.com
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| Global Rank | #118 | #108 | #90 | ### | #140 | #137 | #138 | #88 |
| Country Rank UK | #84 | #83 | #78 | #51 | – | – | – | – |
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| Global Rank | #73 | #60 | #63 | #74 | #27 | #68 | ||
| Country Rank UK | #63 | – | #62 | – | – | – | ||
This time last year we were watching open mouthed as Etsy sales took off driven by the sales of fabric face coverings. Whilst we’re not seeing this explosive growth this year, it’s worth noting that in 2020 we watched them grow from about 200M monthly visits to 400M… and they have retained that level of traffic following a Christmas peak of 500M.
Etsy have benefitted from the pandemic by roughly doubling their traffic and if they retain that moving forward then this is a marketplace you really should be watching.
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| Total Visits | 647.0M | 738.7M | 720.5M | 985.8M |
| Monthly Visits | 215.6M | 246.2M | 240.1M | 328.6M |
| Monthly Unique Visitors | 92.24M | 104.8M | 100.5M | 129.7M |
| Avg. Visit Duration | 00:06:11 | 00:06:04 | 00:06:05 | 00:08:25 |
| Pages / Visit | 6.69 | 6.34 | 6.36 | 6.55 |
| Bounce Rate | 46.91% | 47.59% | 47.59% | 45.32% |
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| Total Visits | 1.059B | 1.411B | 1.178B | |
| Monthly Visits | 353.0M | 470.5M | 392.8M | |
| Monthly Unique Visitors | 139.8M | 186.1M | 155.5M | |
| Avg. Visit Duration | 00:06:55 | 00:06:20 | 00:06:13 | |
| Pages / Visit | 6.67 | 6.68 | 6.63 | |
| Bounce Rate | 44.97% | 44.63% | 44.55% | |
OnBuy.com
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| Global Rank | #69,594 | #71,416 | #25,143 | #18,248 | #90,602 | #93,186 | #64,077 | #38,903 |
| Country Rank UK | #3,102 | #2,959 | #824 | #705 | #3,938 | #6,419 | #1,783 | #1,165 |
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| Global Rank | #16,373 | #12,275 | #11,676 | #34,527 | #26,075 | #36,446 | ||
| Country Rank UK | #676 | #533 | #430 | #3,598 | #1,357 | #1,730 | ||
OnBuy have been shouting about their growth for months and we’ve almost become blind to the numbers they’ve been putting out. Now, as we look at the traffic reports, we can see that their press releases were no idle boasts. OnBuy have this quarter overtaken the 15 year old marketplace in just six years.
Yes, discounting Gumtree, OnBuy are now the fourth bigggest marketplace in the UK according to our UK Marketplaces Rankings, with only Amazon, eBay and Etsy ahead of them and these marketplace have been trading for over a quarter of a century! With OnBuy due to expand into multiple overseas territories this year (an opprotunity for UK sellers to expand their cross border trade around the world), we’re expecting to see OnBuy to continue to grow.
If you’re not yet selling on the fourth biggest UK marketplace, take a serious look at OnBuy!
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| Total Visits | 2.099M | 2.603M | 4.826M | 9.301M |
| Monthly Visits | 699,922 | 867,774 | 1.608M | 3.100M |
| Monthly Unique Visitors | 498,018 | 620,073 | 1.175M | 2.248M |
| Avg. Visit Duration | 00:02:26 | 00:02:13 | 00:02:14 | 00:02:36 |
| Pages / Visit | 5.46 | 2.86 | 2.27 | 2.33 |
| Bounce Rate | 54.07% | 69.95% | 70.66% | 70.17% |
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| Total Visits | 10.53M | 19.07M | 17.72M | |
| Monthly Visits | 3.512M | 6.357M | 5.909M | |
| Monthly Unique Visitors | 2.508M | 4.538M | 4.168M | |
| Avg. Visit Duration | 00:02:39 | 00:02:22 | 00:02:39 | |
| Pages / Visit | 2.43 | 2.24 | 2.28 | |
| Bounce Rate | 68.98% | 71.69% | 71.15% | |
notonthehighstreet.com
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| Global Rank | #12,230 | #14,130 | #11,920 | #9,221 | #30,110 | #19,188 | #38,776 | #30,277 |
| Country Rank UK | #404 | #467 | #365 | #345 | #829 | #800 | #932 | #729 |
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| Global Rank | #8,446 | #7,556 | #12,067 | #34,935 | #26,159 | #52,737 | ||
| Country Rank UK | #320 | #294 | #465 | #1,346 | #1,959 | – | ||
Notonthehighstreet who were acquired by Great Hill Partners last year, have seen their normal bumper Christmas peak as we’d expect. However the early indicator of April suggest that unlike last year when the UK shops were closed, sales are likely to follow a more normal pattern for this gift orientated marketplace.
It is well worth noting that Notonthehighstreet traffic is running at about double the number of monthly visits compared to mid 2019 when our UK Marketplaces Rankings tracker started. That’s a pretty significant increase in traffic so this is yet another marketplace that increased traffic during the pandemic and has held on to their new and returning customers.
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| Total Visits | 10.86M | 18.71M | 10.56M | 14.57M |
| Monthly Visits | 3.622M | 6.236M | 3.520M | 4.858M |
| Monthly Unique Visitors | 2.321M | 3.740M | 2.228M | 2.960M |
| Avg. Visit Duration | 00:04:44 | 00:04:35 | 00:03:52 | 00:10:02 |
| Pages / Visit | 5.46 | 5.12 | 4.57 | 4.74 |
| Bounce Rate | 54.07% | 52.83% | 53.43% | 51.01% |
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| Total Visits | 14.55M | 39.28M | 18.92M | |
| Monthly Visits | 4.850M | 13.09M | 6.306M | |
| Monthly Unique Visitors | 2.987M | 3.863M | ||
| Avg. Visit Duration | 00:05:23 | 00:04:19 | 00:03:49 | |
| Pages / Visit | 4.39 | 4.06 | 3.75 | |
| Bounce Rate | 53.30% | 53.66% | 54.20% | |
Fruugo.co.uk
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| Global Rank | #107,303 | #109,879 | #49,271 | #74,369 | #91,616 | #119,081 | #153,593 | #129,668 |
| Country Rank UK | #4,759 | #5,045 | #1,788 | #3,585 | #16,950 | – | #5,751 | – |
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| Global Rank | #75,517 | #64,584 | #63,947 | #135,188 | #153,098 | #279,600 | ||
| Country Rank UK | #659 | #3,005 | #3,011 | – | – | – | ||
Fruugo’s traffic is running at about double that from mid 2019 and have seen massive peaks during the various lockdowns. It’s worth remembering that much of Fruugos sales are not only cross border but they market heavily on search engines. This means if you only list on overseas marketplaces but don’t advertise on overseas search engines, you should consider selling on Fruugo as they are almost certainly attracting buyers that aren’t seeing your maketplace listings.
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| Total Visits | 1.379M | 1.497M | 2.239M | 2.226M |
| Monthly Visits | 459,819 | 499,092 | 746,466 | 742,228 |
| Monthly Unique Visitors | 373,028 | 390,725 | 611,456 | 615,958 |
| Avg. Visit Duration | 00:02:01 | 00:01:35 | 00:01:16 | 00:03:10 |
| Pages / Visit | 3.08 | 2.66 | 2.18 | 2.09 |
| Bounce Rate | 70.83% | 71.32% | 73.03% | 74.66% |
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| Total Visits | 1.937M | 3.541M | 2.845M | |
| Monthly Visits | 645,816 | 1.180M | 948,366 | |
| Monthly Unique Visitors | 535,591 | 975,557 | 775,303 | |
| Avg. Visit Duration | 00:01:21 | 00:01:32 | 00:01:22 | |
| Pages / Visit | 1.96 | 2.06 | 1.99 | |
| Bounce Rate | 77.39% | 72.48% | 72.64% | |
Yumbles.com
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| Global Rank | #350,286 | #373,878 | #109,722 | #156,804 | #296,886 | #300,367 | #475,508 | #295,904 |
| Country Rank UK | #18,331 | #19,590 | #4,476 | #8,033 | #9,426 | – | – | – |
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| Global Rank | #140,312 | #104,512 | #129,867 | #373,915 | #221,231 | #298,363 | ||
| Country Rank UK | #7,348 | #4,944 | #6,852 | – | – | – | ||
Yumbles have seen spikes in our UK Marketplaces Rankings which have meant redrawing their graph scales over the lockdown periods. Don’t look at the peaks and think that Yumbles traffic as diminished to normal levels – Yes their peaks have dropped off but they are now hovering around 250k unique monthly visits whereas in mid 2019 they were running at two fifths of that level at 100k visits.
Food is the one essential that everyone needed during lockdowns and millions of new buyers appear to have not only discovered Yumbles for their variety of treats, but have stuck with the marketplace and have turned into committed foodie buyers on Yumbles.
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| Total Visits | 243,864 | 399,648 | 635,954 | 743,775 |
| Monthly Visits | 81,288 | 133,216 | 211,985 | 247,925 |
| Monthly Unique Visitors | 56,047 | 95,593 | 143,777 | 179,413 |
| Avg. Visit Duration | 00:02:59 | 00:02:31 | 00:02:22 | 00:02:35 |
| Pages / Visit | 3.38 | 3.43 | 4.26 | 3.91 |
| Bounce Rate | 69.91% | 63.10% | 66.33% | 62.20% |
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| Total Visits | 600,442 | 2.220M | 1.377M | |
| Monthly Visits | 200,147 | 740,057 | 459,247 | |
| Monthly Unique Visitors | 137,450 | 511,498 | 325,586 | |
| Avg. Visit Duration | 00:02:38 | 00:01:34 | 00:01:33 | |
| Pages / Visit | 4.14 | 3.46 | 3.81 | |
| Bounce Rate | 57.62% | 53.21% | 56.11% | |
