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 18th of August 2021.
With retail having reopened in April after lockdown 2, we can now see how marketplaces fared through the pandemic and who held on to traffic gains and if marketplaces have slipped back to pre-pandemic levels.
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 | #58 | #80 | #85 | #99 | #100 |
| Country Rank UK | #4 | #4 | #7 | #5 | #4 | #4 | #4 | #4 |
Amazon have ended the two year period with around 50m monthly visits then when we started tracking traffic to marketplaces two years ago in mid 2019. They have not dipped below the 400m monthly visits since the pandmic began and it’s safe to say that Amazon are massive winners from the Coronavirus distruption.
Since April when the shops reopened, Amazon’s traffic has held relatively steady and the next big bump we would expect to see will be Black Friday as the 2021 Christmas shopping period reaches it’s peak.
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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 | 1.311B |
| Monthly Visits | 460.5M | 550.2M | 441.9M | 437.0M |
| Monthly Unique Visitors | 88.35M | 100.5M | 83.31M | 83.37M |
| Avg. Visit Duration | 00:06:26 | 00:06:35 | 00:06:12 | 00:06:14 |
| Pages / Visit | 7.88 | 8.17 | 7.57 | 7.72 |
| Bounce Rate | 36.83% | 35.64% | 36.21% | 35.74% |
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 | #78 | #242 | #275 | #289 | #314 |
| Country Rank UK | #10 | #8 | #10 | #8 | #7 | #9 | #7 | #10 |
eBay have had a great period through the pandemic with traffic rising from 286m two years ago to 318m today. Whereas traffic regularly dipped below 300m, since the pandemic took hold eBay’s traffic has consistently remained above the 300m marker for the past 16 months resulting an an additional 30m monthly visits to the marketplace.
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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 | 953.9M |
| Monthly Visits | 325.5M | 357.1M | 320.2M | 317.9M |
| Monthly Unique Visitors | 55.03M | 60.75M | 54.94M | 54.35M |
| Avg. Visit Duration | 00:10.04 | 00:09:24 | 00:09:24 | 00:09:06 |
| Pages / Visit | 10.43 | 10.33 | 10.25 | 9.98 |
| Bounce Rate | 27.96% | 29.05% | 28.71% | 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 | #1,077 | #3,215 | #4,529 | #5,422 | #4,168 |
| Country Rank UK | #13 | #60 | #62 | #58 | #64 | #70 | #82 | #80 |
Gumtree’s traffic appeared to be mirroring their performance last year with a dip over the winter months but unfortunately they’ve not seen the same uptick since January leaving them at 37m monthly visits compared with 46m when we first started tracking their traffic.
As a classified ads site, it’s not surprising that the pandemic impacted Gumtree differently to marketplace where tranactions are carried out online rather than in person. Over the past quarter, Gumtree’s traffic has held steady with the shops reopening in April having no discernable impact on visits to the site.
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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 | 111.8M |
| Monthly Visits | 45.83M | 37.77M | 34.14M | 37.27M |
| Monthly Unique Visitors | 13.95M | 11.41M | 10.14M | 10.79M |
| Avg. Visit Duration | 00:07:41 | 00:06:23 | 00:06:36 | 00:06:51 |
| Pages / Visit | 6.02 | 6.01 | 6.23 | 6.29 |
| Bounce Rate | 34.72% | 35.48% | 34.29% | 33.89% |
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 | #69 | #74 | #27 | #68 | #70 |
| Country Rank UK | #63 | – | #62 | – | – | – | – | – |
We watching open mouthed as Etsy sales took off at the start of the pandemic, 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 over the past two years and if your products are suitable for this marketplace then it is one you should most definitely be embracing.
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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 | 1.171B |
| Monthly Visits | 353.0M | 470.5M | 392.8M | 390.4M |
| Monthly Unique Visitors | 139.8M | 186.1M | 155.5M | 155.9M |
| Avg. Visit Duration | 00:06:55 | 00:06:20 | 00:06:13 | 00:06:08 |
| Pages / Visit | 6.67 | 6.68 | 6.63 | 6.56 |
| Bounce Rate | 44.97% | 44.63% | 44.55% | 44.59% |
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 | #12,010 | #34,527 | #26,075 | #36,446 | #25,579 |
| Country Rank UK | #676 | #533 | #430 | #466 | #3,598 | #1,357 | #1,730 | – |
OnBuy are the stand out success out of all the marketplaces we’ve tracked over the past two years. Starting out with 700k monthly visits they’ve finished the two year period with more than 6m monthly visits.
In truth, we were expected some muted traffic stats from OnBuy over the past quarter as they’ve been distracted in raising their Series A+ £35m investment and that, coupled with the reopening of highstreet retail, suggested we might see a dip in their number. That’s not been the case however and their traffic has been holding steady over the past five months with little variation.
We’re expeciting OnBuy to continue to hold steady as they spend the next three quarters focusing on building new platform features and then with a significant brand awareness drive scheduled in 2022 we’ll be looking for the next period of exponential growth. That’s not to say there won’t be traffic bumps as we come into the Black Friday and Christmas period however – OnBuy continue to surprise and delight and as the UK’s fourth biggest marketplace you should be maximising on the opportunity now in order to be well placed to grow with them in their next exponential growth stage.
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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 | 18.46M |
| Monthly Visits | 3.512M | 6.357M | 5.909M | 6.154M |
| Monthly Unique Visitors | 2.508M | 4.538M | 4.168M | 6.154M |
| Avg. Visit Duration | 00:02:39 | 00:02:22 | 00:02:39 | 00:02:35 |
| Pages / Visit | 2.43 | 2.24 | 2.28 | 2.21 |
| Bounce Rate | 68.98% | 71.69% | 71.15% | 70.59% |
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 | #10,870 | #34,935 | #26,159 | #52,737 | #34,938 |
| Country Rank UK | #320 | #294 | #465 | #406 | #1,346 | #1,959 | – | #1586 |
Notonthehighstreet have seen traffic over the past year largely mirroring the previous 12 months, albeit at a higher level. They’ve seen the same massive bump over the peak season and then traffic settle to a more measured pace for the rest of the year. The one difference however was that they didn’t see a quieter period after Christmas and yet their traffic has settled to close to the same 5m monthly visits of a year ago.
The good news for Notonthehighstreet is that they started the two year period with 3.6m monthly visits and ended with 5.2m so their resting rate of visits is up by a massive 2m per month.
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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 | 15.70M |
| Monthly Visits | 4.850M | 13.09M | 6.306M | 5.236M |
| Monthly Unique Visitors | 2.987M | 3.863M | 3.188M | |
| Avg. Visit Duration | 00:05:23 | 00:04:19 | 00:03:49 | 00:03:36 |
| Pages / Visit | 4.39 | 4.06 | 3.75 | 3.64 |
| Bounce Rate | 53.30% | 53.66% | 54.20% | 53.79% |
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 | #72,292 | #135,188 | #153,098 | #279,600 | 190,017 |
| Country Rank UK | #659 | #3,005 | #3,011 | #3,488 | – | – | – | – |
Fruugo’s traffic is running at about double that from mid 2019 and have seen massive peaks during the various lockdowns although it’s now settled into a touch under 1m monthly visits on a regular monthly basis, compared to 500k two years ago.
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 | 2.521M |
| Monthly Visits | 645,816 | 1.180M | 948,366 | 840,499 |
| Monthly Unique Visitors | 535,591 | 975,557 | 775,303 | 690,720 |
| Avg. Visit Duration | 00:01:21 | 00:01:32 | 00:01:22 | 00:01:28 |
| Pages / Visit | 1.96 | 2.06 | 1.99 | 2.13 |
| Bounce Rate | 77.39% | 72.48% | 72.64% | 70.65% |
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 | #164,010 | #373,915 | #221,231 | #298,363 | 395,404 |
| Country Rank UK | #7,348 | #4,944 | #6,852 | #8,051 | – | – | – | – |
Yumbles grown from around 81k monthly visits two years ago to 287k in the past quarter and, as you might expect of a food marketplace, have more than tripled their traffic over the period.
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 | 862,318 |
| Monthly Visits | 200,147 | 740,057 | 459,247 | 287,439 |
| Monthly Unique Visitors | 137,450 | 511,498 | 325,586 | 204,466 |
| Avg. Visit Duration | 00:02:38 | 00:01:34 | 00:01:33 | 00:01:07 |
| Pages / Visit | 4.14 | 3.46 | 3.81 | 3.20 |
| Bounce Rate | 57.62% | 53.21% | 56.11% | 55.10% |
