8 Top UK marketplaces ranked by traffic

By Chris Dawson February 8, 2018 - 9:00 am
Data in this marketplaces ranked by traffic article is several years out of date.

Please see our latest up-to-date marketplace rankings here.

As we’ve been running our Marketplaces 2018 series since the start of the year, it makes sense to look at the top marketplaces ranked by traffic – If you want sales then go where the consumers are would seem to make sense so today we’re looking at 8 of the busiest UK marketplaces and how they rank against each other.

This isn’t intended to be a one stop guide as to which marketplaces you sell on. Traffic to some marketplaces (e.g. Tesco, Halfords and Game) is impossible to judge as they are also retailers in their own right. Others which may be of interest (e.g. Zalando and Alibaba have masses of traffic but perhaps not in the UK). Today we’re focusing purely on the marketplaces where UK traffic is clearly segregated.

Our primary source for the data is Alexa. This is not a definitive guide to the traffic reported by the marketplaces but has been used as it is a common source readily available for comparison. Data for the marketplaces ranked by traffic was sourced on the 6/2/18.

UK Rank: 3

Global Rank: 85

60.0% of‘s traffic comes from within the UK with around 15% split between the US (5.7%), China (5.5%) and Japan (4.3%). Only 2.8% of traffic comes from Ireland. Notably, Amazon have now overtaken the BBC in terms of traffic who are ranked 7th in the UK.

Following a dip in traffic in the summer, Alexa data suggests that Amazon’s traffic appears to have been on an upward trajectory.

UK Rank: 10

Global Rank: 150

70.1% of‘s traffic comes from within the UK with a further 7.7% split between the US (2.7%), China (1.9%), France (1.6%) and Germany (1.4%). eBay gets more traffic in the UK than Yahoo! who are placed two below at the 12th most popular UK website. It’s worth noting that eBay listings are visible on other eBay sites around the world which helps explain why fewer oversees visitors as a percentage visit

Somewhat worryingly if is accurate, Alexa reports eBay’s traffic has declined in recent months.

UK Rank: 40

Global Rank: 1,420

Gumtree attract a massive 82.1% of traffic from within the UK with a further 2.3% from the US. Ireland, Australia and France each provide 0.9% of Gumtree’s traffic. Gumtree still has more traffic than Tripadvisor in the UK who come in three positions below at number 43. Although not strictly a marketplace, Gumtree is still interesting as a site with possibilities for business selling and so not to be totally ruled out.

Gumtree’s traffic appears to have peaked in the summer months and rapidly declined in the past quarter according to Alexa figures.


UK Rank: 106

Global Rank: 170

The bulk (59.7%) of Etsy‘s traffic according to Alexa comes from the US with the UK being their second biggest market in terms of traffic at 6.4% of their total traffic. Canada (3.7%), France (3.3%) and Germany (2.9%) are also worth noting.

Etsy’s traffic has risen over the course of the past year according to Alexa so it’s looking good if your products are suitable for this marketplace.

UK Rank: 710

Global Rank: 9,620

72.9% of NotOnTheHighStreet‘s traffic comes from the UK, with a 6.3% coming from the US. India accounts for 2.5% of Notonthehighstreet’s traffic with Ireland and Canada both accounting for 0.9%.

Alexa data suggests that Notonthehighstreet had a massive dip in traffic for most of 2017 but picked up sharply in the run up to Christmas.

UK Rank: 5,911

Global Rank: 119,512

Flubit attracts 89.7% of traffic from the UK according to Alexa with the only other country noted being the US from where another 2.3% of visitors reside.

Over the Christmas period it would appear according to Alexa that Flubit’s traffic hit a high for the past 12 months.

UK Rank: 16,255

Global Rank: 253,649

OnBuy who bill themselves as a “British marketplace” attract 82.3% of their traffic from the UK. Somewhat surprisingly they’re popular in the Netherlands where 13.8% of their traffic comes from according to Alexa – that’s a massive chunk and so particularly noteworthy.

It’s little surprise that OnBuy’s traffic is trending upwards as they are relatively new and encouraging to see.


UK Rank: 34,038

Global Rank: 333,769

Yumbles have the lowest proportion of their traffic from the UK (53.1%) of any of the marketplace we checked with another 16.0% from the US and 0.6% from Russia.

As a speciality food marketplace it’s not surprising that they’re ranked lower than marketplaces selling general merchandise but it’s a pretty respectable number and Alexa indicates that traffic has been steadily rising since a dip in the summer months.

  • 3 years ago

    “Alexa reports eBay’s traffic has declined in recent months.” – Looks like it has been in decline for a lot longer than a few months, it looks like a whole year of decline.

    Good to see OnBuy getting busier

  • northumbrian
    3 years ago

    we would be delighted with 1% of ebay’s declining traffic rather than 100% of on buys increase

    • 3 years ago

      I would say the graph shows more than a 1% decline. Are you saying that you would not be happy with an increase in your business?

      The graph does not show traffic but the ranking position.

      Whilst the ranking position may go down that does not mean there is a drop in traffic.

      Interesting to see on Alexa that the Search Traffic for eBay has risen from 13% to 22%

      The Monthly Unique Visitor Metrics would be far more informative

    • northumbrian
      3 years ago

      my point is
      1% or 1000% decline ebay conducts vast amounts of more business than on buy can ever hope for
      data can be slanted to suit the argument whatever your opinion
      its profit and return of effort that counts

    • 3 years ago

      “more business than on buy can ever hope for” Really?

    • northumbrian
      3 years ago

      Really Really with bells on and extra Really

    • 3 years ago

      As they are primarily focusing on UK sales then yes you would be right, but I am sure they are more than happy with the current years growth and may well give eBay a bit of competition in the next few years.

      As everybody is saying, eBay sales are down.

      My eBay sales are down 25% on last year but my overall sales are 44% up.

      Amazon 3 sales to 1 eBay.

      Speaks volumes….

    • northumbrian
      3 years ago

      our ebay sales are down by 80% due to market changes, shipping costs, competition general trading conditions of the moment,

      yet ebay is still a large part of our business
      on buy will need to do something cosmic before we try them

    • 3 years ago

      Totally agree with you about OnBuy, even with the free offer for a year without fees did not tempt me.

      But I am pleased to see them improving although I am sceptical about how great they will grow or if they do, how they will treat sellers once they are big enough not to care.

  • Peter
    3 years ago should sit in there, no?

    149,331 worldwide and 8,176 UK…

  • Justin
    3 years ago

    Can we have one graph of traffic comparison. My experience has been other than AMAZON/EBAY the others are just so small that it is not worth the effort of listing on them.

  • Andy R
    3 years ago

    So you need an Alexa graph to work out traffic on Ebay has been falling ????

    It’s been falling for a lot longer than that.

    But Ebay profits are rising. Why? Because they’ve stuck their fees up hugely since last year.

    What does all this tell us?

    Simply this, if you are selling on Ebay, you are now paying more and getting less.

    Our website is doing great – turns that graph on its head. Every customer who buys from Ebay is funelled to our website with a small discount. Job done.

    • Stuart
      3 years ago

      Unless I have had my head in a cupboard at what point last year did ebay increase their fees? Apart from changing the shop fee’s slightly ( I think it was last year) I don’t remember any of our fee’s going up?

      Also you could have millions and millions of visitors it’s doesn’t mean sales! I think ebay have been focusing on converting more customers and making the buyer experience better than simply just attracting more customers.

    • Alan Paterson
      3 years ago

      You are correct Stuart. Even though traffic appears to be down we have seen a significant increase in conversions. Its all about the sales. If you look at ebay actual turnover it does not flow in-line with the graph. If traffic is down but sales are up (presuming product remain fairly constant price) conversion rate must have increased across the board – significantly.

    • 3 years ago

      A significant increase in conversions does not really impress me, with my overall sales up 44% in January over last year but sales on eBay down 25% those are the real figures we look at.

      There can be a very, very good reason for higher conversion figures, we have a large amount of repeat buyers on eBay that buy every 2-3-6 months, so probably do much the same as what I do, log onto eBay and repurchase items from my purchase history.

  • Boss-Hog
    3 years ago

    As more and more countries get their own eBay sites I guess you will see a decline in traffic. We’ve had two good years on eBay after a couple of flat years before so I think in general the marketplace is quite healthy.

    Also, it was good they listened to sellers and stopped that remove image watermark idea, not all bad news.

  • SAM
    3 years ago

    We are only trading on one of these right now after deciding to give Amazon a break….and it is not going in the right direction. Not surprised Amazon are top however.
    If eBay is losing traffic at that rate, change of direction may be needed. They are expensive.

    Gumtree is losing to Facebook now…

    Likes of Game is all peak we find.

    We did have a shot at OnBuy but dropped it is getting more popular it may be worth keeping an eye on….

    The most positive thing we have had so far is an increase in our own web traffic.

Featured in this article from the Tamebay Guide – companies that can help you grow and manage your business.


The fastest-growing marketplace in the world with millions of buyers, offers sellers risk-free selling with competitive fees and immediate payment by PayPal.


Etsy is well known and a major player in the handmade and vintage arena with a marketplace that offers curated collections and suggestions.


Yumbles is a British, curated marketplace connecting food lovers with the UK’s best small batch independent food and drink producers across the country.


Amazon started as online book store and has grown to be the worlds largest online retailer.


eBay’s mission is to be the world’s favourite destination for discovering great value and unique selection

Flubit (SKU Cloud)

SKU Cloud is a revolutionary, cost-free marketplace that generates sales for retailers through a portfolio of consumer-facing channels.

NotOnTheHighStreet are home to more than 5,000 of the UK’s best small creative businesses that we’re proud to call our Partners, here to do what they do best — surprise us with thoughtful gifts, original homeware, unforgettable experiences and more.

Gumtree is the UK’s number one classifieds site.

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