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UK Marketplaces Rankings Tracker Year 2 – February 2021

By Chris Dawson February 25, 2021 - 9:00 am

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 first 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.

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 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 19th of February 2021.

Amazon.co.uk

Ranking

SimilarWeb

Alexa

Oct19

Jan20

Apr20

Jul20

Oct19

Jan20

Apr20

Jul20

Global Rank #53 #51 #52 #52 #80 #77 #99 #83
Country Rank UK #4 #4 #4 #4 #6 #4 #5 #4

Oct20

Jan21

Apr21

Jul21

Oct20

Jan21

Apr21

Jul21

Global Rank #50 #53 #80 #85
Country Rank UK #4 #4 #4 #4

Amazon 12 months UK Marketplaces Rankings Tracker to July 2020
Marketplaces Ranking year to January 2021 Amazon

Amazon’s trajectory continues to mirror the same period from 12 months’ ago with the exception that the entire graph has moved up the table – they are now tracking well over 100 million visits a month more than the same time last year.

What is interesting with Amazon is that their monthly unique visits are only up around 12 million. This means more people are buying on Amazon but everyone is buying significanly more frequently than at any time in the past.

SimilarWeb Traffic Stats

Aug19 – Oct19

Nov19 – Jan20

Feb20 – Apr20

May20 – Jul20

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%

Aug20 – Oct20

Nov20 – Jan21

Feb21 – Apr21

May21 – Jul21

Total Visits 1.381B 1.650B
Monthly Visits 460.5M 550.2M
Monthly Unique Visitors 88.35M 100.5M
Avg. Visit Duration 00:06:26 00:06:35
Pages / Visit 7.88 8.17
Bounce Rate 36.83% 35.64%

eBay.co.uk

Ranking

SimilarWeb

Alexa

Oct19

Jan20

Apr20

Jul20

Oct19

Jan20

Apr20

Jul20

Global Rank #74 #76 #74 #71 #234 #252 #326 #279
Country Rank UK #7 #8 #5 #8 #9 #10 #13 #7

Oct20

Jan21

Apr21

Jul21

Oct20

Jan21

Apr21

Jul21

Global Rank #72 #68 #242 #275
Country Rank UK #10 #8 #7 #9

eBay 12 months UK Marketplaces Rankings Tracker to July 2020
Marketplaces Ranking year to January 2021 eBay

eBay’s traffic is up around 12 million unique monthly visitors than this time last year and their total traffic is up almost 80 million visits a month. This tracks with the number Murray Lambell revealed in a video published in January where he said eBay’s internal tracking (as opposed to our stats from SimilarWeb) shows unique visitors tracking at 29 million a month. That’s just about one out of every man woman and child in the country shopping on eBay at least once a month.

SimilarWeb Traffic Stats

Aug19 – Oct19

Nov19 – Jan20

Feb20 – Apr20

May20 – Jul20

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%

Aug20 – Oct20

Nov20 – Jan21

Feb21 – Apr21

May21 – Jul21

Total Visits 976.6M 1.071B
Monthly Visits 325.5M 357.1M
Monthly Unique Visitors 55.03M 60.75M
Avg. Visit Duration 00:10.04 00:09:24
Pages / Visit 10.43 10.33
Bounce Rate 27.96% 29.05%

Gumtree.com

Ranking

SimilarWeb

Alexa

Oct19

Jan20

Apr20

Jul20

Oct19

Jan20

Apr20

Jul20

Global Rank #777 #848 #1281 #730 #2379 #3050 #4657 #3,156
Country Rank UK #36 #36 #51 #33 #53 #64 #120 #55

Oct20

Jan21

Apr21

Jul21

Oct20

Jan21

Apr21

Jul21

Global Rank #883 #1,176 #3,215 #4,529
Country Rank UK #13 #60 #64 #70

Gumtree 12 months UK Marketplaces Rankings Tracker to July 2020
Marketplaces Ranking year to January 2021 Gumtree

Gumtree are one of the few platforms in our tracker where visits are significantly down – It’s reasonable to expect people are doing fewer person to person transactions during the multiple lockdowns different areas of the country have experienced so this shouldn’t be a surprise. Traffic is only a couple of million down on this time last year and the graph is tracking roughly the same trajectory so we were expecting to see interest in Gumtree bottom out over the winter months.

SimilarWeb Traffic Stats

Aug19 – Oct19

Nov19 – Jan20

Feb20 – Apr20

May20 – Jul20

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%

Aug20 – Oct20

Nov20 – Jan21

Feb21 – Apr21

May21 – Jul21

Total Visits 137.5M 113.3M
Monthly Visits 45.83M 37.77M
Monthly Unique Visitors 13.95M 11.41M
Avg. Visit Duration 00:07:41 00:06:23
Pages / Visit 6.02 6.01
Bounce Rate 34.72% 35.48%

Etsy.com

Ranking

SimilarWeb

Alexa

Oct19

Jan20

Apr20

Jul20

Oct19

Jan20

Apr20

Jul20

Global Rank #118 #108 #90 ### #140 #137 #138 #88
Country Rank UK #84 #83 #78 #51

Oct20

Jan21

Apr21

Jul21

Oct20

Jan21

Apr21

Jul21

Global Rank #73 #60 #74 #27
Country Rank UK #63 #28

Etsy 12 months UK Marketplaces Rankings Tracker to July 2020
Marketplaces Ranking year to January 2021 Etsy

Etsy have almost doubled their monthly visitors compared to last year and added an amazing 80 million unique visitor per month. It’s fair to say that their 470.5 million visits a month is an all time high as Etsy rides high on the coat tails of the pandemic. Many turned to Etsy to buy fabric face coverings when the pandemic began and it appears that this influx of new buyers have stayed and hopefully have carried on buying.

SimilarWeb Traffic Stats

Aug19 – Oct19

Nov19 – Jan20

Feb20 – Apr20

May20 – Jul20

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%

Aug20 – Oct20

Nov20 – Jan21

Feb21 – Apr21

May21 – Jul21

Total Visits 1.059B 1.411B
Monthly Visits 353.0M 470.5M
Monthly Unique Visitors 139.8M 186.1M
Avg. Visit Duration 00:06:55 00:06:20
Pages / Visit 6.67 6.68
Bounce Rate 44.97% 44.63%

notonthehighstreet.com

Ranking

SimilarWeb

Alexa

Oct19

Jan20

Apr20

Jul20

Oct19

Jan20

Apr20

Jul20

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

Oct20

Jan21

Apr21

Jul21

Oct20

Jan21

Apr21

Jul21

Global Rank #8,446 #7,556 #34,935 #26,159
Country Rank UK #320 #294 #1,346 #1,959

notonthehighstreet 12 months UK Marketplaces Rankings Tracker to July 2020
Marketplaces Ranking year to January 2021 Notonthehighstreet

Notonthehighstreet are another marketplace to double their traffic over the winter compared to the same period last year. Topping out at over 15 million monthly visits, Notonthehighstreet regularly see massive traffic at Christmas but this year was a barnstormer beating last year which topped out around 8 million.

With Notonthehighstreet having been recently acquired by Great Hill Partners, we can see the attraction as business in the Richmond based marketplace is better than ever before.

SimilarWeb Traffic Stats

Aug19 – Oct19

Nov19 – Jan20

Feb20 – Apr20

May20 – Jul20

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%

Aug20 – Oct20

Nov20 – Jan21

Feb21 – Apr21

May21 – Jul21

Total Visits 14.55M 39.28M
Monthly Visits 4.850M 13.09M
Monthly Unique Visitors 2.987M
Avg. Visit Duration 00:05:23 00:04:19
Pages / Visit 4.39 4.06
Bounce Rate 53.30% 53.66%

OnBuy.com

Ranking

SimilarWeb

Alexa

Oct19

Jan20

Apr20

Jul20

Oct19

Jan20

Apr20

Jul20

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

Oct20

Jan21

Apr21

Jul21

Oct20

Jan21

Apr21

Jul21

Global Rank #16,373 #12,275 #34,527 #26,075
Country Rank UK #676 #533 #3,598 #1,357

OnBuy 12 months UK Marketplaces Rankings Tracker to July 2020
Marketplaces Ranking year to January 2021 OnBuy

What can we say about OnBuy that truly reflects their perfomance? In this tracker we’ve seen many marketplaces double their traffic compared to last year but OnBuy’s has grown by a multiple of 7. Yes, a year ago OnBuy were a promising marketplace with 2.6 million monthly visit and today the number has multiplyed by 7 to over 19 million monthly visits. Similarly, unique visitors to OnBuy have grown from 800k to over 6 million.

We’ve said it multiple times, but if you’ve not already selling on OnBuy then 2021 is the year you have to get live on the marketplace. OnBuy have all the integrations with the most popular multichannel management platforms you need to make selling easy and this year they are planning on going international which will boost traffic even further.

While you might have looked at OnBuy as a start up and one to watch, they are now too big and growing to fast for them not to be a default marketplace where you have to list.

SimilarWeb Traffic Stats

Aug19 – Oct19

Nov19 – Jan20

Feb20 – Apr20

May20 – Jul20

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%

Aug20 – Oct20

Nov20 – Jan21

Feb21 – Apr21

May21 – Jul21

Total Visits 10.53M 19.07M
Monthly Visits 3.512M 6.357M
Monthly Unique Visitors 2.508M 4.538M
Avg. Visit Duration 00:02:39 00:02:22
Pages / Visit 2.43 2.24
Bounce Rate 68.98% 71.69%

Fruugo.co.uk

Ranking

SimilarWeb

Alexa

Oct19

Jan20

Apr20

Jul20

Oct19

Jan20

Apr20

Jul20

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

Oct20

Jan21

Apr21

Jul21

Oct20

Jan21

Apr21

Jul21

Global Rank #75,517 #64,584 #135,188 # 153,098
Country Rank UK #659 #3,005

Fruugo 12 months UK Marketplaces Rankings Tracker to July 2020
Marketplaces Ranking year to January 2021 Fruugo

Fruugo saw a massive spike in traffic during the first lock downs but it calmed down over the summer months. Then this winter they were back with a vengeance doubling their monthly visits compared on the same time last year. Fruugo is the marketplace you want to list on if you wish to sell overseas without the complexities and they also attract customers from search engines so it’s likely you’ll win customers that don’t habitually shop on the marketplaces you already sell on.

SimilarWeb Traffic Stats

Aug19 – Oct19

Nov19 – Jan20

Feb20 – Apr20

May20 – Jul20

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%

Aug20 – Oct20

Nov20 – Jan21

Feb21 – Apr21

May21 – Jul21

Total Visits 1.937M 3.541M
Monthly Visits 645,816 1.180M
Monthly Unique Visitors 535,591 975,557
Avg. Visit Duration 00:01:21 00:01:32
Pages / Visit 1.96 2.06
Bounce Rate 77.39% 72.48%

Yumbles.com

Ranking

SimilarWeb

Alexa

Oct19

Jan20

Apr20

Jul20

Oct19

Jan20

Apr20

Jul20

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

Oct20

Jan21

Apr21

Jul21

Oct20

Jan21

Apr21

Jul21

Global Rank #140,312 #104,512 #373,915 #221,231
Country Rank UK #7,348 #4,944

Yumbles 12 months UK Marketplaces Rankings Tracker to July 2020
Marketplaces Ranking year to January 2021 Yumbles

Yumbles traffic has skyrocketed from around 400k visits a year ago to over 2m currently. It should be no surprise that with lockdown at Christmas that a food marketplace has prospered mightily. People have to eat no matter what outside factors there may be and with many attractive goodies suitable for gifting Yumbles is always busy at Christmas. If you’re selling food then Yumbles should be an automatic choice of where to sell.

SimilarWeb Traffic Stats

Aug19 – Oct19

Nov19 – Jan20

Feb20 – Apr20

May20 – Jul20

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%

Aug20 – Oct20

Nov20 – Jan21

Feb21 – Apr21

May21 – Jul21

Total Visits 600,442 2.220M
Monthly Visits 200,147 740,057
Monthly Unique Visitors 137,450 511,498
Avg. Visit Duration 00:02:38 00:01:34
Pages / Visit 4.14 3.46
Bounce Rate 57.62% 53.21%

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

OnBuy

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

Fruugo

Fruugo is a global marketplace with dedicated websites for 46 countries including the UK, most of Europe, parts of Asia and also Australia and New Zealand.

eBay

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

Etsy

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

Amazon

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

Yumbles

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

NotOnTheHighStreet

Notonthehighstreet.com 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

Gumtree.com is the UK’s number one classifieds site.

See More Companies >

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