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UK Marketplaces Rankings Tracker Full Year 2 – August 2021

By Chris Dawson August 20, 2021 - 8:00 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 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

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 #55 #58 #80 #85 #99 #100
Country Rank UK #4 #4 #7 #5 #4 #4 #4 #4

Amazon 12 months UK Tracker to July 2020
Amazon - UK Marketplaces Rankings Tracker Full Year 2 - August 2021

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.

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 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

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 #69 #78 #242 #275 #289 #314
Country Rank UK #10 #8 #10 #8 #7 #9 #7 #10

eBay 12 months UK Tracker to July 2020
eBay - UK Marketplaces Rankings Tracker Full Year 2 - August 2021

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.

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 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

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 #1,078 #1,077 #3,215 #4,529 #5,422 #4,168
Country Rank UK #13 #60 #62 #58 #64 #70 #82 #80

Gumtree 12 months UK Tracker to July 2020
Gumtree - UK Marketplaces Rankings Tracker Full Year 2 - August 2021

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.

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 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

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 #63 #69 #74 #27 #68 #70
Country Rank UK #63 #62

Etsy 12 months UK Tracker to July 2020
Etsy - UK Marketplaces Rankings Tracker Full Year 2 - August 2021

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.

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 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

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 #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 12 months UK  Tracker to July 2020
OnBuy - UK Marketplaces Rankings Tracker Full Year 2 - August 2021

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.

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 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

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 #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 12 months UK Tracker to July 2020
notonthehighstreet - UK Marketplaces Rankings Tracker Full Year 2 - August 2021

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.

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 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

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 #63,947 #72,292 #135,188 #153,098 #279,600 190,017
Country Rank UK #659 #3,005 #3,011 #3,488

Fruugo 12 months UK Marketplaces Rankings Tracker to July 2020
Fruugo - UK Marketplaces Rankings Tracker Full Year 2 - August 2021

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.

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 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

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 #129,867 #164,010 #373,915 #221,231 #298,363 395,404
Country Rank UK #7,348 #4,944 #6,852 #8,051

Yumbles 12 months UK Marketplaces Rankings Tracker to July 2020
Yumbles - UK Marketplaces Rankings Tracker Full Year 2 - August 2021

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.

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 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%
  • Emma
    2 months ago

    Pages Per Visit of OnBuy (2.21) and Fruugo (2.13) are extremely low, indicating they are not yet “destination” marketplaces where shoppers are in discovery mode / starting their journeys.

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.

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.

eBay

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

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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