B2C Companies Using Afterpay in the UK: 74 Active Firms (2026)
B2C deferred-payment adopters in the UK sell consumer goods or services online with pay-later checkout options.
For consumer retailers, deferred-payment checkout is usually owned by ecommerce, finance and growth teams rather than by a standalone payments function. It is a front-of-house conversion tool: it changes how shoppers see affordability, how returns are processed and how marketing teams interpret basket behaviour. Companies running this checkout technology tend to have a direct-channel posture, with a managed storefront, customer email capability, tag management and analytics already in place. Adoption therefore signals more than payment choice; it points to a retailer with enough online volume, operational discipline and checkout testing capacity to treat payments as part of trading performance.
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In the UK, 74 companies are actively running this deferred-payment checkout option across consumer-facing commerce. Among buy-now-pay-later tools used on public websites in the sector, this option ranks second, present at 15.1% of 491 companies. Reported headcount totals 1,796, so adoption is not confined to owner-managed retailers. Regional registration skews towards London (24.3%), followed by the South East (14.9%), South West (13.5%), North West (12.2%) and East of England (9.5%).
Deferred-payment checkout sits at the boundary of payments, credit-like promotion and customer experience, so procurement is rarely just an ecommerce plug-in decision. Retailers need checkout wording, returns handling, refunds, fraud controls and customer-service scripts to work as one operating process when a third-party payment provider sits between retailer and shopper. Website operators also need discipline around how browsing, payment and purchase signals move between storefront, analytics, email and payment partners. The practical risk is less the installation of the checkout button than inconsistent consumer journeys after cancellation, exchange or partial refund events.
Adoption appears tied to ecommerce stack decisions rather than a separate finance project. Retailers with direct online demand tend to add pay-later options when they are already investing in storefront performance, customer retention and checkout testing. The next phase is likely to be selective: some merchants will keep multiple deferred-payment options to reduce abandonment, while others will consolidate around fewer providers to cut operational noise in refunds, disputes and reconciliation. Smaller operators may also reassess the trade-off if fees, customer-service workload or brand-control concerns outweigh conversion gains.
Adoption by company size
Adoption of Afterpay varies by company size across the trading UK B2C companies in this cohort. 0.1% of the 54,825 companies with under 10 employees run Afterpay (45 detected). 0.1% of the 26,843 companies with 10–50 employees run Afterpay (29 detected). 0% of the 3,060 companies with over 50 employees run Afterpay (1 detected). That is a 0.1% gap between the over 50 employees and under 10 employees bands.
74
Active firms
2026
15.1%
Of detected Buy now pay later share
UK B2C
7
Median headcount
Filed accounts
143
Verified contacts
Across this cohort
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Key facts
About 8% of the trading cohort reports turnover above £5M (6 of 74 firms) — the rest sits below that revenue band.
1% of the cohort was incorporated since 2022 (1 firms), so a sizeable share is in its first few filing cycles.
Among B2C firms with a detectable buy-now-pay-later system, this checkout appears on 15.1% (74), compared with 89.0% (437) for the largest competing option.
Registered offices skew towards London at 24.3% (18), followed by the South East at 14.9% (11) and the South West at 13.5% (10).
Most of the cohort is tagged to E-commerce at 83.8% (62), with Fashion & Retail present on 51.4% (38); tags overlap, so this is not an exclusive split.
Co-detected website infrastructure is common: 89.2% (66) run a web-delivery layer, 66.2% (49) run an ecommerce platform, and 52.7% (39) run customer-marketing software.
Financial-health bands are mixed, with 23.0% (17) classed as stable, 18.9% (14) weak and 10.8% (8) distressed.
Payments market share among UK B2C
What else do Afterpay-running B2C run?
Share of the 74 Afterpay-running UK companies where each technology was also detected. As of June 2026.
Where Afterpay B2C are, and how healthy they look
By region
By registered-office region; companies without a regional match count toward Rest of UK.
By financial health
From filed accounts; firms with fewer than two filings show as insufficient history.
7
Median headcount
£843.1K
Median UK turnover
8.1%
Above £5M turnover
1
Incorporated since 2022
143 verified decision-maker contacts
across these 74 companies, with emails available in Firmbase. Filter by role, seniority and stack.
Top UK B2C using Afterpay
Ranked by sales-readiness score: an AI model assesses what each company does, its sector and size, and scores its overall fit. Best-fit prospects appear first.
Financial sub-scores
Computed from 5 filingsOperates an online retail platform selling branded clothing, footwear and sportswear for men, women and children. Offers trainers, apparel and accessories from multiple brands through an e‑commerce…
Serves B2C retail customers buying branded fashion, footwear and sportswear for men, women and children, with site options for shoppers in the UK, Ireland and several European countries.
Financial Health
StrongStrong · Growing, Hiring · 32% CAGR over 4y
Location
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Computed from 4 filingsOperates an online retail store selling baby and nursery products from multiple brands, including car seats, pushchairs, cribs, nursery furniture, feeding equipment, baby clothing, toys, maternity…
Serves expectant parents, new parents, families with babies and young children, and gift buyers seeking premium baby, nursery, travel and childcare products through a consumer retail store.
Financial Health
StrongStrong · Hiring · 8% CAGR over 5y
Location
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Computed from 5 filingsOnline retailer of domestic appliances including cookers, ovens, hobs, refrigerators, freezers, washing machines, tumble dryers, dishwashers and microwaves. Sells new, graded, clearance and…
Sells to UK consumers and households buying domestic kitchen, laundry and refrigeration appliances online, with local showroom customers also served through its electrical centre.
Financial Health
StableStable · Growing · 0% CAGR over 4y
Location
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Computed from 2 filingsDesigns and sells branded footwear, handbags, apparel and accessories for women, men and children through an online retail store, offering products such as boots, heels, sneakers, sandals, belts and…
Sells direct to consumer fashion shoppers, primarily women, with additional ranges for men and kids. Targets online retail customers seeking seasonal footwear, apparel and accessories, including…
Financial Health
HealthyHealthy · Hiring · 10% CAGR over 1y
Location
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Computed from 5 filingsDevelops and sells cosmetic and beauty products including foundations, concealers, powders, lip products, and makeup tools. Products are dermatologically tested, vegan and cruelty‑free, and sold…
Sells direct to beauty consumers seeking premium vegan, cruelty-free and dermatologically tested cosmetics, including shoppers who prioritise paraben-free formulas and ethical certification.
Financial Health
StrongStrong · Growing, Hiring · 3% CAGR over 4y
Location
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Computed from 3 filingsOperates an online retail store selling mobile phones, tablets, laptops, video game consoles, smartwatches, headphones, and related accessories. Also offers device trade‑in services and sells…
Serves UK retail consumers buying consumer electronics, including mobile phone users, laptop and tablet buyers, gamers, smart home shoppers, and customers trading in devices.
Financial Health
HealthyHealthy · Hiring · 58% CAGR over 2y
Location
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Computed from 3 filingsOperates an online store selling diamond and gemstone jewellery, including engagement rings, earrings, necklaces, bracelets and bangles in gold and platinum, with different settings, ring styles and…
Serves consumers buying engagement rings and diamond or gemstone jewellery online, including couples, gift buyers and individuals seeking rings, earrings, bracelets, bangles and necklaces with…
Financial Health
HealthyHealthy · 0% CAGR over 2y
Location
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Retailer of jewellery and watches, selling engagement rings, diamond jewellery, gold and silver necklaces, bracelets, earrings, personalised pieces, and branded watches. Offers collections for…
Serves consumers shopping for jewellery, watches and gifts, including engagement rings, diamond jewellery, gold items, personalised pieces, and products for women, men and children at varied price…
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Computed from 5 filingsOnline retailer of beds, mattresses and bedroom furniture. Offers bed frames including TV, storage, upholstered and children’s beds, along with divans, headboards and mattresses, plus bedroom items…
Serves UK mainland consumers and households shopping online for bedroom furniture, including parents buying children’s beds and customers seeking storage, guest, TV or made-to-order bed options.
Financial Health
StrongStrong
Location
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Computed from 5 filingsRetailer of upholstered furniture selling sofas, corner sofas, modular and U‑shape sofas, sofa beds, armchairs and footstools in various fabrics and styles through an e‑commerce website and showrooms.
Serves consumers and households furnishing living spaces, including online shoppers and showroom visitors seeking sofas, sofa beds, armchairs and related home seating.
Financial Health
StableStable · -69% CAGR over 4y
Location
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Computed from 5 filingsBuilds and sells custom and pre‑configured desktop computers, including gaming PCs, mini PCs and workstation systems. Also retails computer components, peripherals, networking equipment, software and…
Serves UK consumers, gamers, home-office users and small businesses, plus creative professionals such as photographers, video editors, designers and music producers seeking PCs, workstations,…
Financial Health
StableStable · Hiring · 32% CAGR over 4y
Location
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Computed from 5 filingsOnline retailer of furniture, lighting and home accessories, offering sofas, tables, beds, cabinets, rugs, mirrors, decorative items and outdoor furniture from a range of interior design brands…
Sells to UK consumers and homeowners shopping online for luxury furniture, lighting, home décor, gifts and outdoor furnishings, including buyers seeking branded designer interiors.
Financial Health
StableStable · Hiring · 9% CAGR over 4y
Location
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Computed from 3 filingsOperates an online retail store selling women’s clothing, footwear and accessories, including trousers, jeans, tops, knitwear, dresses, bags and scarves, with collections such as stretch denim and…
Serves individual consumers shopping online for women’s fashion, including free-size and curvy shoppers, with customer needs spanning workwear, holiday wardrobes, casual outfits, footwear and…
Financial Health
WeakWeak · -15% CAGR over 2y
Location
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Computed from 5 filingsDesigns and sells activewear and athleisure clothing including leggings, sports bras, shorts, tops and unitards. Products are made from recycled materials and sold online, with programs for resale of…
Sells direct to consumers seeking sustainable, inclusive activewear and athleisure, including online shoppers buying new, gift, sale, and verified pre-loved styles.
Financial Health
HealthyHealthy · Hiring · 32% CAGR over 4y
Location
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Computed from 5 filingsRetailer of luxury jewellery and watches through physical stores and an online shop. Sells diamond engagement rings, bracelets, necklaces, and branded timepieces, including new and pre-owned watches,…
Sells to consumers seeking luxury watches, jewellery, engagement rings and gifts, including men and women shopping in-store or online for premium and pre-owned designer brands.
Financial Health
HealthyHealthy · -68% CAGR over 4y
Location
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Computed from 5 filingsDesigns and sells outdoor clothing and camping equipment, including waterproof jackets, tents, sleeping bags, rucksacks, camping furniture, and cooking gear. Also offers navigation tools, lighting,…
Sells to B2C outdoor enthusiasts, including hikers, campers, backpackers, families and adventure travellers, with ranges for men, women and children; also addresses military and tactical buyers…
Financial Health
StableStable · Hiring · 9% CAGR over 4y
Location
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Computed from 3 filingsOnline retailer of garden and outdoor living products including garden furniture, sheds, greenhouses, gazebos, barbecues, storage units, tools, workshop storage systems, and seasonal decorations such…
Serves consumers and homeowners with gardens, patios or outdoor spaces, including families and household buyers shopping for seasonal, home, storage and garden-related items.
Financial Health
DistressedDistressed · -8% CAGR over 2y
Location
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Computed from 4 filingsDesigns and sells fitness and activewear clothing through an online retail store, including gym joggers, hoodies, T‑shirts, sweatpants, leggings, sports bras, shorts and tracksuits, along with…
Sells directly to consumers, primarily men and women interested in gym training, fitness fashion and active streetwear, with separate ranges for menswear and womenswear shoppers.
Financial Health
WeakWeak · Hiring · 13% CAGR over 3y
Location
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Computed from 5 filingsDesigns and sells baby and toddler products including feeding bottles, breast pumps, sterilisers, cups, weaning tableware, teethers, bath toys, nursery accessories and developmental toys, supplied…
Sells directly to UK parents, expectant parents and caregivers of babies and toddlers, as well as gift buyers shopping for newborns, weaning infants, first birthdays and children up to around age two.
Financial Health
DistressedDistressed · -68% CAGR over 4y
Location
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Computed from 4 filingsDesigns and sells outdoor clothing and equipment, including waterproof and insulated jackets, fleece, shirts, pants, hats, gloves, tents, and sleeping bags for activities such as hiking, camping, and…
Sells direct to consumers, including men and women who camp, hike, ski, snowboard, climb or take part in alpine and expedition activities, as well as outdoor lifestyle shoppers.
Financial Health
WeakWeak · -9% CAGR over 3y
Location
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Computed from 4 filingsOnline retailer of beauty and personal care products, selling skincare, haircare and body care items including face masks, hair masks, shampoos, conditioners, serums, scrubs, lip care products and…
Sells direct to consumers buying beauty, skincare, haircare, bodycare and gift products, including women, men, teenagers and gift shoppers, with online purchasing and international delivery options.
Financial Health
StrongStrong · Profitable, Growing, Hiring · 57% CAGR over 3y
Location
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Computed from 5 filingsOperates an online retail store selling branded clothing, footwear and accessories for men, women and children. Product ranges include jackets, hoodies, knitwear, shirts, trainers and other fashion…
Sells to consumers shopping online for branded fashion, footwear and accessories for men, women and children, including students and sale shoppers, with UK delivery and international shipping.
Financial Health
StrongStrong
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Computed from 3 filingsOperates an online retail store selling homeware and furnishings, including bedding, duvet covers, curtains, cushions, rugs, towels and throws, alongside garden furniture, lighting, storage products,…
Sells to consumers and households shopping online for affordable homeware, including bedding, curtains, towels, rugs, garden furniture, soft furnishings, pet, kitchen, travel and seasonal household…
Financial Health
StrongStrong · Profitable, Hiring · 53% CAGR over 2y
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Computed from 5 filingsOperates an online and in‑store golf retail business selling equipment and apparel, including clubs, balls, shoes, bags, trolleys, GPS devices, and accessories. Also offers custom club fitting,…
Sells to individual golfers, including men, women and juniors, shopping online or in-store for golf gear, custom fittings and branded equipment.
Financial Health
StrongStrong · Hiring · 97% CAGR over 4y
Location
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Computed from 4 filingsSells power tools and equipment through an online store, including drills, saws, grinders and other electric tools, along with accessories such as drill bits, blades and hand tools. Distributes…
Sells to UK consumers and trade buyers seeking power tools, accessories and equipment online, including home users, farmers and professionals needing brands such as DeWalt, Makita and Milwaukee, with…
Financial Health
HealthyHealthy · Hiring · 9% CAGR over 3y
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Computed from 4 filingsDesigns, manufactures and retails leather boots, footwear, clothing and accessories for men and women. Sells products including Chelsea boots, belts, bags, wallets, hats and apparel through online…
Serves UK consumers, primarily men and women shopping for casual, work, outdoor and dress footwear, clothing and accessories, including gift buyers.
Financial Health
WeakWeak · Hiring · 3% CAGR over 4y
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Computed from 5 filingsOperates an online cookshop retailing kitchenware and homeware, including cookware, bakeware, kitchen knives, utensils, food storage, small appliances, tableware and gifts from multiple brands.
Serves UK consumers, including home cooks, bakers, kitchenware shoppers and gift buyers seeking branded cookware, bakeware, tableware and home ranges.
Financial Health
StableStable · 0% CAGR over 4y
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Computed from 4 filingsDevelops and sells hair care products including hair growth supplements, vitamins, shampoos, conditioners and treatments designed to address hair loss, thinning and breakage. Products are sold online…
Sells directly to consumers, primarily women experiencing thinning, breakage or hair loss, including postpartum and hormonal hair concerns. Targets shoppers seeking hair vitamins, treatments and…
Financial Health
DistressedDistressed · -78% CAGR over 3y
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Computed from 3 filingsTargets B2C home interiors shoppers, including homeowners and renters seeking luxury-style furniture and homewares for domestic spaces.
Financial Health
StableStable · Hiring · 80% CAGR over 2y
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Computed from 4 filingsDesigns and sells kitchen and bathroom fixtures and fittings, including taps, sinks, basins, showers, baths, toilets, mirrors, cabinet handles and accessories. Offers products for kitchens,…
Sells to UK homeowners and renovators shopping for kitchen, bathroom, utility and outdoor fixtures, alongside trade account customers buying for residential interiors and renovation projects.
Financial Health
HealthyHealthy · Hiring · 76% CAGR over 3y
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Computed from 5 filingsDesigns and sells handbags and small leather goods through an online retail store, including crossbody bags, totes, shoulder bags, clutches and top-handle styles, with optional monogramming and…
Serves direct-to-consumer fashion shoppers worldwide seeking premium handbags, including customers buying work bags, totes, clutches, crossbody and shoulder bags, plus gift buyers using monogramming.
Financial Health
StrongStrong · Growing, Hiring · 22% CAGR over 4y
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Computed from 3 filingsOperates an online retail store selling athleisure and outdoor apparel, footwear, and accessories for men, women and juniors, including hoodies, jackets, trainers, bags and supplements from brands…
Sells to consumers shopping for athleisure, outdoor and sportswear clothing, footwear and accessories, including men, women and juniors, through an online retail store.
Financial Health
StrongStrong · Growing, Hiring · 41% CAGR over 2y
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Computed from 5 filingsRetailer of electric and acoustic guitars, bass guitars and related equipment. Sells instruments from brands such as PRS, Fender, Gibson and Taylor, along with starter packs, guitar models and…
Serves consumer musicians, guitar enthusiasts and collectors in the UK and Europe, including hobbyist and professional guitarists seeking high-end electric, acoustic and bass instruments.
Financial Health
HealthyHealthy · Growing · 0% CAGR over 4y
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Computed from 3 filingsOperates a retail business selling home, garden and outdoor living products, including garden machinery, tools, furniture, BBQs, kitchenware, household goods, clothing and seasonal items through an…
Serves consumers shopping online or in-store, including homeowners, gardeners, DIY enthusiasts and outdoor-living customers seeking homeware, garden, clothing, tools, pet and leisure products.
Financial Health
WeakWeak · -4% CAGR over 2y
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Computed from 2 filingsOperates retail and online sales of yoga and activewear clothing for women and men, including leggings, tops, sports bras, sweatshirts and loungewear, along with accessories such as bags, hats,…
Sells B2C to women and men shopping for yoga, training, running, tennis and loungewear apparel, plus accessories and wellness products for studio, fitness and casual use.
Financial Health
StrongStrong · Profitable, Growing, Hiring · 511% CAGR over 1y
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Computed from 5 filingsOperates an online retail store selling trading card games, collectible cards, board games, tabletop gaming products and pop‑culture merchandise, including Magic: The Gathering and Pokémon cards,…
Sells to UK retail consumers, collectors and hobby gamers interested in trading card games, board games, tabletop gaming, collectibles and pop culture merchandise.
Financial Health
HealthyHealthy · -65% CAGR over 4y
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Computed from 5 filingsOperates an online retail store selling home furniture and furnishings, including beds, sofas, dining sets, wardrobes, storage units, kids’ furniture, garden furniture and fireplaces, along with…
Sells primarily to consumers and households furnishing living rooms, bedrooms, dining areas, gardens, kids’ rooms and home offices, with some appeal to small office buyers.
Financial Health
HealthyHealthy · Hiring · 3% CAGR over 4y
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Computed from 4 filingsDesigns and sells leather bags and accessories, including crossbody, tote, clutch and mini bags, bag straps, and leather luggage accessories, alongside personalised gifts and lifestyle products…
Sells direct to consumers, particularly fashion accessory shoppers and gift buyers looking for leather bags, bag straps, luggage accessories and lifestyle gifts online.
Financial Health
HealthyHealthy · Hiring · 39% CAGR over 3y
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Computed from 4 filingsSells very‑low‑calorie diet (VLCD) total food replacement products, including meal‑replacement shakes, soups, bars and snacks. Offers diet bundles and nutrition products through an online store and…
Sells direct to consumers in the UK and Ireland seeking total food replacement diet products, meal replacements and support for weight-loss plans.
Financial Health
HealthyHealthy · Hiring · 17% CAGR over 3y
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Computed from 5 filingsDesigns and sells home décor products through an online store, including artificial flowers, decorative accessories, furniture, lighting and interior paint colours, along with curated interior…
Sells to design-conscious consumers, homeowners and interior décor shoppers buying luxury homeware, faux flowers and paint for residential interiors online.
Financial Health
WeakWeak · -67% CAGR over 4y
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Computed from 5 filingsDesigns and sells clothing, sleepwear and bedding made from bamboo muslin and organic cotton. Product range includes baby and toddler sleep bags, children’s apparel, maternity wear, adult loungewear,…
Serves consumers, especially parents, expectant and new mothers, families with babies and toddlers, and adults shopping for children’s sleepwear, maternity items, bedding, loungewear and gifts.
Financial Health
StableStable · Hiring · 5% CAGR over 5y
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Computed from 5 filingsRetailer of fashion accessories selling handbags, wallets, small leather goods, belts, keyrings and related items through branded stores and an e‑commerce website for consumers worldwide.
Sells to consumers shopping for fashion accessories, especially handbags, wallets and related accessories through its online store. Targets individual retail customers rather than businesses or…
Financial Health
DistressedDistressed · -14% CAGR over 4y
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Computed from 5 filingsDevelops and sells natural and organic personal care products including skincare, haircare, sun creams, toiletries, make‑up and baby care items. Offers products such as cleansers, moisturisers,…
Sells direct to consumers seeking natural and organic skin, hair, body, sun, make-up and baby care products, including adults, men, teenagers, parents, and people with sensitive skin, eczema,…
Financial Health
DistressedDistressed
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Computed from 5 filingsDesigns and sells women’s and children’s clothing and accessories through an online store. Product range includes dresses, hoodies, knitwear, swimwear, scarves, bags and gifts, with selected items…
Sells mainly to consumers, particularly women shopping for clothing, accessories and gifts, plus parents buying kids’ and babywear. Also targets gift buyers through personalised products, vouchers…
Financial Health
StrongStrong · Growing, Hiring · 177% CAGR over 4y
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Computed from 3 filingsOperates an online retail platform selling cosmetics and beauty products including lipsticks, foundations, mascaras, eye makeup and skincare. Provides product collections, customer accounts, loyalty…
Serves consumers buying beauty and makeup products online, including loyalty programme members and professional makeup users through a Pro membership.
Financial Health
DistressedDistressed · -75% CAGR over 2y
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Computed from 5 filingsOnline retailer of home and garden products including wicker storage baskets and trunks, rugs, clocks, lighting, tableware, cushions and decorative accessories. Sells household storage items,…
Sells direct to consumers furnishing or decorating their homes and gardens, including online shoppers seeking home decor, storage, rugs, lighting, tableware and gifts.
Financial Health
HealthyHealthy · Hiring · 19% CAGR over 4y
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Computed from 5 filingsDevelops and sells natural and organic personal care products including skin care, hair care, sun protection, body care, toiletries, make‑up and baby products, as well as essential oil blends and…
Sells direct to UK consumers seeking natural and organic beauty and personal care, including adults, men, teenagers, parents buying baby and child products, and people with sensitive skin or specific…
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HealthyHealthy · Hiring · 5% CAGR over 4y
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Computed from 5 filingsRetailer of Carhartt‑branded clothing and accessories, including workwear jackets, jeans, hoodies, trousers, gloves, footwear, bags and related gear for men and women, sold through an e‑commerce…
Serves individual men and women, plus business buyers, seeking workwear, outdoor clothing, footwear and accessories for trades, manual work and everyday use.
Financial Health
StrongStrong · Growing · 1% CAGR over 4y
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Computed from 5 filingsSupplies parts and equipment for campervan and motorhome conversions through an online store, including fixings, furniture components, insulation, electrical systems, solar equipment, plumbing and…
Serves campervan and motorhome conversion companies, van builders and DIY enthusiasts converting their own vehicles, covering both trade and retail buyers working on leisure-vehicle projects.
Financial Health
HealthyHealthy · Hiring · 11% CAGR over 4y
Location
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Financial sub-scores
Computed from 3 filingsSupplies composite fencing systems and garden products through an online store, including fence panels, slats, posts and gates, as well as decorative screens, wall panels, planters, mirrors and bin…
Sells to UK homeowners and DIY consumers looking to improve gardens, boundaries, driveways and interior walls, with products also relevant to residential property renovators and landscapers.
Financial Health
StableStable · Hiring · 45% CAGR over 2y
Location
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Showing 50 of 74 — +24 more with verified decision-maker contacts, live data, and CRM sync.
Unlock all 74 leads
Showing 50 of 74 — +24 more with verified decision-maker contacts, live data, and CRM sync.
How Afterpay usage is detected
Company data
Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.
Detection
Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling. B2C companies are identified using Firmbase's semantic classification of company activity, built from filings, websites and registered SIC codes rather than SIC codes alone. The detected counts and share figures on this page are computed within that sector cohort, so "share" always means share of B2C companies with a detectable system — not of all UK companies.
Freshness
Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.
Afterpay is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
UK B2C by Payments
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Frequently asked questions
How many UK B2C companies use Afterpay?
What share of UK B2C companies run Afterpay?
How is Afterpay usage detected?
What size B2C companies use Afterpay in the UK?
What do Afterpay-running B2C companies also run?
Can I get contact details for these companies?
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