B2C Companies Using VWO in the UK: 184 Active Firms (2026)
B2C experimentation adopters sell to consumers online and use website testing tools across UK consumer markets.
For consumer-facing operators, a platform of this kind sits between campaign traffic and the commercial website: it allocates visitors to page variants, captures conversion events and lets product or marketing teams compare journeys without rebuilding the site for every test. Adoption usually points to a direct-channel business with enough traffic to read experiments, enough digital revenue to justify conversion-rate work, and internal staff who can join analytics, merchandising, product and paid-media decisions. The buying centre tends to be ecommerce, growth or digital product rather than central IT, although implementation still depends on tag governance and developer support.
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There are 184 UK companies running this experimentation stack. Reported employment for the cohort totals 3,128, so adoption is not confined to very small web teams, even though many users will still sit inside lean digital functions. Within detected A/B testing use for the sector, the stack ranks second at 10.0% of a 1,848-company benchmark, behind the most common alternative. Registered-office skew is London-weighted: London accounts for 23.9%, followed by Yorkshire and The Humber at 12.5%, the South East at 12.0%, the North West at 9.8% and the East of England at 7.6%.
Running website experiments in consumer sectors brings the testing stack into the same governance perimeter as analytics, consent management and advertising attribution. Where tests depend on cookies, device identifiers or behavioural segmentation, UK GDPR and ICO guidance make consent capture, purpose limitation and retention controls part of the operating model rather than a legal afterthought. Procurement tends to involve marketing and product owners, but legal and security teams usually scrutinise scripts, data transfers and tag loading because the tool changes live customer journeys. Retail, leisure and property adopters also need to watch claims, pricing and fairness when experiments alter offers or checkout prompts.
Experimentation adoption appears to be moving from isolated campaign tests toward a more governed optimisation layer across product, merchandising and retention teams. Browser privacy controls and tighter consent standards tend to favour companies that can manage tracking, test design and decision rights in-house, rather than treating experimentation as an occasional agency task. The category also looks exposed to tool rationalisation: buyers already run overlapping analytics, tag management and personalisation systems, so renewal decisions are likely to focus on whether testing platforms fit the wider customer-data and trading workflow.
What’s in the file
One row per company, 50+ columns — everything below plus each company’s verified directors, from Companies House filings.
Company data
Verified directors — included
Adoption by company size
Adoption of VWO rises with company size across the trading UK B2C companies in this cohort. 0.2% of the 54,825 companies with under 10 employees run VWO (111 detected). 0.2% of the 26,843 companies with 10–50 employees run VWO (54 detected). 0.6% of the 3,060 companies with over 50 employees run VWO (18 detected). That is a 0.4% gap between the over 50 employees and under 10 employees bands.
184
Active firms
2026
10%
Of detected A/B Testing share
UK B2C
7
Median headcount
Filed accounts
487
Verified directors
Across this cohort
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Key facts
About 17% of the trading cohort reports turnover above £5M (32 of 184 firms) — the rest sits below that revenue band.
6% of the cohort was incorporated since 2022 (12 firms), so a sizeable share is in its first few filing cycles.
Within B2C companies with a detectable A/B testing system, this tool ranks second by detected share at 10.0%; the largest detected system accounts for 70.7%.
London is the largest registered-region concentration for these B2C users at 23.9% (44), followed by Yorkshire and The Humber at 12.5% (23) and the South East at 12.0% (22).
Tag-management software is also detected on 82.1% (151) of sites, which suggests experimentation is usually paired with centralised tracking deployment.
E-commerce accounts for 25.0% (46) of the cohort, with Fashion & Retail at 12.0% (22) and FMCG at 9.8% (18).
The ratings mix includes 20.7% (38) weak and 12.0% (22) distressed operators, so adoption is not confined to better-capitalised consumer firms.
A/B testing market share among UK B2C
Share of the 1,848 UK B2C with a detectable system. As of June 2026.
What else do VWO-running B2C run?
Share of the 184 VWO-running UK companies where each technology was also detected. As of June 2026.
Where VWO 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
£746.1K
Median UK turnover
17.4%
Above £5M turnover
12
Incorporated since 2022
Verified directors — included in the file
Director names and roles for these 323 companies, alongside financials and websites, in one Excel + CSV file.
Top UK B2C using VWO
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 filingsProvides an online healthcare platform offering virtual consultations with licensed practitioners, online prescriptions, at‑home lab testing, and home delivery of medications for conditions including…
Serves individual healthcare consumers managing everyday health needs, including weight loss, sexual health, skin and hair, menopause, mental health, metabolic health, fertility and STI concerns.
Financial Health
StrongStrong · Hiring · 19% CAGR over 4y
Location
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Financial sub-scores
Computed from 3 filingsProvides subscription-based delivery of fresh dog food. Prepares wholefood meals for puppies, adult and senior dogs, offering personalised feeding plans and recipes including meat and fish dishes…
Serves dog owners seeking personalised fresh-food meal plans for puppies, adult and senior dogs, including owners focused on breed-specific health, nutrition advice and flexible home delivery…
Financial Health
StableStable · Hiring · 106% CAGR over 3y
Location
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Financial sub-scores
Computed from 5 filingsSells powdered dietary supplement drink formulated with vitamins, minerals, botanical extracts and probiotic cultures. Product is marketed as a daily nutrition mix to support energy, digestion and…
Sells direct to health-conscious UK consumers and athletes seeking daily nutrition support, including people focused on energy, immunity, digestion, performance and recovery.
Financial Health
StrongStrong
Location
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Computed from 3 filingsOperates an online platform for discovering events and purchasing tickets, including concerts, club nights and festivals. Provides event listings, venue and artist information, and ticketing services…
Serves consumers seeking tickets and listings for gigs, club nights, festivals and seasonal events, mainly music and nightlife fans browsing by city, genre, artist, venue or event brand across the UK…
Financial Health
HealthyHealthy · Profitable · -88% CAGR over 2y
Location
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Computed from 5 filingsOperates an online retail platform selling furniture and homeware, including sofas, beds, mattresses, bedroom and dining furniture, lighting, rugs, and bedding products such as duvets, pillows, and…
Sells direct to consumers furnishing their homes, including homeowners, renters, families and students shopping online for bedroom, living room, dining, bathroom and home accessory needs.
Financial Health
StableStable · -29% CAGR over 4y
Location
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Operates an online vehicle buying service that provides instant car valuations and purchases used cars directly from private owners, with online registration lookup and appointments to complete the…
Targets private car owners and motorists looking to sell their vehicles directly, primarily consumers rather than business fleets or trade sellers.
Location
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Financial sub-scores
Computed from 5 filingsOperates an online platform and mobile app that enables users to create personalised greeting cards and postcards using their own photos and messages. Prints and posts the cards to recipients for…
Serves consumers using mobile and web apps who send personalised greeting cards and postcards to family, partners and friends for birthdays, holidays and life events.
Financial Health
WeakWeak · -11% CAGR over 4y
Location
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Computed from 5 filingsOperates an online platform that lists and sells tickets for sightseeing tours, attraction entry, guided experiences and excursions, allowing travellers to search, compare and book activities from…
Serves B2C leisure travellers, tourists and holidaymakers planning trips worldwide, especially visitors to major cities and attractions seeking sightseeing, excursions, tours and local travel…
Financial Health
StrongStrong · Growing, Hiring · 15% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsProvides online brokerage services and trading platforms enabling clients to trade financial instruments including forex, CFDs, physical stocks, indices, commodities, precious metals, ETFs and…
Sells to retail traders and investors worldwide seeking multi-asset online trading, and also serves professional clients, partners and institutional customers in financial markets.
Financial Health
StrongStrong
Location
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Computed from 5 filingsOperates an online garden centre selling plants and gardening products, including perennials, shrubs, trees, bulbs, seeds and houseplants, along with garden tools, pots, compost, irrigation equipment…
Sells primarily to UK consumer gardeners and homeowners buying plants, bulbs, indoor plants, pots, tools, furniture and garden equipment online for home gardens and outdoor spaces.
Financial Health
HealthyHealthy · Growing, Hiring · 3% CAGR over 4y
Location
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Computed from 3 filingsProvides subscription delivery of ready-to-eat meals, snacks and cold‑pressed juices. Offers plant-based and meat options designed by chefs and nutritionists, with weekly menus and home delivery of…
Serves health-conscious consumers seeking ready-to-eat meal delivery, including people wanting plant-forward, high-protein, gluten-free, dairy-free, vegan or meat-protein options delivered to home or…
Financial Health
StableStable · -6% CAGR over 2y
Location
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Computed from 5 filingsOperates supermarkets and an online grocery platform offering food and household products, including fresh produce, meat, bakery items, dairy, pantry goods and prepared meals. Provides digital…
Sells to consumers and households shopping for groceries and everyday essentials, including families, online grocery buyers, and loyalty-program users. Targets supermarket customers seeking food,…
Financial Health
StableStable · Hiring · 14% CAGR over 4y
Location
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Computed from 3 filingsProduces and sells ready‑to‑heat prepared meals available for online order and delivery. Offers meal‑prep style dishes designed to be reheated at home, providing pre‑portioned cooked meals for…
Targets health-conscious consumers, busy individuals and households seeking convenient fresh meal-prep options that save time while fitting taste and wellness priorities.
Financial Health
StrongStrong · Growing, Hiring · 141% CAGR over 3y
Location
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Computed from 5 filingsDesigns and retails women’s fashion products including bags, clothing, shoes and accessories through an online store and branded retail outlets. Offers items such as dresses, jackets, knitwear,…
Sells to UK consumers, particularly women’s fashion shoppers buying clothing, bags, shoes, jewellery, wallets and accessories through online and retail channels.
Financial Health
StableStable · -7% CAGR over 5y
Location
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Computed from 2 filingsDesigns and sells kitchen appliances and drink‑preparation products, including coffee makers, coffee grinders, kettles, soda makers, water filter jugs, coffee presses, CO2 cylinders, bottles,…
Serves design-conscious consumers and households shopping online for premium kitchen and beverage products, including coffee, sparkling-water and filtered-water categories, across multiple…
Financial Health
StableStable · -33% CAGR over 1y
Location
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Computed from 4 filingsDevelops and sells makeup, cosmetic and skincare products through an online store, including foundations, eyeliners, lip stains, cleansers, moisturisers, serums, masks, and beauty tools and…
Serves consumers buying beauty, makeup and skincare products online, including shoppers seeking lip, eye, brow and complexion items through its EU ecommerce store.
Financial Health
WeakWeak · 0% CAGR over 3y
Location
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Provides savings, investment and protection products including stocks and shares ISAs, Lifetime ISAs, Junior ISAs and Child Trust Fund accounts, and offers life insurance and over‑50s life cover…
Serves UK consumers and families, including first-time homebuyers, parents or guardians saving for children, adults investing for the future, over-50s seeking life cover, and Child Trust Fund holders.
Location
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Provides savings, investment and protection products including Stocks & Shares ISAs, Lifetime ISAs, Junior ISAs and Child Trust Funds. Offers ready‑made investment funds and over‑50s life insurance…
Serves UK consumers and families seeking personal savings, investments and protection products, including first-time home savers, parents or guardians saving for children, adults investing via ISAs,…
Location
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Computed from 5 filingsDevelops and sells at‑home hair colouring products, including permanent hair dye, root touch‑up powders and sprays, gloss toners, and hair repair treatments. Offers colour-matching tools,…
Sells primarily to consumers colouring hair at home, especially people covering greys, touching up roots, or maintaining salon-coloured hair between appointments.
Financial Health
WeakWeak
Location
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Provides financial products including stocks and shares ISAs, Lifetime ISAs, Junior ISAs and Child Trust Funds, and offers over‑50s life cover and life insurance. Manages investment accounts and…
Serves UK consumers, including first-time home buyers, parents and guardians saving for children, adults investing for the future, over-50s seeking life cover, and existing Child Trust Fund holders.
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Provides personal savings, investment, and protection products, including stocks and shares ISAs, Lifetime ISAs, Junior ISAs, and Child Trust Funds. Also offers over‑50s life cover and life…
Serves UK consumers and families, including parents saving for children, young adults planning for a first home or retirement, Child Trust Fund holders, and over-50s seeking family financial…
Location
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Computed from 5 filingsSells prescription glasses and sunglasses through an online store. Offers frames with single‑vision, varifocal, blue‑light and polarised lenses, including designer brands, and provides replacement…
Sells B2C to online shoppers needing prescription glasses, sunglasses, reglazing or branded frames, including men, women and budget-conscious customers seeking home delivery.
Financial Health
HealthyHealthy · Hiring · 63% CAGR over 4y
Location
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Computed from 2 filingsProvides mobile telecommunications services as a mobile virtual network operator, offering SIM-only pay‑as‑you‑go and monthly plans for voice, text and data, including international calling,…
Serves UK mobile consumers, particularly budget-conscious prepaid and SIM-only customers, including expatriate communities seeking low-cost international calling and data plans.
Financial Health
StableStable · Hiring · 37% CAGR over 1y
Location
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Computed from 5 filingsProvides online consultations and sells treatment plans and products for male hair loss and beard growth, including medications such as minoxidil. Supplies subscription-based products delivered to…
Sells direct to male consumers in the UK, especially men with mild to moderate hair loss or beard growth concerns seeking online consultation, discreet delivery and subscription-based treatment plans.
Financial Health
WeakWeak · Hiring · 76% CAGR over 4y
Location
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Provides personal financial products including stocks and shares ISAs, Lifetime ISAs, Junior ISAs and Child Trust Fund accounts, enabling customers to save and invest. Also offers over‑50s life cover…
Sells to UK consumers and families seeking personal savings, investment and protection products, including first-time homebuyers, parents saving for children, adults investing for the future,…
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Computed from 3 filingsDevelops and sells skincare and skin health products through an online store, including dietary supplements, collagen powder, probiotic face wash, moisturisers and blemish patches aimed at supporting…
Sells direct to consumers seeking clearer skin, acne and blemish support, acne scar care, and skin microbiome-focused routines, primarily online shoppers interested in natural skincare and beauty…
Financial Health
StrongStrong · Hiring · 100% CAGR over 2y
Location
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Computed from 5 filingsDesigns and retails bags, jewellery, and fashion accessories through an online store. Product range includes handbags, travel bags, purses, personalised jewellery, scarves, and gift items such as…
Serves consumers shopping online for women’s accessories and personalised gifts, including buyers for mums, friends, brides, teachers and family members, as well as women purchasing for themselves.
Financial Health
WeakWeak · -68% CAGR over 4y
Location
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Computed from 3 filingsProvides online personal payment accounts with prepaid debit cards and mobile app access. Services include money transfers, standing orders, direct debits, and international transfers, aimed at…
Serves UK consumers seeking personal payment accounts, including people new to the UK, students, those with poor credit or CIFAS markers, and individuals needing accounts for wages, benefits, or…
Financial Health
WeakWeak · Hiring · 8% CAGR over 2y
Location
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Computed from 5 filingsDevelops and sells at-home skincare devices using cold laser technology, along with skincare products and dietary supplements. Offers integrated skin treatment systems, consumable refills, and…
Targets affluent health and beauty consumers seeking anti-ageing, skin regeneration and longevity routines, including adults concerned with wrinkles, skin quality, stress, sleep and menopause.
Financial Health
StrongStrong · Growing, Hiring · 45% CAGR over 4y
Location
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Computed from 5 filingsProduces and sells organic skincare, haircare and body care products including cleansers, moisturisers, shampoos, deodorants and sun creams, alongside natural makeup and dietary supplements, offered…
Sells direct to consumers, particularly people with sensitive, dry, mature, oily or combination skin seeking organic, vegan and cruelty-free skincare, haircare, makeup, sun care and personal care…
Financial Health
HealthyHealthy · -4% CAGR over 4y
Location
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Computed from 3 filingsDevelops and operates a mobile fitness application for women offering guided workouts, personalised training plans, workout scheduling, and nutrition features including meal plans and recipes, with…
Sells to women consumers seeking gym or home workout programmes, fitness tracking and nutrition guidance, from beginners to advanced users, including those wanting flexible schedules and goal-based…
Financial Health
StrongStrong · Hiring · 12% CAGR over 2y
Location
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Computed from 5 filingsDesigns and sells baby feeding and weaning products, including long‑sleeve coverall bibs, dribble bibs, baby cutlery, training cups, and teething toys, along with weaning guides and accessories for…
Sells direct to consumers, primarily parents and caregivers of babies and toddlers, including families buying weaning, feeding, teething and breastfeeding accessories.
Financial Health
StableStable · Hiring · 9% CAGR over 4y
Location
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Designs and sells leather goods and accessories through an online retail store, including handbags, wallets, briefcases, travel accessories, journals, and small leather items, along with jewellery,…
Sells primarily to consumers seeking luxury personal accessories and gifts for women and men, with additional B2B sales to companies buying corporate gifts and personalised items.
Financial Health
N/AN/A
Location
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Computed from 4 filingsProvides an online stock market research platform for individual investors, offering quantitative stock rankings, company reports, screening tools, portfolio tracking, market data, and educational…
Targets B2C subscribers: active private and retail investors who manage their own stock portfolios, make frequent equity decisions, and want structured research, screening, portfolio alerts and…
Financial Health
WeakWeak · -82% CAGR over 3y
Location
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Computed from 5 filingsRetailer of bodybuilding and sports nutrition supplements through an e‑commerce platform. Sells products including protein powders, pre‑workout formulas, fat burners, vitamins, nootropics, protein…
Serves fitness enthusiasts, bodybuilders and athletes seeking sports nutrition products across Europe, plus trade buyers through wholesale accounts.
Financial Health
StableStable · -16% CAGR over 4y
Location
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Computed from 5 filingsProvides an online vehicle servicing platform that arranges car and van servicing, MOT testing and maintenance through a network of partner garages, including vehicle collection and return, price…
Serves UK car and van owners, including private motorists and light commercial vehicle users, seeking servicing and MOT support with collection from home or workplace.
Financial Health
StableStable · Hiring · 7% CAGR over 4y
Location
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Computed from 5 filingsProduces and sells raw dog food meals, treats and supplements for dogs, including 80-10-10 and boneless recipes for different life stages and diets, supplied through online orders, subscriptions and…
Serves dog owners buying raw diets, treats and supplements for puppies, adults and senior dogs, with additional B2B routes for breeders, pet retailers, stockists and trade buyers.
Financial Health
DistressedDistressed · -69% CAGR over 4y
Location
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Computed from 3 filingsOperates an online retail shop selling Vogue‑branded clothing and merchandise, including sweatshirts, hoodies, T‑shirts, shorts, bags and caps, as well as art prints, mugs, notebooks, puzzles and…
Sells direct to consumers, primarily fashion and lifestyle readers and fans, including UK online shoppers interested in branded apparel, archive prints, accessories, stationery and magazine…
Financial Health
WeakWeak · -6% CAGR over 2y
Location
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Computed from 5 filingsOperates an online booking platform for a curated collection of glamping accommodation, including treehouses, cabins, yurts and shepherd’s huts, allowing guests to search, compare and book…
Sells to leisure travellers seeking curated glamping and unusual nature stays, including couples, families, dog owners and groups booking short breaks, special occasions and weddings across the UK…
Financial Health
StrongStrong · Growing · 1% CAGR over 4y
Location
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Computed from 5 filingsOnline retailer of natural pet food and supplies for dogs, cats, and small animals. Sells raw, dry, and wet pet food, treats, toys, grooming products, health supplements, feeding accessories,…
Sells to individual pet owners and animal keepers, especially people buying for dogs, cats, small animals, poultry and garden wildlife, through an online retail store.
Financial Health
HealthyHealthy · Hiring · 7% CAGR over 4y
Location
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Designs and sells baby and children’s clothing and sleepwear through an online retail store, including sleepsuits, pyjamas, bodysuits, sleeping bags and muslins made from organic cotton and bamboo…
Sells direct to consumer parents, carers and family gift buyers for newborns, babies and children up to age 8, including baby-shower shoppers and nursery/pre-school households.
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Computed from 5 filingsOperates an online referral platform that connects consumers with FCA‑regulated financial advisers for mortgages, secured loans, insurance, pensions and wills. Collects user details and matches…
Serves consumers seeking introductions to FCA-regulated financial advisers for mortgages, secured loans, debt consolidation, pensions, wills and insurance, including homeowners, retirees, over-50s…
Financial Health
StrongStrong · Hiring · 26% CAGR over 4y
Location
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Computed from 5 filingsDesigns and sells jewellery and gift items through an online retail store, including bracelets, necklaces, earrings and personalised pieces. Offers themed collections such as birthstone, initial and…
Sells primarily to consumers buying jewellery and personalised gift items, especially women shopping for friends, family, children and bridal occasions. Targets gift buyers for birthdays, Mother’s…
Financial Health
StrongStrong · Profitable · -63% CAGR over 4y
Location
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Computed from 4 filingsOperates an online platform that connects families with vetted nannies for after-school and full-day childcare. Enables search, messaging, interviews and hiring, and provides employer support…
Serves UK families seeking childcare, including parents needing part-time after-school nannies for children aged 3+ or full-day nannies for babies and toddlers.
Financial Health
WeakWeak · -17% CAGR over 3y
Location
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Computed from 5 filingsDevelops and sells personalised nutritional supplement formulas tailored to individual health data. Uses online health quizzes or blood test analysis and an algorithm to determine micronutrient…
Targets health-conscious consumers, athletes and high-performance individuals seeking personalized nutrition, using health quizzes or blood tests to guide daily supplement choices for wellness,…
Financial Health
HealthyHealthy · Hiring · 9% CAGR over 4y
Location
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Computed from 5 filingsRetailer of everyday living aids and mobility products through an online shop and catalogue. Supplies walking aids, rollators, bathroom and kitchen aids, adaptive clothing, incontinence products,…
Sells directly to disabled people, older adults, people with conditions such as arthritis, Parkinson’s or diabetes, and their carers seeking everyday living, mobility, personal care and wellbeing…
Financial Health
HealthyHealthy · Hiring · 6% CAGR over 4y
Location
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Computed from 5 filingsOperates franchised fitness gyms providing 24-hour access to workout facilities, cardio and strength equipment, personal and group training sessions, fitness coaching, and member support through a…
Serves individual consumers seeking gym memberships, coaching and 24-hour club access, particularly local residents near participating gyms; also addresses prospective franchise owners and employers.
Financial Health
StrongStrong · Hiring · 8% CAGR over 5y
Location
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Computed from 4 filingsOperates an online savings platform that enables individuals, businesses and charities to deposit cash across multiple bank savings accounts through a single application, portfolio dashboard and cash…
Serves personal savers, businesses, charities and financial advisers seeking access to multiple UK bank savings accounts and cash deposit options through one platform.
Financial Health
StableStable
Location
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275 more companies and their verified directors are in the file
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How VWO 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.
VWO is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
UK B2C by A/B testing
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Frequently asked questions
How many UK B2C companies use VWO?
What share of UK B2C companies run VWO?
How is VWO usage detected?
What size B2C companies use VWO in the UK?
What do VWO-running B2C companies also run?
Can I get contact details for these companies?
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One Excel/CSV file with company details, websites and key data — yours to download and use.