CRM Used by UK B2B Companies: Market Share (2026)
Detected CRM use across 1,301 UK B2B companies shows Salesforce ahead with 63.3% of identified installations, followed by Pipedrive at 20.2%.
Among 112,345 trading UK B2B companies, 1,301 have a detectable CRM, with 6 systems detected. Salesforce has the largest detected share at 63.3% (824), ahead of Pipedrive at 20.2% (263) and Zoho at 14.3% (186).
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Salesforce leads in every employee band: 62.8% of 817 companies in Under 10 employees, 62.5% of 411 companies in 10–50 employees, and 74.0% of 73 companies in Over 50 employees. Its share is highest among companies with more than 50 employees.
The detected tail is small but visible. Keap accounts for 2.4% (31), AutoConvert for 1.1% (14), and Airship CRM for 0.2% (2).
1,301
B2B with detected CRM
Of 112,345 UK B2B
1.2%
Detection rate
2026
6
Systems detected
In this category
63.3%
Leader share
Salesforce
UK B2B CRM market share
Share of the 1,301 UK B2B with a detectable system. As of June 2026.
CRM compared
| System | UK B2B | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Salesforce | 824 | 63.3% | 7 | 35.3% | Small B2B teams, median headcount 7 |
| Pipedrive | 263 | 20.2% | 7 | 26.2% | Small B2B teams, median headcount 7 |
| Zoho | 186 | 14.3% | 6 | 24.2% | Small B2B teams, median headcount 6 |
| Keap | 31 | 2.4% | — | — | View these companies in Firmbase → |
| AutoConvert | 14 | 1.1% | — | — | View these companies in Firmbase → |
| Airship CRM | 2 | 0.2% | — | — | View these companies in Firmbase → |
Systems detected below the page threshold appear with counts only; their full lists are available in the Firmbase app.
Market leader by size
The leading CRM system shifts with company size: among UK B2B with under 10 employees, Salesforce leads at 62.8% of the 817 with a detectable system; among UK B2B with 10–50 employees, Salesforce leads at 62.5% of the 411 with a detectable system; and among UK B2B with over 50 employees, Salesforce leads at 74% of the 73 with a detectable system.
Under 10 employees
62.8% of band
817 companies sit in the Under 10 employees band. Salesforce leads with 62.8%, while Pipedrive at 20.2% (263) and Zoho at 14.3% (186) are the next largest systems across the detected CRM market.
10–50 employees
62.5% of band
411 companies sit in the 10–50 employees band, where Salesforce leads with 62.5%. The wider detected market is concentrated around Salesforce, Pipedrive and Zoho, with 6 systems detected in total.
Over 50 employees
74% of band
73 companies sit in the Over 50 employees band, the smallest of the three bands. Salesforce leads with 74.0%, while Keap, AutoConvert and Airship CRM form the lower-share tail at 2.4% (31), 1.1% (14) and 0.2% (2).
How CRM 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.
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.
All product names are trademarks of their respective owners. Firmbase is not affiliated with, sponsored by, or endorsed by any trademark owner.
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Frequently asked questions
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