CRM Used by UK B2C Companies: Market Share (2026)
CRM market share across 570 UK B2C companies with a detectable system, led by AutoConvert at 36.8% (210 companies).
In 2026, 570 of 84,728 trading UK B2C companies have a detectable CRM, spread across 6 systems. AutoConvert leads the detected market at 36.8% (210), with Salesforce close behind at 31.4% (179).
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Size changes the ranking. AutoConvert leads Under 10 employees with 46.0% of 385 companies, while Salesforce leads 10–50 employees with 37.7% of 159 and Over 50 employees with 34.6% of 26.
In 2026, the visible tail is short rather than fragmented. Zoho accounts for 11.6% (66), Airship CRM for 8.2% (47), Pipedrive for 7.0% (40), and Keap for 5.1% (29).
570
B2C with detected CRM
Of 84,728 UK B2C
0.7%
Detection rate
2026
6
Systems detected
In this category
36.8%
Leader share
AutoConvert
UK B2C CRM market share
Share of the 570 UK B2C with a detectable system. As of June 2026.
CRM compared
| System | UK B2C | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| AutoConvert | 210 | 36.8% | 5 | 8.1% | Micro-employers, low London share |
| Salesforce | 179 | 31.4% | 6 | 30.7% | Small teams, London-weighted usage |
| Zoho | 66 | 11.6% | 7 | 25.8% | Small teams, London-leaning usage |
| Airship CRM | 47 | 8.2% | — | — | View these companies in Firmbase → |
| Pipedrive | 40 | 7% | — | — | View these companies in Firmbase → |
| Keap | 29 | 5.1% | — | — | 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 B2C with under 10 employees, AutoConvert leads at 46% of the 385 with a detectable system; among UK B2C with 10–50 employees, Salesforce leads at 37.7% of the 159 with a detectable system; and among UK B2C with over 50 employees, Salesforce leads at 34.6% of the 26 with a detectable system.
Under 10 employees
46% of band
Micro-employers make up 385 detectable CRM users in 2026. AutoConvert leads with 46.0%, which fits a band centred on low-headcount sales and customer-contact workflows.
10–50 employees
37.7% of band
Mid-sized employers account for 159 detectable CRM users in 2026. Salesforce leads with 37.7%, and competition here appears less micro-business-led than in the under-10 band.
Over 50 employees
34.6% of band
Larger employers are a small slice, with 26 detectable CRM users in 2026. Salesforce leads with 34.6%, though the base is narrow enough that system shares should be read carefully.
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.
UK B2C by CRM
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Frequently asked questions
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