E-Commerce Companies Using Afterpay in the UK: 64 Active Firms (2026)
E-commerce companies using pay-later checkout let online shoppers split payments at purchase, with adoption visible on UK retail websites.
For online retailers, pay-later checkout sits between payments, merchandising and retention. It is usually adopted by merchants with direct-to-consumer storefronts, catalogue depth and enough transaction volume to justify checkout testing, refund processes and fraud controls. The buying centre is rarely just finance: e-commerce managers, performance marketers and operations teams all have a stake because instalment messaging affects basket completion, returns and customer service. Use of this checkout option tends to signal a business beyond hobby-commerce, with a staffed trading function, paid acquisition activity and a willingness to trade margin for conversion at the point of purchase.
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UK adoption is a small, visible slice of e-commerce: 64 actively trading companies run this pay-later checkout option. Reported headcount across the cohort totals 1,599 employees, suggesting that adoption is concentrated among operating retailers rather than dormant web estates. Within detected buy-now-pay-later usage in the sector, the option ranks second with a 16.9% share, behind a more commonly detected alternative at 88.1% across a denominator of 379 sector sites. London accounts for 28.1% of registered companies in the cohort, followed by the South West at 14.1%, the North West at 12.5%, and both the East of England and South East at 10.9%.
Checkout finance creates obligations beyond a normal card payment flow. Retailers need clear pre-contract information, fair marketing claims, complaint handling and refund processes that still work when the payment provider, merchant and consumer all sit in the transaction chain. Procurement also tends to involve brand, conversion and operations teams, not just payments staff, because the checkout message appears before purchase and can affect basket value, cancellation behaviour and customer support. Where these retailers use hosted storefronts, tagging tools and customer-retention software, privacy and consent controls matter as much as payment acceptance.
Adoption appears likely to remain selective rather than universal. Retailers with repeat purchasing, higher basket values and active performance marketing tend to have clearer reasons to keep pay-later options visible, while lower-margin merchants may be more cautious if fees, returns and customer-support effort erode the conversion benefit. The vendor market also appears prone to bundling, with payment options folded into wider checkout, loyalty and marketing stacks. That favours retailers with the operational capacity to test payment messaging and manage customer journeys across channels, rather than merchants treating checkout as a static utility.
Adoption by company size
Adoption of Afterpay varies by company size across the trading UK e-commerce companies in this cohort. 0.1% of the 58,696 companies with under 10 employees run Afterpay (42 detected). 1% of the 2,333 companies with 10–50 employees run Afterpay (24 detected). 0% of the 158 companies with over 50 employees run Afterpay (0 detected). That is a 0.1% gap between the over 50 employees and under 10 employees bands.
64
Active firms
2026
16.9%
Of detected Buy now pay later share
UK e-commerce
6
Median headcount
Filed accounts
106
Verified contacts
Across this cohort
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Key facts
About 6% of the trading cohort reports turnover above £5M (4 of 64 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.
Within e-commerce sites where a buy-now-pay-later system is visible, this checkout appears on 16.9% (64) of 379 companies; the largest peer system covers 88.1% (334).
London accounts for 28.1% (18) of the cohort, followed by the South West at 14.1% (9) and the North West at 12.5% (8).
Fashion & Retail is the main adjacent tag at 59.4% (38), with Beauty & Personal Care and FMCG each at 14.1% (9).
Website-stack overlap points to hosted-commerce usage: 71.9% (46) run a store platform alongside the pay-later checkout, and 57.8% (37) run marketing automation.
Payments market share among UK E-Commerce
What else do Afterpay-running E-Commerce run?
Share of the 64 Afterpay-running UK companies where each technology was also detected. As of June 2026.
Where Afterpay E-Commerce 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.
6
Median headcount
£814.6K
Median UK turnover
6.3%
Above £5M turnover
1
Incorporated since 2022
106 verified decision-maker contacts
across these 64 companies, with emails available in Firmbase. Filter by role, seniority and stack.
Top UK E-Commerce 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 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
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 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 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 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 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 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 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 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 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 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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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 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
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 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 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
Location
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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
Location
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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
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 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
Location
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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
Location
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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
Location
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Computed from 5 filingsRetailer of kitchen appliances and fitted kitchens, selling products such as ovens, hobs, refrigerators, dishwashers, laundry appliances, sinks and taps. Operates an online store and showroom and…
Serves UK consumers and homeowners buying kitchen appliances or fitted kitchens, plus trade customers needing appliance and kitchen supply accounts.
Financial Health
StrongStrong
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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 3 filingsRetailer of mobility equipment including mobility scooters, powerchairs, wheelchairs, walking aids, stairlifts, adjustable beds and rise‑and‑recline chairs. Also supplies accessories, approved used…
Serves older and disabled consumers, Motability Scheme customers, and carers seeking mobility support, with showroom customers in Lincolnshire, Nottingham and Norfolk plus online buyers across…
Financial Health
WeakWeak · 0% CAGR over 2y
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 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
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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 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 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 5 filingsDesigns and sells children’s clothing and accessories inspired by traditional Spanish styles, including dresses, shirts, knitwear, outerwear, shoes and accessories for babies and children up to 10…
Serves consumers, primarily parents, relatives and gift buyers shopping for babies, toddlers and children aged 0 months to 10 years, including girls, boys, sibling sets and family outfits, with…
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StrongStrong · Growing, Hiring · 7% CAGR over 4y
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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.
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HealthyHealthy · Growing · 0% CAGR over 4y
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Computed from 5 filingsOperates an online retail store selling toys and pop culture collectables, including action figures, statues, model kits and merchandise from franchises such as Transformers, Marvel, Star Wars, anime…
Sells direct to consumers, particularly toy collectors and fans of franchises such as Transformers, Marvel, Star Wars, anime, TV and film. Targets UK-based hobbyists buying action figures, statues,…
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StableStable · 0% CAGR over 5y
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Computed from 4 filingsOperates an online equestrian supplies shop selling horse saddles, bridles, stirrups, saddle pads, riding hats, and related tack and rider equipment. Also provides saddle fitting appointments and…
Serves B2C equestrian customers, including horse owners, riders, competitors and pony-owning families, with online shoppers and saddle-fitting appointment customers across the UK.
Financial Health
WeakWeak · 0% CAGR over 3y
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Computed from 5 filingsOnline retailer of men’s footwear and shoe care products. Sells Goodyear‑welted shoes and boots from brands such as Tricker’s, Berwick 1707, and Carlos Santos, along with accessories including belts,…
Sells to individual consumers in the UK and internationally, mainly men shopping for premium shoes, boots, shoe care products and accessories for formal, casual, wedding and country wear.
Financial Health
HealthyHealthy · Hiring · 5% CAGR over 5y
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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
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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 4 filingsRetailer of rugs for home interiors through an online store. Sells a range including Persian, Afghan, Indian and Chinese rugs, as well as modern, shaggy, wool, silk and custom-size rugs, plus rug…
Sells primarily to consumers and homeowners shopping online for rugs for living spaces, including buyers seeking traditional, modern, custom-sized, oversized, circular, runner and clearance options.
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DistressedDistressed · -9% CAGR over 3y
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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.
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DistressedDistressed · -68% 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,…
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DistressedDistressed
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Computed from 5 filingsDesigns and sells women’s clothing and accessories, including trousers, jeans, jumpsuits, dresses, knitwear, nightwear, and maternity‑friendly garments. Products are offered through an online retail…
Sells direct to consumers, primarily women including pregnant and postpartum shoppers, seeking comfortable everyday clothing and maternity-friendly wardrobe options.
Financial Health
StrongStrong · Growing, Hiring · 53% CAGR over 5y
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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…
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StableStable · Hiring · 9% 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.
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StableStable · Hiring · 5% CAGR over 5y
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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
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Computed from 5 filingsDesigns and sells metal storage lockers and related accessories for homes, children’s rooms, and workplaces. Offers lockers in multiple sizes and colours, along with shelves, baskets, hangers, and…
Sells primarily to consumers furnishing kids’ rooms, homes and home offices, and also to businesses buying storage for workspaces. Targets design-conscious buyers seeking lockers and organisation…
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StrongStrong · Growing, Hiring · 29% CAGR over 4y
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Computed from 5 filingsDevelops and sells hair care products focused on curly, wavy and coily hair, including shampoos, conditioners, styling gels, creams, mousses, hairsprays and serums, along with bundled haircare kits…
Sells direct to consumers seeking haircare for wavy, curly and coily hair types, including shoppers buying routines and kits for frizz, scalp and curl needs.
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StrongStrong · Growing, Hiring · 35% CAGR over 4y
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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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Financial sub-scores
Computed from 3 filingsOnline retailer of fragrances inspired by designer perfumes, offering eau de parfum in various scents for men, women and unisex. Also sells home fragrance products including candles, essential oils,…
Serves individual consumers shopping online for affordable alternatives to high-street designer perfumes, including women, men and unisex fragrance buyers, plus customers purchasing home and car…
Financial Health
HealthyHealthy · -70% CAGR over 2y
Location
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Computed from 5 filingsOnline retailer of automotive detailing and car care products, including shampoos, snow foams, waxes, ceramic coatings, polishing compounds, microfibre cloths, brushes, pressure washer accessories…
Serves a mix of UK consumers and trade buyers, including car enthusiasts, professional valeters, detailers, and automotive retailers seeking car care and detailing supplies.
Financial Health
StableStable · Hiring · 22% CAGR over 4y
Location
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Showing 50 of 64 — +14 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. e-commerce 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 e-commerce 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 E-Commerce by Payments
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Frequently asked questions
How many UK e-commerce companies use Afterpay?
What share of UK e-commerce companies run Afterpay?
How is Afterpay usage detected?
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