E-Commerce Companies Using Google Analytics in the UK: 2,474 Active Firms (2026)
E-commerce companies using web analytics sell online while measuring acquisition, conversion and retention across the UK market.
For e-commerce operators, this analytics stack sits between marketing, merchandising and trading rather than within a detached reporting function. It tracks acquisition sources, product discovery, basket flow, checkout loss and return behaviour, so the usual users are performance marketers, ecommerce managers and web developers. Adoption tends to signal a direct-channel posture: the company has enough site traffic, paid-media spend and repeat-purchase activity to make session-level measurement worth maintaining. Engagements are usually operational rather than board-level systems projects, with budgets tied to trading performance, tag governance and campaign efficiency.
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Across the UK, 2,474 e-commerce operators are actively trading while running this analytics stack. It sits first in the sector's detected web-analytics ranking at 83.9%, with adoption skewed towards London (17.9%), the South East (13.1%), the North West (12.7%), the East of England (9.3%) and the West Midlands (9.1%). Reported employment across the adopter cohort is 4,652 people. The mix is not only enterprise retail: median turnover is £583,000 and median headcount is 6, which points to a broad base of owner-managed and specialist online sellers using the same measurement layer as larger commerce teams.
UK GDPR and PECR matter because most e-commerce analytics depends on cookies, device identifiers or comparable storage. Consent wording, retention settings and downstream exports need review by privacy and marketing owners, with the ICO as the obvious enforcement reference point. Procurement also tends to be entangled with adjacent website infrastructure: the analytics tag is usually embedded in a wider measurement layer covering advertising attribution, conversion testing, fraud prevention and checkout diagnostics. That structure makes ownership messy; marketing wants attribution, ecommerce teams want trading visibility, and developers often control the tags.
Adoption appears mature rather than experimental in UK e-commerce. The pressure now tends to sit in maintenance: cleaner consent capture, less dependence on browser identifiers, more controlled server-side measurement and closer links between analytics, merchandising and customer-retention work. Smaller sellers may keep the stack because it is familiar and easy to staff, while larger operators are more likely to rationalise tags and bring measurement governance closer to finance and privacy teams. The market therefore looks more like a slow tightening of practice than a rush into new analytics tooling.
Adoption by company size
Adoption of Google Analytics rises with company size across the trading UK e-commerce companies in this cohort. 2.1% of the 58,696 companies with under 10 employees run Google Analytics (1,248 detected). 20.5% of the 2,333 companies with 10–50 employees run Google Analytics (478 detected). 20.9% of the 158 companies with over 50 employees run Google Analytics (33 detected). That is a 18.8% gap between the over 50 employees and under 10 employees bands.
2,474
Active firms
2026
83.9%
Of detected Analytics share
UK e-commerce
6
Median headcount
Filed accounts
4,742
Verified contacts
Across this cohort
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Key facts
About 4% of the trading cohort reports turnover above £5M (113 of 2,474 firms) — the rest sits below that revenue band.
5% of the cohort was incorporated since 2022 (134 firms), so a sizeable share is in its first few filing cycles.
Within e-commerce, this analytics tag accounts for 83.9% of detected analytics use among 2,949 companies with a detectable system.
Cloudflare is also detected at 50.0% of the cohort, while Google Tag Manager appears at 39.8%, suggesting many sites run a broader measurement and delivery stack.
London accounts for 17.9% of these e-commerce users, followed by the South East at 13.1% and the North West at 12.7%.
Fashion & Retail tags overlap with 28.3% of the cohort, while Wholesale & Distribution appears on 27.9%, so the user base spans both direct-to-consumer and trade-oriented sellers.
Analytics market share among UK E-Commerce
Share of the 2,949 UK E-Commerce with a detectable system. As of June 2026.
What else do Google Analytics-running E-Commerce run?
Share of the 2,474 Google Analytics-running UK companies where each technology was also detected. As of June 2026.
Where Google Analytics 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
£582.8K
Median UK turnover
4.6%
Above £5M turnover
134
Incorporated since 2022
4,742 verified decision-maker contacts
across these 2,474 companies, with emails available in Firmbase. Filter by role, seniority and stack.
Top UK E-Commerce using Google Analytics
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 3 filingsOperates an online marketplace and mobile platform offering discounted vouchers and bookings for restaurants, activities, events, spa treatments, and travel stays, partnering with businesses to sell…
Serves consumers in UK cities seeking discounted local experiences, dining, events, getaways and gift cards, plus hospitality, leisure and event businesses wanting to promote offers.
Financial Health
StrongStrong · Profitable, Hiring · 6% CAGR over 2y
Location
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Computed from 3 filingsDesigns and sells women's casual clothing and accessories through an online store, including hoodies, sweatshirts, knitwear, tops, bottoms, activewear and matching sets, with product ranges organised…
Sells direct to consumers, mainly women and students shopping online for trend-led casualwear, loungewear and seasonal outfits, with UK, US and EU store options plus worldwide shipping.
Financial Health
StrongStrong · Growing, Hiring · 47% CAGR over 2y
Location
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Computed from 3 filingsOperates online accommodation marketplaces that list and compare holiday rentals and hotels, including cottages, lodges and villas. Connects travellers with bookable properties through brands such as…
Serves UK leisure travellers booking cottages, lodges, hotels and villas, including couples, families, groups and dog owners. Also targets holiday property owners, agencies and affiliates seeking…
Financial Health
StableStable · -89% CAGR over 2y
Location
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Computed from 5 filingsOperates online retail platforms selling cosmetics, toiletries and personal care products. Also develops and manages ecommerce websites and digital shopping experiences for consumer brands and…
Serves consumer brands seeking ecommerce support, alongside online shoppers purchasing cosmetics and toiletries through its own ecommerce sites.
Financial Health
StrongStrong · Growing, Hiring · 12% CAGR over 4y
Location
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Computed from 5 filingsOperates an online retail platform selling clothing, footwear, accessories, beauty products and lifestyle goods from multiple brands. Provides product listings, shopping features, and promotional…
Sells to consumers shopping online for fashion, beauty, accessories, home and lifestyle products, targeting women and men seeking international brands, seasonal offers and cross-border retail…
Financial Health
HealthyHealthy · Hiring · 14% CAGR over 4y
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 wholesale marketplace connecting independent retailers with brands and suppliers. The platform enables businesses to browse and order wholesale products including homeware, beauty…
Serves independent retailers buying wholesale stock for resale, and independent consumer goods brands seeking retailer customers, across homeware, gifts, fashion, beauty, food, pets and kids in the…
Financial Health
StrongStrong · Growing, Hiring · 92% CAGR over 4y
Location
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Computed from 5 filingsOperates a group of businesses that source and sell products including tools, hardware, office, pet and technology items. Invests in and develops brands across retail, e‑commerce, design, warehousing…
Serves consumers and businesses through retail and trade brands, including DIY users, tradespeople, offices, eCommerce sellers and organisations needing warehousing or third-party logistics.
Financial Health
StrongStrong · Growing, Hiring · 17% CAGR over 4y
Location
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Computed from 5 filingsOperates an online pharmacy retailing over‑the‑counter medicines, prescription treatments, and health products. Sells vitamins, skincare items, sexual health treatments, test kits, baby care…
Serves UK consumers buying pharmacy, health, beauty and over-the-counter medicine products online, including households seeking prescriptions, consultations, personal care, baby care, sexual health…
Financial Health
StrongStrong · Growing, Hiring · 16% CAGR over 4y
Location
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Computed from 4 filingsSupplies commercial catering equipment and kitchen appliances, including ovens, fryers, refrigeration units, dishwashers, and food preparation tools. Also sells tableware, glassware, cookware,…
Sells to businesses in hospitality and foodservice, including restaurants, bars, cafés, pubs, hotels, caterers and commercial kitchens, as well as buyers needing cleaning, hygiene, safety and…
Financial Health
StrongStrong · Growing, Hiring · 24% CAGR over 3y
Location
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Computed from 2 filingsRetailer of photographic and video equipment through an online store, selling digital cameras, mirrorless and DSLR cameras, lenses, drones, action cameras, printers, memory cards, and related…
Serves UK consumers, photography enthusiasts, professional photographers, videographers and content creators buying camera, lens, video and imaging equipment online.
Financial Health
WeakWeak · 0% CAGR over 1y
Location
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Computed from 3 filingsDesigns and sells men’s footwear including shoes, boots, trainers, sandals and slippers, alongside clothing such as jackets, knitwear, shirts, trousers and jeans, and accessories including bags,…
Sells direct to male consumers shopping online for footwear, clothing and accessories, with delivery and returns highlighted for customers in the UK, US, EU, Canada and Australia.
Financial Health
StrongStrong · 0% CAGR over 1y
Location
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Computed from 5 filingsDevelops and sells superfood-based nutritional products including powdered blends, hydration mixes, wellness shots and capsules. Products are sold online and formulated with plant-based ingredients…
Sells direct to health-conscious consumers seeking everyday nutrition support, including shoppers interested in gut health, female health, immunity, energy, focus, sleep, skin health and hydration.
Financial Health
StrongStrong · Growing, Hiring · 110% CAGR over 4y
Location
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Computed from 5 filingsOperates an online marketplace where individuals and businesses buy and sell new and used goods. Provides listing tools, payment processing, advertising services, and integrations for inventory,…
Serves businesses selling on eBay, particularly small businesses and online merchants seeking third-party tools for inventory, listings, shipping, promotions, payments and logistics.
Financial Health
HealthyHealthy · 1% CAGR over 4y
Location
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Computed from 5 filingsOperates an online retail store selling wristwatches from multiple brands, including designer, classic and sports models. Offers men’s and women’s watches, smartwatches, straps, gift sets and related…
Serves consumers buying branded watches online, including men’s, women’s and kids’ watch shoppers and gift buyers, with UK and international customers supported by worldwide shipping.
Financial Health
HealthyHealthy · -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 4 filingsSells and books experience day activities through an online platform, including aeroplane and helicopter flying lessons, helicopter rides, flight simulators, clay shooting, falconry, train and…
Serves consumers buying experience days for themselves or as gifts, including families, couples and individuals seeking flying, driving, shooting, falconry and heritage activities across the UK and…
Financial Health
StrongStrong · Hiring · 26% CAGR over 3y
Location
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Computed from 3 filingsOnline retailer of office supplies and workplace products including paper, stationery, filing and archiving products, envelopes, packaging materials, printer ink and toner, office furniture, and…
Serves UK businesses, organisations and home-office buyers needing workplace supplies, including office managers, procurement teams and staff responsible for stationery, furniture, mailing,…
Financial Health
StrongStrong · Growing, Hiring · 10% CAGR over 2y
Location
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Computed from 3 filingsOperates an online and in-store retail business selling motorcycle helmets, clothing, gloves, boots, parts and accessories. Offers products from multiple brands along with tyres, maintenance items,…
Serves UK motorcycle riders and enthusiasts shopping online or in-store, including commuters, touring riders, motocross riders and buyers of children’s riding gear.
Financial Health
StrongStrong · Profitable, Growing · 1% CAGR over 2y
Location
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Computed from 2 filingsOperates an online and retail store selling nuts, seeds, dried and freeze‑dried fruit, health foods, snacks, grains, baking ingredients, vitamins and supplements, as well as plant-based products,…
Serves UK consumers shopping online or in stores for health foods, snacks, cupboard staples, vitamins and supplements, including customers following vegan, gluten-free, dairy-free, organic or…
Financial Health
HealthyHealthy · Profitable · 0% CAGR over 1y
Location
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Computed from 5 filingsOperates an online retail store selling bicycles including road, mountain, gravel and electric models, along with cycling clothing, helmets, components, tools and accessories. Also supplies outdoor…
Sells direct to UK consumers, including road, mountain, gravel, hybrid and e-bike cyclists, triathletes, commuters, families buying kids’ bikes, and outdoor/adventure customers.
Financial Health
StrongStrong · Growing, Hiring · 19% CAGR over 4y
Location
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Computed from 5 filingsOperates an online retail store selling men’s and boys’ clothing, footwear, and accessories, including suits, casualwear, and branded fashion items. Offers products from multiple fashion brands as…
Sells directly to consumers shopping for men’s and boys’ clothing, footwear, tailoring, schoolwear and gifts, including customers buying casualwear, branded fashion and formal suits online.
Financial Health
HealthyHealthy · Growing, Hiring · 10% CAGR over 4y
Location
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Computed from 5 filingsRetailer of household appliances and home products including washing machines, fridge freezers, cookers, dishwashers, small kitchen appliances, furniture, bedding, and electronics, supplying domestic…
Sells to businesses, charities and other organisations seeking trade-priced household goods, appliances, furniture, electricals and computing items, with account-based purchasing and quotations.
Financial Health
HealthyHealthy · Hiring · 13% CAGR over 4y
Location
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Computed from 5 filingsSells refurbished smartphones and tablets through an online store, including Apple iPhone and Samsung Galaxy devices. Sources used devices, performs multi‑point testing and refurbishment, and resells…
Sells to UK consumers looking to buy refurbished iPhones, Samsung phones, tablets and accessories, and to individuals wanting to sell used mobile devices online.
Financial Health
StrongStrong · Hiring · 22% CAGR over 4y
Location
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Computed from 5 filingsOperates an online marketplace for sourcing new and used vehicle parts. Allows users to search by registration or model, compare prices and availability from breakers yards, recyclers and parts…
Serves consumers and trade buyers who need replacement parts for cars, vans and 4x4s, mainly users comparing prices from UK breakers, reconditioners and new parts suppliers.
Financial Health
StrongStrong · Hiring · 9% CAGR over 4y
Location
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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…
Financial Health
HealthyHealthy · Hiring · 5% CAGR over 4y
Location
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Computed from 5 filingsDesigns and sells men's and women's apparel including denim jeans, hoodies, sweatshirts, T‑shirts, jackets, trousers and accessories. Operates an online retail store offering seasonal collections,…
Serves B2C online shoppers, particularly men and women seeking casual clothing and wardrobe essentials; UK consumers are explicitly targeted through delivery promotions.
Financial Health
HealthyHealthy · Hiring · 21% CAGR over 4y
Location
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Computed from 5 filingsOperates an online retail store selling televisions, projectors, home audio and home cinema systems, speakers, hi‑fi equipment, cables, and related accessories, alongside household electronics…
Serves UK consumers and households shopping online for home entertainment electronics, domestic appliances, gaming products, e-bikes and scooters.
Financial Health
HealthyHealthy · Hiring · 9% CAGR over 4y
Location
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Computed from 5 filingsOnline retailer of personal protective equipment and workwear. Sells safety clothing, high-visibility garments, protective footwear, helmets, gloves, and related workplace safety equipment for…
Sells to businesses and individual workers buying PPE, safety footwear, hi-vis clothing and protective workwear, including tradespeople, industrial workplaces and other safety-conscious employers and…
Financial Health
StrongStrong · Growing, Hiring · 16% CAGR over 4y
Location
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Computed from 5 filingsOperates an online retail store selling contemporary women’s clothing, footwear and accessories. Offers dresses, tops, knitwear, trousers, coats and occasionwear from multiple fashion brands, along…
Sells to women consumers shopping online for contemporary fashion, footwear, accessories and occasion wear, including branded ranges in sizes 8-22 and shoes sizes 3-9.
Financial Health
StableStable · -67% CAGR over 4y
Location
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Computed from 5 filingsDevelops and sells fragrance, bath and body care, and home fragrance products, including perfumes, shower gels, lotions, soaps, candles, reed diffusers and gift sets, offered through branded product…
Sells direct to consumers seeking bath, body, fragrance, home fragrance and gift products, including shoppers buying for women, men and the home, with UK delivery emphasised.
Financial Health
HealthyHealthy · -1% CAGR over 4y
Location
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Computed from 5 filingsOperates an online garden centre selling plants, trees, shrubs, bulbs and houseplants, along with garden tools, planters, fertilisers, pest control products and other gardening supplies through a…
Serves UK retail consumers and home gardeners shopping online, including households maintaining gardens, patios, outdoor spaces and indoor plant collections.
Financial Health
WeakWeak · -65% CAGR over 4y
Location
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Computed from 3 filingsOperates an online store and subscription service selling special‑edition books and book‑themed merchandise. Offers monthly and quarterly genre-based book subscription boxes, including fantasy,…
Serves consumer book lovers and collectors, especially fans of fantasy, romance, horror, science fiction and crime/mystery, buying subscriptions, exclusive editions and book-themed items.
Financial Health
StrongStrong · Hiring · 55% CAGR over 2y
Location
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Computed from 5 filingsRetailer of bicycles, electric bikes and cycling equipment. Sells road, mountain, gravel, hybrid and children’s bikes, along with helmets, clothing, components, wheels, tyres and accessories from…
Serves individual cyclists and families, including road, mountain, gravel, commuter, triathlon, e-bike and children’s riders, online and through shops in Plymouth, Bristol, Birmingham and Stafford.
Financial Health
StrongStrong · Profitable · -1% CAGR over 4y
Location
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Computed from 5 filingsProduces and sells natural dog treats, chews and complete pet foods, including meat sticks, training treats, pâté, toppers and protein-specific snacks. Products are sold online and to trade customers…
Serves UK dog owners shopping online, including puppy owners and buyers seeking single-protein options, plus trade customers such as pet retailers via a trade login.
Financial Health
StrongStrong · Growing, Hiring · 13% CAGR over 4y
Location
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Computed from 5 filingsOperates an online retail store selling household furniture and furnishings, including beds, wardrobes, sofas, dining tables, cabinets, desks and storage units, along with lighting, outdoor furniture…
Sells to consumers and households shopping online for home furniture across bedroom, living room, dining, home office, outdoor and sofa categories.
Financial Health
HealthyHealthy · -11% CAGR over 4y
Location
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Computed from 5 filingsOperates an online store supplying plumbing and heating products, including pipes, fittings, valves, boilers, cylinders, taps, showers, toilets, and bathroom accessories, along with plumbing…
Serves plumbers, heating engineers, bathroom installers and DIY homeowners buying plumbing, heating and bathroom supplies online, with pricing for both trade and retail customers.
Financial Health
HealthyHealthy · -5% CAGR over 4y
Location
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Computed from 4 filingsOperates an online retail store selling bathroom products including complete bathroom suites, baths, toilets, basins, shower enclosures, shower trays, mirrors, vanity units and bathroom furniture,…
Sells to UK consumers, homeowners, landlords and trade buyers sourcing bathroom suites, fittings, furniture and shower products online for domestic or commercial bathroom projects.
Financial Health
HealthyHealthy · -7% CAGR over 3y
Location
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Computed from 5 filingsOperates an online retail store selling equestrian clothing, riding boots, horse rugs, saddlery and tack, riding safety equipment, and accessories. Also supplies country clothing, footwear, and…
Sells directly to consumers, particularly horse riders, equestrians and country lifestyle shoppers, including women, men and children. Also targets pet owners seeking riding wear, horse equipment,…
Financial Health
StrongStrong · Growing, Hiring · 17% CAGR over 4y
Location
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Computed from 3 filingsDesigns, manufactures and retails metal home and garden products through an online store, including outdoor lighting, lamp posts, weathervanes, fire pits, garden furniture, gazebos, planters,…
Serves UK homeowners, garden owners and home-improvement shoppers, alongside trade buyers such as landscapers, interior designers, architects, builders and property developers.
Financial Health
StrongStrong · Profitable, Growing, Hiring · 7% CAGR over 2y
Location
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Computed from 3 filingsOperates an online retail store selling footwear for men, women and children, including safety boots, work shoes, trainers, sandals and slippers, along with clothing, socks, insoles, laces, and shoe…
Sells to UK consumers and workers buying footwear, clothing and accessories for men, women and children, including families, outdoor users, and people needing workwear or safety footwear for…
Financial Health
StrongStrong · Growing · 0% CAGR over 2y
Location
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Computed from 3 filingsRetailer of equestrian clothing, footwear and horse equipment through an online store. Sells riding apparel, saddles, bridles, rugs, horse boots, grooming supplies, stable equipment and accessories…
Sells to individual equestrian consumers, including women, men and children who ride or care for horses, plus horse owners buying tack, yard, grooming and pet supplies online in the UK and…
Financial Health
StrongStrong · Growing · 3% CAGR over 2y
Location
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Computed from 5 filingsOperates an online ticketing platform selling tickets for live events including music concerts, comedy shows, theatre performances, film screenings and festivals. Enables event organisers and venues…
Sells to consumers buying tickets for live entertainment, including music gigs, comedy, theatre, film and festivals, primarily for events across the UK.
Financial Health
StrongStrong · Growing · 2% CAGR over 4y
Location
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Computed from 5 filingsDesigns and sells men’s and women’s footwear including handmade boots, brogues, sneakers and shoes through an online store. Also offers accessories such as socks, belts and bags, along with shoe care…
Serves consumers shopping for men’s and women’s footwear, accessories and gifts, including buyers of boots, brogues, sneakers, outdoor shoes and wedding footwear packages.
Financial Health
StrongStrong · Growing, Hiring · 69% CAGR over 4y
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Computed from 5 filingsSupplies office products and workplace equipment through an online store, including paper, stationery, filing systems, printers, ink and toner, packaging materials, janitorial products, catering…
Sells to businesses, office managers, procurement teams and facilities buyers needing workplace consumables, stationery, catering supplies, PPE, janitorial products and office equipment.
Financial Health
StrongStrong · Growing, Hiring · 39% CAGR over 4y
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Computed from 5 filingsOperates an online retail store selling vaping products, including e‑liids, nicotine salts, vape kits, pod systems, refill pods, coils, batteries, chargers, and related vaping accessories from…
Sells primarily to UK consumers aged 18+ who vape or are switching from smoking, including online buyers of e-liquids, nic salts, pod kits and vape accessories.
Financial Health
StrongStrong · Hiring · 112% CAGR over 3y
Location
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Computed from 5 filingsOperates an online retail store selling sporting goods and official club merchandise, including rugby, football and netball apparel, footwear, balls and teamwear. Also offers personalised sports…
Serves consumers and sports fans buying official merchandise for rugby league, rugby union, football, netball and ice hockey clubs, with ranges for men, women and children.
Financial Health
StrongStrong · Growing, Hiring · 16% CAGR over 4y
Location
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Computed from 4 filingsSells beds and bedroom furniture through an online store, including upholstered bed frames, ottoman storage beds, TV beds, divan bases, mattresses, and blanket boxes, with multiple fabric options and…
Sells direct to UK consumers and households shopping online for luxury or made-to-order beds, mattresses and bedroom furniture, including buyers seeking storage, TV, ottoman and high-headboard styles.
Financial Health
StrongStrong · Growing, Hiring · 30% CAGR over 3y
Location
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Computed from 5 filingsOperates an online retail store selling consumer goods including home and garden equipment, beauty products, toys and games, sports and outdoor gear, pet supplies, clothing, and household accessories.
Sells to UK consumers shopping online for home and garden, outdoor and sports, health and beauty, toys, baby, pet, clothing and seasonal products.
Financial Health
HealthyHealthy · -6% CAGR over 4y
Location
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Computed from 5 filingsDesigns and sells home and garden furniture through an online retail store, including sofas, beds, dining tables and chairs, wardrobes, garden dining sets, rattan furniture, lighting, rugs, and home…
Sells to B2C consumers and homeowners furnishing modern homes, gardens and home offices, including online shoppers buying dining, living room, bedroom, hallway, bathroom and outdoor ranges.
Financial Health
StrongStrong · Growing, Hiring · 4% CAGR over 4y
Location
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How Google Analytics 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.
Google Analytics is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
UK E-Commerce by Analytics
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Frequently asked questions
How many UK e-commerce companies use Google Analytics?
What share of UK e-commerce companies run Google Analytics?
How is Google Analytics usage detected?
What size e-commerce companies use Google Analytics in the UK?
What do Google Analytics-running e-commerce companies also run?
Can I get contact details for these companies?
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