E-Commerce Companies Using Google Tag Manager in the UK: 2,284 Active Firms (2026)
UK e-commerce companies running tag-management scripts sell online and use website event data for analytics, advertising and conversion measurement.
Transactional retailers usually deploy a tag manager once acquisition, merchandising and checkout analytics have outgrown ad-hoc scripts in the site template. For e-commerce users, the system sits between paid media, analytics, consent management and trading teams: product-view, basket, checkout and remarketing events are routed without every change becoming a developer release. Adoption tends to signal a direct-channel operation with a measurable marketing budget, enough web traffic to justify testing, and either in-house digital specialists or an agency managing analytics and advertising pixels. The buying centre is usually marketing or ecommerce, with IT involved where site performance, security and consent governance matter.
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In the UK, 2,284 actively trading e-commerce companies are running this tag manager, making it almost the default tag-management choice in the sector: it accounts for 99.7% of detected tag-manager use, against 0.5% for the alternative detected tool. The adoption base is concentrated but not London-only, with London at 19.6%, the South East at 13.7%, the North West at 12.6%, the South West at 9.8% and the East of England at 8.7% by registered ITL1 region. Reported employment across the cohort totals 4,937 employees.
Tag-management procurement in e-commerce is less about buying an isolated tool than controlling who can place scripts on a transactional site. Marketing teams want faster campaign deployment, while engineering and security teams tend to push for approval workflows, audit trails and limits on external tags that can slow checkout or collect personal information. Cookie banners, consent signalling and server-side tagging sit close to the same decision because advertising measurement depends on whether consent is captured and passed consistently. For merchants using agencies, ownership matters: access rights, container governance and release testing can become the practical control points.
Adoption appears mature, so change is more likely to come from configuration than new-logo uptake. E-commerce teams are shifting measurement closer to consent, checkout performance and server-side event collection, especially where browser restrictions make client-side pixels less dependable. Smaller merchants tend to keep agency-managed containers, while larger operators bring governance closer to ecommerce, analytics and security teams. Consolidation in marketing stacks may reduce stray scripts, but tag management is likely to remain the coordination layer for campaign measurement and trading analysis.
Adoption by company size
Adoption of Google Tag Manager rises with company size across the trading UK e-commerce companies in this cohort. 2.6% of the 58,696 companies with under 10 employees run Google Tag Manager (1,540 detected). 28.5% of the 2,333 companies with 10–50 employees run Google Tag Manager (666 detected). 45.6% of the 158 companies with over 50 employees run Google Tag Manager (72 detected). That is a 43% gap between the over 50 employees and under 10 employees bands.
2,284
Active firms
2026
99.7%
Of detected Tag managers share
UK e-commerce
6
Median headcount
Filed accounts
4,601
Verified contacts
Across this cohort
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Key facts
About 7% of the trading cohort reports turnover above £5M (172 of 2,284 firms) — the rest sits below that revenue band.
5% of the cohort was incorporated since 2022 (125 firms), so a sizeable share is in its first few filing cycles.
Among UK e-commerce firms with a detectable tag-management system, the system used by this cohort accounts for 99.7% (2,284) of detected use, compared with 0.5% (12) for the other detected system.
The most common co-detected technology appears on 61.4% (1,402) of sites, ahead of the second at 43.1% (985) and the third at 34.3% (783).
London is the largest registered-region cluster at 19.6% (447), followed by South East at 13.7% (314) and North West at 12.6% (287).
Sector overlap is retail-adjacent: 34.2% (780) also carry Fashion & Retail tags, 25.3% (578) Wholesale & Distribution and 11.2% (256) FMCG.
Tag manager market share among UK E-Commerce
Share of the 2,290 UK E-Commerce with a detectable system. As of June 2026.
What else do Google Tag Manager-running E-Commerce run?
Share of the 2,284 Google Tag Manager-running UK companies where each technology was also detected. As of June 2026.
Where Google Tag Manager 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
£648.8K
Median UK turnover
7.5%
Above £5M turnover
125
Incorporated since 2022
4,601 verified decision-maker contacts
across these 2,284 companies, with emails available in Firmbase. Filter by role, seniority and stack.
Top UK E-Commerce using Google Tag Manager
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 filingsOperates an online food ordering platform that connects customers with restaurants, takeaways and convenience stores, enabling users to browse menus and place delivery or collection orders through a…
Serves consumers ordering takeaway food and B2B outlet partners including restaurants, takeaways and convenience stores in the UK, US, Ireland, New Zealand, Australia and Canada.
Financial Health
StrongStrong
Location
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Financial sub-scores
Computed from 2 filingsOperates an e-commerce retail platform selling sportswear, trainers and sporting goods. Offers branded clothing, footwear and accessories for men, women and children, including football boots,…
Serves B2C online shoppers, including men, women and children, buying sports fashion, footwear, apparel, accessories and sporting goods from major brands across multiple country sites.
Financial Health
StrongStrong · Hiring · 74% CAGR over 1y
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 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 3 filingsOperates an online platform that compares and books travel services including car hire, hotels, airport parking, airport lounges and attractions. Aggregates offers from rental companies and travel…
Serves leisure and business travellers, including UK airport users, international car hire customers, families, city visitors and budget-conscious holidaymakers comparing travel options online.
Financial Health
HealthyHealthy · Hiring · 51% 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 5 filingsDesigns and sells bamboo-based sleep products including mattresses, mattress toppers, pillows, duvets, bedding sets and bath textiles through an online store, along with children’s bedding and sleep…
Sells primarily to UK consumers and households shopping online for sleep and home textiles, including adults, parents buying kids’ and baby ranges, and gift buyers; also supports international…
Financial Health
StrongStrong · Growing, Hiring · 54% CAGR over 4y
Location
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Computed from 3 filingsDesigns and sells skin care, hair care, shaving and body care products, including soaps, oils, sunscreen and grooming accessories. Offers products individually and via subscription through an online…
Sells direct to consumers buying personal care, grooming, shaving, sun care, kids’ products, home items and gift bundles, including one-off purchasers and subscription customers.
Financial Health
StrongStrong · Growing, Hiring · 37% CAGR over 2y
Location
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Computed from 5 filingsOperates retail record stores and an e‑commerce platform selling vinyl records, CDs, books, music merchandise and audio equipment. Hosts live music events in selected stores, some with venues and…
Serves consumers including music fans, vinyl and CD collectors, book buyers and gig-goers shopping online or in store for records, music-related books, merchandise, stereo gear and artist events.
Financial Health
StrongStrong · Growing, Hiring · 20% CAGR over 4y
Location
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Computed from 3 filingsDesigns and sells luxury clothing and accessories inspired by British country and equestrian style. Offers tweed tailoring, outerwear, casualwear, footwear, bags, and accessories for women, men, and…
Sells direct to consumers seeking premium British country, tailoring and equestrian styles, including women, men, children, riders, and shoppers buying home and gift items.
Financial Health
StrongStrong · Profitable, Growing, Hiring · 5% CAGR over 2y
Location
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Computed from 3 filingsOperates an online retail store selling home, garden and outdoor products, including garden furniture, gazebos, greenhouses, tools, barbecues, children’s toys, household appliances, furniture,…
Sells direct to consumers shopping online for home, garden, household, furniture, children’s, sports and leisure products, including homeowners, renters, families, parents, garden owners and DIY…
Financial Health
StrongStrong · Profitable, Growing, Hiring · 58% CAGR over 2y
Location
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Computed from 5 filingsOperates an online and in‑store retail business selling men’s, women’s and children’s footwear and bags. Offers trainers, boots, sandals, formal shoes and accessories from multiple third‑party brands…
Serves consumers shopping online for branded footwear and bags, including women, men and children, with categories for casual, work, outdoor, comfort, wide-fit, wedding and occasion needs across the…
Financial Health
StrongStrong
Location
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Computed from 5 filingsDevelops and sells baby care and household products including disposable and reusable nappies, baby wipes, skincare items, and plant‑based cleaning products. Offers bundles and subscription delivery…
Sells direct to eco-conscious families, expectant parents and parents of babies, with subscriptions aimed at regular household buyers of baby and family essentials.
Financial Health
StrongStrong · Growing, Hiring · 10% CAGR over 4y
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 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 filingsOperates an online retail store selling road, mountain and electric bicycles, frames, bike components, wheels, tyres, cycling clothing, accessories, cycling nutrition products, and workshop tools for…
Sells to individual cyclists and cycling enthusiasts, including road, mountain, gravel and e-bike riders, seeking bikes, components, clothing and accessories through an online retail shop in the UK…
Financial Health
HealthyHealthy · Profitable · -5% CAGR over 4y
Location
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Computed from 4 filingsProvides an online platform for creating and ordering personalised photo products, including photo books, canvas and framed prints, calendars, mugs, cushions and blankets, using digital design tools…
Serves UK consumers buying personalised photo gifts for family occasions, holidays, weddings, babies, pets and home décor, including shoppers seeking gifts for parents, partners, grandparents and…
Financial Health
StrongStrong · Growing, Hiring · 8% CAGR over 5y
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 4 filingsOperates an online retail platform selling health and wellbeing products, including supplements, nutrition products, health technology devices, cookware, and sleep or fitness aids. Curates products…
Serves health-conscious consumers seeking personalised wellbeing support across nutrition, fitness, mental wellbeing and sleep, with UK shoppers explicitly targeted through delivery, student and NHS…
Financial Health
StrongStrong
Location
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Computed from 5 filingsOperates an online retail store selling sneakers, streetwear clothing and skateboarding equipment. Offers footwear, apparel and accessories from brands such as Nike, adidas, Vans and Carhartt WIP,…
Serves UK consumers interested in skateboarding, sneakers and streetwear, including men, women, children, fashion-led shoppers and skateboarders across branded footwear, apparel, accessories and…
Financial Health
StrongStrong · Growing, Hiring · 7% CAGR over 4y
Location
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Computed from 5 filingsOperates an online marketplace offering downloadable digital design assets including SVG files, clipart, fonts, templates, sublimation PNGs, embroidery and laser‑cutting designs. Provides…
Serves B2C and B2B customers: hobby crafters, independent makers, graphic designers, print-on-demand sellers, and small businesses needing licensed creative assets for craft, marketing and…
Financial Health
StrongStrong · Hiring · 36% CAGR over 5y
Location
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Computed from 3 filingsRetailer of built-in and freestanding kitchen appliances, including ovens, hobs, cookers, refrigeration, dishwashers, washing machines and small appliances. Sells products from brands such as Miele,…
Sells primarily to UK household consumers and homeowners fitting out or replacing kitchen appliances, including buyers seeking individual items or multibuy purchases for kitchens and utility rooms.
Financial Health
StrongStrong · Profitable, Growing, Hiring · 12% CAGR over 2y
Location
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Computed from 5 filingsOperates an online marketplace for buying and selling used professional audio‑visual and event production equipment, including lighting, audio systems, video displays, rigging and staging. Lists…
Serves professional AV and live event businesses worldwide, including production companies, rental suppliers, venues and technicians buying or selling used audio, lighting, rigging, staging and video…
Financial Health
StrongStrong · Growing, Hiring · 14% CAGR over 4y
Location
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Computed from 2 filingsOperates an online retail store selling digital cameras, mirrorless and DSLR cameras, lenses, video equipment, drones, action cameras, and photography accessories. Also supplies memory cards,…
Sells to UK photography and video customers, including hobbyist consumers, professional photographers, videographers and vloggers shopping online for camera equipment and accessories.
Financial Health
HealthyHealthy · Profitable · 0% CAGR over 1y
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 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 5 filingsOperates an online retail store selling skincare, haircare and cosmetic products, including cosmeceuticals, serums, sunscreens, supplements and beauty devices from third‑party brands, alongside…
Serves consumers seeking skincare, haircare, beauty and wellness products, including shoppers with specific skin types, skin conditions or concerns. Also addresses men’s skincare and beauty gift…
Financial Health
HealthyHealthy · Hiring · 4% CAGR over 4y
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Computed from 5 filingsOperates an online ticketing platform for theatre productions and live performances, allowing customers to browse and purchase tickets for plays, musicals, family shows and other stage events. Also…
Sells to consumers and group bookers seeking tickets to London theatre shows, including families, theatre fans, and audiences for plays, musicals, comedy, dance, and children’s productions.
Financial Health
HealthyHealthy · -3% CAGR over 5y
Location
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Computed from 5 filingsOperates an online doctor consultation and pharmacy service supplying prescription medications and home test kits for conditions including weight loss, sexual health, asthma, infections and general…
Sells direct to UK consumers seeking online doctor consultations, prescription treatments and pharmacy products, including adults managing everyday health conditions, sexual health, weight loss,…
Financial Health
StrongStrong · Growing, Hiring · 42% CAGR over 4y
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
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Computed from 5 filingsProvides online retail of vehicle travel accessories including roof bars, roof boxes, bike racks, car floor and boot mats, dog guards, and winter tools, with registration-based lookup to supply…
Sells primarily to UK consumers and car owners seeking custom-fit vehicle travel accessories, including families, pet owners, cyclists and road-trip travellers needing products tailored to specific…
Financial Health
StrongStrong · Hiring · 9% CAGR over 4y
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Computed from 3 filingsOperates online and in‑house auctions selling liquidation and surplus goods on behalf of retailers and distributors. Offers weekly sales of items such as tools, electronics, vehicles, furniture,…
Serves a mix of B2B traders, resellers and individual buyers, with stock also sold on behalf of major UK PLCs, supermarkets, online retailers and importers.
Financial Health
StrongStrong · Growing, Hiring · 145% CAGR over 2y
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Computed from 5 filingsOnline retailer of diamond and gemstone jewellery, selling engagement rings, wedding rings, earrings, pendants and bracelets in metals such as platinum, gold and silver, including pieces with natural…
Serves UK consumers buying engagement and wedding jewellery, diamond accessories and gifts for partners, family and occasions, with ranges for women, men and different budgets.
Financial Health
StrongStrong · Profitable, Growing, Hiring · 40% CAGR over 4y
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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 3 filingsSupplies automotive drivetrain and suspension components including CV joints, driveshafts, ABS rings and sensors, wheel hubs, bearings, hub nuts, and boot kits through an online store with vehicle…
Sells to UK vehicle owners, DIY repairers and garages buying replacement parts for cars and light commercial vehicles across a wide range of makes and models.
Financial Health
StrongStrong · Hiring · 13% CAGR over 2y
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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 filingsOperates an e‑commerce store selling car and van parts, including brakes, exhaust systems, engine components, suspension, electrical parts, filters and wiper blades. Provides vehicle compatibility…
Serves UK car and van owners, DIY repair enthusiasts, professional mechanics and trade buyers seeking replacement components for major vehicle makes and models, with both consumer and business…
Financial Health
HealthyHealthy · -51% CAGR over 5y
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Computed from 5 filingsSells commercial catering equipment and supplies through an online store, including cooking appliances, refrigeration units, glasswashers, ice machines, kitchenware, tableware and spare parts, with…
Sells to UK businesses and public sector organisations operating commercial kitchens, including restaurants, hotels, caterers, bars, cafés and hospitality venues needing catering, refrigeration,…
Financial Health
HealthyHealthy · Hiring · 15% CAGR over 4y
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Computed from 2 filingsOperates an online retail store selling home, garden and leisure products, including outdoor furniture, BBQ equipment, garden structures, tools, storage solutions, lighting, office furniture, and…
Sells primarily to UK consumers and households shopping online for garden, patio, home, office, DIY/workshop and leisure items, including homeowners, renters, gardeners and home-office users.
Financial Health
StrongStrong
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Computed from 2 filingsSells luxury skincare products, fragrances, apparel, leather bags, and lifestyle accessories through an online retail platform, including cleansers, serums, candles, diffusers, towels, home…
Sells direct to affluent consumers and luxury resort guests shopping online for premium lifestyle, wellness and travel-related goods, with shipping highlighted for the UK, USA and EU.
Financial Health
StrongStrong · Hiring · 45% CAGR over 2y
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Computed from 5 filingsDevelops and sells natural dietary supplements, including vitamins, minerals, mushroom extracts, probiotics and botanical formulations. Products are marketed for areas such as immunity, energy, eye…
Sells mainly to health-conscious consumers buying dietary supplements online, with ranges aimed at adults by health need and life stage. Also serves nutritionists and wellness practitioners who…
Financial Health
StrongStrong · Growing, Hiring · 20% CAGR over 4y
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Computed from 3 filingsOperates an online marketplace and auction platform for buying and selling used industrial machinery and equipment. Organises timed auctions, private treaty sales, and asset disposal services for…
Serves industrial businesses worldwide buying or selling surplus machinery and equipment, including manufacturers, fabricators, construction, mining, printing, plastics and public-sector…
Financial Health
HealthyHealthy · Hiring · 26% CAGR over 2y
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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
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Computed from 2 filingsOperates an online store selling children’s outdoor toys and play equipment, including trampolines, swing sets, climbing frames, playhouses, ride‑on vehicles, swimming pools, garden games, and…
Serves B2C consumers, mainly parents, carers and families buying outdoor toys and garden play equipment for children from babies to teenagers, with age-based shopping for home play spaces.
Financial Health
StableStable · Profitable · -31% CAGR over 1y
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Computed from 5 filingsOperates an online retail store selling designer clothing, footwear and accessories for men, women and children. Offers products from brands such as Emporio Armani, Tommy Hilfiger, Replay and…
Serves retail consumers buying designer fashion for men, women and children, including clothing, footwear and accessories, with UK delivery highlighted.
Financial Health
WeakWeak · Hiring · 3% CAGR over 4y
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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 filingsRetailer of fine jewellery and luxury watches, including engagement rings, wedding bands, diamond jewellery and branded timepieces. Also offers pre-owned watches, watch servicing, battery…
Serves consumers in the UK and Republic of Ireland buying fine jewellery, engagement and wedding rings, luxury watches, gifts, and watch aftercare services.
Financial Health
StrongStrong · Profitable, Growing, Hiring · 9% CAGR over 4y
Location
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Computed from 5 filingsOperates an online retail store selling branded footwear for women, men and children, including boots, shoes, sandals, trainers and slippers. Offers products from multiple footwear brands and…
Sells B2C to consumers shopping online for branded footwear for women, men, girls and boys, including families and individual shoppers in the UK and international markets.
Financial Health
HealthyHealthy · Growing · 2% CAGR over 4y
Location
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Computed from 5 filingsDevelops and sells cosmetic and beauty products including foundations, concealers, powders, lip products, and makeup tools. Products are dermatologically tested, vegan and cruelty‑free, and sold…
Sells direct to beauty consumers seeking premium vegan, cruelty-free and dermatologically tested cosmetics, including shoppers who prioritise paraben-free formulas and ethical certification.
Financial Health
StrongStrong · Growing, Hiring · 3% 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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How Google Tag Manager 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 Tag Manager is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
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Frequently asked questions
How many UK e-commerce companies use Google Tag Manager?
What share of UK e-commerce companies run Google Tag Manager?
How is Google Tag Manager usage detected?
What size e-commerce companies use Google Tag Manager in the UK?
What do Google Tag Manager-running e-commerce companies also run?
Can I get contact details for these companies?
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