Marketing automation Used by UK B2C Companies: Market Share (2026)
Across 84,728 trading UK B2C companies, 4,661 have detectable marketing automation; Mailchimp leads the detected market with 42.8% (1,994 companies).
Among 84,728 trading UK B2C companies, 4,661 have a detectable marketing automation system. Mailchimp is the largest observed system at 42.8% (1,994), followed by Klaviyo at 21.0% (978), GoHighLevel at 10.5% (489) and HighLevel at 9.7% (452).
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The next tier is much smaller: HubSpot has 4.5% (209), MailerLite 4.2% (197), Brevo 3.4% (159) and WonderPush 3.1% (146). Across the market, 27 systems are detected, with 19 further systems covering 601 companies.
Mailchimp leads every employee band, but its share varies by size. It reaches 42.7% in Under 10 employees, 43.6% in 10–50 employees and 37.8% in Over 50 employees, suggesting a broad small-company base with a somewhat more mixed larger-company segment.
4,661
B2C with detected Marketing automation
Of 84,728 UK B2C
5.5%
Detection rate
2026
27
Systems detected
In this category
42.8%
Leader share
Mailchimp
UK B2C Marketing automation market share
Share of the 4,661 UK B2C with a detectable system. As of June 2026.
Marketing automation compared
| System | UK B2C | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Mailchimp | 1,994 | 42.8% | 7 | 18.3% | Median 7-person teams, broad adoption |
| Klaviyo | 978 | 21% | 7 | 25.9% | Median 7-person teams, London-weighted |
| GoHighLevel | 489 | 10.5% | 8 | 17.6% | Median 8-person teams, mid-share adoption |
| HighLevel | 452 | 9.7% | 7 | 16.4% | Median 7-person teams, mid-share adoption |
| HubSpot | 209 | 4.5% | 7 | 23.4% | Median 7-person teams, London-weighted |
| MailerLite | 197 | 4.2% | 8 | 14.7% | Median 8-person teams, smaller share |
| Brevo | 159 | 3.4% | 6 | 18.2% | Median 6-person teams, smaller share |
| WonderPush | 146 | 3.1% | 6 | 15.8% | Median 6-person teams, smaller share |
| Hextom | 122 | 2.6% | 9 | 17.2% | Median 9-person teams, smaller share |
| ActiveCampaign | 98 | 2.1% | 6 | 20.4% | Median 6-person teams, London-weighted |
| Wheree | 87 | 1.9% | 7 | 19.5% | Median 7-person teams, smaller share |
| Airship | 72 | 1.5% | 17 | 36.1% | Median 17-person teams, London-weighted |
| Swym | 72 | 1.5% | 7 | 19.4% | Median 7-person teams, smaller share |
| Attentive | 69 | 1.5% | 8 | 24.6% | Median 8-person teams, London-weighted |
| Privy | 54 | 1.2% | 6 | 31.5% | Median 6-person teams, London-weighted |
| Omnisend | 51 | 1.1% | 8 | 13.7% | Median 8-person teams, less London-weighted |
| Linkfire | 42 | 0.9% | — | — | View these companies in Firmbase → |
| Dotdigital | 39 | 0.8% | — | — | View these companies in Firmbase → |
| AWeber | 33 | 0.7% | — | — | View these companies in Firmbase → |
| Pardot | 28 | 0.6% | — | — | View these companies in Firmbase → |
| Customer.io | 16 | 0.3% | — | — | View these companies in Firmbase → |
| ClickDimensions | 16 | 0.3% | — | — | View these companies in Firmbase → |
| SharpSpring | 11 | 0.2% | — | — | View these companies in Firmbase → |
| Marketo | 10 | 0.2% | — | — | View these companies in Firmbase → |
| Eloqua | 8 | 0.2% | — | — | View these companies in Firmbase → |
| Herefish | 6 | 0.1% | — | — | View these companies in Firmbase → |
| Salesloft | 4 | 0.1% | — | — | View these companies in Firmbase → |
Systems detected below the page threshold appear with counts only; their full lists are available in the Firmbase app.
Market leader by size
The leading Marketing automation system shifts with company size: among UK B2C with under 10 employees, Mailchimp leads at 42.7% of the 2,861 with a detectable system; among UK B2C with 10–50 employees, Mailchimp leads at 43.6% of the 1,570 with a detectable system; and among UK B2C with over 50 employees, Mailchimp leads at 37.8% of the 230 with a detectable system.
Under 10 employees
42.7% of band
This band contains 2,861 companies with detectable marketing automation, and Mailchimp leads with 42.7%. The market is mostly small B2C operators, with the wider 27-system field competing behind the main system.
10–50 employees
43.6% of band
This band covers 1,570 companies, with Mailchimp leading at 43.6%. It is the highest Mailchimp share across the three employee bands, while the 19 further systems covering 601 companies indicate a long tail of alternatives.
Over 50 employees
37.8% of band
This larger-company band is smaller in absolute terms, with 230 companies. Mailchimp still leads at 37.8%, although its share is lower than in the two smaller employee bands.
How Marketing automation usage is detected
Company data
Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.
Detection
Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling.
Freshness
Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.
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UK B2C by Marketing automation
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Frequently asked questions
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