Marketing automation Used by UK E-Commerce Companies: Market Share (2026)

Updated June 2026

Detected marketing automation use across 1,573 of 61,187 trading UK e-commerce companies, with Klaviyo leading at 49.3%.

Marketing automation is detectable at 1,573 of 61,187 trading UK e-commerce companies, across 23 systems.

Klaviyo accounts for 49.3% (775 companies), ahead of Mailchimp on 33.8% (531 companies). The next group is smaller: Hextom at 6.0% (94 companies), Swym at 4.4% (69 companies), Attentive at 3.9% (62 companies), Omnisend at 3.1% (49 companies), Brevo at 3.1% (49 companies), and HubSpot at 2.7% (43 companies).

Klaviyo also has the largest share in each employee band: 48.4% among 1,049 companies under 10 employees, 50.4% among 476 companies with 10–50 employees, and 56.3% among 48 companies over 50 employees. The tail remains fragmented, with 15 further systems covering 91 companies.

1,573

e-commerce with detected Marketing automation

Of 61,187 UK e-commerce

2.6%

Detection rate

2026

Systems detected

In this category

49.3%

Leader share

Klaviyo

UK E-Commerce Marketing automation market share

Other (15 systems)

Share of the 1,573 UK E-Commerce with a detectable system. As of June 2026.

Marketing automation compared

System	UK E-Commerce	Share	Median headcount	London share	Typical profile
Klaviyo	775	49.3%	6	25%	Small e-commerce teams, median 6 employees
Mailchimp	531	33.8%	6	14.3%	Small e-commerce teams, median 6 employees
Hextom	94	6%	8	14.9%	Small e-commerce teams, median 8 employees
Swym	69	4.4%	7	20.3%	Small e-commerce teams, median 7 employees
Attentive	62	3.9%	8	22.6%	Small e-commerce teams, median 8 employees
Omnisend	49	3.1%	—	—	View these companies in Firmbase →
Brevo	49	3.1%	—	—	View these companies in Firmbase →
HubSpot	43	2.7%	—	—	View these companies in Firmbase →
MailerLite	38	2.4%	—	—	View these companies in Firmbase →
Privy	31	2%	—	—	View these companies in Firmbase →
WonderPush	22	1.4%	—	—	View these companies in Firmbase →
HighLevel	13	0.8%	—	—	View these companies in Firmbase →
GoHighLevel	13	0.8%	—	—	View these companies in Firmbase →
Dotdigital	12	0.8%	—	—	View these companies in Firmbase →
ActiveCampaign	6	0.4%	—	—	View these companies in Firmbase →
Linkfire	3	0.2%	—	—	View these companies in Firmbase →
SharpSpring	3	0.2%	—	—	View these companies in Firmbase →
AWeber	2	0.1%	—	—	View these companies in Firmbase →
Customer.io	2	0.1%	—	—	View these companies in Firmbase →
Pardot	1	0.1%	—	—	View these companies in Firmbase →
Marketo	1	0.1%	—	—	View these companies in Firmbase →
Wheree	1	0.1%	—	—	View these companies in Firmbase →
Salesloft	1	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 E-Commerce with under 10 employees, Klaviyo leads at 48.4% of the 1,049 with a detectable system; among UK E-Commerce with 10–50 employees, Klaviyo leads at 50.4% of the 476 with a detectable system; and among UK E-Commerce with over 50 employees, Klaviyo leads at 56.3% of the 48 with a detectable system.

Under 10 employees

Klaviyo

48.4% of band

Under 10 employees contains 1,049 UK e-commerce companies with a detectable marketing automation system. Klaviyo has the largest share at 48.4%, with competition coming from Mailchimp and the smaller systems used across the wider market.

10–50 employees

Klaviyo

50.4% of band

10–50 employees contains 476 companies, with Klaviyo on 50.4% share. Mailchimp is the main named alternative across the wider market at 33.8% (531 companies), followed by smaller shares for Hextom, Swym and Attentive.

Over 50 employees

Klaviyo

56.3% of band

Over 50 employees is a smaller band, at 48 companies with a detectable system. Klaviyo’s share rises to 56.3%, leaving the remainder split across other marketing automation systems.

How Marketing automation usage is detected

Methodology

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.

Sources

All product names are trademarks of their respective owners. Firmbase is not affiliated with, sponsored by, or endorsed by any trademark owner.

UK E-Commerce by Marketing automation

E-Commerce Companies Using Klaviyo in the UK E-Commerce Companies Using Mailchimp in the UK E-Commerce Companies Using ActiveCampaign in the UK E-Commerce Companies Using Hextom in the UK E-Commerce Companies Using Swym in the UK E-Commerce Companies Using Attentive in the UK E-Commerce Companies Using Omnisend in the UK

Related directories

Most-Used Marketing automation by UK Companies (2026)Marketing automation Used by UK B2B Companies: Market Share (2026)Marketing automation Used by UK B2C Companies: Market Share (2026)Ecommerce Used by UK E-Commerce Companies: Market Share (2026)CDN Used by UK E-Commerce Companies: Market Share (2026)E-Commerce in the UK

Frequently asked questions

What is the most-used Marketing automation among UK e-commerce companies?

Klaviyo is the most-detected Marketing automation among UK e-commerce companies, with 49.3% share (775 of 1,573 companies with a detectable system), ahead of Mailchimp (33.8%) and Hextom (6%).

How many UK e-commerce companies have a detectable Marketing automation?

1,573 of 61,187 actively-trading UK e-commerce companies (2.6%) have a Marketing automation detectable from their public website. The remainder either run systems with no public web footprint or none at all, so detected share figures are a conservative floor.

What is a Marketing automation?

A marketing automation system organises repeatable customer messaging for UK e-commerce companies, usually around email, retention campaigns, order-triggered communications and customer segments. It helps small teams run contact flows and promotions without managing each message manually.

How is Marketing automation usage detected?

Firmbase crawls the public website of every actively-trading company in this scope and fingerprints the technologies present — scripts, widgets, booking and checkout flows. A company is attributed to a system when that system's signatures are found; systems with no public web footprint are not attributable, which is why every share figure on this page means share of companies with a detectable system.

Which has more UK e-commerce companies, Klaviyo or Mailchimp?

Klaviyo: 775 detected companies versus 531 for Mailchimp, of the 1,573 UK e-commerce companies with a detectable Marketing automation.

What is the best Marketing automation for UK e-commerce companies?

Observed usage is not a recommendation or ranking of product quality. Across 1,573 companies with a detectable marketing automation system, Klaviyo has 49.3% (775 companies) and Mailchimp has 33.8% (531 companies); Klaviyo also has the largest share in every size band, at 48.4% of 1,049 companies under 10 employees, 50.4% of 476 companies with 10–50 employees, and 56.3% of 48 companies over 50 employees.

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