Marketing automation Used by UK Wholesale Companies: Market Share (2026)

Updated June 2026

Detected marketing automation share across 1,366 UK wholesale companies, with Mailchimp ahead on 52.0% of detected use.

Among 77,014 trading UK wholesale companies, 1,366 have a detectable Marketing automation system. Mailchimp accounts for 52.0% of detected usage, covering 710 companies, followed by Klaviyo at 22.6% and 309 companies.

The market is concentrated at the head. HubSpot has 6.4% across 87 companies, Brevo has 4.3% across 59 companies, while WonderPush, MailerLite, GoHighLevel and HighLevel each sit below 4.0%.

Mailchimp leads every employee band: 52.2% among Under 10 employees, 53.1% among 10–50 employees, and 41.5% among Over 50 employees. The tail remains broad, with 17 further systems covering 124 companies across the detected base.

1,366

wholesale with detected Marketing automation

Of 77,014 UK wholesale

1.8%

Detection rate

2026

Systems detected

In this category

52%

Leader share

Mailchimp

UK Wholesale Marketing automation market share

Other (17 systems)

Share of the 1,366 UK Wholesale with a detectable system. As of June 2026.

Marketing automation compared

System	UK Wholesale	Share	Median headcount	London share	Typical profile
Mailchimp	710	52%	6	13.5%	Six-person wholesalers, 52.0% share
Klaviyo	309	22.6%	6	16.5%	Six-person wholesalers, 22.6% share
HubSpot	87	6.4%	6	19.5%	Six-person wholesalers, 6.4% share
Brevo	59	4.3%	6	10.2%	Six-person wholesalers, 4.3% share
WonderPush	45	3.3%	—	—	View these companies in Firmbase →
MailerLite	41	3%	—	—	View these companies in Firmbase →
GoHighLevel	32	2.3%	—	—	View these companies in Firmbase →
HighLevel	29	2.1%	—	—	View these companies in Firmbase →
Hextom	23	1.7%	—	—	View these companies in Firmbase →
Swym	17	1.2%	—	—	View these companies in Firmbase →
Pardot	17	1.2%	—	—	View these companies in Firmbase →
Dotdigital	16	1.2%	—	—	View these companies in Firmbase →
Privy	16	1.2%	—	—	View these companies in Firmbase →
ActiveCampaign	14	1%	—	—	View these companies in Firmbase →
Eloqua	11	0.8%	—	—	View these companies in Firmbase →
Omnisend	10	0.7%	—	—	View these companies in Firmbase →
Marketo	9	0.7%	—	—	View these companies in Firmbase →
ClickDimensions	7	0.5%	—	—	View these companies in Firmbase →
Attentive	7	0.5%	—	—	View these companies in Firmbase →
AWeber	3	0.2%	—	—	View these companies in Firmbase →
Customer.io	3	0.2%	—	—	View these companies in Firmbase →
SharpSpring	2	0.1%	—	—	View these companies in Firmbase →
Salesloft	1	0.1%	—	—	View these companies in Firmbase →
Wheree	1	0.1%	—	—	View these companies in Firmbase →
Airship	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 Wholesale with under 10 employees, Mailchimp leads at 52.2% of the 855 with a detectable system; among UK Wholesale with 10–50 employees, Mailchimp leads at 53.1% of the 446 with a detectable system; and among UK Wholesale with over 50 employees, Mailchimp leads at 41.5% of the 65 with a detectable system.

Under 10 employees

Mailchimp

52.2% of band

Under 10 employees is the largest detected band, with 855 wholesale companies using a Marketing automation system. Mailchimp leads with 52.2%, leaving the rest split across larger challengers and a long tail.

10–50 employees

Mailchimp

53.1% of band

10–50 employees covers 446 detected wholesale companies and remains centred on Mailchimp. Its 53.1% share in this band is slightly above its overall 52.0% share.

Over 50 employees

Mailchimp

41.5% of band

Over 50 employees is a smaller band, with 65 detected wholesale companies. Mailchimp still leads, although its 41.5% share is lower than in the two smaller bands.

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 Wholesale by Marketing automation

Wholesale Companies Using Mailchimp in the UK Wholesale Companies Using ActiveCampaign in the UK Wholesale Companies Using Klaviyo in the UK Wholesale Companies Using HubSpot in the UK Wholesale Companies Using Brevo in the UK

Related directories

CMS Used by UK Wholesale Companies: Market Share (2026)Most-Used Marketing automation by UK Companies (2026)Security Used by UK Wholesale Companies: Market Share (2026)Marketing automation Used by UK B2B Companies: Market Share (2026)Analytics Used by UK Wholesale Companies: Market Share (2026)Wholesale in the UK

Frequently asked questions

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

Mailchimp is the most-detected Marketing automation among UK wholesale companies, with 52% share (710 of 1,366 companies with a detectable system), ahead of Klaviyo (22.6%) and HubSpot (6.4%).

How many UK wholesale companies have a detectable Marketing automation?

1,366 of 77,014 actively-trading UK wholesale companies (1.8%) 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 helps UK wholesale companies manage customer and prospect communications at scale, usually through scheduled campaigns, audience segments and follow-up workflows. For wholesalers, the job is to keep trade buyers, retailers and account contacts informed without relying only on manual sales outreach.

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 wholesale companies, Mailchimp or Klaviyo?

Mailchimp: 710 detected companies versus 309 for Klaviyo, of the 1,366 UK wholesale companies with a detectable Marketing automation.

What is the best Marketing automation for UK wholesale companies?

This page reports detected usage rather than recommendations, so it should not be read as a ranking of the best Marketing automation system. Mailchimp leads all three employee bands: 52.2% of 855 companies in Under 10 employees, 53.1% of 446 companies in 10–50 employees, and 41.5% of 65 companies in Over 50 employees.

Search 1,366 UK companies by the marketing automation technology they run.

Find the right decision-makers, see verified company data, and export your list in seconds.

Start free trial