Personalisation Used by UK B2C Companies: Market Share (2026)
Detected Personalisation market share across 348 UK B2C companies, with SalesFire at 40.5% of detections (141 companies).
Across 84,718 trading UK B2C companies, 348 have a detectable Personalisation system, with 6 systems detected. SalesFire accounts for 40.5% (141) of detected companies, ahead of Attentive at 19.5% (68) and The Hotels Network at 14.7% (51).
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The smallest and mid-sized employer bands both tilt towards SalesFire: 42.2% of 211 companies under 10 employees and 38.2% of 110 companies with 10–50 employees. Over 50 employees is a smaller group at 27 companies, where The Hotels Network has 40.7%.
The remaining named systems form a narrow long tail rather than a single second bloc: Bold Commerce has 11.2% (39), Rokt 10.1% (35), and Demandbase 7.2% (25). Median headcount among the profiled systems is low, at 7 for SalesFire, 8 for Attentive, and 12 for The Hotels Network.
348
B2C with detected Personalisation
Of 84,718 UK B2C
0.4%
Detection rate
2026
6
Systems detected
In this category
40.5%
Leader share
SalesFire
UK B2C Personalisation market share
Share of the 348 UK B2C with a detectable system. As of June 2026.
Personalisation compared
| System | UK B2C | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| SalesFire | 141 | 40.5% | 7 | 7.8% | Small teams, widest detected share |
| Attentive | 68 | 19.5% | 8 | 23.5% | Small teams, London-skewed usage |
| The Hotels Network | 51 | 14.7% | 12 | 31.4% | Larger teams, London-skewed usage |
| Bold Commerce | 39 | 11.2% | — | — | View these companies in Firmbase → |
| Rokt | 35 | 10.1% | — | — | View these companies in Firmbase → |
| Demandbase | 25 | 7.2% | — | — | 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 Personalisation system shifts with company size: among UK B2C with under 10 employees, SalesFire leads at 42.2% of the 211 with a detectable system; among UK B2C with 10–50 employees, SalesFire leads at 38.2% of the 110 with a detectable system; and among UK B2C with over 50 employees, The Hotels Network leads at 40.7% of the 27 with a detectable system.
Under 10 employees
42.2% of band
211 UK B2C companies with a detectable Personalisation system sit below 10 employees. SalesFire has the largest share in this band at 42.2%, leaving most usage spread across other systems.
10–50 employees
38.2% of band
110 detected companies sit in the 10–50 employee band. SalesFire remains the largest system at 38.2%, but the lower share than under 10 employees suggests a less concentrated mix.
Over 50 employees
40.7% of band
Only 27 detected companies are in the over 50 employee band. The Hotels Network has the largest share at 40.7%, marking the main break from the SalesFire pattern in smaller employers.
How Personalisation 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 Personalisation
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Frequently asked questions
What is the most-used Personalisation among UK B2C companies?
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How is Personalisation usage detected?
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What is the best Personalisation for UK B2C companies?
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