Social media Used by UK E-Commerce Companies: Market Share (2026)
Among 502 UK e-commerce companies with detectable social media systems, AddThis leads with 33.7% market share, ahead of Instagram Feed for WordPress and Smash Balloon Instagram Feed.
Among 61,187 trading UK e-commerce companies, 502 have a detectable Social media system. AddThis has the largest observed share at 33.7% (169), followed by Instagram Feed for WordPress at 18.3% (92), Smash Balloon Instagram Feed at 17.1% (86) and ShareThis at 16.5% (83).
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Usage is concentrated in smaller e-commerce employers. AddThis has the largest share in Under 10 employees, with 34.4% of 369 companies, and in 10–50 employees, with 32.5% of 126 companies.
The larger-company band is small, with 7 detected companies, but it shifts towards ShareThis at 57.1%. The long tail is fairly thin: 16 systems are detected in total, with 8 further systems covering 30 companies between them.
502
e-commerce with detected Social media
Of 61,187 UK e-commerce
0.8%
Detection rate
2026
16
Systems detected
In this category
33.7%
Leader share
AddThis
UK E-Commerce Social media market share
Share of the 502 UK E-Commerce with a detectable system. As of June 2026.
Social media compared
| System | UK E-Commerce | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| AddThis | 169 | 33.7% | 6 | 18.3% | 6-person retailers, 33.7% share |
| Instagram Feed for WordPress | 92 | 18.3% | 6 | 14.1% | 6-person retailers, 18.3% share |
| Smash Balloon Instagram Feed | 86 | 17.1% | 6 | 14% | 6-person retailers, 17.1% share |
| ShareThis | 83 | 16.5% | 7 | 24.1% | 7-person retailers, 16.5% share |
| 66 | 13.1% | 6 | 24.2% | 6-person retailers, 13.1% share | |
| 57 | 11.4% | 5 | 14% | 5-person retailers, 11.4% share | |
| AddToAny | 47 | 9.4% | — | — | View these companies in Firmbase → |
| Sassy Social Share | 9 | 1.8% | — | — | View these companies in Firmbase → |
| SocialStream | 9 | 1.8% | — | — | View these companies in Firmbase → |
| Hootsuite | 8 | 1.6% | — | — | View these companies in Firmbase → |
| UltimatelySocial | 5 | 1% | — | — | View these companies in Firmbase → |
| Metricool | 5 | 1% | — | — | View these companies in Firmbase → |
| Buffer | 4 | 0.8% | — | — | View these companies in Firmbase → |
| SociableKIT | 3 | 0.6% | — | — | View these companies in Firmbase → |
| Shareiiit | 1 | 0.2% | — | — | View these companies in Firmbase → |
| Custom Twitter Feeds | 1 | 0.2% | — | — | 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 Social media system shifts with company size: among UK E-Commerce with under 10 employees, AddThis leads at 34.4% of the 369 with a detectable system; among UK E-Commerce with 10–50 employees, AddThis leads at 32.5% of the 126 with a detectable system; and among UK E-Commerce with over 50 employees, ShareThis leads at 57.1% of the 7 with a detectable system.
Under 10 employees
34.4% of band
Smaller e-commerce companies account for most detected usage, with 369 companies in this band. AddThis has the largest share at 34.4%, while Instagram feed and sharing-button systems compete behind it.
10–50 employees
32.5% of band
Mid-sized e-commerce employers show a similar pattern across 126 companies. AddThis remains largest at 32.5%, with social feed tools and sharing widgets still visible.
Over 50 employees
57.1% of band
The larger-company band is narrow, with 7 detected companies. ShareThis has the largest share at 57.1%, suggesting a more concentrated pattern than in smaller bands.
How Social media 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.
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 Social media
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Frequently asked questions
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