Social media Used by UK Wholesale Companies: Market Share (2026)
Across 1,052 UK wholesale companies with a detectable social media system, AddThis is the most common at 25.1% (264 companies), ahead of Instagram Feed for WordPress at 17.7% and Smash Balloon Instagram Feed at 17.2%.
77,014 trading UK wholesale companies sit in scope, and 1,052 have a detectable Social media tool. Usage is concentrated in a small group of sharing widgets and feed plugins: AddThis appears with 25.1% (264), followed by Instagram Feed for WordPress at 17.7% (186) and Smash Balloon Instagram Feed at 17.2% (181).
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The smallest employers dominate the visible market. Under 10 employees accounts for 689 companies and AddThis has 26.7%; the 10–50 employees band has 316 companies, again with AddThis largest at 22.2%; over 50 employees is only 47 companies, where Instagram Feed for WordPress reaches 29.8%.
Across the 1,052 companies, 16 Social media systems appear. Twitter has 14.4% (151), ShareThis 14.1% (148), AddToAny 12.7% (134), Pinterest 7.5% (79), and Custom Twitter Feeds 3.2% (34), while 8 further systems cover 133 companies.
1,052
wholesale with detected Social media
Of 77,014 UK wholesale
1.4%
Detection rate
2026
16
Systems detected
In this category
25.1%
Leader share
AddThis
UK Wholesale Social media market share
Share of the 1,052 UK Wholesale with a detectable system. As of June 2026.
Social media compared
| System | UK Wholesale | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| AddThis | 264 | 25.1% | 6 | 15.2% | 6-person wholesalers, 25.1% share |
| Instagram Feed for WordPress | 186 | 17.7% | 7 | 12.4% | 7-person wholesalers, 17.7% share |
| Smash Balloon Instagram Feed | 181 | 17.2% | 8 | 11.6% | 8-person wholesalers, 17.2% share |
| 151 | 14.4% | 6 | 13.2% | 6-person wholesalers, 14.4% share | |
| ShareThis | 148 | 14.1% | 6 | 7.4% | 6-person wholesalers, 14.1% share |
| AddToAny | 134 | 12.7% | 5 | 16.4% | 5-person wholesalers, 12.7% share |
| 79 | 7.5% | 6 | 12.7% | 6-person wholesalers, 7.5% share | |
| Custom Twitter Feeds | 34 | 3.2% | — | — | View these companies in Firmbase → |
| Metricool | 34 | 3.2% | — | — | View these companies in Firmbase → |
| SociableKIT | 26 | 2.5% | — | — | View these companies in Firmbase → |
| SocialStream | 25 | 2.4% | — | — | View these companies in Firmbase → |
| Sassy Social Share | 20 | 1.9% | — | — | View these companies in Firmbase → |
| UltimatelySocial | 18 | 1.7% | — | — | View these companies in Firmbase → |
| Shareiiit | 10 | 1% | — | — | View these companies in Firmbase → |
| Buffer | 8 | 0.8% | — | — | View these companies in Firmbase → |
| Hootsuite | 6 | 0.6% | — | — | 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 Wholesale with under 10 employees, AddThis leads at 26.7% of the 689 with a detectable system; among UK Wholesale with 10–50 employees, AddThis leads at 22.2% of the 316 with a detectable system; and among UK Wholesale with over 50 employees, Instagram Feed for WordPress leads at 29.8% of the 47 with a detectable system.
Under 10 employees
26.7% of band
Under 10 employees covers 689 wholesale companies with a detectable Social media tool. AddThis has the largest share at 26.7%, with feed and sharing tools making up the rest of a fragmented small-employer market.
10–50 employees
22.2% of band
10–50 employees covers 316 companies, a smaller middle band for wholesale sites using embedded social tools. AddThis remains largest at 22.2%, while Instagram Feed for WordPress, Smash Balloon Instagram Feed, Twitter, ShareThis and AddToAny form the main named alternatives in the wider wholesale market.
Over 50 employees
29.8% of band
Over 50 employees contains 47 wholesale companies with a detectable Social media tool, so the band is much thinner than the sub-50 employee groups. Instagram Feed for WordPress has the largest share at 29.8%, which differs from the AddThis pattern seen in smaller employers.
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.
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UK Wholesale by Social media
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Frequently asked questions
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