Fast facts:
Marketplaces 2025

Select a year to view the data:

Enquire About Selling on Marketplaces
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Fast facts:
Marketplaces 2026

Select a year to view the data:

Enquire About Selling on Marketplaces
Happy person on tablet

Whether you’re a growing eCommerce brand or just starting out, online Marketplaces are one of the fastest and most effective ways to reach UK consumers. Over 60% of all eCommerce sales in the UK take place through Marketplaces, a number that continues to grow. 

This guide breaks down the key facts and figures to help you choose the best online Marketplaces for your business.

Online marketplaces have become the primary channel for eCommerce sales worldwide. In 2026, marketplaces operating a third-party model are estimated to capture roughly 87% of eCommerce revenue, as brands increasingly leverage multi-seller platforms rather than direct online stores.

Globally, nearly all online shoppers (98%) use at least one marketplace, with Amazon, Temu, SHEIN and eBay among the most frequently visited platforms.

This guide breaks down the key facts and figures to help you choose the best online Marketplaces for your business.

Sources: DHL, Linkedin

Marketplace Trends in 2026

Marketplace Revenue & Growth

The global marketplace economy is projected to exceed $1 trillion by 2030.

Consumer Behaviour

Marketplaces benefit from rising mobile commerce with over 66% of marketplace transactions occurring on mobile devices.

Regulatory and Risk Considerations

Recent regulatory scrutiny (e.g., EU enforcement actions against Shein and others) highlights ongoing challenges in third-party product oversight and compliance.

Marketplace Innovation

53% of shoppers compare products across multiple marketplaces. In 2026, AI has become part of that decision-making process as well, with more than half of consumers (58%) now use AI tools when researching products.

Sources: Dojo Business, eCommercenews

Why Marketplaces Matter

Online Marketplaces are now the go-to destination for UK shoppers, offering convenience, speed and variety. From Amazon to Etsy and TikTok Shop, Marketplaces allow you to tap into massive audiences without having to build your own traffic.

  • Over 60% of UK eCommerce sales happen via Marketplaces
  • 70% of UK eCommerce sellers use 2 or more Marketplaces
  • Over 81% of UK online shoppers have purchased via Marketplaces, with 48% selling on them.

The Top Marketplaces in the UK

Here’s a breakdown of the most popular UK Marketplaces and who shops on them.

amazon logo

Amazon UK

The market leader by a wide margin, Amazon dominates UK eCommerce.

Monthly Traffic: 450 Million
Popular categories: Electronics, home & garden, groceries, beauty
Demographics: Ages 25–44, fairly gender-balanced

eBay logo

eBay UK

Still a major player, especially for refurbished and second-hand goods.

Monthly traffic: 300 million
Top categories: Electronics, car parts, fashion, collectibles
Demographics: Strong among 35–54s, 60% male

etsy logo

Etsy UK

A must for handmade, vintage, or craft sellers.

Monthly traffic: 36 million
Top categories: Gifts, jewellery, home décor, weddings
Demographics: 80% female, creative, design-savvy shoppers

onbuy.com logo

OnBuy

A UK-based Marketplace positioned as a fairer alternative to Amazon.

Monthly traffic: 3.4 million
Top categories: Tech, pet supplies, toys
Appeals to: Value-driven UK shoppers aged 35+

tiktok shop logo

TikTok Shop

A rising star in the eCommerce space, especially for impulse buys.

Users: Over 200,000 UK sellers
Top categories: Beauty, fashion, trending gadgets
Demographics: Gen Z and Millennials (18–34)

Sources: Dataglobalhub, Pro Carrier, Banklinko, Statista

Contact GFS

The Top Marketplaces in the UK in 2026

Here’s a breakdown of the most popular UK Marketplaces and who shops on them.

amazon logo

Amazon UK

The market leader by a wide margin, Amazon dominates UK eCommerce.

Monthly Traffic: 450 Million
Popular categories: Electronics, home & garden, groceries, beauty
Demographics: Ages 25–44, fairly gender-balanced

eBay logo

eBay UK

Still a major player, especially for refurbished and second-hand goods.

Monthly traffic: 300 million
Top categories: Electronics, car parts, fashion, collectibles
Demographics: Strong among 35–54s, 60% male

etsy logo

Etsy UK

A must for handmade, vintage, or craft sellers.

Monthly traffic: 36 million
Top categories: Gifts, jewellery, home décor, weddings
Demographics: 80% female, creative, design-savvy shoppers

onbuy.com logo

OnBuy

A UK-based Marketplace positioned as a fairer alternative to Amazon.

Monthly traffic: 3.4 million
Top categories: Tech, pet supplies, toys
Appeals to: Value-driven UK shoppers aged 35+

tiktok shop logo

TikTok Shop

A rising star in the eCommerce space, especially for impulse buys.

Users: Over 200,000 UK sellers
Top categories: Beauty, fashion, trending gadgets
Demographics: Gen Z and Millennials (18–34)

Shein

A global fast-fashion and marketplace platform with one of the largest eCommerce audiences worldwide

Users: 331 million monthly global visits
Top Categories: Womens’ Fashion and Apparel
Demographics: Largely female, age 21-35 (61% female visitors)

Temu

A rapidly expanding value-oriented global marketplace focused on ultra-low prices.

Users: 416 million worldwide.
Top categories: Household items, everyday essentials, gadgets and accessories.
Demographics: Core audience spans 25–44, with millennials and Gen X the largest segments.

Sources: Dataglobalhub, Pro Carrier, Banklinko, Statista

Demographics / Behaviour

Age

Core audience spans 25–44, with millennials and Gen X the largest segments.

Gender

Near gender balance (global usage shows similar levels between male and female users).

Mobile Engagement

Majority of visits come from mobile devices, consistent with Temu’s app-centric strategy.

Contact GFS

Marketplace Fees You Should Know

Each Marketplace has different fee structures, and it’s important to factor these into your pricing strategy.

Marketplace Typical Fees

Amazon UK 8–15% referral fee + FBA fees if fulfilled
eBay UK 10–12% final value fee + optional listing fees
Etsy UK 6.5% transaction fee + £0.20 listing fee
OnBuy 5-9% commission depending on category
TikTok Shop 1–2% (introductory)

 *Note: All platforms may also charge payment processing or promotional fees.

Marketplace Fees You Should Know

Each Marketplace has different fee structures, and it’s important to factor these into your pricing strategy.

Marketplace Typical Fees

Amazon UK 8–15% referral fee + FBA fees if fulfilled
eBay UK 10–12% final value fee + optional listing fees
Etsy UK 6.5% transaction fee + £0.20 listing fee
OnBuy 5–9% commission depending on category
TikTok Shop 1–2% (introductory)
Shein Marketplace 10% commission on sales after introductory period
Temu Marketplace 5–20% commission on sales

 *Note: All platforms may also charge payment processing or promotional fees.

Fulfilment and Delivery for Marketplace Sellers

Each marketplace offers its own fulfilment routes, but these often come with issues when it comes to flexibility, brand control and cost transparency.

Here’s how fulfilment typically works on the major marketplaces:

amazon logos

Amazon

Fulfilment by Amazon (FBA) gives sellers access to Prime delivery and a wide customer base, but can come with strict guidelines, premium fees and limited visibility.

ebay and etsy logos

eBay & Etsy

Most sellers self-fulfil, relying on Royal Mail or standard courier services. This gives more control but can be time-consuming and harder to scale consistently.

onbuy.com

OnBuy

Sellers handle their own shipping, offering more freedom but requiring a reliable logistics setup.

tiktok shop logo

TikTok Shop

Now offers “Fulfilled by TikTok,” a new logistics service designed for social commerce. While convenient, it’s still developing and may not suit all product types or volumes.

Integrating multiple marketplaces to your eCommerce profile can make things complex, and give you less control over collections and delivery options which all directly impact operational efficiency and customer satisfaction. If you need one delivery partner for parcel deliveries across your website and all other channels and marketplaces across the globe, GFS is the answer. 

Key Takeaways

  • UK Marketplaces give you access to millions of ready-to-buy consumers.

  • Consider fees, fulfilment and buyer demographics when choosing where to list.

  • Diversifying across 2+ platforms reduces risk and increases visibility.

Sources: Worldfirst, mintel.com, analyzify.com

Fulfilment and Delivery for Marketplace Sellers

Each marketplace offers its own fulfillment routes, but these often come with issues when it comes to flexibility, brand control and cost transparency.

Here’s how fulfilment typically works on the major marketplaces:

amazon logos

Amazon

Fulfilment by Amazon (FBA) gives sellers access to Prime delivery and a wide customer base, but can come with strict guidelines, premium fees and limited visibility.

ebay and etsy logos

eBay & Etsy

Most sellers self-fulfil, relying on Royal Mail or standard courier services. This gives more control but can be time-consuming and harder to scale consistently.

onbuy.com

OnBuy

Sellers handle their own shipping, offering more freedom but requiring a reliable logistics setup.

tiktok shop logo

TikTok Shop

Now offers “Fulfilled by TikTok,” a new logistics service designed for social commerce. While convenient, it’s still developing and may not suit all product types or volumes.

Fulfilment by Shein (FBS)

Similar to Amazon’s FBA, Fulfilment by Shein handles warehousing, picking, packing, last-mile delivery and returns on behalf of sellers.

Managing multiple marketplaces often adds operational complexity, limiting control over collections and delivery options and placing strain on fulfilment performance and customer experience.

With GFS, you can simplify delivery across your own website and every marketplace you trade on worldwide, using one trusted partner to streamline operations and support scalable growth.

Key Takeaways

  • UK Marketplaces give you access to millions of ready-to-buy consumers.

  • Consider fees, fulfillment and buyer demographics when choosing where to list.
  • Diversifying across 2+ platforms reduces risk and increases visibility.

Sources: Worldfirst, mintel.com, analyzify.com

Need Help Scaling on Marketplaces?

Reach out to our team for expert advice and tailored solutions for parcel delivery management.

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“What’s made everything easier for us is our partnership with GFS. Having one portal means we’re no longer juggling multiple carriers or systems. Honestly, I don’t think we’d be coping with our current order volumes, or even considering expanding into marketplaces, without GFS.”

Mara Carmichael, Sales and Marketing Manager at Testermans

Need Help Scaling on Marketplaces?

Reach out to our team for expert advice and tailored solutions for parcel delivery management.

Talk to us

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