The United Kingdom remains Europe’s most competitive marketplace landscape, with global giants and strong home-grown platforms. Industry trackers report UK online retail sales reached around £127 billion in 2024, returning to growth after a difficult period (Retail Gazette citing IMRG). By traffic, Amazon.co.uk leads, followed by eBay, Temu, Argos and Etsy (Similarweb UK marketplace ranking). This guide highlights the top marketplaces in the UK for 2025 and how to connect via Lengow.

 

United Kingdom at a glance

  • Online retail turnover: about £127B in 2024; sector returned to growth in late 2024 (RetailTechHub/IMRG).
  • Online share of retail: 26–27% of total retail sales in 2025 (time series) (ONS Internet Sales, series J4MC).
  • Marketplace traffic leaders (2025): Amazon, eBay, Temu, Argos, Etsy.

 

The top marketplaces in the United Kingdom (2025)

1) Amazon.co.uk

The UK’s most visited marketplace and default starting point for product search; FBA and Prime remain conversion engines (Similarweb).

  • Suits: most categories; retail media and fast fulfilment drive visibility.
  • Notes: price competitiveness and delivery SLAs impact Buy Box.

Connect via Lengow: Sell on Amazon UK with Lengow.

 

2) eBay UK

A powerhouse for refurbished, parts & accessories and collectibles; broadened appeal with fee changes for private sellers in 2024 (The Guardian).

  • Suits: refurbished tech, auto parts, collectibles, long-tail inventory.

Connect via Lengow: Sell on eBay with Lengow.

 

3) Temu

One of 2025’s UK traffic leaders, driven by ultra-competitive pricing and app-first engagement (Similarweb).

  • Suits: value-led assortment across home, accessories and gadgets.
  • Notes: cross-border logistics; set clear delivery/returns expectations.

 

4) Etsy UK

The destination for unique, handmade and personalised goods with a loyal UK customer base (Similarweb).

  • Suits: handmade, print-on-demand, gifts, craft supplies.
  • Notes: search relevance and listing quality are key for discovery.

 

5) OnBuy

British-born marketplace expanding its seller base and category coverage, with straightforward onboarding for brands and retailers (OnBuy – Sell).

  • Suits: generalist catalogue across tech, home & living, toys, beauty.
  • Notes: catalogue/barcode model; competitive pricing helps ranking.

 

6) TikTok Shop UK

A fast-growing social commerce marketplace combining short video, live shopping and in-app checkout (TikTok Shop Seller Centre).

  • Suits: beauty, fashion/accessories, impulse-friendly gadgets.
  • Notes: creator partnerships and live events can unlock scale; FBT (Fulfilled by TikTok) available in the UK (Seller portal).

Connect via Lengow: Sell on Tiktok Shop with Lengow.

 

7) Zalando (UK)

Europe’s leading fashion marketplace with strong UK demand; continued growth and upmarket shift through 2025 (Reuters).

  • Suits: fashion, footwear, accessories, beauty.
  • Notes: strict data/imagery standards; consider logistics options via Zalando’s ecosystem.

Connect via Lengow: Sell on Zalando with Lengow.

 

8) Vinted (UK)

Resale leader with strong UK penetration and buyer-protection fee model (Vinted UK fees).

  • Suits: recommerce strategies, outlet stock, apparel & accessories.
  • Notes: C2C focus and policies differ from retail marketplaces.

 

9) Wayfair UK (Partner Home)

Home-only marketplace with robust merchandising and logistics tooling for suppliers (Sell with Wayfair UK; About Wayfair – Partner).

  • Suits: furniture, decor, kitchen & dining, lighting, garden.
  • Notes: drop-ship model with strict content and availability expectations.

 

10) ASOS Marketplace

Platform for independent labels and vintage boutiques reaching a large UK fashion audience (ASOS Marketplace – features & fees).

  • Suits: indie fashion, vintage, upcycled apparel.
  • Notes: brand curation and visual storytelling matter for conversion.

 

Who should sell where?

  • Generalist & scale: Amazon, eBay, OnBuy.
  • Value & app-led: Temu, TikTok Shop.
  • Fashion & lifestyle: Zalando, ASOS Marketplace, Vinted (recommerce).
  • Home & furniture: Wayfair.
  • Handmade & gifts: Etsy.

 

How to sell on UK marketplaces

One feed, many channels. Lengow lets you manage marketplace data from one place – map categories, enrich attributes, sync stock/prices and centralise orders.

  • Integrations: Amazon, eBay, Zalando & more via Lengow (all integrations).
  • Automation: rules for pricing, availability and content standardisation reduce manual work.
  • Localisation: British English content, UK delivery promises and clear returns are conversion levers.

FAQ – Selling on British Marketplaces

Which marketplace is best for launching in the UK as a new seller?

Amazon UK and eBay UK remain the easiest entry points thanks to very high traffic, broad-category acceptance and accessible onboarding.
For niche or vertical markets, OnBuy (generalist, fast-growing), Wayfair (home & furniture), Very (fashion, home, electronics) and Feelunique (beauty) can deliver stronger conversion when the audience-product fit is good.

Do I need a UK company to sell on UK marketplaces?

No — most platforms accept foreign sellers. However:

  • You must comply with UK VAT rules, especially post-Brexit requirements for imported goods.

  • Some marketplaces (e.g., Very, Wayfair) may ask for UK-based return solutions or verified logistics partners.

  • English-language customer service is mandatory across all platforms.

  • A UK warehouse or 3PL is not required but greatly improves delivery times and acceptance rate.

What categories sell best in the UK in 2025?

Leading categories include:

  • Home & furniture (Wayfair, Very)

  • Beauty & personal care (very strong online penetration)

  • Fashion & footwear

  • Consumer electronics

  • DIY & home improvement

  • Sports & outdoor equipment

Sustainability, refurbished electronics and affordable lifestyle products also show accelerated growth due to changing consumer expectations and cost-of-living dynamics.

Can I manage all UK marketplaces with one product feed?

Yes. With Lengow, sellers can centralise catalogue management, pricing rules, stock synchronisation and order processing for the main UK marketplaces — including Amazon UK, eBay UK, OnBuy, and sector-specific platforms like Wayfair (home), Very (fashion/home) or Feelunique (beauty) — all from a single interface. This ensures consistent product data, real-time availability and smooth multichannel operations across the UK market.

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