A UK business is reporting record sales figures, as a growing consumer movement to “buy British” reaches a pivotal moment – accelerated by Donald Trump’s trade policies and escalating frustration with dominant US-based marketplaces like Amazon.
OnBuy have announced over £33 million in UK sales between 20 January and 28 April 2025, fuelling revenue growth of 50% year-on-year during what are typically the company’s quietest months.
The latest figures follow a record-breaking year for the British challenger brand, which saw over £150 million worth of sales in 2024, driving gross profits of over £20 million.
The accelerated sales growth this year coincides with shifting consumer sentiment away from US-based marketplaces since President Trump took office, as tariffs and controversial foreign policy rock British consumers and encourage them to rally behind homegrown companies.
Frustrated with the uncertainty and dominance of US giants, UK consumers say they are actively looking to ‘buy British’, with verified buyers on Trustpilot calling OnBuy “an excellent homegrown alternative to Amazon/eBay”.
The data speaks for itself – the momentum behind OnBuy is undeniable. Our growth is being supercharged by US turmoil, as British consumers and businesses demand a marketplace that puts them first – one that is fair, provides constant value, and doesn’t compete with its own sellers or dictate unfair terms.
It’s clear from our own customers that we are fast-becoming a go-to alternative to the status quo.
– Cas Paton, CEO and Founder, OnBuy
Scores of customers have taken to Trustpilot to say how pleased they are to shop somewhere else and ditch Amazon with one writing “I’m sold on this UK alternative to US tax avoiders Amazon, no paying for Prime and you earn cashback on purchases” while another posted to say “shopping on this site (OnBuy) is such a refreshing change from Amazon,” and a third said they wanted to ditch Amazon and now recommend OnBuy to people looking to boycott the US giants.
Google Trends also shows a strong uptick in the number of people searching for Amazon alternatives1, while some sellers are reportedly pulling out of Prime Day.
Since 2016 OnBuy, which is ranked as one of Europe’s fastest-growing companies, has disrupted e-commerce with a revolutionary cashback offering. The retail business recently announced that ahead of its international expansion, it was responding to the cost-of-living crisis by doubling down on its cashback offering to give customers a minimum of 5% back on all purchases through the platform – up from the 1% previously offered.
As the UK navigates its post-Brexit identity and redefines its role in the global economy, OnBuy is forging new ties with Europe as it cements its position as a global retail contender. Sales across 12 new EU countries are due to launch next month, as OnBuy proves that British innovation can lead the charge in reshaping global e-commerce.
