The UK Top 10 retail sites have been revealed in the Ofcom Online Nation Report, and as you’d expect include Amazon and eBay right at the top. But the real stand out is Temu which has jumped to third spot, overtaking the traditional giants of Tesco, Argos and Apple.
Now with a staggering 28.4 million visits in a month according to data from Ipsos iris Online Audience Measurement Service, Ofcom have Temu pegged slightly below eBay (30.7 million monthly visits), with a real shot of knocking eBay off second spot for the first time in decades. Amazon still lead the pack with 43.2 million monthly visits.
UK Top 10 Retail sites
| Rank | Company | Total adult audience in month | UK online adult reach in May 2025 | Average time spent by visitor May 2025 | |||
|---|---|---|---|---|---|---|---|
| May 2023 | May 2024 | May 2025 | Yr on yr Change | ||||
| 1 | Amazon | 41.4m | 41.5m | 43.2m | 1.7 | 88% | 02:15 |
| 2 | eBay | 30.5m | 30.2m | 30.7m | 0.5 | 63% | 01:18 |
| 3 | Temu | 13.8m | 20.1m | 28.4m | 8.3 | 58% | 01:10 |
| 4 | Apple | 20.9m | 20.6m | 22.7m | 2.1 | 46% | 00:18 |
| 5 | Tesco | 18.4m | 18.3m | 19.4m | 1.1 | 39% | 00:22 |
| 6 | Argos | 16.1m | 17.4m | 18.0m | 0.6 | 37% | 00:10 |
| 7 | Asda | 14.5m | 15.2m | 15.1m | -0.2 | 31% | 00:14 |
| 8 | Lidl UK | 11.1m | 12.8m | 14.6m | 1.9 | 30% | 00:22 |
| 9 | Vinted | 9.4m | 11.4m | 14.3m | 2.9 | 29% | 02:42 |
| 10 | SHEIN | 9.6m | 10.5m | 13.9m | 3.5 | 28% | 01:50 |
What’s very noticeable from the data is that Temu has more than doubled their reach within the past two years, whereas SHEIN has only grown (a still very respectable) 45%. Vinted actually grew faster than SHEIN notching up growth of around 53%.
According to this dataset, Amazon and eBay are seeing pretty static growth, but it’s hard to grow that fast when practically every adult in the UK already shops on your platform. It’s interesting to note that, out of the UK Top 10 retail sites, only Amazon and eBay made it into the top ten organisations visited by UK online adults, a list dominated by the likes of Google, Meta, the BBC and Microsoft (page 21 of the report).
It will be interesting to monitor these numbers as Agentic Commerce starts to impact the UK in the coming months and years. Will shoppers switch from the major marketplaces as AI shopping becomes mainstream, or will these destination sites keep hold of us in the UK as their customers?
