Where the Ecommerce Growth is – Part 2: The Most Promising Channels for Online Sellers Right Now

In this post we share our research on what we think the most promising channels will be in the coming months.

In Part 1 of this series, we explored the ecommerce categories showing the strongest growth and profitability for UK and Ireland-based online sellers. But as every successful seller knows, what you sell is only half the story.

The other half? Where you sell it.

The ecommerce landscape in 2025 is more mature, fragmented and opportunity-rich – than it has been for a long time.

Marketplaces, social platforms, retailer-run sites, and your own DTC store all play different roles in your growth strategy. Picking the right mix of promising sales channels can unlock scale, margin, and long-term brand equity.

Let’s explore the most promising platforms for UK and Ireland-based ecommerce businesses right now.

Amazon and eBay remain promising channels – still essential, still evolving

Amazon continues to dominate UK ecommerce. With over 400 million monthly visits to Amazon.co.uk, it’s the default platform for many online shoppers. And with Amazon FBA, sellers can offer Prime delivery without handling logistics.

eBay still holds strong, especially for certain categories like automotive, refurbished electronics, and collectables. With over 200 million monthly UK visitors, it remains a must-have in your channel mix.

Why these platforms matter:

• Huge traffic volumes
• Built-in trust and friction-free checkout
• Established infrastructure for international selling
• Options to test new products quickly

How to win:

• Use FBA (Fulfilled by Amazon) or eBay International Delivery to simplify logistics
• Optimise listings with strong images, titles, and search terms
• Leverage Amazon Brand Registry and eBay’s category-specific tools (like vehicle compatibility for car parts)
• Use paid tools (e.g. Amazon Ads, eBay Promoted Listings) carefully to stay competitive without losing margin

Watch out for:

• High fees and tight competition
• Reliance on third-party platforms – always balance with DTC sales

TikTok Shop – social commerce is booming

TikTok Shop has become one of the fastest-growing ecommerce platforms in the UK, especially for beauty, fashion, home gadgets, and lifestyle products. Live shopping events, short product videos, and influencer reviews drive sales in real time.

In 2024, some sellers reported £1M+ sales days via livestreaming alone. In 2025, TikTok Shop is more sophisticated, with better fulfilment tools and an expanding seller base – but still plenty of room for newcomers to thrive.

Why sellers love it:

• Organic discovery through short videos
• Viral potential with the right product/influencer combination
• Fast-moving sales cycles for trend-driven categories
• Lower fees (compared to Amazon) during its growth phase
  
  

How to get started:

• Set up a TikTok Shop and list your top-performing SKUs
• Collaborate with creators or run live demos
• Focus on short, engaging video content – show, don’t tell
• Use UGC (user-generated content) and reviews to build social proof

Best for:

• Beauty, fashion, home, kitchen gadgets, health, and any visually engaging product

Optimise listings with great images, dimensions, and delivery info – shoppers want confidence when buying big items online. If you can support with videos or how-to content, even better. Look at listing on B&Q’s marketplace, which is now one of the fastest-growing DIY channels in the UK.

Retailer Marketplaces – big brand credibility, promising fast-growing channels

Retailer marketplaces are quickly becoming key channels for multichannel sellers. These include Debenhams, B&Q, and Tesco, which are now operating like marketplaces by allowing third-party sellers to list and sell on their sites.

Debenhams: Now owned by Boohoo Group, Debenhams has reinvented itself as an online department store. It’s actively recruiting third-party sellers in fashion, beauty, and home – with a focus on quality and lifestyle branding.

Why join?

• Strong brand recognition
• Department-store feel without physical overheads
• Less competition than Amazon or eBay

B&Q: The DIY and home improvement giant is scaling its marketplace fast. It’s already added over 1 million SKUs through third-party sellers and is actively targeting product categories beyond tools – including garden, automotive, and home décor.

Why join?

• High-volume DIY and home traffic
• Strong trust among UK consumers
• A great match for sellers in furniture, garden, tools, and hardware

Tesco marketplace: More than a year since its relaunch, Tesco’s online marketplace is focusing on general merchandise. Sellers benefit from Tesco’s enormous grocery traffic and customer base. Plus, the site integrates with the Clubcard loyalty programme.

Why join?

• Brand alignment with a top UK retailer
• Access to tens of millions of Tesco customers
• Strong logistics and marketing muscle behind the platform

Retailer marketplaces are quickly becoming key channels for multichannel sellers. These include Debenhams, B&Q, and Tesco, which are now operating like marketplaces by allowing third-party sellers to list and sell on their sites.

Your website is one of your most promising channels – control, margin, and long-term value

Your DTC webstore – whether built on the likes of Shopify, Magento, or BigCommerce – remains your most valuable channel for margin and customer relationships. While marketplaces bring volume, your own site brings brand equity and long-term profitability.

Why it matters:

• Keep more of the margin (no marketplace commissions)
• Build your customer database for email and SMS marketing
• Control the user experience, product bundling, and cross-sells
• Create content-rich experiences (blogs, lookbooks, user-generated content, videos)
• Enable subscriptions or memberships for recurring revenue

Optimise by:

• Adding AI tools (personalisation, product recommendations, chatbots)
• Streamlining checkout and delivery options
• Creating loyalty incentives (free shipping, points, VIP perks)

Bonus tip: Use marketplaces to acquire new customers, then re-engage them on your site – where rules allow – for repeat purchases with better margins.

Omnichannel is the Smartest Strategy

If there’s one clear takeaway, it’s this: diversification is no longer optional. You need a balanced mix of owned and third-party channels, each serving a different role in your ecommerce strategy.

Here’s how many top-performing UK/IE sellers think about it:

• Amazon and eBay – scale and acquisition
• TikTok Shop – brand discovery and impulse sales
• Retailer sites – trust and category-specific sales
• Own website – retention and profitability

Final thoughts

The ecommerce world is changing fast, but the best opportunities are no longer locked up by enterprise brands. In 2025, mid-sized, multichannel sellers have the tools and access to compete on nearly every platform that matters.

So the real question is: where will you sell next?

Coming up in Part 3: We’ll explore how UK and Ireland sellers can scale internationally, and how AI and automation are reshaping ecommerce operations for those who want to grow faster and smarter.

Contact us to discuss your ecommerce growth plans and challenges.