Ecommerce has completely changed the way we consume and sell.

From browsing products on websites and apps to buying directly through social media, selling online makes it easier than ever for businesses to reach customers without the high costs of a traditional store.

We’ll explore what e-commerce is, how it works, the different types of online businesses, popular platforms, and which tools you can use to build your own online store.

In this article…

• What is ecommerce in the UK?
• How does ecommerce work?
• The four types of ecommerce businesses should know
• Popular ecommerce websites and why they work
• What counts as ecommerce?
• What is the most popular ecommerce website?
• Which ecommerce platform is best to build an ecomemrce website?
• Final thoughts

What is ecommerce in the UK?

Ecommerce in short, is ‘electronic commerce’. It’s simply the process of buying and selling products online. Generally speaking ecommerce will happen online, but with the changes constantly happening with how we use the internet now this can be done with apps, over social media, websites and more.

Ecommerce has helped businesses, especially smaller ones, reach a wider audience with lower startup and operational costs compared to traditional in-person stores.

How does ecommerce work?

For ecommerce to work, you need to successfully be selling your products on a website.

• Online Store Setup: A business sets up a website or app where people can browse products. This is the online shop.
• Product Listing: The business adds products with details like pictures, descriptions, and prices.
• Adding to Cart & Checkout: When a customer wants something, they add it to a “cart” and then go through a checkout process.
• Payments: The online store uses payment gateways (like credit cards, PayPal, or other methods like apple pay) to securely handle money.

So basically, ecommerce is selling things online. Instead of in a physical shop, ecommerce takes place on websites, apps, and more.

The Four types of ecommerce businesses should know

Ecommerce isn’t just one thing for one group of people, it comes in a range of flavours depending on whose buying and on whose selling.

B2C

Business to Consumer: This is the most common type. Businesses sell directly to everyday customers. Think of online stores like Amazon where products go straight from the company to you.

B2B

Business to Business: This ones pretty self explanatory, businesses sell to other businesses. It’s usually large products or services that help a company operate. For example, a company supplying office storage or software to other businesses might fall under B2B.

C2C

Consumer to Consumer: Consumers sell to each other, this is often through platforms that make it easy. Examples include eBay, etsy, or somewhere like Facebook Marketplace, where you can sell used goods or handmade products directly to other people.

C2B

Consumer to Business: In this form of ecommerce, people offer products or services to businesses. Freelancers creating logos or photographers selling stock photos to companies are examples of C2B.

Popular Ecommerce websites and why they work

Some ecommerce websites have become staples for shoppers—and it’s not just luck. Their success comes from making shopping easy, convenient, and trustworthy.

Here’s a look at a few popular UK platforms:

1. Amazon: Amazon is one of the most popular platforms for online shopping thanks to how easy it is to use, and due to its massive selection of products, ranging from books and electronics to household items and more. Fast delivery options, including next-day and same-day shipping, make it extremely convenient for customers, and features like customer reviews, personalised recommendations, and one-click checkouts create a smooth, tailored shopping experience.

2. eBay: eBay is a large marketplace for buyers and sellers. It’s ideal for finding second-hand items, or even limited-edition products. The auction system adds urgency and competitiveness to shopping. eBay also allows sellers to reach a global audience, making it more than just a local marketplace.

3. Etsy: Etsy focuses on handmade, vintage, and creative products, appealing to shoppers looking for unique or personalised items. Small businesses and independent sellers benefit from the platform because the systems buyers enjoy a curated, artistic products. Etsy’s community-driven approach helps customers feel connected to the makers behind each product.

4. ASOS: ASOS has become a go-to for fashion and lifestyle products, offering a wide range of clothing, accessories, and beauty items. Its focus on inclusive sizing, trendy collections, and student-friendly discounts sets it apart from other ecommerce clothes shops. Free returns and easy-to-navigate categories also make online shopping less stressful and more enjoyable.

5. Argos: Combines online convenience with in-store availability, allowing customers to order online and pick up items on the same day. Its catalogue covers a range of areas from electronics, toys, homeware, and more, which gives shoppers a broad choice, and less need to look elsewhere. Real-time stock updates and multiple delivery options make the shopping experience highly flexible. Argos also offer features like finance payments, allowing customers to spread payments on more expensive orders.

Why these platforms work:

These examples show that successful ecommerce isn’t just about selling products. It’s also about creating a seamless, trustworthy, and enjoyable shopping experience for every customer.

• On these platforms, browsing is simple – this improves the overall user experience
• Secure payments and reliable delivery options mean less thought is put into the buying process, this ease of shopping encourages conversions
• Personalised recommendations and helpful customer reviews mean customers don’t have to search around for opinions, instead they can buy products and read reviews from others on the platforms themselves
• Flexible features like fast shipping, click-and-collect, or easy returns make shopping easy

What counts as ecommerce?

Online Retail Stores

• Websites or apps where customers buy products directly.
• Amazon, ASOS, Argos.

Marketplaces

• Platforms that connect multiple sellers with buyers.
• eBay, Etsy

Digital Services

• Selling services online, like subscriptions, courses, or freelancing work.
• Amazon prime video, Udemy for online courses.

Mobile Commerce

• Buying or selling via mobile apps.
• Using the eBay or ASOS app to shop on your phone.

Online Booking & Reservations

• Booking flights, hotels, events, or restaurants.
• EBooking.com, Trainline.

Digital Goods

• Buying or selling products that exist only online.
• Ebooks on Amazon, or in-game purchases on steam.

Whats the most used form of Ecommerce?

As of 2025, Amazon UK stands as the most popular e-commerce platform in the United Kingdom, in fact In July 2025, it attracted approximately 342.77 million visits.

Amazon mostly operates as a Business-to-Consumer (B2C) platform, meaning it sells products directly to customers. However, it also allows Consumer-to-Consumer (C2C) sales through its marketplace, letting individuals sell new or used items to other shoppers.

Why is Amazon UK Is So Popular

Amazon offers almost anything you can think of. From daily essentials to niche products, there’s a huge variety for every type of shopper. Following this, features like personalised recommendations, saved payment methods, and one-click ordering make shopping fast and effortless.

Amazon also offers Amazon Prime which is a subscription service offering free delivery, early access to deals, and entertainment options. This alone pushes their ecommerce features up, as it makes other areas of shopping even easier.

Which platform is best to build an ecommerce site?

Now you know the ins and outs of eCommerce…you might be wondering which Platform Is best to build an ecommerce website in?

The first step for anyone looking to start their own online store is choosing the right platform. The best platform depends on your goals, budget, and technical experience, as well as the type of ecommerce that your business uses.

Here are some of the most popular platforms:

Magento

Magento is geared towards larger businesses or stores with more complex requirements for their store. Magento is an open-source platform that offers almost unlimited customisation and scalability.

It’s perfect for businesses with large inventories, multiple stores, or advanced features like custom checkout flows. Magento however, requires technical knowledge or a developer to manage effectively, making it better suited to businesses with the resources to handle its complexity.

Woocommerce

For those already using WordPress or wanting more control, WooCommerce is a perfect fit. This plugin transforms a WordPress site into an online store.

WooCommerce is flexible: you can sell physical products, digital downloads, subscriptions, or memberships. You can also customise shipping options, payment gateways, and product pages to suit your business. WooCommerce is best for users who want flexibility and the ability to shape every aspect of their store without too steep of a learning curve.

Drag-and-drop builders

Drag-and-drop builders are designed for simplicity. You can literally pick an element—like a product image, text block, or button—and place it wherever you want on your page. This visual approach makes it easy to design your site exactly how you imagine it, without hiring a developer. However these builders are generally very limited by functionality.

Shopify is the most popular example in this space for ecommerce. It’s a hosted platform, meaning hosting, security, and updates are handled for you.
The main advantage of these builders is speed and ease of use. Even if you have no technical skills.

Final thoughts

Ecommerce has transformed the way we shop and do business in the UK. Understanding the different types of ecommerce helps businesses identify the right approach for their products and audience. Platforms like Amazon, eBay, Etsy, ASOS, and Argos show that success comes from more than just selling products—it’s about creating a seamless, trustworthy, and enjoyable experience for customers.

At its core, ecommerce is about connecting buyers and sellers through technology in a way that’s convenient and reliable.