London has become one of the most dynamic centres for e-commerce innovation in Europe. With its world-class digital infrastructure, access to global markets, and a diverse pool of tech talent, the city has cultivated an environment where online retail businesses thrive.
From fashion giants to niche marketplaces and lightning-fast delivery apps, e-commerce companies in London are changing the way consumers shop and businesses operate.
This guide highlights the top 10 e-commerce companies in London, selected for their impact, innovation, and excellence in the online retail space. These businesses are not only shaping the local economy but also influencing global e-commerce trends.
What Makes London a Hub for E-Commerce Growth?
London’s strategic position in the global economy plays a vital role in its e-commerce success. The city offers a fertile environment for digital businesses, thanks to a high level of connectivity, investment opportunities, and an international customer base. Its tech-forward infrastructure, supported by fast internet and smart logistics, ensures companies can scale quickly and efficiently.
Furthermore, London is home to a vibrant startup culture, blending entrepreneurial spirit with academic and technical expertise. This fusion allows e-commerce companies to integrate cutting-edge technologies such as artificial intelligence, machine learning, and advanced analytics into their platforms.
Whether launching a boutique fashion store or a multinational marketplace, businesses in London have the tools and resources to flourish.
Which Are the Leading Fashion E-Commerce Companies in London?
Fashion e-commerce continues to be a dominant force in London, led by companies like ASOS and Farfetch. ASOS, founded in 2000, has built a global reputation by targeting young adults with trendy, affordable fashion.
Its platform offers a seamless shopping experience with tailored recommendations, fast delivery, and an easy returns process. With distribution centres and tech teams based in the UK, ASOS exemplifies operational efficiency and scale.
Farfetch, on the other hand, caters to the luxury market. Headquartered in London, it acts as a bridge between high-end designers and consumers worldwide.
Farfetch leverages sophisticated algorithms to personalise product discovery, while maintaining a premium brand image. Its ability to blend fashion with technology has made it a standout player in the high-end e-commerce space.
What Are the Most Innovative Tech-Driven E-Commerce Firms in London?
London’s e-commerce scene is deeply rooted in innovation, with companies like Zapp and Lyst pushing the boundaries of what’s possible in online retail. Zapp has redefined convenience shopping by offering grocery and essential item delivery within 20 minutes. With a business model built around dark stores and real-time inventory, Zapp appeals to urban consumers who value speed and efficiency.
Lyst redefines fashion shopping by aggregating thousands of brands into a personalised digital experience. Rather than selling products directly, it aggregates listings from thousands of online retailers, using AI to curate fashion trends and personalised suggestions.
This approach helps users discover styles they love without navigating multiple websites. The company’s smart technology is a perfect example of how London firms are blending commerce with innovation to enhance user experience.
Which Online Marketplaces Based in London Are Dominating the UK Market?
Online marketplaces have exploded in popularity, and London-based platforms like Not On The High Street and Trouva are leading the charge.
Not On The High Street brings together handcrafted and personalised items from UK-based makers, offering a creative alternative to mainstream shopping.
From personalised gifts to handcrafted home décor, the platform connects customers with small businesses they might never find elsewhere. Its emphasis on craftsmanship and storytelling has built strong brand loyalty.
Trouva offers a similar curated experience but focuses more on boutique lifestyle and interior design products. By connecting shoppers with independent shops throughout the UK and Europe, Trouva has positioned itself as a go-to destination for distinctive home and lifestyle items.
Its easy-to-navigate platform and strong brand voice resonate with consumers seeking thoughtful alternatives to mass-produced goods.
Which are the Top 10 E-Commerce Companies in London?
1. ASOS – “Trendsetting Style, Delivered Worldwide”
ASOS is a global fashion and lifestyle e-commerce giant, headquartered in London. Established in 2000, the brand has become synonymous with fast fashion, offering over 85,000 products from both in-house and partner labels. ASOS caters primarily to younger demographics, blending style, affordability, and accessibility.
Their platform integrates smart filters, body-type previews, and mobile-first design, enhancing the online shopping experience. ASOS has also pioneered sustainability programmes, including recycled fashion and carbon-neutral delivery.
Its international shipping and 24/7 customer service contribute to its wide appeal. With high-quality visuals and seasonal collections, ASOS leads the charge in digital fashion retail.
Specialty
Modern apparel marketplace for trend-driven buyers
Best For
Fashion-forward youth seeking affordable variety
Pricing
Affordable to mid-range. ASOS Premier Delivery is £9.95/year
- Website: www.asos.com
- Phone: 020 7756 1000
- Address: Greater London House, Hampstead Rd, London NW1 7FB
- Email: customerservice@asos.com
Review ★★★★☆
“Great variety, super fast delivery and easy returns. I shop here every season!”
2. Farfetch – “Luxury Fashion at Your Fingertips”
Farfetch operates as a high-end fashion marketplace, connecting customers to exclusive boutiques and global luxury brands. Founded in 2007 and headquartered in London, Farfetch curates a collection that includes iconic designers and emerging labels. The platform excels in offering rare, limited-edition items that aren’t available through traditional outlets.
Farfetch’s sleek interface is backed by data-driven recommendations, and it provides white-glove services such as personal styling and express global shipping. With partners in over 50 countries, Farfetch acts as a truly international shopping gateway.
Farfetch promotes eco-conscious luxury through resale initiatives and eco-friendly packaging, positioning itself at the forefront of sustainable designer retail.
Specialty
High-fashion aggregator for elite collections
Best For
Discerning shoppers seeking exclusive designer pieces
Pricing
Premium to high-end; luxury brand pricing applies
- Website: www.farfetch.com
- Phone: +44 20 3962 2362
- Address: The Bower, 211 Old Street, London EC1V 9NR
- Email: customerservice@farfetch.com
Review ★★★★★
“Seamless shopping and the only place I find limited-edition designer pieces. Worth every penny!”
3. Zapp – “Groceries in Minutes, Not Hours”
Zapp is an ultra-fast delivery app based in London, offering essential products like snacks, drinks, toiletries, and OTC medicine. Founded in 2020, Zapp gained rapid popularity for its ability to deliver within 20 minutes any time, day or night.
Instead of partnering with stores, Zapp operates its own network of “dark stores” stocked with in-demand products across central London. This control allows them to offer better accuracy and inventory visibility.
With a focus on urgent convenience, Zapp is favoured by busy professionals, students, and city dwellers. Its minimal substitutions policy ensures customers receive exactly what they ordered. It’s speed and convenience, redefined for modern Londoners.
Specialty
Real-time, 24/7 delivery of urban essentials
Best For
People in need of quick, last-minute purchases
Pricing
Pay-per-order; delivery fee ranges from £1.99 to £2.99
- Website: www.tryzapp.com
- Phone: App-based support only
- Address: Service available across Central London
- Email: support@tryzapp.com
Review ★★★★☆
“Came through at 2 AM with snacks and paracetamol. Unbelievably fast!”
4. Lyst – “The Smart Way to Shop Fashion”
Lyst is a fashion search engine that brings thousands of online stores and brands into one user-friendly platform. Based in London and launched in 2010, Lyst uses smart algorithms and real-time data to help users discover fashion trends and shop efficiently.
Unlike traditional e-commerce platforms, Lyst doesn’t sell directly but offers access to over 8 million products from leading retailers. Users benefit from customised recommendations that evolve with browsing behaviour.
The interface is sleek and minimal, designed to reduce scroll time and maximise style discovery. From budget fashion to luxury brands, Lyst has something for every wardrobe. It’s fashion tech with precision.
Specialty
Trend-personalised fashion aggregation engine
Best For
Shoppers who prefer curated search over endless browsing
Pricing
Product prices vary by external retailer listings
- Website: www.lyst.co.uk
- Phone: +44 20 3137 1274
- Address: Rivington House, 82 Great Eastern St, London EC2A 3JF
- Email: info@lyst.com
Review ★★★★☆
“It’s like Google for fashion. Love how it learns my preferences!”
5. Not On The High Street – “Gifts That Mean More”
Not On The High Street is an online marketplace for personalised, handcrafted, and thoughtful gifts made by small UK businesses. Since its founding in 2006 in London, the platform has supported thousands of creative entrepreneurs who might not otherwise have an online storefront.
Whether it’s a wedding keepsake, a birthday gift, or something sentimental, the site offers products with stories behind them. The browsing experience is enhanced by themes, occasions, and user-friendly filters.
Each seller operates independently, but the platform manages quality and support centrally. It’s the perfect place to find a gift that feels truly personal. The platform celebrates craftsmanship and personal storytelling, making each product more than just a gift.
Specialty
Custom gifting platform for artisan-made products
Best For
Shoppers looking for heartfelt, bespoke gifts
Pricing
Ranges widely from £5 to £200+ depending on personalisation
- Website: www.notonthehighstreet.com
- Phone: +44 20 3362 5900
- Address: 63 Kew Rd, Richmond, London TW9 2NQ
- Email: hello@notonthehighstreet.com
Review ★★★★☆
“Found a custom map print for my anniversary absolutely perfect!”
6. Trouva – “Discover Boutique Treasures”
Trouva is an online platform that connects shoppers with curated selections from independent boutiques across the UK and Europe. Founded in 2015 in London, Trouva focuses on interior decor, lifestyle accessories, and design-led gifts. Rather than offering mass-market goods, Trouva showcases handpicked, often limited-edition items from local stores.
The platform gives small retailers digital reach while maintaining their unique brand identities. Shoppers get the feel of exploring hidden gem shops without leaving their home.
Orders are fulfilled directly by boutiques, preserving the personal touch. Trouva blends design appeal with conscious consumerism, curating boutique finds from across Europe for an online audience.
Specialty
Independent store showcase with editorial shopping flair
Best For
Shoppers craving curated home and lifestyle pieces
Pricing
Mid-range to premium, depending on the boutique
- Website: www.trouva.com
- Phone: +44 20 3668 0990
- Address: 2 Underwood Row, London N1 7LQ
- Email: hello@trouva.com
Review ★★★★☆
“I love that I can support indie shops from all over the UK in one place!”
7. Ocado – “The Future of Grocery Shopping”
Ocado is a London-based pioneer in online grocery shopping, offering a seamless digital experience combined with sophisticated logistics. Founded in 2000, Ocado operates purely online and partners with major supermarket chains like Marks & Spencer. Its cutting-edge robotic warehouses and proprietary delivery algorithms allow it to fulfil orders with exceptional accuracy and speed.
Customers can schedule deliveries within one-hour slots, track real-time progress, and benefit from regular promotions. With a wide selection of products, including fresh produce and household essentials, Ocado serves as a dependable alternative to physical supermarkets. Its commitment to innovation has made it a global model for digital grocery services.
Specialty
Automated grocery fulfilment through smart logistics
Best For
Families and busy professionals seeking hassle-free food shopping
Pricing
Delivery slots start from £0.99; monthly Smart Pass available for savings
- Website: www.ocado.com
- Phone: 0345 656 1234
- Address: 1 Tower View, Hatfield, Hertfordshire AL10 9AA (HQ serving Greater London)
- Email: ocado@ocado.com
Review ★★★★★
“Always on time and never a missing item. My weekly shop has never been easier.”
8. Made.com – “Designed for Digital Living”
Made.com is a contemporary furniture and homeware brand born in London, offering stylish designs at accessible prices. Initially launched in 2010 and later acquired and revived by Next, the platform aims to cut out the middleman by selling directly from designers to consumers.
Its minimalist website and editorial-style product pages make browsing a pleasure, while its product range spans everything from sofas to lighting. Each item is crafted with quality materials and reflects the latest in urban living trends. The brand’s emphasis on sustainability and streamlined logistics has won it a loyal following. Made.com is where affordability meets aesthetic.
Specialty
Direct-to-consumer furniture with curated design
Best For
Urban dwellers seeking modern, stylish interiors
Pricing
Mid-range to premium depending on collection
- Website: www.made.com
- Address: Coal Drops Yard, King’s Cross, London N1C 4DQ
- Email: support@made.com
Review ★★★★☆
“My Made sofa looks high-end but cost half the price. Love the craftsmanship!”
9. Ankorstore – “Wholesale, Reimagined for Independents”
Ankorstore is a B2B e-commerce platform helping independent retailers source products from European brands. Though headquartered in Paris, Ankorstore has a major operational presence in London and supports thousands of UK-based stores. Its digital wholesale marketplace offers flexible payment terms, low minimum orders, and curated product discovery.
Ankorstore caters to lifestyle, wellness, fashion, and food sectors, providing retailers with efficient, streamlined sourcing options. By removing trade show barriers and manual buying processes, it simplifies how stores stock their shelves. The platform empowers small shops with tools once reserved for large chains, levelling the retail playing field.
Specialty
Wholesale supply platform empowering small retailers
Best For
Boutique owners and shopkeepers stocking unique goods
Pricing
Free to join for retailers; wholesale pricing per brand
- Website: www.ankorstore.com
- Address: 210 Euston Rd., London NW1 2DA, United Kingdom
- Email: contact@ankorstore.com
Review ★★★★☆
“Finally, a B2B platform that works like a modern store. Orders are simple and fast!”
10. Fy! – “Artful Living, Delivered”
Fy! is a London-based, mobile-first e-commerce platform offering affordable art, home décor, and accessories. Founded in 2016, Fy! combines AI and design sensibility to create a visual-first shopping experience. The platform features thousands of artists and independent designers, with a focus on prints, wall art, furniture, and gifts.
Each product is displayed in styled settings, helping customers envision them in their own space. The brand is known for making creative living accessible and fun, without the designer price tag. With free delivery and no minimums, Fy! is an ideal destination for expressive shoppers who value individuality.
Specialty
Design-led home décor and wall art platform
Best For
Creative shoppers wanting unique and affordable décor
Pricing
Budget-friendly with items starting around £10
- Website: www.iamfy.co
- Phone: N/A (chat support)
- Address: 86-90 Paul Street, London EC2A 4NE
- Email: support@iamfy.co
Review ★★★★☆
“Love the selection and fast shipping. My gallery wall came together in days!”
What Are Some Niche or B2B E-Commerce Platforms Thriving in London?
While consumer-focused platforms often take the spotlight, niche and B2B e-commerce companies are quietly transforming London’s online economy.
While based in Paris, Ankorstore maintains a strong presence in London, connecting independent UK retailers with curated European brands. It allows small shops to order wholesale products efficiently, offering flexible payment options and curated product selections.
Fy! is another noteworthy player, operating as a mobile-first platform for art, home décor, and accessories. Its emphasis on visual discovery and personalisation sets it apart.
Rather than replicating the standard e-commerce template, Fy! takes a design-led approach, making shopping feel like a creative experience. Both of these companies show how London’s e-commerce sector is diverse in function and focus.
How Do These Companies Contribute to London’s Digital Economy?
The influence of these top e-commerce companies goes beyond online transactions. They collectively create thousands of jobs across technology, logistics, customer service, marketing, and operations. Additionally, many of these businesses invest in local supply chains, sustainable delivery networks, and innovation hubs that support further economic development.
Their presence boosts London’s reputation as a center for digital commerce, attracting investment and fostering partnerships with universities, accelerators, and research institutions. As e-commerce continues to grow, these companies remain critical to the city’s digital infrastructure and economic resilience.
What Trends Are London-Based E-Commerce Firms Setting in 2025?
As 2025 unfolds, e-commerce companies in London are at the forefront of several significant trends. One of the most notable is the move towards instant and same-day delivery, especially in urban zones. Services like Zapp have already made ultra-fast delivery a reality, and competitors are following suit.
Artificial intelligence is playing an increasingly prominent role, from product recommendations to virtual shopping assistants. Augmented and virtual reality are also gaining traction, allowing users to “try before they buy” a feature particularly popular in fashion and home furnishing sectors.
Moreover, sustainability has become a priority. Many companies are adopting eco-friendly packaging, carbon-neutral shipping options, and transparent sourcing practices. Social commerce selling via platforms like Instagram and TikTok is also on the rise, driven by influencer partnerships and real-time engagement with customers.
How Can Businesses Learn From These E-Commerce Leaders in London?
Businesses looking to succeed in e-commerce can draw valuable insights from London’s leading players. Embracing technology early is a recurring theme whether through personalised algorithms, seamless mobile experiences, or smart inventory management systems. Prioritising user experience is equally crucial. Fast delivery, easy navigation, and strong customer support have become standard expectations.
Another key takeaway is the importance of brand identity and storytelling. Companies like Trouva and Not On The High Street thrive because they connect emotionally with their customers, highlighting the people and stories behind their products. Lastly, adopting sustainable and ethical practices not only helps the environment but also builds customer trust and long-term loyalty.
Conclusion
London’s e-commerce landscape is a testament to innovation, diversity, and resilience. The city is home to fashion giants, tech pioneers, creative marketplaces, and niche platforms that collectively shape the future of online shopping. These top 10 e-commerce companies demonstrate how technology and customer-centric strategies can come together to create powerful digital businesses.
As the industry evolves, these companies are setting benchmarks not only for the UK but for the global e-commerce community. They represent what’s possible when entrepreneurial spirit meets a world-class digital ecosystem.
FAQs About E-Commerce Companies in London
Which e-commerce company in London is best known for luxury fashion?
Farfetch is widely known for offering luxury fashion and premium designer collections, connecting consumers to boutiques around the world.
Are there any fast delivery e-commerce platforms based in London?
Yes, Zapp is a standout London-based platform offering delivery of groceries and essentials within 20 minutes in select areas.
Which London marketplaces focus on handmade or personalised products?
Not On The High Street specialises in handmade and customised products from UK-based creators and independent sellers.
Is Lyst a store or a search platform?
Lyst is a fashion search engine that aggregates products from thousands of online retailers, helping users discover items across brands.
What kind of products does Trouva offer?
Trouva offers curated lifestyle products, including home décor, gifts, and fashion items sourced from independent boutiques.
How are London e-commerce companies addressing sustainability?
Many e-commerce firms in London are adopting eco-friendly packaging, carbon offset delivery methods, and transparent supply chains.
Can small businesses join these e-commerce platforms?
Yes, platforms like Trouva and Not On The High Street offer partner programmes that allow independent sellers to reach wider audiences.