A British online marketplace has reported over £33 million in UK sales in just over three months, amid signs that shoppers are increasingly turning away from dominant US platforms such as Amazon.

OnBuy, a Bournemouth-based retailer, attributes the rise to a shift in consumer sentiment driven by recent political developments in the United States.

The period between 20 January and 28 April 2025, which traditionally marks one of the quietest parts of the retail year, saw OnBuy achieve a 50% year-on-year increase in revenue.

The growth follows a strong 2024 in which the company recorded sales of over £150 million and gross profits exceeding £20 million.

Consumers respond to political change

The surge in demand coincides with growing discontent among British consumers towards US trade policies and practices.

President Donald Trump’s return to office earlier this year has brought renewed tariffs and diplomatic tensions, prompting some UK shoppers to favour domestic retailers.

Search data from Google Trends indicates a rise in people looking for alternatives to Amazon, while comments on customer review platforms reflect growing frustration with the perceived dominance of US tech firms.

Many reviewers describe their switch to OnBuy as a conscious decision to support a British platform over its American competitors.

Growing calls to ‘Buy British’

Customer feedback gathered from public forums and review sites suggests that many UK consumers are deliberately seeking to support local marketplaces.

OnBuy has been described by some as a viable replacement for Amazon and eBay, with users citing fairer policies, cashback incentives, and the appeal of buying from a UK-based company.

The company’s cashback scheme, which now offers a minimum of 5% back on all purchases—up from the previous 1%—has been particularly well received, especially amid ongoing cost-of-living pressures.

Expansion plans continue despite global uncertainty

Founded in 2016, OnBuy has positioned itself as a challenger to established e-commerce players. The firm has confirmed plans to expand into 12 additional European countries next month, reflecting its ambitions beyond the UK market.

As Britain continues to redefine its global role in the wake of Brexit, the company's international strategy suggests confidence in the strength of UK-based digital retail.

Whether this consumer shift towards local marketplaces will continue remains to be seen, but the latest figures indicate that momentum is building.

Navigate the shifting tariff landscape with real-time data and market-leading analysis. Request a free demo for GlobalData’s Strategic Intelligence here.