OnBuy taps into 'Buy British' movement amid Donald Trump trade policies and Amazon dominance backlash

UK-based online marketplace OnBuy reports over £33 million in UK sales between 20th January and 28th April, fuelling revenue growth of 50% year-on-year during what are typically the company's quietest months.

This follows a record breaking year for the firm, which saw over £150 million worth of sales in 2024, driving gross profits of over £20 million.

The strong start to 2025 coincides with shifting consumer sentiment away from US-based marketplaces like Amazon since President Trump took office, as tariffs and controversial foreign policy moves encourage many Brits to rally behind homegrown companies.

Cas Paton, CEO and Founder at OnBuy, says: “The data speaks for itself – the momentum behind OnBuy is undeniable. Our growth is being supercharged by US turmoil, as British consumers and businesses demand a marketplace that puts them first - one that is fair, provides constant value, and doesn’t compete with its own sellers or dictate unfair terms. It’s clear from our own customers that we are fast becoming a go to alternative to the status quo.”

Customers have taken to Trustpilot, with one writing “I’m sold on this UK alternative to US tax avoiders Amazon, no paying for Prime and you earn cashback on purchases”, while another posted, “shopping on this site is such a refreshing change from Amazon,” and a third said they wanted to ditch the company and now recommend OnBuy to people looking to boycott the US giants.

As the UK navigates its post-Brexit identity and redefines its role in the global economy, OnBuy says that it is forging new ties with Europe. Sales across 12 new EU countries are due to launch next month.

Amazon did not respond to our request for comment.

2025 RTIH INNOVATION AWARDS

Online retail will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.