1. Access to global brands
London continues to appeal to international retailers and ecommerce companies such as Faire and Klarna.
In recent years, the capital has seen the arrival of international, fast-growing new retail models; examples include Back Market, a marketplace for refurbished devices, and StockX, the sneakers and streetwear industry's first online market platform.
2.Shoppers spend more on ecommerce
The UK's ecommerce sector generated a record £127bn in online retail sales in 2024 [1]. UK shoppers spend more online than any other country in Europe: $4,679 per shopper [2] This makes the UK the largest ecommerce market in Europe (fourth globally).[3]
The trend is set to continue, with the UK's ecommerce industry predicted to experience an annual growth rate of 7.8% from 2024 to 2029.[4]
3. Record investment
London hosts the highest number of Fortune 500 Europe companies among European cities with 46 in 2024[5] and attracted more than $18bn in venture capital investment into its digital shopping sector since 2021.[6]
In the past three years, London has seen its highest valuation for an online payments company with Checkout.com, valued at $40bn, while Clearbanc, the world’s largest ecommerce investor from Canada, launched in the UK to invest £500m into online startups.[7]
4. A growing ecosystem
London’s favourable business environment and connectivity creates a thriving ecosystem for ecommerce companies. London is home to 114 unicorns, the largest number in Europe, including 28 ecommerce unicorns such as Gousto, the recipe-box startup that’s been shaking up the ecommerce and food delivery sectors.[8]
London has an established retailtech market, making it an ideal ecosystem for companies to pilot and expand innovative new tech before rolling it out to other markets.
The city is also home to more than 11,500 ecommerce companies.[9]
5. Thriving talent
London is one of the most famous fashion capitals in the world, home to two of the world’s top 10 fashion schools, including the second-ranked London College of Fashion.
In 2021, Jimmy Choo set up his own fashion academy in London. Simultaneously, the UK is home to the highest number of tech developers in Europe, with more than 466,000 developers.[10]
We chose London as our first international HQ because of the UK’s dynamic, fast-moving retail market – home to high street icons, some of the most exciting up and coming fashion brands and a wealth of industry-leading talent. It’s a privilege to play a part in this innovative retail landscape.Simon Leesley
Managing Director, UK, Stitch Fix
4. A growing ecosystem
London’s favourable business environment and connectivity creates a thriving ecosystem for ecommerce companies. London is home to 21 ecommerce unicorns, the largest number in Europe, including Farfetch, Depop and ASOS.
London has an established retailtech market, making it an ideal ecosystem for companies to pilot and expand innovative new tech before rolling it out to other markets.
The city is also home to more than 42,800 ecommerce companies[6].
5. Thriving talent
London is one of the most famous fashion capitals in the world, home to two of the world’s top 10 fashion schools, including the second-ranked London College of Fashion.
In 2021, Jimmy Choo set up his own fashion academy in London. Simultaneously, London is home to the highest number of tech developers in Europe, with more than 357,000 developers.
Use the filters in the map to discover the city's ecosystem.
How we can help
London & Partners offers free advice to potential and existing overseas investors, from startups to established companies.
We can help you:
- Stay informed and access the latest developments, initiatives and incentives.
- Connect with the wider ecosystem, including support networks and trade associations.
- Future-proof the setup of your London business.
