Homebase
A UK home and garden retailer with online ordering.
Homebase at a glance
Homebase is an e-commerce website and one of the most visited sites in United Kingdom, currently ranked #190 in the country. It was founded in 1979 by Sainsbury's and is headquartered in Milton Keynes, UK. Today Homebase is owned by Homebase Ltd (Hilco Capital). Our estimates put its audience at ≈ 15 million visits per month. The business earns money mainly through product sales. Its closest rivals include diy.com, wickes.co.uk, screwfix.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 14.1 million / month | +2% |
| Q2 | ≈ 14.5 million / month | +3% |
| Q3 | ≈ 15 million / month | +3% |
| Q4 | ≈ 15.9 million / month | +6% |
Traffic sources
- Direct48%
App-first shopping habit
- Organic search31%
- Paid search11%
- Social6%
- Referral & email4%
Audience & demographics
- Women54%
- Men46%
- Age 25-3430%
- Age 18-2423%
- Age 35-4422%
The audience is concentrated in United Kingdom, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- United Kingdom86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 4.5 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- United Kingdom
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| homebase | 1 | Very high | Dominant |
| online shopping | Top 10 | High | — |
| discount codes | Top 10 | High | — |
| free delivery | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the United Kingdom web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 76% mobile
- Position in country
- Among the leading e-commerce apps in United Kingdom
Company information
- Website
- homebase.co.uk
- Sector
- E-commerce
- Owner
- Homebase Ltd (Hilco Capital)
- Owner type
- Private company
- Founders
- Sainsbury's
- Founded
- 1979
- Headquarters
- Milton Keynes, UK
- Employees
- 5,000+
- Ownership
- Homebase Ltd (Hilco Capital) controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $1 billion annual revenue (est.)
- Languages
- English
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $1 billion annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Homebase operates an online retail and marketplace platform focused on United Kingdom. A UK home and garden retailer with online ordering. Revenue comes mainly from product sales, supported by the other lines listed below.
- Product sales
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- United Kingdom
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (United Kingdom)
- #190 in this index
- Sector rank
- Leading e-commerce site in United Kingdom
- Global rank
- 5000
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| diy.com | ≈ 9 million / month | #191 class competitor | — |
| wickes.co.uk | ≈ 6.7 million / month | #192 class competitor | — |
| screwfix.com | ≈ 4.5 million / month | #193 class competitor | — |
What is Homebase?
Homebase (homebase.co.uk) is an online retail and marketplace platform serving users in United Kingdom. A UK home and garden retailer with online ordering. It ranks #190 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Homebase?
The site is operated by Homebase Ltd (Hilco Capital), founded by Sainsbury's. The company was established in 1979 and is headquartered in Milton Keynes, UK. It employs around 5,000+.
Traffic and audience
Traffic estimates place Homebase at roughly 15 million visits per month, about 0.5 million per day. Around 76% mobile of sessions come from mobile devices, and visitors view about 7.4 pages per visit with an average session of 6 min.
How Homebase makes money
Revenue comes primarily from product sales, alongside .
Competitors in United Kingdom
Its closest rivals include diy.com, wickes.co.uk, screwfix.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1979
Homebase is founded in Milton Keynes, UK.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #190 among the most visited websites in United Kingdom.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Wide product assortment with competitive local pricing
- Established delivery and returns network
- Local payment methods and installment options
- Mature seller tools and campaign calendar
Cons
- Product quality varies between third-party sellers
- Returns and disputes can take time on marketplace orders
- Commissions and ad costs pressure smaller sellers
- International shipping coverage is limited
Key statistics
Frequently asked questions
Who owns Homebase?
Homebase is operated by Homebase Ltd (Hilco Capital). Private company structure, based on public filings and press reporting.
Where is Homebase headquartered?
Homebase is headquartered in Milton Keynes, UK.
When was Homebase founded?
Homebase was founded in 1979 by Sainsbury's.
How many employees does Homebase have?
Homebase employs approximately 5,000+ people.
What is Homebase's revenue?
Homebase's revenue: ≈ $1 billion annual revenue (est.).
Who are Homebase's competitors?
Main competitors in United Kingdom include diy.com, wickes.co.uk, screwfix.com.
How does Homebase make money?
Mainly product sales.
Is Homebase publicly traded?
No — Homebase is not listed as an independent public company; it is operated by Homebase Ltd (Hilco Capital).
How many visitors does Homebase get?
Third-party estimates place Homebase at roughly 15 million visits per month, mostly from United Kingdom, with 76% mobile traffic.
Is Homebase safe?
Homebase is an established e-commerce site founded in 1979 and ranked #190 in United Kingdom; use the official domain homebase.co.uk and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementshomebase.co.uk
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageUnited Kingdom and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos