New figures show more people than ever are shopping online — but many UK businesses are still missing out. Surprisingly, interest in building websites is dropping across most of the country… but not in Swindon.
According to the Office for National Statistics (ONS), internet sales now make up 26.3% of all UK shopping. That’s a huge jump from just 6.5% back in 2010.
But despite this shift, around one in three UK businesses still don’t have a website, including 35% of sole traders and 26% of micro businesses (those with fewer than 10 staff).
A report from SEO agency Nomada Digital reveals that searches for the phrase “website builder” have fallen by 33% in the last year. That means fewer people are looking to build websites themselves.
Yet here in Swindon, interest is going up — with searches for “website builder” rising by 25% year-on-year.
Big Cities Are Slipping Behind
While Swindon and other smaller cities like Derby (+200%) and Hull (+150%) are showing growth, some of the UK’s biggest cities are moving in the opposite direction.
- Liverpool: down 88%
- London: down 33%
- Manchester: down 19%
Experts say that bigger cities may already have websites set up — or perhaps they’re growing too comfortable, giving smaller towns a chance to catch up online.
Freelancers on the Rise
While fewer people are searching for DIY website tools, more are now looking for help. Searches for “freelance website builder” are up 40%.
This suggests that many small businesses are giving up on doing it themselves and turning to freelancers instead. Website platforms can be tricky and time-consuming, so hiring someone to build it properly is becoming more popular.
North vs South
Most of the cities with rising interest in website building are in the North, Scotland or Wales, showing a regional shift in digital ambition.
It seems that smaller cities, often seen as behind the digital curve, are now realising the importance of getting online — while the South and bigger hubs are starting to slow down.
Comment from Nomada Digital
“It’s striking to see online shopping growing so fast, while fewer people are looking to build websites,” said Danny Sullivan, founder of Nomada Digital.
“It shows that businesses risk being left behind. The opportunity is clear for small businesses that want to stay visible and competitive.”
Swindon Steps Up
With a 25% rise in local searches for “website builder”, Swindon’s businesses are clearly stepping forward while others stand still.
As more people shop online, it’s encouraging to see local firms taking action to keep up — and that’s something worth celebrating.
