Which AI tools do UK DTC brands actually use?
We loaded the homepages of 157 leading UK DTC brands and 450 leading US DTC brands on 21 Oct 2026 and recorded which of 47 tools from our directory loaded on each one.
Quick answer · updated 21 Oct 2026
Which AI tools do UK DTC brands actually use? Klaviyo leads by a distance. On 21 Oct 2026 we loaded the homepages of 157 leading UK DTC brands, and Klaviyo loaded on 99 of 157 (63%), followed by Trustpilot Business (67, 43%), Gorgias (44, 28%), Yotpo (38, 24%) and Triple Whale (34, 22%). 145 of 157 (92%) load at least one of the 47 tools we track, and the typical brand loads 3.
92%of leading UK DTC brands load at least one tracked tool (145 of 157)
63%load Klaviyo, the most common tool (99 of 157)
81%run on Shopify (127 of 157)
75%load an email, SMS, loyalty or subscriptions tool (118 of 157)
44% vs 6%show a Trustpilot widget, UK vs US Shopify DTC leaders (56 of 127 vs 28 of 440)
Source: AI Native Consumer Brands UK DTC AI stack tracker, snapshot 21 Oct 2026. How we measured it · Download the counts (CSV)
Which tools load on leading UK DTC brand homepages?
Share of the 157 leading UK DTC homepages we could read, with the same figure for 450 leading US DTC brands.
| Tool | Job | UK leaders (157) | UK share chart | US leaders (450) | For example (UK) |
|---|---|---|---|---|---|
| Klaviyo | Retention, email & SMS | 99 (63%) | 396 (88%) | Adanola, Ancient + Brave, ARNE | |
| Trustpilot Business | Social, reviews & UGC | 67 (43%) | 28 (6%) | Abel & Cole, Adanola, Ancient + Brave | |
| Gorgias | Customer service | 44 (28%) | 181 (40%) | Arena Flowers, Astrid & Miyu, AU Vodka | |
| Yotpo | Retention, email & SMS | 38 (24%) | 150 (33%) | Ancient + Brave, Astrid & Miyu, Beavertown | |
| Triple Whale | Analytics & attribution | 34 (22%) | 143 (32%) | ARNE, Blakely, Bug Bakes | |
| Attentive | Retention, email & SMS | 26 (17%) | 131 (29%) | ARNE, Astrid & Miyu, Beauty Pie | |
| LoyaltyLion | Retention, email & SMS | 20 (13%) | 23 (5%) | Adanola, AU Vodka, Bee Inspired | |
| Bloomreach | Personalisation & search | 16 (10%) | 9 (2%) | Beavertown, Beer52, BrewDog | |
| Okendo | Social, reviews & UGC | 16 (10%) | 118 (26%) | Astrid & Miyu, AU Vodka, Club L London | |
| DigitalGenius | Customer service | 14 (9%) | 4 (1%) | Adanola, Ancient + Brave, ARNE | |
| Rebuy | Personalisation & search | 13 (8%) | 124 (28%) | AU Vodka, Cernucci, Discount Dragon | |
| Zendesk | Customer service | 13 (8%) | 28 (6%) | Charlotte Tilbury, Gousto, Gozney | |
| Recharge | Retention, email & SMS | 12 (8%) | 99 (22%) | Ancient + Brave, ARNE, AU Vodka | |
| Octane AI | Personalisation & search | 11 (7%) | 41 (9%) | Ancient + Brave, DROOL, Faith in Nature | |
| Polar Analytics | Analytics & attribution | 11 (7%) | 19 (4%) | Bold Bean Co, Damson Madder, Joseph Joseph | |
| Klevu | Personalisation & search | 10 (6%) | 1 (under 1%) | Astrid & Miyu, Crocus, Damson Madder | |
| Dynamic Yield | Personalisation & search | 8 (5%) | 7 (2%) | Abel & Cole, Gymshark, INKEY EU | |
| GRIN | Social, reviews & UGC | 8 (5%) | 28 (6%) | Castore, Grind, KILLSTAR - UK Store | |
| Nosto | Personalisation & search | 7 (4%) | 22 (5%) | Castore, Jaded London, Oh Polly UK | |
| REVIEWS.io | Social, reviews & UGC | 7 (4%) | 4 (1%) | Bold Bean Co, DROOL, Feel | |
| Littledata | Analytics & attribution | 5 (3%) | 14 (3%) | Grind, Lucy & Yak, Nala's Baby | |
| Searchanise | Personalisation & search | 5 (3%) | 14 (3%) | KILLSTAR - UK Store, Six Stories, The Essence Vault | |
| Algolia | Personalisation & search | 4 (3%) | 7 (2%) | Gymshark, Justmylook, Trinny London | |
| Smile.io | Retention, email & SMS | 4 (3%) | 12 (3%) | DFYNE, Faith in Nature, Heist | |
| Freshdesk (Freddy AI) | Customer service | 3 (2%) | 3 (1%) | Dune London, Eve Sleep, Sunspel | |
| Postscript | Retention, email & SMS | 3 (2%) | 98 (22%) | KILLSTAR - UK Store, Oner Active, The Essence Vault | |
| Re:amaze | Customer service | 3 (2%) | 3 (1%) | Beavertown, Disturbia, KILLSTAR - UK Store | |
| Upfluence | Social, reviews & UGC | 3 (2%) | 1 (under 1%) | Pangaia, Represent, ThruDark | |
| Boost Commerce | Personalisation & search | 2 (1%) | 2 (under 1%) | Beauty Pie, Twinings | |
| Dotdigital | Retention, email & SMS | 2 (1%) | 1 (under 1%) | Le Col, Mamas & Papas UK | |
| Mailchimp | Retention, email & SMS | 2 (1%) | 24 (5%) | Beavertown, Wales Bonner | |
| Northbeam | Analytics & attribution | 2 (1%) | 88 (20%) | Kind Patches, Purdy & Figg | |
| Dash Social | Social, reviews & UGC | 1 (1%) | 5 (1%) | Sofa.com | |
| Feefo | Social, reviews & UGC | 1 (1%) | 0 (0%) | Cotswold Outdoor | |
| Intercom (Fin AI Agent) | Customer service | 1 (1%) | 4 (1%) | Cernucci | |
| Omnisend | Retention, email & SMS | 1 (1%) | 3 (1%) | Minga London | |
| Privy | Retention, email & SMS | 1 (1%) | 7 (2%) | Studio Nicholson | |
| Gladly | Customer service | 0 (0%) | 21 (5%) | ||
| Hyros | Analytics & attribution | 0 (0%) | 1 (under 1%) | ||
| Kustomer | Customer service | 0 (0%) | 17 (4%) | ||
| Richpanel | Customer service | 0 (0%) | 24 (5%) | ||
| Tidio | Customer service | 0 (0%) | 2 (under 1%) | ||
| Zowie | Customer service | 0 (0%) | 3 (1%) |
We also look for Drip, eDesk, LimeSpot, ViSenze and did not find them on any leading UK or US homepage. Brands named as examples are the first three alphabetically.
Which jobs do UK DTC brands use these tools for?
Share of leading brands loading at least one tool we track for each job.
| Job | UK leaders | UK US | US leaders |
|---|---|---|---|
| Retention, email & SMS | UK 75% | US 96% | |
| Social, reviews & UGC | UK 54% | US 36% | |
| Customer service | UK 47% | US 61% | |
| Personalisation & search | UK 41% | US 42% | |
| Analytics & attribution | UK 29% | US 48% |
We only track tools that load on a website, which covers 5 of the 11 jobs in our directory. Jobs such as forecasting, pricing and team productivity happen away from the homepage, so we can't see them this way.
How do UK DTC brands compare with US DTC brands?
Like for like: leading UK DTC brands on Shopify (127) against leading US DTC brands on Shopify (440).
We compare Shopify brands only because 440 of the 450 US leaders run on Shopify, against 127 of 157 UK leaders. The tables show only gaps that a two-proportion test puts at the 5% significance level.
Where UK brands are ahead
| Tool or job | UK (127) | Chart | US (440) | Gap (points) |
|---|---|---|---|---|
| Trustpilot Business | 44% | 6% | +37.7 | |
| Social, reviews & UGC (any tool) | 56% | 36% | +19.5 | |
| LoyaltyLion | 16% | 5% | +10.5 | |
| DigitalGenius | 8% | 1% | +7 | |
| Klevu | 7% | under 1% | +6.9 | |
| Bloomreach | 9% | 2% | +6.6 | |
| REVIEWS.io | 6% | 1% | +4.6 | |
| Dynamic Yield | 5% | 2% | +3.1 | |
| Upfluence | 2% | under 1% | +2.1 |
Where US brands are ahead
| Tool or job | UK (127) | Chart | US (440) | Gap (points) |
|---|---|---|---|---|
| Postscript | 2% | 22% | -19.9 | |
| Northbeam | 2% | 20% | -18.2 | |
| Rebuy | 10% | 28% | -17.7 | |
| Klaviyo | 75% | 90% | -15 | |
| Okendo | 13% | 27% | -14.2 | |
| Analytics & attribution (any tool) | 35% | 49% | -13.7 | |
| Recharge | 9% | 23% | -13.1 | |
| Customer service (any tool) | 51% | 62% | -10.4 | |
| Attentive | 19% | 29% | -10 | |
| Retention, email & SMS (any tool) | 87% | 97% | -9.6 | |
| Richpanel | 0% | 5% | -5.5 | |
| Gladly | 0% | 4% | -4.3 | |
| Kustomer | 0% | 4% | -3.9 |
What about UK online shops beyond the leaders?
The same tools, read on the same day, across the wider UK sample.
| Group | Homepages read | Any tracked tool | Klaviyo | On Shopify | Typical number of tools |
|---|---|---|---|---|---|
| Leading UK DTC brands | 157 | 92% | 63% | 81% | 3 |
| UK consumer companies with an online shop | 121 | 61% | 35% | 56% | 1 |
| Other UK online shops | 1,405 | 77% | 43% | 58% | 2 |
| Leading US DTC brands | 450 | 98% | 88% | 98% | 4 |
Typical number of tools is the median. UK consumer companies come from Wikidata; other UK online shops are .co.uk sites from the Tranco top sites list that show an online shop. Only the leading DTC groups are like for like between the UK and US.
Which brands did we check?
See all 157 brands and what loaded on their homepage
| Brand | Site | Shopify | Tools that loaded |
|---|---|---|---|
| Abel & Cole | abelandcole.co.uk | No | Dynamic Yield, Trustpilot Business |
| Adanola | adanola.com | Yes | DigitalGenius, Klaviyo, LoyaltyLion, Trustpilot Business |
| Ancient + Brave | ancientandbrave.earth | Yes | DigitalGenius, Klaviyo, Octane AI, Recharge, Trustpilot Business, Yotpo |
| Arena Flowers | arenaflowers.com | Yes | Gorgias, Trustpilot Business |
| ARNE | arneclo.com | Yes | Attentive, DigitalGenius, Klaviyo, Recharge, Triple Whale |
| Astrid & Miyu | astridandmiyu.com | Yes | Attentive, Gorgias, Klevu, Okendo, Yotpo |
| AU Vodka | auvodka.co.uk | Yes | Gorgias, Klaviyo, LoyaltyLion, Okendo, Rebuy, Recharge, Trustpilot Business |
| Beauty Pie | beautypie.com | Yes | Attentive, Boost Commerce, Gorgias, Klaviyo, Trustpilot Business |
| Beavertown | beavertownbrewery.co.uk | Yes | Bloomreach, Mailchimp, Re:amaze, Yotpo |
| Bee Inspired | beeinspiredclothing.com | Yes | Gorgias, Klaviyo, LoyaltyLion |
| Beer52 | beer52.com | No | Attentive, Bloomreach, Trustpilot Business |
| Blakely | blakelyclothing.com | Yes | DigitalGenius, Klaviyo, Triple Whale, Trustpilot Business |
| Bloom & Wild | bloomandwild.com | No | DigitalGenius |
| Bold Bean Co | boldbeanco.com | Yes | Klaviyo, Polar Analytics, REVIEWS.io |
| Bremont | bremont.com | Yes | Gorgias, Klaviyo |
| BrewDog | brewdog.com | Yes | Bloomreach, Gorgias |
| Bug Bakes | bugbakes.co.uk | Yes | Klaviyo, Recharge, Triple Whale |
| Bulk | bulk.com | No | DigitalGenius, Trustpilot Business, Yotpo |
| Butternut Box | butternutbox.com | No | None of the tools we track |
| Cambridge Satchel | cambridgesatchel.com | Yes | Attentive, Gorgias, Klaviyo, Yotpo |
| Castore | castore.com | Yes | Gorgias, GRIN, Klaviyo, Nosto, Triple Whale, Yotpo |
| Cernucci | cernucci.com | Yes | DigitalGenius, Gorgias, Intercom (Fin AI Agent), Klaviyo, Rebuy, Trustpilot Business, Yotpo |
| Charlotte Tilbury | charlottetilbury.com | No | Zendesk |
| Club L London | clubllondon.com | Yes | DigitalGenius, Klaviyo, LoyaltyLion, Okendo, Trustpilot Business |
| Cotswold Outdoor | cotswoldoutdoor.com | No | Bloomreach, Feefo |
| CRAFTD.com | craftdlondon.com | Yes | Klaviyo |
| Crocus | crocus.co.uk | No | Klaviyo, Klevu, Trustpilot Business |
| Cubitts | cubitts.com | Yes | Gorgias, Klaviyo |
| Damson Madder | damsonmadder.com | Yes | Gorgias, Klaviyo, Klevu, Polar Analytics, Trustpilot Business, Yotpo |
| DFYNE | dfyne.com | Yes | Klaviyo, Smile.io |
| Discount Dragon | discountdragon.co.uk | Yes | Gorgias, Klaviyo, Klevu, Rebuy, Trustpilot Business |
| Disturbia | disturbia.co.uk | Yes | Klaviyo, Re:amaze, Trustpilot Business, Yotpo |
| Drake's | drakes.com | Yes | Attentive, Gorgias, Klaviyo, Klevu, Trustpilot Business |
| DROOL | drool-art.com | Yes | Attentive, Klaviyo, Octane AI, REVIEWS.io |
| Dryrobe | dryrobe.com | Yes | Klaviyo, Triple Whale, Yotpo |
| Dune London | dunelondon.com | No | Bloomreach, Freshdesk (Freddy AI) |
| Eve Sleep | evesleep.co.uk | Yes | Bloomreach, Freshdesk (Freddy AI), Triple Whale, Trustpilot Business |
| Faith in Nature | faithinnature.co.uk | Yes | Klaviyo, Octane AI, Recharge, Smile.io, Triple Whale |
| Feel | wearefeel.com | Yes | Klaviyo, Recharge, REVIEWS.io, Trustpilot Business |
| Finisterre | finisterre.com | Yes | Gorgias, Klevu, Okendo |
| French Connection | frenchconnection.com | Yes | Bloomreach, Gorgias, Klaviyo, REVIEWS.io |
| Frugi | welovefrugi.com | Yes | Bloomreach, Rebuy, Trustpilot Business |
| Funko Europe | funkoeurope.com | No | Klaviyo |
| GolfClubs4Cash | golfclubs4cash.co.uk | Yes | Attentive, Gorgias, Klaviyo, LoyaltyLion, Trustpilot Business |
| Gousto | gousto.co.uk | No | Trustpilot Business, Zendesk |
| Gozney | eu.gozney.com | Yes | Klaviyo, Rebuy, Trustpilot Business, Zendesk |
| Graze | graze.com | Yes | None of the tools we track |
| Grind | grind.co.uk | Yes | GRIN, Klaviyo, Littledata, Trustpilot Business |
| Gymshark | gymshark.com | Yes | Algolia, Dynamic Yield |
| Hair Syrup | hairsyrup.co.uk | Yes | Klaviyo, Octane AI, Triple Whale |
| Healf | healf.com | Yes | Klaviyo, Triple Whale, Trustpilot Business |
| Heights | yourheights.com | Yes | Gorgias, Klaviyo, Octane AI, Okendo, Triple Whale |
| Heist | heist-studios.com | Yes | Klaviyo, Smile.io, Trustpilot Business |
| Homethings | gethomethings.com | Yes | Klaviyo, Triple Whale, Trustpilot Business, Yotpo |
| Huel | huel.com | Yes | Attentive |
| Iconic London | iconiclondoninc.com | Yes | Gorgias, Klaviyo, LoyaltyLion |
| INKEY EU | eu.theinkeylist.com | Yes | Attentive, Dynamic Yield, Gorgias, LoyaltyLion, Okendo, Trustpilot Business |
| INKEY UK | theinkeylist.com | Yes | Attentive, Dynamic Yield, Gorgias, LoyaltyLion, Okendo, Trustpilot Business |
| Jaded London | jadedldn.com | Yes | Attentive, Gorgias, LoyaltyLion, Nosto |
| Jigsaw | jigsaw-online.com | Yes | Triple Whale, Yotpo, Zendesk |
| Joseph Joseph | josephjoseph.com | Yes | Attentive, Klevu, Polar Analytics, Yotpo, Zendesk |
| Justmylook | justmylook.com | Yes | Algolia, Gorgias, Klaviyo, REVIEWS.io, Trustpilot Business |
| Kendamil | kendamil.com | Yes | Klaviyo, Rebuy, Trustpilot Business, Yotpo |
| KILLSTAR - UK Store | killstar.com | Yes | Attentive, GRIN, Klaviyo, Postscript, Re:amaze, Searchanise, Triple Whale, Trustpilot Business, Yotpo |
| Kind Patches | kindpatches.com | Yes | Klaviyo, Northbeam, Octane AI, Recharge, Triple Whale, Trustpilot Business, Yotpo |
| Laura James | laura-james.co.uk | Yes | Attentive, Klaviyo, Polar Analytics, Yotpo, Zendesk |
| Lazy Oaf | lazyoaf.com | Yes | Klaviyo |
| Le Col | lecol.cc | Yes | Dotdigital, Gorgias, Yotpo |
| Lexxola | lexxola.com | Yes | Klaviyo, Polar Analytics |
| Lick | lick.com | Yes | GRIN, Klaviyo, Trustpilot Business |
| LloydsPharmacy | lloydspharmacy.com | Yes | None of the tools we track |
| Loaf | loaf.com | No | None of the tools we track |
| Lucy & Yak | lucyandyak.com | Yes | Gorgias, Klaviyo, Littledata, LoyaltyLion, Okendo |
| Lyma | lyma.life | Yes | Gorgias, Klaviyo, Octane AI, Polar Analytics, Trustpilot Business, Yotpo |
| Made by Mitchell | madebymitchell.co.uk | Yes | Klaviyo |
| Mahabis | mahabis.com | Yes | Klaviyo, Octane AI, Rebuy, Trustpilot Business |
| Mamas & Papas UK | mamasandpapas.com | Yes | Dotdigital, Dynamic Yield, Klaviyo, Trustpilot Business |
| Manière De Voir | manieredevoir.com | Yes | Attentive, Gorgias, Klaviyo, Polar Analytics, Yotpo |
| ME+EM | meandem.com | No | DigitalGenius |
| MESHKI UK | meshki.co.uk | Yes | GRIN, Klaviyo, Okendo, Triple Whale, Yotpo, Zendesk |
| Minga London | mingalondon.com | Yes | Klaviyo, LoyaltyLion, Omnisend, Rebuy |
| MINOR FIGURES | minorfigures.com | Yes | Gorgias, Klaviyo, Rebuy |
| Mint Velvet | mintvelvet.com | Yes | Attentive, Zendesk |
| Missoma | missoma.com | Yes | DigitalGenius, Klevu |
| Montirex | montirex.com | Yes | DigitalGenius, Klaviyo, LoyaltyLion, Triple Whale, Trustpilot Business |
| Moonpig | moonpig.com | No | None of the tools we track |
| motelrocks.com | motelrocks.com | Yes | Attentive, DigitalGenius, Klaviyo, Triple Whale, Trustpilot Business |
| Mous | mous.co | Yes | Klaviyo |
| Myprotein | myprotein.com | No | Dynamic Yield |
| Nala's Baby | nalasbaby.com | Yes | Klaviyo, Littledata, Trustpilot Business |
| Never Fully Dressed | neverfullydressed.com | Yes | Attentive, Bloomreach, Klaviyo, LoyaltyLion, Recharge, Trustpilot Business |
| Nobody's Child | nobodyschild.com | Yes | None of the tools we track |
| Nothing | nothing.tech | Yes | None of the tools we track |
| Nutrition Geeks | nutritiongeeks.co | Yes | Klaviyo, Triple Whale, Trustpilot Business |
| Odd Muse | oddmuse.co.uk | Yes | Attentive, Gorgias, Klaviyo, Okendo, Triple Whale |
| Oddbox | oddbox.co.uk | No | Trustpilot Business |
| Oh Polly UK | ohpolly.com | Yes | Bloomreach, LoyaltyLion, Nosto, Okendo, Trustpilot Business |
| Oliver Spencer | oliverspencer.co.uk | Yes | Gorgias, Klaviyo |
| Omaze UK | omaze.co.uk | Yes | Dynamic Yield, Klaviyo, Recharge, Trustpilot Business |
| Oner Active | oneractive.com | Yes | Attentive, Bloomreach, Nosto, Postscript, Triple Whale, Yotpo |
| Orlebar Brown | orlebarbrown.com | Yes | Gorgias, Nosto, Yotpo |
| P.Louise | plouise.co.uk | Yes | Attentive, Klaviyo, LoyaltyLion, Octane AI, Rebuy, Recharge, Triple Whale |
| Pact Coffee | pactcoffee.com | No | Trustpilot Business |
| Palace Skateboards | palaceskateboards.com | Yes | None of the tools we track |
| Pangaia | pangaia.com | Yes | Gorgias, Klaviyo, Okendo, Upfluence |
| Papier | papier.com | No | Zendesk |
| Passenger | passenger-clothing.com | Yes | Klaviyo, Okendo, Trustpilot Business |
| Pavers | pavers.co.uk | Yes | Trustpilot Business |
| Percival | percivalclo.com | Yes | Attentive, Triple Whale, Trustpilot Business, Yotpo |
| Perfect Ted | perfectted.com | Yes | Gorgias, Klaviyo, Rebuy, Recharge, Yotpo |
| Pip & Nut | pipandnut.com | Yes | Klaviyo |
| Pooky Lighting | pooky.com | Yes | Klaviyo, LoyaltyLion |
| Private White V.C. | privatewhitevc.com | Yes | Attentive, Gorgias, Klaviyo, Polar Analytics, Yotpo |
| Purdy & Figg | purdyandfigg.com | Yes | Klaviyo, Northbeam, Okendo, Triple Whale |
| Pure Pet Food | purepetfood.com | No | Trustpilot Business |
| Rapha | rapha.cc | No | Bloomreach, DigitalGenius |
| Refy | refybeauty.com | Yes | Gorgias, Klaviyo, Okendo, Polar Analytics, Triple Whale, Yotpo |
| Represent | representclo.com | Yes | Attentive, DigitalGenius, Klaviyo, LoyaltyLion, Trustpilot Business, Upfluence, Yotpo |
| Revolution Beauty | revolutionbeauty.com | Yes | Klaviyo, Trustpilot Business, Yotpo |
| Schuh | schuh.co.uk | No | None of the tools we track |
| Self-Portrait | self-portrait.com | Yes | Klaviyo, Klevu, LoyaltyLion |
| Sheryl Duncan | sheryl-duncan.com | No | None of the tools we track |
| Simmer Eats | simmereats.com | No | Klaviyo, Trustpilot Business |
| Six Stories | sixstories.co.uk | Yes | Klaviyo, Searchanise |
| Skinnydip London | skinnydiplondon.com | Yes | Klaviyo, Klevu, Nosto, Okendo, Trustpilot Business |
| Smol | smolproducts.com | No | Klaviyo |
| Snag Tights | snagtights.com | Yes | Klaviyo, Trustpilot Business |
| Sneak | sneakenergy.com | Yes | Gorgias, Klaviyo, Triple Whale, Trustpilot Business, Yotpo |
| Sofa.com | sofa.com | No | Dash Social, Nosto, Trustpilot Business |
| Soho Home | sohohome.com | No | None of the tools we track |
| Spacegoods | spacegoods.com | Yes | Klaviyo, Polar Analytics, Triple Whale, Trustpilot Business |
| Start Fitness | startfitness.co.uk | Yes | Klaviyo, Rebuy |
| Strathberry | strathberry.com | Yes | Gorgias, Klaviyo, Polar Analytics, Triple Whale, Yotpo |
| Studio Nicholson | studionicholson.com | Yes | Gorgias, Klaviyo, Littledata, Privy, Triple Whale, Zendesk |
| Sunspel | sunspel.com | Yes | Freshdesk (Freddy AI) |
| T.M.Lewin | tmlewin.co.uk | Yes | Gorgias, Klaviyo, Triple Whale, Trustpilot Business, Yotpo |
| tails.com | tails.com | No | None of the tools we track |
| TALA | wearetala.com | Yes | Gorgias, Klaviyo, Trustpilot Business, Yotpo |
| The Body Shop | thebodyshop.com | Yes | Gorgias, Klaviyo, Yotpo, Zendesk |
| The Essence Vault | theessencevault.co.uk | Yes | Klaviyo, Octane AI, Postscript, Searchanise, Triple Whale, Trustpilot Business |
| Thortful | thortful.com | No | Trustpilot Business |
| ThruDark | thrudark.com | Yes | Gorgias, Klaviyo, LoyaltyLion, Trustpilot Business, Upfluence, Yotpo |
| TOAST | toa.st | Yes | Klaviyo |
| Trinny London | trinnylondon.com | Yes | Algolia, Dynamic Yield, Yotpo, Zendesk |
| TRIP | drink-trip.com | Yes | Gorgias, GRIN, Klaviyo, Rebuy, Recharge, REVIEWS.io, Trustpilot Business |
| Twinings | twinings.co.uk | Yes | Bloomreach, Boost Commerce, Klaviyo, REVIEWS.io |
| UK Lounge | lounge.com | Yes | Klaviyo |
| Victoria Beckham | victoriabeckham.com | Yes | Klaviyo, Octane AI, Triple Whale, Trustpilot Business, Yotpo |
| Vitabiotics | vitabiotics.com | Yes | Klaviyo, Littledata, LoyaltyLion, Searchanise, Trustpilot Business |
| Vivobarefoot | vivobarefoot.com | No | Attentive, Bloomreach, GRIN, Triple Whale, Zendesk |
| Wales Bonner | walesbonner.com | Yes | Klaviyo, Mailchimp |
| White Fox Boutique UK | whitefoxboutique.co.uk | Yes | Bloomreach, Gorgias, GRIN, Yotpo |
| Wild | wearewild.com | Yes | Trustpilot Business |
| With Nothing Underneath | withnothingunderneath.com | Yes | Klaviyo, Searchanise, Triple Whale |
| Wolf & Badger | wolfandbadger.com | No | Algolia |
| World of Books | worldofbooks.com | Yes | Bloomreach, Trustpilot Business |
| WUKA | wuka.co.uk | Yes | Klaviyo, Smile.io, Triple Whale |
Is your brand named here?
If we've got your stack wrong, or you'd rather not be listed, send us a message through our contact form and choose "Correction or removal". Tell us your website address and what to change. We re-check every request, and if you opt out we take your brand off this page and stop visiting your site.
How did we measure this?
- Detection. On 21 Oct 2026 a headless Chrome browser opened each brand's homepage, accepted the cookie banner where it recognised the button, scrolled, waited and logged every network request. A tool counts only when its own servers load on the page, or a script, link or iframe on the page points to them. Tool names that only appear in the page's HTML text are recorded as "possible" and never counted.
- Checks. We also read 25 sites that don't sell anything as controls. 45 of the 47 tool signatures were found on 3 or more brand sites and on none of the controls; the rest were found on fewer than 3 brand sites.
- Sample. 157 leading UK DTC brands that we could read (9 more blocked our browser), from 11 public lists (including UK Shopify store rankings, the Sunday Times 100, Mintel and Retail Week) plus well-known UK brands we added by hand. The US comparison is 450 leading US DTC brands (3 more blocked us), from top US Shopify store and DTC brand rankings. These are leading brands from public lists, not a random sample of all UK shops.
What are the limits?
- It undercounts. We only read the homepage. Tools that load on product pages, at checkout, after login or only after a visitor accepts cookies we couldn't accept are missed, so every share is a minimum.
- It can't see server-side tools. Email and SMS platforms that only send from the back end, helpdesks without a chat widget, and analytics that run server-side leave nothing on the homepage.
- Installed is not the same as used. A tool loading on a homepage shows it is installed, not that a brand pays for it or likes it.
- Location. We read every site from a US location, which can change cookie banners and redirects for some UK sites.
- Trustpilot is counted when a Trustpilot widget loads, which says more about showing reviews than about AI.
How do I cite this?
AI Native Consumer Brands, "Which AI tools do UK DTC brands actually use?", UK DTC AI stack tracker, snapshot 21 Oct 2026. https://ainativeconsumerbrands.com/stats/uk-dtc-ai-stack/
The CSV holds aggregate counts only: number of homepages read and number loading each tool or job, by group and country. It has no brand names and no personal data.
Frequently asked questions
Which AI tools do UK DTC brands actually use?
Klaviyo leads by a distance. On 21 Oct 2026 we loaded the homepages of 157 leading UK DTC brands, and Klaviyo loaded on 99 of 157 (63%), followed by Trustpilot Business (67, 43%), Gorgias (44, 28%), Yotpo (38, 24%) and Triple Whale (34, 22%). 145 of 157 (92%) load at least one of the 47 tools we track, and the typical brand loads 3.
How many UK DTC brands use Klaviyo?
Klaviyo loads on 99 of 157 (63%) leading UK DTC brand homepages we read on 21 Oct 2026, compared with 396 of 450 (88%) leading US DTC brands. It is the most common tool we track in both countries.
Do US DTC brands use more AI tools than UK brands?
Yes, slightly. The typical leading US DTC brand loads 4 of the tools we track and the typical UK leader loads 3. Comparing Shopify brands only, US leaders are more likely to load Postscript, Northbeam and Rebuy, while UK leaders are more likely to load Trustpilot Business, LoyaltyLion, DigitalGenius and Klevu.
What share of UK DTC brands run on Shopify?
127 of 157 (81%) of the leading UK DTC brands we read run on Shopify.
How do you know which tools a brand uses?
We open each homepage in a real browser and record which tools' servers it loads. That shows a tool is installed on the homepage, not how much a brand uses it, and it misses tools that only run behind the scenes, so every number here is a minimum.
How do I get my brand corrected or removed?
Send us a message through our contact form and choose "Correction or removal". Tell us your website address and what to change, and we will re-check it. If you opt out, we take your brand off this page and stop visiting your site.
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