124
Backers in a recent round
101 added at least one new company in this market. The remainder participated only in companies they had already backed here.
Explore recently active backers ↗MARKET NOTES / 001UNITED KINGDOM / LONDON / B2C E-COMMERCE
LESS GUESSWORK. A BETTER RESEARCH LIST.B2C E-Commerce.
B2C E-Commerce.
London.
Map the capital.
Find your next conversation.
Who backs this market, where they enter, and how recently they have added a new company. A directory built around the questions founders actually ask.
Build your research shortlist ↘Companies are based in London · investors can be based anywhere
Dataset through 22 May 2026 · calculated 14 Sep 2026
01 / THE SHORTLIST LAB
Make the list work for your company.
125 backers based in London are shown by default. Compare up to three.
A CLOSER LOOK AT WHERE
Find investors in your preferred location.
Search a recorded city, country or neighbourhood among the backers of this market.
Five location searches per day. Results use recorded locations; some investors have city-level coverage only.
125 of 315 selected backers · London only
Shows investors whose recorded city is London. Unknown cities are excluded. Market charts cover all investor locations.
Theme filtering selects backers of companies carrying that theme tag. Entry-stage filtering selects backers with an entry at that stage; the two matches may be different companies. Row metrics describe their entire dated B2C E-Commerce history in London.
Your side-by-side comparison
Lead flags and later investments may be incompletely recorded. Repeat counts are not adjusted for time since entry.
| Compare | Investor / recorded location | Companies here | New in 24 months | Median total entry round | Companies backed again | Latest investment |
|---|---|---|---|---|---|---|
| Loading investors… | ||||||
No backers match these filters. Broaden the theme, location, entry stage or activity window.
02 / THE MARKET READActivity is a better starting point
Activity is a better starting point
than a long list of names.
Latest 24 months: after 22 May 2024 through 22 May 2026.
59
Distinct equity rounds
Across 51 companies, versus 110 rounds in the preceding 24 months. Each company round is counted once.
See the recent evidence ↗55.9%
Rounds at Angel, Pre-Seed or Seed
33 of 59 recent rounds. Compare your stage with its own financing range before sizing the ask.
Compare stage ranges ↗72%
Participations were first entries
105 first investor–company relationships out of 145 participations. The other 40 were later rounds together.
Find backers adding companies ↗Build a syndicate beyond the city.
Of 124 recently active backers, 33 have a recorded London location and 54 are based elsewhere. Location is missing for 37. Search by market experience first, then investigate the people and their remit.
Match the whole round to your plan.
Recent Seed rounds have a median size of $2.9M, across 22 disclosed amounts. That is total company financing. An individual investor’s cheque or available capital is not disclosed here.
03 / EMERGING THEMES
Which themes are gaining share?
Follow financing activity across the company classifications represented in this market.
Latest four complete quarters: 01 Apr 2025–31 Mar 2026 · 28 market rounds, versus 40 in the preceding four quarters.
Marketplaces
33.3%4 of 12 rounds in Q3 2024, compared with 18.4% over the prior four quarters.
Small sample: 4 rounds across 4 companies. Treat this as a theme to monitor.
Internet First Brands
38.5%5 of 13 rounds in Q4 2022, compared with 21.5% over the prior four quarters.
Fashion Tech
66.7%8 of 12 rounds in Q4 2023, compared with 24.6% over the prior four quarters.
B2C Fashion E-Commerce
66.7%8 of 12 rounds in Q4 2023, compared with 24.6% over the prior four quarters.
SPIKE DETECTION
Look beyond the headline total.
Share of market roundsPrior four-quarter shareDetected spike
Scroll sideways to explore all quarters.
Q3 2024 · 4 of 12 market rounds · 4 companies · 33.3% share. A detected spike, 1.81× the prior four-quarter share.
Select a dot to inspect the exact count and baseline. The partial quarter through 22 May 2026 is shown but cannot trigger a spike.
The theme shift, year by year.
Share of all recorded B2C E-Commerce rounds in London. Each cell also gives its theme-round count.
| Investment theme | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026* |
|---|---|---|---|---|---|---|---|
| 24.3%17 / 70 | 30.1%31 / 103 | 23.7%18 / 76 | 25.0%15 / 60 | 23.8%10 / 42 | 16.1%5 / 31 | 16.7%1 / 6 | |
| 17.1%12 / 70 | 21.4%22 / 103 | 25.0%19 / 76 | 30.0%18 / 60 | 21.4%9 / 42 | 38.7%12 / 31 | 33.3%2 / 6 | |
| 20.0%14 / 70 | 17.5%18 / 103 | 26.3%20 / 76 | 33.3%20 / 60 | 21.4%9 / 42 | 19.4%6 / 31 | 16.7%1 / 6 | |
| 20.0%14 / 70 | 16.5%17 / 103 | 25.0%19 / 76 | 33.3%20 / 60 | 21.4%9 / 42 | 19.4%6 / 31 | 16.7%1 / 6 | |
| 14.3%10 / 70 | 9.7%10 / 103 | 9.2%7 / 76 | 5.0%3 / 60 | 7.1%3 / 42 | 0.0%0 / 31 | 16.7%1 / 6 | |
| 17.1%12 / 70 | 11.7%12 / 103 | 7.9%6 / 76 | 3.3%2 / 60 | 9.5%4 / 42 | 3.2%1 / 31 | 0.0%0 / 6 | |
| 8.6%6 / 70 | 8.7%9 / 103 | 13.2%10 / 76 | 6.7%4 / 60 | 11.9%5 / 42 | 22.6%7 / 31 | 16.7%1 / 6 | |
| 4.3%3 / 70 | 6.8%7 / 103 | 2.6%2 / 76 | 8.3%5 / 60 | 11.9%5 / 42 | 6.5%2 / 31 | 16.7%1 / 6 |
*2026 is partial. Company themes use the tags available in this dataset, applied to historical rounds; they do not date when a business adopted a technology. Themes overlap, so shares do not add to 100%. Each company round is counted once within a theme. These charts cover investors from all locations; the shortlist keeps its own location filter.
How a spike is detected
A complete quarter is flagged when its theme share is at least 1.75× the share across the preceding four quarters and at least 5 percentage points higher. It must contain at least 3 theme rounds across 3 companies, at least 10 market rounds, and at least 3 theme rounds in the baseline. All four baseline quarters must have market observations. A zero baseline, missing observations or partial quarter cannot produce a flag.
This is a transparent screening rule, not a statistical significance test or a forecast. A higher share can accompany fewer rounds when the wider market contracts; the counts beside the chart make that distinction visible.
04 / THE DEPTH MAP
One appearance, or a pattern?
1,268 of 1,507 backers with dated histories appear in just one company. Select a cell to explore the directory.
| Portfolio breadth here | 1 company | 2 companies | 3–5 | 6–10 | 11+ |
|---|---|---|---|---|---|
| Firms & institutions | |||||
| Individual angels |
Circle area increases with backer count. The shortlist includes backers with 2 or more companies in this market, plus other backers active in the latest 24 months. In the 1-company cell, only recently active backers are available to explore. The shortlist’s investor-location filter also applies; select all locations to broaden the results. 14 backers have only undated entries.
05 / ROUND DESIGN
Different stages. Different capital.
Recent equity rounds · 24-month window.
Amounts are in USD.
StageDistinct roundsMedian / middle half
Angel
3
UndisclosedNo disclosed amounts0 disclosed · small sample
Seed
30
$2.9M$1.7M–$5.3M22 disclosed
Series A
11
$5.9M$3.9M–$6.4M10 disclosed
Series B
4
$23M$16M–$28M4 disclosed · small sample
Series C
2
$140M$110M–$170M2 disclosed · small sample
Series D
1
$55M$55M–$55M1 disclosed · small sample
Series E+
2
$527M$290M–$763M2 disclosed · small sample
PE
1
$54M$54M–$54M1 disclosed · small sample
Post-IPO
5
$3.2M$1.9M–$15M4 disclosed · small sample
06 / FOLLOW THE EVIDENCE
The most recent recorded rounds.
Distinct company rounds.
Named backers are shown lead-first.
Online platform providing booking and scheduling local self care services
$80M total equity round1 named backer
KKR
Provider of an AI powered talent matching and recruitment platform
$5.3M total equity round3 named backers
Notion · Andreessen Horowitz · Concept
Oral‑care brand that sells sustainable, electric flossers and related products
Undisclosed total equity round1 named backer
Jenson Ventures
Internet-first brand offering winter sports wear for men and women
$2.0M total equity round1 named backer
KraneShares
Provider of buy-now-pay-later service for flights, hotels, and travel bookings
$8.0M total equity round2 named backers
Backed · Play Ventures
SaaS-driven data analytics and order management solutions for real estate professionals
$25M total equity round1 named backer
Channel 4 Ventures
07 / READING THE ATLAS
What these patterns can tell you.
The market boundary
Recorded equity rounds for companies tagged B2C E-Commerce and located in London. Investor headquarters may be elsewhere. Company sector and location reflect the available company records, not necessarily the location or sector at the investment date.
The time boundary
Data coverage ends 22 May 2026. The latest market round is 21 May 2026. There are 36 undated participations, excluded from timing metrics. Activity after the cutoff is unknown.
The relationship boundary
“New” is the first dated relationship between a backer and a company in this market. “Backed again” requires a later dated round together. A first observed entry may follow an earlier unrecorded investment.
The financing boundary
Amounts describe entire equity rounds, not personal cheques, fund capacity or returns. Medians exclude missing and non-positive amounts; the middle half spans the 25th–75th percentiles. A recorded investment does not establish current availability.
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worth a closer look.
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Explore Fliar Prism ↗Start with the company or question you want to understand.Calculated 14 Sep 2026 · 315 investor histories to explore