Blinds 2go take more organic clicks every month than their next two competitors combined. A position of dominance that most brands never get anywhere near.
It makes overall share in the UK blinds market a difficult challenge. But the categories underneath it tell a more open story.
We pulled the full organic click share data behind the UK blinds market to find out what’s really happening.
A market built around one name
Blinds 2go leads at 17.56%, more than the next two competitors together – 247blinds holds second at 10.72%, and Swift Direct Blinds takes third at 6.56%. From there, Hillarys, Blinds Direct, Dunelm, Unbeatable Blinds, Blinds by Post, 1 Click Blinds and Blinds4you round out the top ten, with the tenth-placed brand at just 2.52%.
For most categories, that’s roughly the order things stay in. For one, it isn’t.
The top three in four categories
Blind Types: Blinds 2go leads at 19.37%, with 247blinds second at 14.17%, a combined 33% between the top two. It’s the largest category by volume and the most concentrated.
Materials & Finishes: Blinds 2go leads again at 20.91%, but brands with little presence elsewhere in the market, 1 Click Blinds and Bloc Blinds among them, take meaningful share here through relevancy for specific materials and fabrics.
Installation & Fitting: These terms represent buyers close to a decision. Blinds4you and Dunelm take second and third at 10.38% and 9.46%, winning share directly from the leaders in the market.
And Room & Application is the exception. Blinds 2go leads here too, but at just 11.55%, a fraction of its usual share. Swift Direct Blinds and 247blinds sit close behind at 7.64% and 7.13%, and the leading specialists below that are within a percentage point of each other. No brand has settled this category, which makes it the clearest gap in an otherwise concentrated market.
Generalists are barely in the fight
Split by domain type, specialists take 77% of all clicks in the market. Generalists, Dunelm, IKEA and B&Q included, take just 9.6% despite their scale and authority, whilst social platforms, marketplaces, price comparison sites and editorial content share what’s left.
1,100 unique domains compete for visibility in this market, and 53% of all clicks generated are expected to land on organic results rather than paid placements or other SERP features.
Product grids appear on 90% of blind searches, and Local Packs show up on nearly a third, a sign of how many buyers are searching for local fitting and installation rather than a straight purchase. Both are absorbing clicks before a shopper ever reaches a listing, but our data still shows 2.8 million estimated clicks available every month.
Where to focus
The growth opportunity sits where Blinds 2go’s share is lowest, Room & Application being the clearest example – but there are others too.
A small gain in click share is worth competing for in a market this size, and it doesn’t require beating the market leader everywhere at once.
How we built this
We built a custom tool to model the commercial organic click market, using Google’s keyword infrastructure, live search data, and industry benchmarks.
Competitive position is measured as Click Share, not rank. It’s weighted by organic visibility, realistic click-through potential, and the SERP features, product grids, local packs, related searches, that absorb clicks before a shopper ever reaches a listing. That’s why a brand can rank well and still lose the click.
All figures represent a point-in-time snapshot, and we hold this data for all top 100 domains in this market, not just the names on this list.
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