Welsh business website statistics
By Tom · Last reviewed · 4 minute read
Almost every business in Wales is small: over 99% are small or medium-sized, and most are micro-businesses with fewer than 10 people. Most now have some kind of online presence, but plenty of small firms still have no website, or one that works poorly on the phones most people now search on.
On this page
About this data
This page brings together what's known about Welsh businesses and their websites. Good Wales-specific data on websites is surprisingly thin, so where only UK-wide figures exist I've described the general picture rather than quoting precise numbers. Treat everything here as a guide, and check the sources at the end for the latest official figures.
Welsh businesses at a glance
- Almost all are small. According to the UK government's business population estimates, over 99% of businesses are small or medium-sized (fewer than 250 employees).
- Most are micro-businesses. Around 95% employ fewer than 10 people, and many are sole traders.
- They're concentrated in the south. Cardiff has the most businesses in Wales, followed by Swansea and Newport.
How digital are Welsh businesses?
Most Welsh businesses now have some online presence, whether that's a website, social media, cloud software or online marketing. On most measures, Wales sits slightly behind the UK average, but the gap has been narrowing.
The general pattern:
- Having a website is now the norm for most businesses, and still rising.
- Social media is used by most businesses, with Facebook the most common platform.
- Selling online is done by a minority, but has grown since 2020.
- Mobile-friendly websites still lag behind: a noticeable share of small business sites are hard to use on a phone.
Welsh Government business support and the push online during the pandemic have both sped up the change, particularly for websites and online selling.
Differences across Wales
Website use varies across the country. The cities, with Cardiff first, tend to have the highest digital adoption, with Swansea and Newport close behind. Adoption is generally lower in rural Wales, where broadband and mobile signal can still be a problem, and in parts of the Valleys, where digital support programmes have been growing.
Differences between sectors
Digital adoption also varies by industry. Professional services and retail tend to lead, followed by hospitality. Construction and manufacturing are further behind, and agriculture has the lowest adoption.
Online selling in Wales
More Welsh businesses and shoppers are buying and selling online every year. The main reasons:
- Shopping habits that changed during the pandemic and stuck
- Better broadband across much of Wales
- Easier e-commerce platforms, such as Shopify and WooCommerce
- Selling through Instagram and Facebook
- Welsh Government business support and grants
- Shoppers feeling more confident buying online
Mobile use in Wales
Most people now use their phone as their main way of getting online, and most local searches happen on a phone. Smartphone ownership is close to universal among adults, a little higher in towns and cities than in the countryside.
That means a business whose website doesn't work well on a phone risks losing a large share of the people who find it. Google also looks at the mobile version of your site when deciding how to rank it.
Tip: Not sure how your site does on a phone? Run it through the free website audit.
How people find local businesses
Most people search online to find local businesses, and many contact or visit a business soon after searching. A large share of all Google searches are for something local. Google's own research found that 76% of people who search on their smartphone for something nearby visit a business within a day (US data, 2016).
What this means
- Being visible in local search matters.
- Your Google Business Profile is one of the most important things to get right.
- Your website should make your contact details easy to find.
- Your website has to work well on a phone.
What to do about it
- Claim and fill in your Google Business Profile
- Make sure your website works well on phones
- Make your phone number or email tappable
- Mention the Welsh towns and areas you serve on your site
Website costs for Welsh businesses
Typical UK market prices for different types of website:
| Type of website | Typical price | What's usually included | Typical timescale |
|---|---|---|---|
| Basic brochure website | £500 to £1,500 | 5 to 10 pages, works on every device, contact form | 2 to 4 weeks |
| Professional business website | £1,500 to £5,000 | Custom design, content management, SEO, blog, integrations | 4 to 8 weeks |
| Online shop | £3,000 to £15,000+ | Shop, card payments, stock management | 6 to 12 weeks |
| Bespoke web application | £10,000 to £50,000+ | Custom features, customer portals | 3 to 12 months |
For comparison, my prices are £600 for a custom-built site and £800 for a WordPress site, plus hosting from £10 a month, each with a design of your own, all the pages a typical small business needs and a month of support after launch. Most are live about two weeks after the first call. For a fuller breakdown, see the website pricing guide or try the website cost calculator.
Sources
Where to find the official figures:
- Welsh Government business statistics and StatsWales
- Office for National Statistics (ONS) business statistics
- The UK government's business population estimates
- Ofcom's reports on how people use the internet and phones
- Google and Think with Google consumer research
- Surveys and reports from the Federation of Small Businesses
Questions people ask
How many businesses are there in Wales?
Wales has a few hundred thousand businesses, and the UK government's business population estimates put over 99% of them in the small and medium-sized category, with the great majority being micro-businesses employing fewer than 10 people. Cardiff has the most businesses, followed by Swansea and Newport. For the latest exact count, see the Welsh Government's StatsWales figures.
What percentage of Welsh businesses have a website?
Most Welsh businesses have a website, though Wales tends to sit slightly behind the UK average. It varies a lot by sector and size: larger businesses are more likely to have one, while micro-businesses and sole traders are less likely. The share has been rising steadily, particularly since 2020.
How many Welsh businesses sell online?
A minority of Welsh businesses sell products or services directly through their website. The number has grown noticeably since 2020, when the pandemic pushed many businesses to start selling online.
What is the digital adoption rate among Welsh SMEs?
Most Welsh small businesses now use some digital tools, such as a website, social media, cloud services or online marketing. Fewer use more advanced tools like online selling, customer relationship software or automation. The Welsh Government runs business support programmes aimed at closing that gap.
How do Welsh consumers search for local businesses?
Most people now look for local businesses online, and Google is by far the most used search engine. Much of that searching happens on phones, and 'near me' searches have grown a lot in recent years. Google's own research found that 76% of people who search for something nearby on their smartphone visit a business within a day, although that was US data from 2016.
What percentage of Welsh businesses use social media?
Most Welsh businesses have a presence on at least one social media platform. Facebook is the most common, followed by Instagram, LinkedIn and X (formerly Twitter). Hospitality and retail businesses tend to use social media the most.
How many Welsh business websites are mobile-friendly?
A sizeable share of small business websites in Wales still don't work well on phones. That matters, because most people now browse on their phones, and a site that's hard to use on a small screen loses visitors to competitors.
What is the average cost of a website for Welsh businesses?
Across the UK market, a professional small business website typically costs between £500 and £5,000, depending on how complex it is. Basic brochure websites typically cost £500 to £1,500, while online shops range from about £2,000 to £10,000 or more. Ongoing costs include hosting and maintenance. My prices are £600 for a custom-built site and £800 for a WordPress site, plus hosting from £10 a month, or £99 a month all in with nothing to pay upfront.
How important is local SEO for Welsh businesses?
Very important. A large share of Google searches are for something local, and for businesses serving Welsh customers, appearing in Google's map results and local listings can bring in a big share of website visits and enquiries. Local SEO (making sure you show up when people nearby search for what you do) is one of the best places for a small business to start.
What are the main barriers to digital adoption in Wales?
The barriers small businesses mention most often are a lack of digital skills, cost, uncertainty about whether it will pay off, lack of time, and poor broadband or mobile signal in parts of rural Wales. The Welsh Government offers several support programmes to help with these.