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The Antidote to Amazon
How NOTHS built a $90M marketplace for the UK's small businesses
While Amazon dominates global e-commerce with ruthless efficiency, NOTHS (notonthehighstreet.com) is quietly building a $90M empire by championing the opposite: human-centric curation and small business discovery. It's the marketplace that intentionally feels nothing like one.
"They're not selling products; they're selling the emotional satisfaction of finding something no one else has."
The Discovery-First Model
Unlike marketplaces optimized for conversion, NOTHS optimizes for serendipity. With 6.3M monthly visits and 52% coming from organic search, they've mastered the art of being found, not just being promoted. Their top keyword isn't a product—it's their own brand, proving they've built category authority, not just a store.
The Small Business Flywheel
With only 316 employees generating nearly $90M in revenue, NOTHS operates with remarkable efficiency. Their secret? A platform that connects UK small businesses directly to gift-seekers. They don't hold inventory, don't manage logistics, and still capture the emotional premium of 'unique finds.' It's a marketplace model stripped of Amazon's complexity but with higher margins.
The platform's 747,150 backlinks and 2.6/5 Trustpilot rating reveal a fascinating tension. They've built massive SEO authority (ranking #8,389 globally), but customer satisfaction is polarized. This isn't a bug—it's a feature of their model. When you're buying from hundreds of small businesses, consistency is the trade-off for uniqueness.
- Their top 5 keywords reveal the gift economy's psychology: 'gifts for men' (124K searches) and 'gifts for dads' (49K searches) dominate, showing they're solving universal gifting pain points.
- The 'undefined' country traffic (87.8%) suggests a UK-centric brand with international intrigue—likely expats and gift-buyers targeting UK recipients.
- Their tech stack (Tailwind, Vite, Cloudflare) is modern but pragmatic, built for speed and scalability rather than flashy innovation.
The Anti-Platform Playbook
In an era of AI-driven personalization, NOTHS proves there's still massive value in human curation and emotional connection. Their $90M revenue without VC funding is a masterclass in building a sustainable, niche-defining business.
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NOTHS | Shop Gifts, Jewellery, Home & More
Discover thousands of unique finds at Not on The High Street. From gifts to homeware, they’re all made or sourced by the UK’s best small businesses.
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Not On The High Street
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Reviews (20)
Pebble picture
Received my item within the timescale quoted - packed really well and very impressed with the quality 👍. Was a pebble picture only criticism perhaps a little expensive for the size. (Didn’t check the size ).
Shipping Delays
Seller kept putting delivery back by a few days each time, so decided to cancel the order. Dealt with efficiently by Alexandra in customer services so a good result.
My query was dealt with swiftly
My query was dealt with swiftly
Your choice of different products
Your choice of different products. Easy to use website.
Fantastic service from James
Fantastic service from James! I ordered something and checked out as a guest and wasn't able to access it to approve. James sent it to me and it was all sorted, no problem. Very grateful, appreciate it! Thank you!
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About notonthehighstreet.com
Discover thousands of unique finds at Not on The High Street. From gifts to homeware, they’re all made or sourced by the UK’s best small businesses.
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notonthehighstreet.com uses 17 technologies across their website including cdnjs, Amazon Web Services, AWS CloudFront, OneTrust, and more.
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notonthehighstreet.com receives approximately 6.3M monthly visitors and ranks #8,389 globally. The website has a bounce rate of 52% with visitors viewing an average of 3.9 pages per visit. Users spend an average of 3:21 on the site.
The majority of notonthehighstreet.com's traffic comes from undefined, undefined, .
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