Best Online Estate Agents in the UK: Fees, Features and Reviews Compared 2026

Online estate agents and self-service selling platforms promise the same thing: sell your home for a fixed fee instead of a percentage commission. But the headline prices hide big differences in when you pay, whether you pay if your home doesn't sell, what's included and who does the viewings.

This guide compares five of the best-known options open to UK sellers in 2026: Purplebricks, Yopa, Emoov, OffAgent and YooSell. It covers their published fees, what each includes and the contract terms worth knowing. We publish YooSell, so we've stuck to each company's own published prices and terms and linked to them so you can check.

How we compared them: Prices come from each provider's website or published terms on 4 November 2026. "From" prices can vary by area or property. We compared total cost over a 6-month listing with Rightmove exposure, because Rightmove is the portal most buyers search first.

Online Estate Agents vs Self-Service Selling Platforms

Before comparing prices, it helps to know there are two different models:

• Online and hybrid estate agents (Purplebricks, Yopa, Emoov) are estate agents. They value your home, prepare the listing and can host viewings or progress the sale for you, usually for a fixed fee paid upfront, later, or on completion.

• Self-service selling platforms (YooSell, OffAgent) aren't estate agents. You pay a monthly subscription, the platform puts your home on property portals, and you handle viewings and negotiation yourself.

Neither is better by default. An agent does more of the work for a higher fee; a platform costs less but needs more of your time.

Are Online Estate Agents Popular?

Online and hybrid agents still handle a small share of UK sales. According to TwentyCi's Property & Homemover End of Year 2025 Report, online and hybrid agents accounted for 5.2% of all property exchanges in 2025, down 0.9 percentage points on 2024 (Estate Agent Today, January 2026).

So most homes are still sold through traditional agents. The appeal of the alternatives is cost: on a fixed fee, you keep more of your sale price however much your home sells for.

What to Check Before Choosing

1. Do you pay if your home doesn't sell? Several "pay later" options become due after a fixed period (often 10 months) whether or not you've sold.

2. Is Rightmove included, or is it extra? Some providers charge a separate monthly fee for Rightmove.

3. Who does the viewings? Hosted viewings are often a paid add-on (£400–£499 among the providers below).

4. Are photos, a floor plan and an EPC included? An EPC is a legal requirement before marketing a home in England and Wales, and costs £110–£119 as an add-on from the agents below.

5. What's the contract? Look for the minimum term, cancellation fees and any requirement to use a panel conveyancer.

Best Online Estate Agents and Selling Platforms Compared

1. Purplebricks

Purplebricks is one of the UK's best-known online estate agents. Its homepage advertises selling "for as little as £999" with nothing to pay upfront. It lists on Rightmove, Zoopla, OnTheMarket and its own site, and includes a professional valuation, photos, floor plan, For Sale board and sales progression.

Fees and terms to know (from Purplebricks' service agreement):

• Pay Later: The fee is due at the earliest of completion, withdrawing your property, or 10 months from instruction, even if you haven't sold.

• Assisted viewings: £499

• EPC: £119

• Rightmove Premium listing: £125; Featured listing: £149

• Pay Later requires using its conveyancing service, and not using it triggers the payment.

Best for: sellers who want a recognised national agent, wide portal coverage and sales progression, and are comfortable with a fee that's due within 10 months.

2. Yopa

Yopa is a hybrid agent that assigns you a dedicated local agent. It publishes three bundles on its fees page (Pay Later prices, including VAT):

Extras: hosted viewings £400, Zoopla added to Core £300, EPC £119.

Terms to know: Under Yopa's payment terms, Pay Later fees are due on completion or 10 months after listing, whichever comes first, even if the home hasn't sold. Pay Now prices may be higher. A No Sale, No Fee option is available, but Yopa doesn't publish a fixed price for it; its No Sale No Fee terms include a non-refundable £99 anti-money-laundering fee.

Best for: sellers who want a local agent, professional photography and hosted viewings without paying a percentage commission.

3. Emoov

Emoov offers three fixed-fee packages, listed on its selling page:

All packages include 12 months on Zoopla, OnTheMarket and Emoov, an online market appraisal, buyer verification, viewing and offer messaging, and a dedicated sales consultant. Extra and Later add professional photos, particulars and a floor plan. Optional extras include an EPC (£110) and a DIY For Sale board (£100).

Watch out for: Rightmove is a separate monthly subscription, so keeping your home on Rightmove for six months adds up to £450 on Essential.

Best for: sellers happy to run their own viewings who want Zoopla and OnTheMarket coverage at a low upfront price.

5. YooSell

YooSell is a self-service home-selling platform available to homeowners across the UK. It's not an estate agent: you list your home, talk to verified buyers, run your own viewing diary and accept offers yourself, with zero commission at any stage. See how YooSell works.

YooSell plans (full pricing), all rolling monthly per property, with no setup fee, no commission and no minimum contract:

What sets YooSell apart:

• Verified buyers: Before a buyer can message you, book a viewing or make an offer, they complete an ID check and provide proof of funds or a mortgage agreement in principle.

• Verified sellers: Sellers confirm ownership through HM Land Registry and an ID check before a listing goes live.

• Cancel any time: No minimum contract and no completion fee. You can upgrade, downgrade or cancel from your dashboard.

• Rightmove from your dashboard: On Enhanced and Premium, your home appears on Rightmove as a standard listing, usually within 24–48 hours, and every enquiry comes into your YooSell dashboard.

Limitations: YooSell doesn't list on Zoopla or OnTheMarket, doesn't host viewings, and doesn't include professional photography or an EPC in its plans.

Best for: sellers anywhere in the UK who are happy to run their own viewings and want Rightmove exposure for the lowest monthly cost, without a long contract.

Real Cost Comparison: 6 Months on Rightmove

To compare like for like, here's what each option costs to keep a home listed on Rightmove for six months, using published prices. A single method is used throughout: published package price plus any monthly Rightmove charge for six months. Optional extras (viewings, EPC, photography) are listed separately because not every seller needs them.

Common extras:

Important: These figures aren't like for like on service. Agents such as Purplebricks and Yopa include a valuation, professional photos and sales progression; platforms such as YooSell and OffAgent leave more of the work to you. If your home sells quickly, a monthly platform costs even less; if it takes longer than 10 months, check what each provider charges beyond that point.

Compared with a traditional agent: As an illustration, a 1% commission plus VAT on a £300,000 sale would be £3,600. Work out your own figures with the YooSell cost saving calculator.

What Are the Cheapest Ways to Sell a House Online in 2026?

Based on the 6-month Rightmove cost above:

1. YooSell Enhanced: £245

2. YooSell Premium: £365

3. OffAgent: £594

4. Emoov Essential (with Rightmove): £845

5. Yopa Core and Purplebricks: from £999

The cheapest option isn't automatically the best. If you don't want to show buyers round or negotiate yourself, an agent's higher fee may be worth paying.

Reading Reviews

Review scores change daily, so rather than quoting figures that will date quickly, we recommend checking each provider's live Trustpilot page:

• Purplebricks on Trustpilot

• Yopa on Trustpilot

• Emoov on Trustpilot

• YooSell: [add link to YooSell's live review profile]

When you read reviews, look at:

• how recent they are, since services and prices change

• how many reviews there are, because a high score from a handful of reviews tells you less than one from thousands

• local reviews, especially for hybrid agents where service depends on the local agent

• how the company responds to complaints

Common Weaknesses of Online Selling

• Sales progression: After an offer is accepted, chasing solicitors can fall to you, especially on self-service platforms.

• Time commitment: If you run viewings yourself, you need to be available for buyers.

• Fees due regardless of sale: Pay Later models typically become payable after 10 months even if you haven't sold.

• Conveyancing tie-ins: Some deferred payment options require you to use the agent's panel conveyancer, with a fee if you don't.

• Varying local quality: With hybrid agents, your experience depends heavily on your local agent.

Which Option Is Right for You?

Not sure what your home is worth? Try the YooSell valuation calculator. Planning your next move? Use the stamp duty calculator and mortgage calculator.

Conclusion

There's no single best online estate agent for every seller. Purplebricks and Yopa suit sellers who want an agent to handle the sale for a fixed fee from £999. Emoov offers a low upfront price but charges monthly for Rightmove. Self-service platforms like OffAgent and YooSell cost the least if you're happy to run viewings yourself.

If that's you, YooSell's Enhanced plan puts your home on Rightmove for £49 a month, with your first month free, verified buyers and no long-term contract, wherever you are in the UK.

Start Selling Your Home Today

List your home on YooSell, reach verified buyers and go on Rightmove with the Enhanced plan. Your first month is free, there's no commission and you can cancel any time.

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