Rexel vs TLC Direct:Which is more popular?
In September 2026, TLC Direct had more branded searches than Rexel among electrical wholesalers in the United Kingdom. TLC Direct had about 33,100 branded searches, while Rexel had 3,990. TLC Direct made up 10.9% of all electrical wholesaler searches we track, and Rexel accounted for 1.3%. When we asked ChatGPT and Google AI Overviews about electrical wholesalers, Rexel appeared in three of the four answers and TLC Direct in two. Rexel was mentioned before TLC Direct in every answer that named either.
Who do people search for more?
TLC Direct, about 8 searches for every 1 for Rexel
Who does AI mention more?
Rexel, mentioned in 3 of 4 answers, TLC Direct in 2
Who does AI recommend more?
Rexel, named ahead of TLC Direct in 3 of 3 answers
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Top electrical wholesalers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Rexel was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. TLC Direct was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Rexel was listed before TLC Direct in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
CEF4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
YESSS Electrical4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Rexel3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- TLC Direct2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Electric Center1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Edmundson Electrical0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about electrical wholesalers
4 answers
Asked ChatGPT
“What's the best electrical wholesaler in the UK for a small electrical contractor?”
Asked ChatGPT
“Where can electricians in the UK buy cable and fittings at trade prices?”
Asked ChatGPT
“Which UK electrical wholesalers let you order online and collect the same day?”
Searched Google, AI Overview
“electrical supplies”
Searched Google, AI Overview
“electrical wholesaler”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 28, 2026.
Is Rexel or TLC Direct more popular in search?
This chart shows how often people search Google for Rexel and TLC Direct by name. Each line represents a brand's share of searches for all six electrical wholesaler brands we track, month by month, from searches in United Kingdom.
Share of searches by month for TLC Direct, Rexel. The figures are in the table below the chart.
View monthly share of searches table
| Month | CEF | Edmundson Electrical | TLC Direct | Electric Center | YESSS Electrical | Rexel |
|---|---|---|---|---|---|---|
| Oct 2025 | 49.4% | 27.1% | 9.9% | 6.6% | 5.4% | 1.5% |
| Nov 2025 | 52% | 23.3% | 10.4% | 7% | 5.7% | 1.6% |
| Dec 2025 | 51% | 22.8% | 12.5% | 6.8% | 5.6% | 1.2% |
| Jan 2026 | 51.8% | 23.2% | 10.4% | 7% | 5.7% | 1.9% |
| Feb 2026 | 47.5% | 26% | 11.7% | 7.8% | 5.2% | 1.8% |
| Mar 2026 | 48.7% | 26.7% | 9.8% | 8% | 5.3% | 1.5% |
| Apr 2026 | 43.5% | 29.3% | 10.7% | 8.8% | 5.9% | 1.9% |
| May 2026 | 43.5% | 29.3% | 10.7% | 8.8% | 5.9% | 1.9% |
| Jun 2026 | 42.9% | 28.9% | 10.6% | 8.7% | 7.1% | 1.9% |
| Jul 2026 | 43.1% | 29% | 10.6% | 8.7% | 7.1% | 1.6% |
| Aug 2026 | 43.1% | 29% | 10.6% | 8.7% | 7.1% | 1.6% |
| Sep 2026 | 44.6% | 29.9% | 10.9% | 7.3% | 6% | 1.3% |
How has the Rexel and TLC Direct comparison changed over the last 12 months?
3 findings
- TLC Direct was ahead of Rexel in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Rexel’s share of searches among electrical wholesalers in the United Kingdom moved from 1.5% to 1.3%, and its estimated monthly branded searches moved from 5K to 4K.
- Across the 12 months ending September 2026, TLC Direct’s share of searches among electrical wholesalers in the United Kingdom moved from 9.9% to 10.9%, and its estimated monthly branded searches held steady at 33.1K.
How did search popularity change for United Kingdom electrical wholesalers in September 2026?
1 change
Rexel’s share of searches among electrical wholesalers in the United Kingdom has lost ground for 3 months in a row, from 1.9% to 1.3% in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Rexel’s and TLC Direct’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Rexel
2 branded search terms
- rexel electrical
- rexel uk
TLC Direct
1 branded search term
- tlc electrical
Other head-to-heads among electrical wholesalers
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