UK Ecommerce Statistics
The United Kingdom has the largest e-commerce market in Europe in 2025, ranking among the biggest globally. Here are the key UK ecommerce statistics related to market growth, shopping behavior, preferences, trends, and more. Discover the latest insights with downloadable materials.
Last updated: January 03, 2025UK Ecommerce Statistics: Best Picks
Here are the top picks of UK Ecommerce Statistics 2024:
UK Ecommerce: Key Stats & Insights
Amazon tops the charts of ecommerce platforms in the UK with more than 400 million monthly visitors in 2024.
Shopify has the second highest share (21%) of the UK’s online shopping markets in 2024.
The UK’s retail ecommerce revenue is projected to reach $160 billion in 2024.
The value of the UK’s ecommerce fashion industry is expected to reach $86 billion by 2030.
eBay is ranked as the UK’s second leading online store in 2024, with nearly 200 million monthly visitors.
Users & Audience
Here are the most important UK Ecommerce statistics for merchants & audience:
24+ UK Ecommerce Statistics & Facts
By 2027, the UK's e-commerce revenue will grow for the eighth consecutive year, reaching $194.1 billion.
UK Ecommerce Exptected Revenue
<a href="https://analyzify.com/statsup/uk-ecommerce#stat-uk-ecommerce-exptected-revenue" title="UK Ecommerce Exptected Revenue"><img src="https://statsup.net/media/1/1057/01J03991C8EEK7JXA3FC4A2KAC.png" alt="UK Ecommerce Exptected Revenue" width="100%" height="auto" style="width: 100%; height: auto !important; max-width:960px;-ms-interpolation-mode: bicubic;" /></a><br />
Source: <a target="_blank" href="https://analyzify.com/statsup/" title="Source: StatsUp by Analyzify">StatsUp</a>May be used without charge by all commercial and non-commercial websites. Attribution (link) is required.
Online retail sales represent more than 30% of the UK’s total retail sales.
Share of Online Retail Sales
<a href="https://analyzify.com/statsup/uk-ecommerce#stat-share-of-online-retail-sales" title="Share of Online Retail Sales"><img src="https://statsup.net/media/1/1058/01J039VSNPJQ7KCBG7Z3HS8CVA.png" alt="Share of Online Retail Sales" width="100%" height="auto" style="width: 100%; height: auto !important; max-width:960px;-ms-interpolation-mode: bicubic;" /></a><br />
Source: <a target="_blank" href="https://analyzify.com/statsup/" title="Source: StatsUp by Analyzify">StatsUp</a>May be used without charge by all commercial and non-commercial websites. Attribution (link) is required.
The UK recorded 580,000 ecommerce-enabled websites over the past year, with numbers increasing.
The Number of Ecommerce Websites in the UK
<a href="https://analyzify.com/statsup/uk-ecommerce#stat-the-number-of-ecommerce-websites-in-the-uk" title="The Number of Ecommerce Websites in the UK"><img src="https://statsup.net/media/1/1059/01J039ZQ9GWED6RMM2F0PA8N6R.png" alt="The Number of Ecommerce Websites in the UK" width="100%" height="auto" style="width: 100%; height: auto !important; max-width:960px;-ms-interpolation-mode: bicubic;" /></a><br />
Source: <a target="_blank" href="https://analyzify.com/statsup/" title="Source: StatsUp by Analyzify">StatsUp</a>May be used without charge by all commercial and non-commercial websites. Attribution (link) is required.
This statistic highlights the high level of ecommerce engagement among young adults in the UK, suggesting a key demographic for online merchants to target.
Ecommerce Engagement among Young Adults in the UK
<a href="https://analyzify.com/statsup/uk-ecommerce#stat-more-than-91-of-uk-residents-aged-25-to-34-made-an-online-purchase-in-the-last-year" title="More than 91% of UK residents aged 25 to 34 made an online purchase in the last year."><img src="https://statsup.net/media/1/1060/01J03EPYAZSRS308CE2WK4C55R.png" alt="More than 91% of UK residents aged 25 to 34 made an online purchase in the last year." width="100%" height="auto" style="width: 100%; height: auto !important; max-width:960px;-ms-interpolation-mode: bicubic;" /></a><br />
Source: <a target="_blank" href="https://analyzify.com/statsup/" title="Source: StatsUp by Analyzify">StatsUp</a>May be used without charge by all commercial and non-commercial websites. Attribution (link) is required.
Over 42% of the shoppers in the United Kingdom start their purchase journey via search engines.
How Do Shoppers Start Their Purchase Journey?
<a href="https://analyzify.com/statsup/uk-ecommerce#stat-how-do-shoppers-start-their-purchase-journey" title="How Do Shoppers Start Their Purchase Journey?"><img src="https://statsup.net/media/1/1061/01J03F6E9QSPB3QVS3WC1325VQ.png" alt="How Do Shoppers Start Their Purchase Journey?" width="100%" height="auto" style="width: 100%; height: auto !important; max-width:960px;-ms-interpolation-mode: bicubic;" /></a><br />
Source: <a target="_blank" href="https://analyzify.com/statsup/" title="Source: StatsUp by Analyzify">StatsUp</a>May be used without charge by all commercial and non-commercial websites. Attribution (link) is required.
Cross-border transactions account for 12% of the UK’s total ecommerce.
Cross-border Transactions
<a href="https://analyzify.com/statsup/uk-ecommerce#stat-cross-border-transactions" title="Cross-border Transactions"><img src="https://statsup.net/media/1/1062/01J03FCBS27TKE1Z61GH12C2EC.png" alt="Cross-border Transactions" width="100%" height="auto" style="width: 100%; height: auto !important; max-width:960px;-ms-interpolation-mode: bicubic;" /></a><br />
Source: <a target="_blank" href="https://analyzify.com/statsup/" title="Source: StatsUp by Analyzify">StatsUp</a>May be used without charge by all commercial and non-commercial websites. Attribution (link) is required.
Clothing and footwear are the best sellers in the UK
Clothing and footwear are the best sellers in the UK
<a href="https://analyzify.com/statsup/uk-ecommerce#stat-clothing-and-footwear-emerge-as-the-top-cross-border-purchases-by-brits-at-40" title="Clothing and footwear emerge as the top cross-border purchases by Brits at 40%"><img src="https://statsup.net/media/1/1063/01J03FS0XX0C0RKPXFP0SMHFRP.png" alt="Clothing and footwear emerge as the top cross-border purchases by Brits at 40%" width="100%" height="auto" style="width: 100%; height: auto !important; max-width:960px;-ms-interpolation-mode: bicubic;" /></a><br />
Source: <a target="_blank" href="https://analyzify.com/statsup/" title="Source: StatsUp by Analyzify">StatsUp</a>May be used without charge by all commercial and non-commercial websites. Attribution (link) is required.
Doorstep delivery was chosen by 77% of UK shoppers at least once in the last year.
Doorstep Delivery Popularity in the UK
<a href="https://analyzify.com/statsup/uk-ecommerce#stat-doorstep-delivery-popularity-in-the-uk" title="Doorstep Delivery Popularity in the UK"><img src="https://statsup.net/media/1/1064/01J03FYAHXJ5WA1N4R4N359RJH.png" alt="Doorstep Delivery Popularity in the UK" width="100%" height="auto" style="width: 100%; height: auto !important; max-width:960px;-ms-interpolation-mode: bicubic;" /></a><br />
Source: <a target="_blank" href="https://analyzify.com/statsup/" title="Source: StatsUp by Analyzify">StatsUp</a>May be used without charge by all commercial and non-commercial websites. Attribution (link) is required.
Approximately 77% of mobile device orders in the UK were not completed in Q4 of 2023.
Uncompleted Mobile Device Orders
<a href="https://analyzify.com/statsup/uk-ecommerce#stat-uncompleted-mobile-device-orders" title="Uncompleted Mobile Device Orders"><img src="https://statsup.net/media/1/1067/01J03K9PVEHPS3HQ5EK1QKPY30.png" alt="Uncompleted Mobile Device Orders" width="100%" height="auto" style="width: 100%; height: auto !important; max-width:960px;-ms-interpolation-mode: bicubic;" /></a><br />
Source: <a target="_blank" href="https://analyzify.com/statsup/" title="Source: StatsUp by Analyzify">StatsUp</a>May be used without charge by all commercial and non-commercial websites. Attribution (link) is required.
UK online spending during the Christmas period rose to £24.4 billion, marking a 3.7% increase year-on-year.
UK Christmas Period Spending
<a href="https://analyzify.com/statsup/uk-ecommerce#stat-uk-christmas-period-spending" title="UK Christmas Period Spending"><img src="https://statsup.net/media/1/1072/01J03MWY9YC2RCQHWGB89AHZXQ.png" alt="UK Christmas Period Spending" width="100%" height="auto" style="width: 100%; height: auto !important; max-width:960px;-ms-interpolation-mode: bicubic;" /></a><br />
Source: <a target="_blank" href="https://analyzify.com/statsup/" title="Source: StatsUp by Analyzify">StatsUp</a>May be used without charge by all commercial and non-commercial websites. Attribution (link) is required.
This forecasted increase in ecommerce users signifies continued growth in the consumer base, pointing to expanding market opportunities and the dynamic nature of the UK’s ecommerce landscape.
Digital wallets are the second preferred online payment method among 35% of the British consumers, following debit cards.
For Gen Z, Instagram (53%) and TikTok (41%) are preferred for shopping, while Millennials favor Instagram (52%) and Facebook (49%).
This statistic represents the high expectations the British consumers have for delivery speed, stressing the need for efficient logistics and delivery solutions in ecommerce.
Online prices saw an average discount of 11% compared to pre-Christmas levels.
This points to the significant portion of the textile and fashion market that has moved online, emphasizing the importance of ecommerce in these sectors.
In 2023, the keyword "boots" had the highest competitiveness score (94) in the UK, with "sneakers" and "sandals" scoring 70 and 65, respectively.
The UK is the second-largest source of traffic for Etsy, with a strong mobile usage. This suggests that Etsy’s mobile platform should be tailored to cater to the UK audience as well.
Behind China and the US, the UK emerges as the third-largest ecommerce market globally, holding a 4.8% share of global retail ecommerce sales.
This indicates Temu’s successful market penetration and consumer acceptance in both the US and UK, underlining the effectiveness of its pricing and marketing strategies.
In the UK, the number of online shoppers is expected to exceed 32 million by 2028.
UK eCommerce ARPU is projected to increase by $577.5 between 2024 and 2029.
Men in the UK show a 4% higher preference for online apparel shopping than women.
Clothing is the top Ecommerce category in the UK, with 50.25% of people making purchases, followed by food at 36.22% and shoes at 33.98%.
Milestones for UK Ecommerce Sector
- 1995 - Launch of Amazon UK
Amazon begins operations in the UK, offering a wide range of products online.
- 1998 - eBay UK Expansion
eBay enters the UK market, enabling online auctions and sales.
- 2000 - Tesco Online Grocery
Tesco starts offering online grocery shopping with home delivery.
- 2004 - PayPal in the UK
PayPal becomes available, providing secure online payment options.
- 2004 - ASOS Marketplace Launch
ASOS introduces a marketplace for independent brands and boutiques.
- 2010 - Black Friday Adoption
Black Friday sales become popular in the UK, boosting online sales.
- 2012 - Mobile Commerce Growth
Increased use of smartphones for online shopping.
- 2015 - Click and Collect Services
Retailers like Argos and John Lewis offer in-store pickup for online orders.
- 2015 - Amazon Prime Now Launch
Amazon introduces Prime Now in the UK, offering same-day delivery for selected items.
- 2017 - Rise of Subscription Box Services
Subscription box services like Birchbox and Graze gain popularity, offering curated products delivered regularly.
- 2019 - Growth of Social Commerce
Platforms like Instagram and Facebook introduce shopping features, allowing users to purchase products directly through social media.
- 2024 - Growth of Augmented Reality (AR) Shopping
AR technology becomes more prevalent, allowing customers to virtually try on products before purchasing online.
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