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 updateLast updated: January 03, 2025

UK Ecommerce Statistics: Best Picks

Here are the top picks of UK Ecommerce Statistics 2024:

Ecommerce Customer Base
65M+
Ecommerce Customer Base
Average Online Spending per Shopper
$4,679
Average Online Spending per Shopper
Shopify Stores in the UK
200,000+
Shopify Stores in the UK
Smartphone Usage for Online Purchases
69%
Smartphone Usage for Online Purchases
Online Apparel Purchases
30M+
Online Apparel Purchases
Gen Z Users Making Online Purchases
55%
Gen Z Users Making Online Purchases

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
Description

UK Ecommerce Exptected Revenue

Embed The Graphic
info
<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>
Use This Image:

May be used without charge by all commercial and non-commercial websites. Attribution (link) is required.

Download Imagedownload

Online retail sales represent more than 30% of the UK’s total retail sales.

Share of Online Retail Sales
Description

Share of Online Retail Sales

Embed The Graphic
info
<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>
Use This Image:

May be used without charge by all commercial and non-commercial websites. Attribution (link) is required.

Download Imagedownload

The UK recorded 580,000 ecommerce-enabled websites over the past year, with numbers increasing.

The Number of Ecommerce Websites in the UK
Description

The Number of Ecommerce Websites in the UK

Embed The Graphic
info
<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>
Use This Image:

May be used without charge by all commercial and non-commercial websites. Attribution (link) is required.

Download Imagedownload

This statistic highlights the high level of ecommerce engagement among young adults in the UK, suggesting a key demographic for online merchants to target.

More than 91% of UK residents aged 25 to 34 made an online purchase in the last year.
Description

Ecommerce Engagement among Young Adults in the UK

Embed The Graphic
info
<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>
Use This Image:

May be used without charge by all commercial and non-commercial websites. Attribution (link) is required.

Download Imagedownload

Over 42% of the shoppers in the United Kingdom start their purchase journey via search engines.

How Do Shoppers Start Their Purchase Journey?
Description

How Do Shoppers Start Their Purchase Journey?

Embed The Graphic
info
<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>
Use This Image:

May be used without charge by all commercial and non-commercial websites. Attribution (link) is required.

Download Imagedownload

Cross-border transactions account for 12% of the UK’s total ecommerce.

Cross-border Transactions
Description

Cross-border Transactions

Embed The Graphic
info
<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>
Use This Image:

May be used without charge by all commercial and non-commercial websites. Attribution (link) is required.

Download Imagedownload

Clothing and footwear are the best sellers in the UK

Clothing and footwear emerge as the top cross-border purchases by Brits at 40%
Description

Clothing and footwear are the best sellers in the UK

Embed The Graphic
info
<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>
Use This Image:

May be used without charge by all commercial and non-commercial websites. Attribution (link) is required.

Download Imagedownload

Doorstep delivery was chosen by 77% of UK shoppers at least once in the last year.

Doorstep Delivery Popularity in the UK
Description

Doorstep Delivery Popularity in the UK

Embed The Graphic
info
<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>
Use This Image:

May be used without charge by all commercial and non-commercial websites. Attribution (link) is required.

Download Imagedownload

Approximately 77% of mobile device orders in the UK were not completed in Q4 of 2023.

Uncompleted Mobile Device Orders
Description

Uncompleted Mobile Device Orders

Embed The Graphic
info
<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>
Use This Image:

May be used without charge by all commercial and non-commercial websites. Attribution (link) is required.

Download Imagedownload

UK online spending during the Christmas period rose to £24.4 billion, marking a 3.7% increase year-on-year.

UK Christmas Period Spending
Description

UK Christmas Period Spending

Embed The Graphic
info
<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>
Use This Image:

May be used without charge by all commercial and non-commercial websites. Attribution (link) is required.

Download Imagedownload

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


  1. 1995 - Launch of Amazon UK

    Amazon begins operations in the UK, offering a wide range of products online.

  2. 1998 - eBay UK Expansion

    eBay enters the UK market, enabling online auctions and sales.

  3. 2000 - Tesco Online Grocery

    Tesco starts offering online grocery shopping with home delivery.

  4. 2004 - PayPal in the UK

    PayPal becomes available, providing secure online payment options.

  5. 2004 - ASOS Marketplace Launch

    ASOS introduces a marketplace for independent brands and boutiques.

  6. 2010 - Black Friday Adoption

    Black Friday sales become popular in the UK, boosting online sales.

  7. 2012 - Mobile Commerce Growth

    Increased use of smartphones for online shopping.

  8. 2015 - Click and Collect Services

    Retailers like Argos and John Lewis offer in-store pickup for online orders.

  9. 2015 - Amazon Prime Now Launch

    Amazon introduces Prime Now in the UK, offering same-day delivery for selected items.

  10. 2017 - Rise of Subscription Box Services

    Subscription box services like Birchbox and Graze gain popularity, offering curated products delivered regularly.

  11. 2019 - Growth of Social Commerce

    Platforms like Instagram and Facebook introduce shopping features, allowing users to purchase products directly through social media.

  12. 2024 - Growth of Augmented Reality (AR) Shopping

    AR technology becomes more prevalent, allowing customers to virtually try on products before purchasing online.

Contributors
İsmail
Data Researcher
Serhat
Chief Editor

Latest Statistics

Telegram Statistics (2025)

Last Updated: April 07, 2025
open post

Anthropic (Claude AI) Statistics (2025)

Last Updated: April 07, 2025
open post

Slack Statistics

Last Updated: March 19, 2025
open post

Shein Statistics

Last Updated: March 12, 2025
open post

Airbnb Statistics

Last Updated: March 03, 2025
open post

NVIDIA Statistics

Last Updated: February 19, 2025
open post