UK: most shopped for categories online 2022

In the first half of 2022, grocery was the most popular category for online shoppers in the United Kingdom among regular e-shoppers. Up to 57 percent of survey respondents had bought groceries via the internet in the previous six months as of July 2022. The second most-purchased products were fashion items, at 56 percent. Fresh food and beverages came in third, with 52 percent of UK shoppers ordering them online.

Leading online shopping product categories among e-shoppers in the United Kingdom (UK) in 2022

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Release date

February 2023

More information

Region

United Kingdom

Survey time period

May 30 to July26, 2022

Number of respondents

800-1,525 respondents*

Age group

18 years and older

Special properties

regular e-shoppers

Method of interview

Online survey

Supplementary notes

The interviews were blind (respondents did not have references to brands, e-tailers, or transporters).
* The survey involved 23,974 participants across the following European countries: Czech Republic, Estonia, France, Germany, Hungary, Ireland, Italy, Latvia, Lithuania, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Switzerland, and the United Kingdom.
Between 800 and 1,525 participants were interviewed per country. All respondents had purchased physical products online since January 2022 and received at least one package.
The original question was phrased by the source as follows: "Since January, what types of goods have you ordered online?”

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