Most popular goods purchased online in Great Britain 2019

In the UK, 60 percent of the population shop online and the consumers’ favorite item to buy online were clothes and sports goods. According to the 2019 results of an annual interview conducted by the Office for National Statistics, more than 40 percent of individuals in the United Kingdom (UK) purchased holiday accommodation, household goods and event tickets online. Services and products least popular with online consumers were medicine, computer hardware and telecommunication services, which only less than 20 percent of households choose to purchase online.

Retail shopping online

In the UK’s highly mature e-commerce market, one prominent sector where online flourishes is retail. As of 2018, online accounted for more than 20 percent of all retail industry sales in the United Kingdom. Clothing and footwear items proved their popularity with consumers yet again and displayed the highest growth in online sales as recently as June 2019.

Shopping online on smartphones

With rapid changes in the ways that individuals integrate online into their lives, online shopping changes patterns as well. More and more smartphone owners seem to be using their devices for buying goods online. According to Ipsos Media’s tech tracker surveys, 44 percent of consumers were shopping online via their smartphones in the first quarter of 2019.

Goods and services ranked by share of individuals who purchased online in Great Britain in 2019

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Source

Release date

August 2019

Region

United Kingdom (Great Britain)

Survey time period

2019

Number of respondents

1,800**

Age group

16 years and older

Special properties

bought within the last 12 months.

Method of interview

Online interview

Supplementary notes

* The source indicates: "The source of this information is the Opinions and Lifestyle Survey (OLS). The OLS is a multi-purpose survey developed by ONS for use by government departments, other public bodies, charities, academics and the media. It provides a fast, cost effective and reliable way of obtaining information on topics too brief to warrant their own survey."
** The Opinions and Lifestyle Survey is carried out by interviewing a nationally representative sample of households in Great Britain. About 1,800 households are sampled each month and estimates are subject to sampling variability, as are those from all sample surveys.

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Statistics on "Internet industry in the United Kingdom (UK)"

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