Most popular goods purchased online in Great Britain 2018

Goods and services ranked by share of individuals who purchased online in Great Britain in 2018

by Tugba Sabanoglu, last edited Sep 2, 2019
Most popular goods purchased online in Great Britain 2018 In the UK, close to 80 percent of the population shop online and the consumers’ favorite item to buy online were clothes and sports goods. According to the 2018 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 clothing items 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.
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Goods and services ranked by share of individuals who purchased online in Great Britain in 2018

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