Clothes and sports goods: online purchasing in Great Britain 2019, by demographic

In the UK, more women than men purchased clothing and sports goods over the internet in 2019. According to an annual survey conducted and released by the UK’s Office for National Statistics, 64 percent of women purchased clothing items online within the last 12 months, and more prevalently in the younger age groups across both genders.

UK shops online for clothing and furniture

For British consumers, clothing and sports goods are the most popular category to shop online. 55 percent of individuals in British households purchased goods and items in this category in 2018. Clothing was followed by household goods such as furniture, which were popular with 48 percent of online shoppers.

UK consumers spend more shopping online

UK consumers are ahead in Europe when it comes to purchasing fashion and sporting items online. In 2018, the UK had the highest average annual spending per capita for online shopping as well. Against the UK’s per capita spending of 942 euros, consumers in Nordic countries spent 717 euros in total for online shopping. As it is, UK consumers spent more than Polish and Italian consumers combined.

Share of individuals who purchased clothes and sports goods online in Great Britain in 2019, by age and gender

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Release date

August 2019


United Kingdom (Great Britain)

Survey time period


Number of respondents


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 "Online clothing market in the United Kingdom (UK)"

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