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Clothes, shoes, accessories: online purchasing in Great Britain 2020, by demographic

In the UK, more women than men purchased clothing (including sports clothing), shoes and accessories over the internet in 2020. According to an annual survey conducted and released by the UK’s Office for National Statistics, 62 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 (including sports clothing), shoes and accessories are the most popular category of physical goods to shop online. 55 percent of individuals in British households purchased goods and items in this category in 2020. Clothing was followed by deliveries from restaurants, fast-food chains or catering services which were popular with 32 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 (including sports clothing), shoes and accessories online in Great Britain in 2020, by age and gender

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Release date

August 2020


United Kingdom (Great Britain)

Survey time period


Number of respondents


Age group

16 years and older

Special properties

bought within the last 3 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.
***The source indicates: "Online purchases were measured in previous releases as taking place within the last 12 months, therefore estimates from previous years are not strictly comparable with 2020." 

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

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