E-commerce revenue in United Kingdom 2017-2024, by segment

The UK has been a leader in European e-Commerce for long with its average retail revenue per user over double that of the European figure in 2018. The British appetite for online shopping is served not only by favorable macro-economic factors such as internet and smartphone penetration but mainly by a mature market that consists of many retailers offering a wide variety of products.

Fashion and consumer electronics are the leading categories

In what is a trend in most countries in Europe and indeed the world, online sales of fashion products such as apparel, footwear and accessories, account for the largest share of the UK’s e-Commerce market. In fact, this category is also expected to witness the biggest jump in revenues over the period 2017-2023, increasing from 20.7 billion U.S dollars to almost 30 billion U.S dollars.

Athleisure’s growing popularity driving the market

The growing demand for comfort, performance and style has resulted in a boom in the global market for athleisure and the UK is no different. In fact, the Britishers have consistently been the largest shopping demographic as far as online fashion and sports goods are concerned. Adidas is the market leader in the athleisure category followed by Nike, Puma, Slazenger and Reebok.

E-commerce revenue forecast in United Kingdom from 2017 to 2024, by segment

FashionElectronics & MediaToys, Hobby & DIYFood & Personal CareFurniture & Appliances
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Release date

December 2019

Survey time period


Supplementary notes

The e-commerce market includes the sale of physical goods via a digital channel to a private end user (B2C). This comprises purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. The main sales channels are cross-brand online mail order companies and the online shops of individual companies. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

The exact definition of the Fashion market can be found here

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Statistics on "Clothes and shoes e-commerce in the United Kingdom"

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