Consumer reasons for shopping online UK 2018-2019

What does the online shopper want? The answer for UK consumers was price comparison, according to results of a consumer survey conducted consecutively in 2018 and 2019. In both years, those surveyed predominantly cited price comparison and greater variety as the two leading motivations to do their shopping online.

Most popular items purchased online

The latest reports published by the Office for National Statistics (UK) also suggested that, for both men and women alike, clothing and sports goods were number one items that shoppers purchased online in 2019. Since 2008, the share of UK individuals who made purchases over the internet has gone up from 53 percent to a solid 82 percent, according to the Internet Household Access report published by the same source.

UK: Europe’s leading e-commerce market

UK’s online shoppers drive the country’s retail sector. Currently, the share of online sales as a proportion to all retail trade makes the United Kingdom the leading e-commerce market in Europe. Forecasts indicate that in 2019 the total value of online sales in the UK will exceed 76 billion British pounds.

Leading consumer motivations for online shopping in the United Kingdom (UK) in 2018 and 2019

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Release date

October 2019


United Kingdom

Survey time period

April 3 to 15, 2019

Number of respondents

1,502 respondentd

Special properties

Bought items online in the UK

Method of interview

Online survey

Supplementary notes

* This response was phrased as "Easier to search and buy" in 2019 survey. The 2018 survey used a sample of 1,506 shoppers and the date of survey was April 18-25, 2018.

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Statistics on "E-commerce in the United Kingdom (UK)"

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