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Consumer reasons for shopping online UK 2018-2020

What does the online shopper want? The answer for UK consumers was price comparisons, according to results of a consumer survey conducted each year from 2018 to 2020. In each of these 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 British men and women alike, clothing and sports goods were the number one items that shoppers purchased online in 2020. Ranking second that year, deliveries from restaurants, fast-food chains or catering services were ordered by approximately a third of consumers in Great Britain.

UK: Europe’s leading e-commerce market

UK’s online shoppers drive the sovereign 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 the total value of online sales in the UK will have reached approximately billion British pounds in 2020.

Leading consumer motivations for online shopping in the United Kingdom (UK) from 2018 to 2020

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Release date

October 2020


United Kingdom

Survey time period

May 7 to 19, 2020

Number of respondents

1,564 respondents

Method of interview

Online interview

Supplementary notes

The source does not provide a date of release for this study. Therefore, date of access is used here.

The figures have been taken from several publications.

* This response was phrased as "Like to browse online in their free time" in 2018 survey.

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

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