Online shopping behavior in the United Kingdom (UK) - statistics & facts
In the United Kingdom (UK), over 80 percent of the population makes e-commerce purchases, or to put it in other words, over four in five UK consumers are digital buyers. Over the last couple of decades, online shopping has become ubiquitous, not just in the UK, but worldwide; moreover, the numbers are still growing. By 2027, for example, the penetration rate among the country's consumers is expected to reach over 86 percent.
What are some of the habits of digital shoppers in the UK?
When asked what types of products consumers in the UK had bought online in the past year, apparel was by far the most common answer: roughly six in ten British digital shoppers had purchased at least one item of clothing in the past 12 months. While clothes and footwear were the most popular categories, shoppers liked buying several kinds of products, including electronics, food and drinks, cosmetics, furniture, and more. Before buying anything, however, more than half of UK consumers would do some research on the internet first. Many also found reading customer reviews very helpful. In fact, over 90 percent of consumers in the UK stated that they typically avoided buying from a business below a 4-star rating, making it vital for e-retailers to provide quality products and customer-friendly service.
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