Price-conscious shoppers drive UK online sales growth

By

Barbara Santamaria

Published
Sep 5, 2018

UK shoppers are purchasing more, and more frequently, online as the benefits of e-commerce, such as a wider selection, outweigh the troubles of in-store shopping.

According to a new report from the Royal Mail, UK online shoppers now make 87% of their non-food retail purchases online, compared to 80% last year. Amid growing economic uncertainty, e-commerce offers shoppers the ability to compare prices and get the best value for their money, as well as choose from a wider selection of products. On average, shoppers spend £34 on each online transaction.

Social media is a key growth driver, particularly for younger shoppers and women. In fact, 48% of younger shoppers and 29% of women are more likely to have gone online to purchase items after seeing them on social media. Overall, 22% of UK consumers have bought products based on social media posts.

“The growth of online retailing is driving a relentless pursuit of value for money. People continue to look online for the best deals and prices and this is driving the proportion of money being spent online, which has increased for the second year in a row,” said a spokesperson for Royal Mail.

“Retailers of all sizes must ensure they are responding to the ever changing digital landscape alongside trends in online shopping behaviour being led by younger shoppers.” 

The study also revealed men typically spend £21 more online than women over a three-month period, and younger shoppers typically buy online more frequently than shoppers of an older age.  Laptops are the device most commonly used in the evening, while smartphones are more likely used at all other times of the day. Finally, the proportion of Britons who shop online whilst travelling or commuting has increased by 7%.