UK online shopping facts and stats in 2017 – so far


In the United Kingdom, online behaviour in terms of fashion products has changed considerably, since more than 90 per cent of households have internet access. As a consequence, in the past years, the internet has become a popular destination for people interested in shopping. This has forced traditional stores to improve and keep up with their virtual rivals. Fashion business data and analytics tools show great trading figures in terms of online shopping for retailers. In addition to this, there is also a forecasted growth in sales, taking into consideration that winter holidays are just around the corner and most people will turn to virtual stores, to avoid the madness in malls and shops. So if you are interested to find out some key facts and statistics as well as their takeaways, we have compiled a short list for you.

What are people buying online?

Nowadays, we could say that people buy absolutely anything online. However, there are certain sectors more successful than others. Fashion items and sportswear, for instance, are the most popular online purchases in 2017 so far, with over 56 per cent compared to adult buyers admitting they have ordered clothes at least once. Together with footwear, garments are accounting for almost 35 per cent of purchases. Other products people get via internet are electronic and digital media, groceries, travel services, beauty, stationery and even vehicles.

Where are UK shoppers buying from?

British people are quite nationalist when it comes to their online shopping, so they are normally ordering from local retailers such as Spartoo. In 2017, more than 90 per cent of adults who bought fashion items via internet got their goods from UK based companies. And taking into consideration that Christmas is arriving soon and no one has time to wait for late shipping, this per cent is likely to increase by the end of the year. As far as other locations are concerned, only 30 per cent bought from EU sellers and an even smaller per cent, from the rest of the world.

Who is buying online?

Of course, younger people, who are more familiarised with the use of internet, are the most active online shoppers. However, the elder generation is soon catching up: those aged 55 to 64 seem to be getting closer, with a rise of over 30 per cent points in the last ten years, reaching 75 per cent in 2017. Young adults buy more than older adults, who seem to be more attached to traditional shopping and of course, women buy more than men.

How do people make buying decisions online?

When it comes to making buying decisions online, statistics show that other clients’ reviews for products and brands are extremely important. 58 per cent of women buying garments say they check out product description before placing an order, and 56 per cent also read social media pages and blogs, for advice. Furthermore, they also visit the size guide before deciding. In spite of that, it seems that fashion products are some of the most common items online shoppers return. For this reason, as a dedicated retailer, you must make sure you provide your clients with enough details and support they need before making a purchase.