Insights into the growth of UK eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled

Economy The UK is home to 65.64 million people (across England, Scotland, Wales and Northern Ireland) with a total GDP of 2.62 trillion USD and is ranked as the 9th richest country, according to the World Bank GDP per capita rankings. The UK’s GDP per capita is currently 43,700 USD and is expected to reach 49,776 USD by 2021. Digital User Insights There are currently 45.36 million eCommerce users in the UK, with an additional 4.06 million users expected to be shopping online by 2021. Four years from now, these 49.42 million eCommerce users will spend an average of 2,251.82 USD online.

Internet usage of online shoppers Dividing internet usage into age groups gives a better picture of the UK eCommerce market – 96% of 16-24 year-olds, 94% of 25-34 year-olds, and 95% of 35-44 year-olds log on daily. The older generations also log on regularly with 45-54 year-olds and over 55s showing a 90% and 74% daily penetration rate, respectively.
Product Categories Total UK eCommerce revenue across all product categories is 82.11 billion USD, and is expected to grow to 108.64 billion USD by 2021. Fashion is currently the leading product category in the UK, accounting for 25.45 billion USD market share, followed by Toys, Hobby & DIY, which generates 17.46 billion USD in sales. By 2021, Fashion will still be the most purchased online category, with an estimated value of 34.85 billion USD, and second favorite, Toys, Hobby & DIY, will have an expected worth of 22.17 billion USD.
Logistics In 2016, the UK was ranked 8th in the World Bank Logistics ranking, above China, the US, Australia and Japan. Preferred Online Payments 47% of British shoppers like to pay via credit card when shopping online, and 41% prefer PayPal.
Where does the UK buy from? Germany supplies the UK with 93.9 billion USD in imports – ranging from petrol to cars. The UK’s other key import partners are China (62.8 billion USD), the US (44.8 billion USD), the Netherlands (44.4 billion USD) and France (37.6 billion USD).
Internet and Device Usage Internet penetration in the UK is currently 91.9%, and should reach 94.8% by 2021. Smartphone penetration is a little less (73.6%), but is projected to grow to 82.4% in the next four years. 57% of online shoppers in the UK buy via desktop, a stark contrast to the amount of smartphone (25%) and tablet (16%) shoppers.
Marketing In 2017, total ad spend in the UK is expected to reach 18.03 billion USD.
Social Media There are 39.35 million social network users in the UK, thanks to Facebook, YouTube, Twitter and Instagram, which are the leading social networks.
For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.