UK online shopping surges to 50%, led by groceries
British consumers are increasingly turning to online shopping, dedicating nearly five hours of their week to browsing products on the internet, according to a new Consumer Insights Report from AliExpress. The survey revealed that 50% of shopping by Brits is conducted online, reflecting an uptick in digital retailing over the past quarter.
The report, which gathered input from 9,524 respondents across the UK, France, Germany, Italy, and Spain, highlighted key changes in shopping behaviours for 2024. A striking finding was that groceries and beverages have now overtaken clothing as the top category for online purchases. This shift is largely attributed to the recent summer of sports which influenced not just fashion choices but also an increase in purchases of celebratory items for sports viewing.
Almost 32% of respondents noted that the summer’s sports events had influenced their fashion preferences. This is underscored by a rise in the purchase of English-branded memorabilia and summer clothing suitable for outdoor sports matches. Additionally, 40% of Brits indicated that online shopping had made sports more accessible for them this year.
Beyond consumer habits, the survey connected sports participation with positive well-being and social outcomes. Nearly 75% of Brits agreed that taking part in sports improved their mental well-being. Over 65% stated that sports enabled them to connect with people from different backgrounds, and the same percentage agreed that sports provided them with a sense of community. Furthermore, more than 45% said they felt a stronger connection to their country during global sporting events.
The data indicated significant online shopping activity across various age groups. Individuals aged 25-34 led the trend, spending an average of 5.61 hours each week researching and buying products online. Millennials (aged 35-44) were also prominent, with 56.22% of their shopping being done online. Gen Z (aged 18-24) followed closely with 56.13%. In contrast, those over 55 years old were the only group more inclined toward offline shopping.
Regionally, Greater London emerged as the top spender across most categories, except for groceries and beverages where the East of England took the lead. On average, British consumers purchased 10 products online within a three-month period.
The top five categories for online spending in the UK, based on the quarterly figures, were groceries and beverages (GBP £254.37), clothes and shoes (GBP £90.50), home appliances and consumer electronics (GBP £76.66), phones and telecom (GBP £73.39), and sports and entertainment (GBP £60.25).
Marketplaces such as AliExpress have gained popularity due to their convenience, competitive pricing, vast product selection, and efficient home delivery services. More than half (51.41%) of Brits reported shopping from online marketplaces. These platforms have capitalised on major sporting events to engage consumers, as seen in the recent "Score More with AliExpress" campaign during UEFA EURO 2024, which featured football legends David Beckham and Rio Ferdinand.
Bonnie Zhao, General Manager of AliExpress UK, commented on the findings, stating, "Sporting events remain a popular medium for communities to come together, and we want to support that in every way we can. Through our partnership with UEFA EURO 2024, we wanted to make something which might seem far away to many consumers, more accessible. By observing shopping habits, we aim to influence the ways people shop and make it smarter and more affordable. It’s about quality items being offered at competitive prices; whilst ensuring that consumers feel they can trust the platforms they are shopping on."
