Younger Brits lead the way in online fashion shopping

Recent research by AliExpress reveals that younger British consumers are fervently keeping up with fashion trends through online shopping. The findings are detailed in AliExpress's latest Consumer Insight Report, which surveys over 12,000 shoppers across Europe to provide a comprehensive view of online purchasing habits.

The report indicates that 41% of UK consumers have patronised online marketplaces recently, underscoring the ubiquity and preference for digital platforms. Amid the surge in digital retail, 93% of respondents reported making online purchases within the last three months. Shoppers aged 25-34 exhibited the highest engagement in online retail through livestreaming, particularly in Northern cities like Cardiff, Leeds, and Newcastle.

During this period, 63% of British consumers disclosed spending between GBP £100 and GBP £500 online. The other 37% of shoppers reported expenditures below GBP £100. In terms of shopping frequency, over half of both UK and broader European respondents noted spending between one to four hours shopping online weekly, with 45% of UK participants purchasing an average of three to six products within three months.

Fashion emerged as the leading category for online spending among UK consumers, notably for those aged between 25-34 and 35-44, as well as coming in second for the 18-24 age group. The primary spending areas include clothing, home appliances, electronics, phones, beauty products, and sports equipment. The report indicates that 25-34-year-olds lead fashion purchases, with 35-44-year-olds also maintaining significant engagement.

Online shopping channels are varied, yet retailer websites dominate with 58% of respondents using them, followed by online marketplaces at 41%. Retailer mobile apps, second-hand platforms, and social media shops were less frequented but still popular among specific demographics. The analysis highlighted 18-24-year-olds' penchant for online marketplaces, while 45-54-year-olds were the foremost age group leveraging this channel overall.

The appeal of livestream shopping is evident, particularly among those aged 25-34, with significant participation in Cardiff, Leeds, Newcastle, and London. According to Bonnie Zhao, AliExpress UK General Manager, the trend is driven largely by younger consumers, often termed 'Genzennials', who find livestream shopping both entertaining and informative. Zhao cited this medium as an effective way to connect with influencers and discover emerging trends.

As the UK gears up for a summer of sports, AliExpress anticipates a boost in sports and wellness product purchases. This aligns with the company's role as the exclusive e-commerce partner for UEFA EURO 2024, aiming to connect consumers with the event's merchandise and associated products.

AliExpress continues to adjust its offerings and strategies in response to these dynamic shopping behaviours, leveraging comprehensive consumer insights to cater to its evolving customer base across the UK and Europe.