Ecommerce Stats
This report provides a detailed collation of key Ecommerce statistics for the United Kingdom, incorporating the latest data from the Office for National Statistics (ONS) regarding the total value of retail and online retail sales.
The report focuses on online sales, B2C, B2B, omnichannel strategies, and Click & Collect adoption, sourced from trustworthy third-party organisations, with direct links provided for verification.
Additionally, it includes insights into marketing channel effectiveness and top-level Ecommerce statistics for the EU, North America, and the global market.
1. UK Ecommerce and Retail Overview
The United Kingdom has the most advanced Ecommerce market in Europe and is the third-largest globally, following China and the U.S.
Overall Retail Landscape (ONS Data):
- Total Retail Sales Value (2024): According to data compiled from the ONS, retail sales in Great Britain totaled Β£517 billion in 2024. This represents an increase of 1.4% compared to 2023. (Source: UK Parliament, Retail sector in the UK, September 2025, PDF Link)
β - Total Retail Sales Value (12 months to Sept 2025, excluding automotive fuel): The total value of sales (excluding automotive fuel) was Β£483 billion in the 12 months leading up to September 2025. (Source: British Retail Consortium, Retail in Numbers, October 2025, Link)
β - Retail Economic Output (2024): The retail sector contributed Β£111.6 billion in economic output (Gross Value Added) in 2024, representing 4.5% of the UKβs total economic output. (Source: UK Parliament, PDF Link)
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Ecommerce Market Size and Growth (ONS Data):
- Total UK Online Retail Sales Value (2024): Analysis based on ONS figures indicates that the value of online retail sales in the UK reached Β£127.41 billion in 2024. This is a 3.4% increase from Β£123.3 billion in 2023. (Source: Retail Gazette, citing analysis of ONS data, February 2025, Link)
β - Weekly Online Spend (September 2025): The average weekly value of internet sales was Β£2.6 billion (excluding fuel) in September 2025. (Source: House of Commons Library, Retail sales: Economic indicators, October 2025, Link)
Ecommerce Market (Wider Estimates and Projections):
While ONS data focuses on retail, broader market estimates include services and other digital transactions.
- Total UK Ecommerce Revenue (Estimate 2024): The wider UK Ecommerce market generated an estimated revenue of US$162.4 billion in 2024. (Source: ECDB, Ecommerce Industry in the UK, Link)
β - Projected Growth: Ecommerce revenues in the UK are projected to increase to $285.60 billion by 2025. (Source: International Trade Administration, United Kingdom - Ecommerce, Link)
Online Share of Total Retail (ONS Data):
- Latest Data (September 2025): The proportion of retail sales made online was 28.0% in September 2025, up from 27.8% in August 2025. (Source: Office for National Statistics (ONS), Retail sales, Great Britain: September 2025, Link)
β - Online Spending Growth: The amount spent online rose by 3.5% in Q3 2025 (July to Sept) compared with Q2 2025, and by 5.0% compared with Q3 2024. (Source: ONS, Link)
β - Historical Context: The current online share remains significantly above the pre-pandemic level of approximately 20% in 2019.10 Online sales peaked at 37% in February 2021 during lockdowns. (Source: UK Parliament, PDF Link)
2. B2C Ecommerce in the UK
The Business-to-Consumer (B2C) market is mature but continues to see steady growth.
- Market Size (2023): The UK B2C Ecommerce market revenue was USD 219.6 billion. (Source: Grand View Research, UK B2C Ecommerce Market Size & Outlook, Link)
β - Projected Growth: It is forecast to reach USD 326.8 billion by 2030, growing at a Compound Annual Growth Rate (CAGR) of 5.8% from 2024 to 2030. (Source: Grand View Research, Link)
β - Key Sectors:
- Fashion is the largest category by revenue contribution, accounting for 29% of the total UK Ecommerce revenue. (Source: ECDB, Link)
β - Consumer Electronics held a significant share of 14.3% in 2023. (Source: Grand View Research, Link)
3. B2B Ecommerce in the UK
The Business-to-Business (B2B) sector is undergoing rapid digitalisation and shows significantly higher growth rates than B2C. Note that market sizing estimates vary widely due to differing methodologies.
- Market Size (Estimate 1): The UK B2B Ecommerce market was valued at USD 688.70 billion in 2024 and is projected to reach USD 846.41 billion in 2025. (Source: Straits Research, United Kingdom B2B Ecommerce Market, Link)
β - Projected Growth (Estimate 1): Expected to grow at a CAGR of 22.9% between 2025 and 2033. (Source: Straits Research, Link)
β - Market Size (Estimate 2): A more conservative estimate valued the UK B2B Ecommerce market at USD 225.3 billion in 2023. (Source: Grand View Research, UK Business To Business Ecommerce Market, Link)
β - Projected Growth (Estimate 2): Expected to grow at a CAGR of 17.7% from 2024 to 2030. (Source: Grand View Research, Link)
β - Buyer Behavior: Digital self-service is becoming the norm. "Fewer than 25% of B2B buyers in the UK ever want to interact with reps in person again... The vast majority (96%) claim they will make a purchase in a digital self-serve, end-to-end portal, spending $50,000 or more in one transaction." (Source: McKinsey, Link)
4. Omnichannel Retail in the UK
The integration of physical and digital channels is essential, as UK consumers prefer hybrid shopping experiences.
- Blended Preference: 83% of UK consumers prefer a blend of in-store and online shopping. (Source: Bazaarvoice, Omnichannel at the core of UK buying behavior, Link)
β - Channel Balance: When considering primary shopping channels, 61% of shoppers favour in-store shopping overall, while 39% shop mostly online. (Source: Retail Economics, UK Omnichannel Retail 2023, PDF Link)
β - Demographic Differences:
- 44% of Millennials shop online on a daily or weekly basis and 32% of Millennials do most of their shopping online (Source: CapitalOne Retail Research, Link)Β
β - 69% of Boomers shop primarily in-store. (Source: Retail Economics, PDF Link)
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- Webrooming and Showrooming:
- Webrooming (research online, buy in-store, also known as reverse-showrooming): 74% of consumers frequently do it (Source: ResearchGate, Link)
β - Showrooming (inspect in-store, buy online): 60% of consumers prefer this. (Source: Bazaarvoice, Link)
5. Click & Collect in the UK
Click & Collect is a key component of the omnichannel strategy, valued for convenience and its ability to drive incremental sales.
- Adoption: 69% of UK shoppers use Click & Collect services. (Source: Retail Insight Network, UK consumers call for evolution of Click + Collect technology, Link)
β - Market Share (2023): Accounted for 12.9% of online spend. (Source: Retail Insight Network, Link)
β - Market Value (2022): The Click-and-collect economy was worth Β£42.4bn, representing 8.4% of the UK's total retail spending. (Source: Barclays Corporate Banking, Link)
β - Impact on Sales:
- Shoppers spend an average of 14% more when opting for Click & Collect. (Source: Retail Systems, Link)
β - 85% of shoppers report buying additional items when collecting their orders in-store. (Source: DJS Research, Link)
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- Challenges: 79% of consumers believe the service needs improvement, citing issues such as queues (23%) and inconvenient opening hours (14%). (Source: Retail Insight Network, Link)
6. Marketing Channels
Digital Marketing Influence and Spend:
- Digital's Impact on Revenue: A study commissioned by Google found that for omnichannel retailers, "Digital marketing is responsible for driving 22% of Ecommerce revenue, with traditional marketing driving 8%." Furthermore, "Ecommerce revenue is 2.75X as dependent on digital marketing channels as traditional marketing channels." (Source: Think with Google, Link)
β - UK Digital Advertising Market (2024): The market size is Β£32bn, representing 80% of total UK advertising revenues. It is forecast to grow to Β£44bn by 2028. (Source: PwC UK, Link)
β - Advertising Breakdown (2024): Total UK advertising spend was Β£42.6bn. Search advertising accounted for Β£16.9bn, and online display advertising (including social media) accounted for Β£16.7bn. (Source: Press Gazette, Link)
β - Affiliate Marketing: Contributed 13% of all UK online retail revenue during Cyber Weekend 2024. (Source: Raconteur, Link)
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Average B2C Ecommerce Conversion Rates by Channel:
- Referral: 3.6%
- Organic search: 3.3%
- Email marketing: 2.2%
- Paid search: 1.2%
- Social media: 1.1%
(Source: Ruler Analytics, based on their dataset analysis, Link)
7. International Ecommerce Statistics
European Union (EU) Ecommerce
- Market Size (2023): Europe is the thirdΒ biggest retail ecommerce market globally, with total revenues of US$631.9 billion in 2023. (Source: International Trade Administration, Link)
β - Projected Growth:. An annual growth rate of 9.31% for revenues will lead to a total of US$902.3 billion in European retail ecommerce sales by 2027. (Source: International Trade Administration, Link)
β - Regional Breakdown: Western Europe accounts for over 67% of the total B2C Ecommerce turnover in Europe. (Source: Evalueserve, PDF Link)
β - Europe-5 Forecast (UK, France, Germany, Italy, Spain): Consumers in these five economies will spend β¬565 billion on online purchases by 2029, accounting for nearly 21% of total retail sales in these markets. (Source: Forrester, Link)
β - Enterprise E-Sales (2023): 23.83% of EU enterprises conducted e-sales, generating 19.12% of total enterprise turnover. (Source: Eurostat, Link)
North America Ecommerce
- Market Size (2025): Estimated at USD 1.45 trillion. (Source: Mordor Intelligence, Link)
β - Projected Growth: Expected to reach USD 2.23 trillion by 2030 (CAGR of 9.69% from 2025-2030). (Source: Mordor Intelligence, Link)
β - Mobile Commerce: Accounted for 72.01% of transactions in 2024. (Source: Mordor Intelligence, Link)
Global Ecommerce
- Retail Ecommerce Market Size (2025): Global retail Ecommerce sales are estimated to reach between $6.42 trillion (Source: Shopify Link, eMarketer Link) and $6.87 trillion (Source: Yaguara, Link; Statista, Link)
β - Projected Retail Growth: Expected to hit $8.09 trillion by 2028. (Source: Yaguara, Link)
β - Total Market (B2B + B2C): The total global Ecommerce market size was estimated at USD 25.93 trillion in 2023 and is projected to reach USD 83.26 trillion by 2030 (CAGR of 18.9%). (Source: Grand View Research, Link)
β - Share of Total Retail: In 2025, Ecommerce sales are estimated to make up 21% of retail sales worldwide. (Source: Yaguara, Link; Statista, Link)
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