How Many People Shop Online in the UK? (2026 Statistics)

The United Kingdom is one of the world’s most digitally engaged shopping nations. In 2026, approximately 87% of UK consumers make purchases online, with more than 90% of UK internet users buying products digitally. The UK ecommerce market is projected to exceed £286 billion, making it the third-largest ecommerce market globally behind China and the United States, and the largest in Europe. British shoppers spend an average of £3,715 per year online, and online sales account for around 30% of all UK retail spending.

This guide answers the question “How many people shop online in the UK?” with comprehensive 2026 data covering the number of online shoppers, spending habits, market size, category breakdowns, and how UK ecommerce compares to the rest of the world.

Key UK Online Shopping Statistics 2026 (Editor’s Choice)

• 87% of UK consumers make purchases online. (Charle / GWP Group, 2026)
• More than 90% of UK internet users buy products online. (Statista, 2026)
• UK ecommerce market is projected to exceed £286 billion in 2025/2026. (Netguru / eMarketer, 2026)
• The UK is the third-largest ecommerce market globally. (Trade.gov, 2026)
• Online sales represent approximately 30% of total UK retail. (ONS, 2026)
• British shoppers spend an average of £3,715 per year online. (GWP Group, 2026)
• Fashion leads UK ecommerce with £67.8 billion in online sales. (Charle, 2026)
• Mobile commerce accounts for 55% of all transactions. (Charle / Merchant Savvy, 2026)

How Many People Shop Online in the UK?

1. 87% of UK consumers make online purchases

An overwhelming majority of UK consumers — approximately 87% of the adult population — now shop online. With a UK adult population of around 53 million, this translates to roughly 46 million online shoppers. The UK has one of the highest online shopping participation rates in the world.

Source: Charle / GWP Group, 2026

2. More than 90% of UK internet users buy products online

When looking specifically at internet users (rather than the total population), the online shopping rate rises above 90%. The UK’s high internet penetration rate (96%+) means that nearly every connected Briton is also a digital shopper.

Source: Statista, 2026

3. The UK has approximately 60 million internet users

With a total population of around 68 million, the UK’s internet penetration stands at approximately 96%. This near-universal connectivity underpins the UK’s position as one of the world’s most mature digital economies and ecommerce markets.

Source: Statista / ONS, 2026

4. Online shopping is near-universal among 16–44 year olds

Virtually all UK adults aged 16–44 shop online, with penetration rates exceeding 95% in these age groups. Even among the 65+ age group, online shopping rates have risen significantly, particularly since the pandemic accelerated digital adoption.

Source: ONS / Statista, 2026

5. The UK is the third-largest ecommerce market globally

Behind China (approximately $2.3 trillion) and the United States (approximately $1.2 trillion), the United Kingdom is the world’s third-largest ecommerce market and the largest in Europe. This position reflects the UK’s combination of high digital literacy, strong logistics infrastructure, and consumer willingness to shop online.

Source: Trade.gov / Mordor Intelligence, 2026

UK Online Spending Statistics

6. British shoppers spend an average of £3,715 per year online

The average UK online shopper spends £3,715 annually on internet purchases, equating to approximately £310 per month or just over £71 per week. This makes British consumers among the highest online spenders per capita in the world.

Source: GWP Group, 2026

7. UK ecommerce market is projected to exceed £286 billion

The total UK ecommerce market — encompassing all product categories and services purchased online — is projected to exceed £286 billion in 2025/2026. This figure has grown consistently year-on-year, driven by expanding product ranges, improved delivery options, and increasing consumer confidence.

Source: Netguru / eMarketer, 2026

8. UK online retail sales reached £127.41 billion in 2024

Looking specifically at retail (excluding services), UK online retail sales hit £127.41 billion in 2024, a 3.4% increase from £123.3 billion in 2023. This steady growth trajectory is expected to continue through 2026 and beyond.

Source: ONS / Charle, 2026

9. Online sales represent approximately 28–30% of total UK retail

Nearly a third of all UK retail spending now happens online. The ONS reported online sales at 28.0% of total retail in September 2025, with the figure projected to reach 30.7% by the end of 2025/early 2026. This is significantly higher than most European countries.

Source: ONS / eMarketer, 2026

10. Online spending rose 3.5% in Q3 2025 compared to Q2 2025

The UK’s online retail market continues to show healthy quarterly growth, with a 3.5% increase in spending in Q3 2025. This consistent growth demonstrates that ecommerce expansion in the UK is sustainable rather than driven by one-off events.

Source: ONS, 2025

UK Online Shopping by Category

11. Fashion leads UK ecommerce with £67.8 billion in online sales

Fashion (clothing, footwear, and accessories) is the largest ecommerce category in the UK, generating £67.8 billion in online sales. Approximately 48% of all fashion purchases in the UK are made online, giving it the highest digital penetration of any major retail category.

Source: Charle / ECDB, 2026

12. Grocery ecommerce continues to grow post-pandemic

Online grocery shopping, which surged during the pandemic, continues to grow in the UK. Major retailers including Tesco, Sainsbury’s, Asda, and Ocado have invested heavily in delivery infrastructure and same-day fulfilment capabilities.

Source: eMarketer / Statista, 2026

13. Electronics and technology are the second-largest online category

Consumer electronics, computing equipment, and tech accessories represent the second-largest ecommerce category in the UK. High average order values and strong comparison-shopping behaviour make electronics particularly well-suited to online purchasing.

Source: Statista / ECDB, 2026

14. Health and beauty ecommerce is growing at double-digit rates

The online health and beauty market in the UK is experiencing strong double-digit growth, driven by subscription services, personalised products, and the influence of social media beauty content. Brands like Boots, Lookfantastic, and The Ordinary have built strong direct-to-consumer online businesses.

Source: Charle / Statista, 2026

UK Online Shopping Trends

15. eMarketer forecasts continued ecommerce growth in 2026

eMarketer projects that UK ecommerce growth will accelerate in 2026, driven by developments in mobile commerce, personalised shopping experiences, and improved fulfilment options. New developments in AI-powered recommendations and social commerce are expected to push spending higher.

Source: eMarketer / Netguru, 2026

16. Nearly a third of all UK retail spending happens online

The UK has one of the highest rates of online retail penetration in the world, with approximately 28–31% of total retail sales occurring through digital channels. This is significantly higher than the European average and reflects the UK’s mature digital infrastructure and consumer confidence in online purchasing.

Source: ONS, 2026

17. Click-and-collect remains a popular fulfilment option

A significant proportion of UK online shoppers choose click-and-collect (buying online, picking up in-store) as their preferred delivery method. This hybrid approach appeals to consumers who want the convenience of online browsing with the immediacy of in-store collection.

Source: eMarketer / Whistl, 2026

18. Same-day and next-day delivery expectations continue to rise

UK consumers increasingly expect fast delivery, with same-day and next-day options becoming standard rather than premium. Amazon Prime, retailer-specific delivery services, and third-party logistics providers are all investing in faster fulfilment to meet these expectations.

Source: Whistl / GWP Group, 2026

19. Free delivery remains the most important factor in online purchase decisions

Free delivery continues to be the single most influential factor in UK consumers’ online purchasing decisions. Retailers who offer free delivery (even with minimum spend thresholds) consistently outperform those who charge for shipping.

Source: GWP Group / Whistl, 2026

20. Cross-border ecommerce is growing among UK shoppers

Post-Brexit adjustments have stabilised, and UK consumers are increasingly comfortable purchasing from international websites. Popular cross-border shopping destinations include the US, EU countries, and China (via platforms like AliExpress, Temu, and Shein).

Source: Trade.gov / eCommerce Scotland, 2026

Key Takeaways

• Approximately 46 million people shop online in the UK, representing 87% of the adult population and over 90% of internet users.
• The UK is the third-largest ecommerce market globally and the largest in Europe, with a total market exceeding £286 billion.
• British shoppers spend £3,715 per year online on average, making them among the highest online spenders per capita worldwide.
• Online sales represent 28–31% of all UK retail, significantly above the European average, with the proportion continuing to grow.
• Fashion is the dominant online category at £67.8 billion, while grocery, electronics, and health & beauty continue to grow rapidly.
• Mobile commerce accounts for 55% of transactions, with smartphones generating 80% of online retail traffic.
• Consumer expectations are rising: free delivery, next-day fulfilment, and seamless cross-channel experiences are now baseline requirements for UK retailers.

All statistics sourced from: ONS (Office for National Statistics), Statista, Charle, eMarketer, GWP Group, Netguru, Trade.gov, Mordor Intelligence, ECDB, Whistl, and eCommerce Scotland. Figures represent the latest available data as of early 2026.