Online Shopping vs In-Store Shopping Statistics (2026 UK Data)

The debate between online shopping and in-store shopping has evolved into a more nuanced picture in 2026. While digital commerce now accounts for approximately 30% of all UK retail sales (up from 21.6% in 2019), physical stores remain remarkably resilient. The reality is that 73% of retail consumers are omnichannel shoppers, blending online browsing with in-store experiences. In the UK, 83% of consumers prefer a combination of both channels, and retailers with strong omnichannel strategies significantly outperform single-channel competitors.

This comprehensive guide compares online shopping and in-store shopping with the latest 2026 statistics, covering market shares, consumer preferences, conversion rates, category breakdowns, and the rise of omnichannel retail.

Key Statistics 2026 (Editor’s Choice)

• Online sales account for approximately 30% of all UK retail spending. (ONS, 2026)
• 73% of retail consumers are omnichannel shoppers. (SAP Emarsys / Capital One Shopping, 2026)
• 83% of UK consumers prefer a blend of online and in-store shopping. (GWP Group, 2026)
• Globally, 59% prefer online shopping vs 41% in-store. (Business.com, 2026)
• UK online retail reached £127.41 billion in 2024, growing 3.4% YoY. (ONS / Charle, 2026)
• Click-and-collect sales will total $154.3 billion globally in 2025. (Invoca, 2026)
• Consumers are 90% more likely to purchase from retailers with omnichannel marketing. (SAP Emarsys, 2026)
• 61% of UK shoppers still favour in-store for certain categories. (GWP Group / Statista, 2026)

Online vs In-Store: Market Share

1. Online sales account for approximately 30% of all UK retail in 2026

Digital commerce now captures nearly a third of all UK retail spending, a dramatic increase from 21.6% in 2019. This means that 70% of retail sales still occur in physical stores, though the balance continues to shift gradually towards online channels.

Source: ONS / eMarketer, 2026

2. UK online retail reached £127.41 billion in 2024

UK online retail sales hit £127.41 billion in 2024, representing a 3.4% increase from £123.3 billion in 2023. Growth is expected to continue through 2025 and 2026, reaching new highs each year.

Source: ONS / Charle, 2026

3. Physical retail still accounts for approximately 70% of UK spending

Despite the impressive growth of ecommerce, the vast majority of retail transactions still happen in physical stores. Food, essential items, and high-consideration purchases like furniture and cars remain predominantly in-store categories.

Source: ONS, 2026

4. Globally, 59% of consumers prefer online shopping vs 41% in-store

Looking beyond the UK, global consumer preferences have tipped in favour of online shopping for the first time, with 59% saying they prefer digital channels. However, this varies significantly by age, product category, and region.

Source: Business.com, 2026

5. The pandemic permanently raised online’s share by roughly 8 percentage points

While the extreme COVID-era peak of 33.9% online sales in 2020 has normalised, the post-pandemic baseline settled at approximately 27–30% — roughly 8 percentage points higher than the 21.6% recorded in 2019. This represents a permanent structural shift in UK retail.

Source: ONS, 2026

Consumer Preferences by Category

6. 93% prefer online for fitness equipment; 37% prefer in-store for food

Shopping preferences vary dramatically by product type. Far more consumers prefer online for categories like fitness equipment (93%), electronics, and fashion. However, food (37%), shoes (33%), and clothing to try on (32%) remain categories where in-store shopping is strongly preferred.

Source: GWP Group / Statista, 2026

7. Fashion leads UK ecommerce with £67.8 billion and 48% digital penetration

Fashion has the highest ecommerce penetration of any major UK retail category at 48%. This means almost half of all fashion purchases happen online, driven by easy returns policies, mobile browsing, and social media-driven discovery.

Source: Charle / ECDB, 2026

8. Grocery ecommerce has stabilised at approximately 10–12% of total grocery sales

After surging to over 15% during the pandemic, UK grocery ecommerce has settled at 10–12% of total grocery spending. While lower than fashion, this still represents a significant market, with Tesco, Sainsbury’s, Asda, and Ocado competing for online grocery shoppers.

Source: eMarketer / ONS, 2026

9. 60% of shoppers prefer in-store for the experience of testing products

Six in ten shoppers say they prefer in-person shopping because they enjoy the experience — testing products, comparing options, and the overall atmosphere of a store. This highlights that physical retail’s advantages go beyond mere transactions.

Source: Capital One Shopping / Invoca, 2026

Omnichannel Shopping Statistics

10. 73% of retail consumers are omnichannel shoppers

Nearly three-quarters of all retail consumers now use multiple channels in their shopping journey. They might discover a product on social media, research it on a mobile app, compare prices on a desktop, and then purchase in-store (or vice versa).

Source: SAP Emarsys / Capital One Shopping, 2026

11. 75% of consumers use at least three channels in their buying journey

The modern purchase path is far from linear. Three-quarters of consumers engage with at least three different channels before making a purchase, including social media, search engines, brand websites, marketplaces, and physical stores.

Source: SAP Emarsys / Invesp, 2026

12. Consumers are 90% more likely to purchase from omnichannel retailers

Retailers that offer a seamless experience across online and offline channels see a dramatic advantage. Consumers are 90% more likely to complete a purchase from a retailer with cohesive omnichannel marketing compared to single-channel alternatives.

Source: SAP Emarsys, 2026

13. Click-and-collect sales will total $154.3 billion globally in 2025

Buy online, pick up in-store (BOPIS) and curbside pick-up services are growing at 16.2% year-over-year, reaching $154.3 billion globally. Shoppers are 19.8% more likely to purchase from stores offering these omnichannel pick-up options.

Source: Invoca, 2026

14. 56% of adult consumers prefer to shop both online and in-person

More than half of adult consumers actively choose to shop across both channels, reflecting the complementary nature of digital and physical retail rather than a competition between them.

Source: Capital One Shopping, 2026

Advantages of Each Channel

15. Online advantages: convenience, price comparison, and wider selection

The top reasons consumers choose online shopping include convenience (24/7 access), the ability to compare prices across retailers instantly, a wider product selection, and home delivery. Online shoppers also benefit from customer reviews, detailed product information, and easy reordering.

Source: GWP Group / Invesp, 2026

16. In-store advantages: sensory experience, instant gratification, and personal service

Physical stores excel at providing sensory experiences (touching, trying on, testing products), instant gratification (taking purchases home immediately), and personal service from knowledgeable staff. These factors remain powerful drivers of in-store preference.

Source: Capital One Shopping / Invoca, 2026

17. Online conversion rates average 2–3%, while in-store rates reach 20–40%

Physical stores significantly outperform online channels in terms of conversion rates. Shoppers who enter a store are far more committed than casual online browsers, explaining the dramatic difference. However, online stores compensate with much higher traffic volumes.

Source: Invesp / Invoca, 2026

18. Return rates: online fashion returns average 25–40% vs 8–10% in-store

One of online retail’s biggest challenges is high return rates, particularly in fashion. The inability to try on items before purchasing leads to significantly higher return rates compared to in-store purchases, adding costs for retailers and environmental impact.

Source: GWP Group / Space and Time, 2026

19. In-store shoppers spend 31% more per visit than online shoppers

Physical stores benefit from impulse purchasing, upselling by staff, and the immersive shopping environment. On average, in-store shoppers spend approximately 31% more per visit than online shoppers, though online shoppers may shop more frequently.

Source: Invoca / Fit Small Business, 2026

Key Takeaways

• Online sales capture approximately 30% of UK retail, but physical stores still account for 70% of all spending.
• The future is omnichannel: 73% of consumers use multiple channels, and 83% of UK shoppers prefer a blend of online and in-store experiences.
• Category matters enormously: electronics and fitness equipment are overwhelmingly purchased online, while food, shoes, and clothing-to-try-on remain in-store favourites.
• Omnichannel retailers have a clear advantage: consumers are 90% more likely to buy from retailers offering seamless cross-channel experiences.
• Each channel has distinct strengths: online excels at convenience and selection; in-store excels at conversion rates, experience, and higher basket sizes.
• Click-and-collect bridges both worlds, reaching $154 billion globally as consumers seek the best of online browsing and in-store convenience.
• For retailers, the winning strategy is not choosing between online and in-store, but investing in a cohesive omnichannel experience that meets consumers wherever they prefer to shop.

All statistics sourced from: ONS (Office for National Statistics), GWP Group, Charle, eMarketer, SAP Emarsys, Capital One Shopping, Invesp, Invoca, Business.com, Statista, ECDB, BigCommerce, Space and Time, and Fit Small Business. Figures represent the latest available data as of early 2026.