Online Shopping vs In-Store Shopping Statistics for the UK in 2025

June 17, 2025 By Dunja Radonic 5 min read

The battle between online and in-store shopping has reached a fascinating equilibrium in Britain. While digital commerce continues its remarkable growth trajectory, physical stores maintain their unique appeal for British consumers who value the tactile shopping experience.

Recent data reveals that online retail sales in the UK hit a record-breaking £127 billion in 2024, marking the highest figure seen outside the COVID-19 lockdown surge. Yet despite this digital dominance, 59% of consumers still prefer buying groceries in physical stores, highlighting the enduring importance of traditional retail.

This comprehensive analysis examines 28 key statistics that define how Britons shop in 2025, exploring the dynamic relationship between digital convenience and in-store experience.

Top UK Online Shopping vs In-Store Statistics (Editor’s Choice)

Online retail sales reached £127 billion in 2024, up 3.4% from the previous year
Digital commerce now accounts for 30% of total retail sales, compared to 21.6% in 2019
63% of adults prefer online food shopping, yet 59% still buy groceries in physical stores
Mobile commerce represents 55% of all online sales, with 91% of adults owning smartphones
54% of shoppers research major purchases online before buying
Food goods lead online categories at £19.45 billion, followed by fashion at £16.52 billion
The UK is expected to reach 1 million eCommerce users by 2025

UK Online Shopping Market Growth and Size

Record-Breaking Digital Sales Performance

1. Online retail sales hit record £127 billion in 2024

Source: Office for National Statistics, Koozai Research

British consumers spent £127.41 billion online in 2024, representing a 3.4% increase from £123.3 billion in 2023. This figure marks the highest annual total outside the pandemic-driven surge, demonstrating the sustained shift toward digital commerce.

2. Online shopping’s share of total retail reaches 30%

Source: Office for National Statistics

Digital commerce now accounts for 30% of all retail sales in Britain, a dramatic increase from 21.6% recorded in 2019. This growth trajectory positions the UK as one of Europe’s most digitally advanced retail markets.

3. Decade-long growth shows 199% increase in online sales Source: Koozai Research

The annual value of online retail sales has more than doubled over the past decade, with a remarkable 199.1% increase highlighting the fundamental transformation of British shopping habits.

Mobile Commerce Dominance

4. Mobile accounts for 55% of all eCommerce sales

Source: 8th Dial Research

Mobile commerce has become the dominant force in online shopping, accounting for 55% of all eCommerce sales by late 2024, up from 48% at the beginning of the year.

5. Smartphone ownership reaches 91% among adults

Source: Multiple industry reports

With 91% of adults owning smartphones and 76% having made at least one mobile purchase in the past six months, mobile devices have become essential shopping tools for the majority of British consumers.

6. Mobile commerce sales expected to exceed £134 billion

Source: Octal Software Research

UK mobile commerce sales are projected to reach £134.37 billion by 2024, with retail m-commerce revenues predicted to surpass £100 billion for the first time.

7. Apps dominate mobile shopping experience

Source: 8th Dial Research

By the end of 2024, 68% of mobile commerce sales occur through dedicated shopping apps, while only 32% happen via mobile web browsers, highlighting the importance of app-based shopping experiences.

Consumer Shopping Preferences and Behavior

Online vs In-Store Preferences

8. 63% prefer online food shopping despite in-store grocery preference

Source: Space & Time Research

A fascinating contradiction emerges in grocery shopping: 63% of adults prefer doing their food shop online rather than visiting supermarkets, yet food remains the product category people are most likely to purchase in physical stores (37%).

9. 54% research major purchases online first

Source: Statista Consumer Insights

When planning significant purchases, 54% of consumers conduct initial research online, even if they ultimately buy in-store, demonstrating the integrated nature of modern shopping journeys.

10. 64% of retail shoppers prefer entirely online shopping

Source: PYMNTS Intelligence

Nearly two-thirds of retail shoppers express a preference for conducting their shopping entirely online, while maintaining different preferences for specific product categories.

Product Category Preferences

11. Food leads online categories at £19.45 billion

Source: Office for National Statistics

Food goods dominate online sales with £19.45 billion in annual revenue, followed by fashion, clothing, and textiles at £16.52 billion, reflecting changing consumer priorities.

12. Fashion shows strong online adoption

Source: Various industry reports

Fashion purchases increasingly move online, with 46% of consumers aged 25-39 reporting online shopping as their primary method for buying clothes and shoes.

13. 33% prefer buying shoes in physical stores

Source: Space & Time Research

Despite fashion’s online growth, shoes remain a category where physical shopping dominates, with 33% preferring to try before they buy, followed by clothing at 32%.

Shopping Frequency and Spending Patterns

Changed Shopping Behaviors

14. Shopping frequency increases by 7% while basket size decreases

Source: NielsenIQ

British consumers have adapted to economic pressures by shopping 7% more frequently while reducing the number of items purchased per trip by an equal amount, spreading financial impact over time.

15. Average price per unit rises 14%

Source: NielsenIQ

The primary driver of retail sales growth has been a 14% increase in average prices per unit (approximately 25p), rather than increased volume or frequency alone.

16. 32.5% make weekly mobile purchases

Source: Gauss Research

Among internet users, 32.5% engage in weekly mobile eCommerce purchases, placing the UK 8.7% higher than the global average for mobile shopping frequency.

Economic Impact on Shopping

17. 50% affected by cost of living crisis

Source: NielsenIQ

Half of consumers report being severely or moderately affected by the cost of living crisis, with 54% expecting conditions to worsen, directly influencing shopping behaviors.

18. 46% are reconsidering spending patterns

Source: Retail Week

Nearly half of shoppers are actively reconsidering their spending habits, with 43% focused specifically on saving money in future purchases.

19. 54% buying cheaper or own-brand grocery items

Source: Retail Week

More than half of consumers have traded down to cheaper or own-brand grocery items, creating significant opportunities for retailers’ value ranges and loyalty schemes.

Technology and Payment Trends

20. Digital wallets dominate payment preferences

Source: Multiple industry reports

Digital wallets like Apple Pay, Google Pay, and PayPal account for 60% of all digital transactions, with these payment methods expected to continue growing due to their simplicity and enhanced security.

21. Buy Now, Pay Later gains significant traction

Source: Intelligence Node

BNPL services have surged in popularity, particularly among younger consumers, with companies like Clearpay (Afterpay) and Klarna leading the UK market transformation.

Social Commerce Integration

22. 56% make purchases through social media

Source: 8th Dial Research

Over 56% of consumers are expected to make purchases directly through social media channels by the end of 2024, with Instagram, TikTok, and Facebook becoming essential sales channels.

23. 38% discover products through search engines

Source: Space & Time Research

Search engines like Google remain the primary method for discovering new products or brands online (38%), followed by friends and family recommendations (33%) and social media advertisements (23%).

In-Store Shopping Resilience

24. 59% prefer in-person grocery shopping

Source: PYMNTS Intelligence

Despite online preferences in other categories, 59% of consumers prefer buying groceries in traditional storefronts, valuing the ability to inspect fresh products personally.

25. Social aspects drive in-store preference

Source: Various consumer research

The social experience of shopping with friends remains irreplaceable, with many consumers missing the collaborative aspects of physical shopping that online experiences cannot replicate.

26. 76% prefer physical stores for stationery purchases

Source: YouGov

Traditional products like stationery maintain strong in-store preference, with 76% of consumers choosing physical stores, demonstrating the enduring appeal of tactile shopping experiences.

Hybrid Shopping Behaviors

27. Click-and-Mortar shopping grows by 30%

Source: PYMNTS Intelligence

The portion of consumers using Click-and-Mortar shopping (researching online but buying in-store, or vice versa) has grown 30% since 2020, representing the future of integrated retail.

28. 87% use smartphones while shopping in-store

Source: 1WorldSync Data

A substantial majority of shoppers use smartphones to research products while in physical stores, with 66% migrating from in-store browsing to online purchasing.

Future Outlook: The Evolution of British Shopping

The retail landscape continues evolving toward a truly integrated shopping ecosystem. While online commerce achieves record-breaking growth, physical stores adapt by offering experiences that digital channels cannot replicate.

Key trends shaping 2025 and beyond:

Omnichannel integration: The boundaries between online and offline shopping continue blurring as consumers seamlessly move between channels
Mobile-first strategies: With mobile commerce representing 55% of online sales, retailers prioritize app development and mobile optimization
Value-conscious shopping: Economic pressures drive consumers toward frequent, smaller purchases and increased focus on value and own-brand products
Social commerce expansion: Social media platforms become increasingly important as both discovery and purchase channels
Sustainability considerations: Younger demographics show growing concern for eco-friendly products and transparent supply chains

Frequently Asked Questions

Is online shopping more popular than in-store shopping in the UK?

Online shopping accounts for 30% of total retail sales, while in-store shopping remains dominant at 70%. However, the gap continues narrowing as digital adoption accelerates, particularly in categories like fashion and electronics.

What percentage of UK shopping is done online?

As of 2024, online shopping represents 30% of all retail sales in the UK, significantly higher than the global average and placing Britain among the world’s most digitally advanced retail markets.

How many people shop online in the UK?

The UK is expected to reach 1 million eCommerce users by 2025, with 91% of adults owning smartphones and 76% having made online purchases in the past six months.

What do British consumers prefer to buy online vs in-store?

Online preferences dominate for home fitness equipment (93% prefer online), electronics, and fashion. In-store preferences remain strong for groceries (59%), shoes (33%), clothing for trying on (32%), and fresh products requiring inspection.

Why do retailers operate both online and physical stores?

The most successful retailers embrace omnichannel strategies because consumers use different channels for different purposes: online for research and convenience, in-store for social experiences and product inspection. This integrated approach maximizes customer satisfaction and sales opportunities.

How important is mobile commerce in the UK?

Mobile commerce is crucial, representing 55% of all online sales. With 91% smartphone ownership and 68% of mobile sales occurring through dedicated apps, mobile optimization is essential for retail success.

What are the main drivers of online shopping growth?

Key drivers include smartphone adoption, improved mobile internet connectivity, convenient payment solutions like digital wallets, enhanced delivery options, and changing consumer expectations for convenience and personalization.

Sources and Methodology

This comprehensive analysis draws from authoritative government statistics, leading market research firms, and specialized eCommerce research organizations. All data reflects the most recent available figures from 2024-2025, with historical comparisons where relevant to demonstrate trends and changes in British shopping behavior.

Government and Official Statistics:

Market Research Organizations:

Specialized Research Firms:

Industry Analysis:

Methodology:

Data Collection Period: December 2024 – February 2025 Geographic Focus: United Kingdom and Great Britain Currency: All financial figures converted to British Pounds (£) using current exchange rates Sample Sizes: Research studies referenced include sample sizes ranging from 1,000 to 2,838 UK consumers Verification: Cross-referenced statistics across multiple sources to ensure accuracy and consistency

Quality Assurance:

All statistics sourced from reputable organizations with transparent methodologies
Government data prioritized where available (ONS, official retail statistics)
Recent data (2024-2025) emphasized over historical figures
Industry-specific sources used for specialized metrics (mobile commerce, payment trends)
Consumer survey data from demographically representative UK samples

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