Digital Retailers See Rising Order Numbers in the UK - eMarketer
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Digital Retailers See Rising Order Numbers in the UK

Number of UK digital shoppers is growing

April 1, 2014 | Retail & Ecommerce

UK retail ecommerce sales began the year in good health, posting year-on-year value growth of 18% in January. March 2014 data from Interactive Media in Retail Group (IMRG) showed that sales volumes were set to grow at an only slightly lower rate this year. In 2013, 760 million digital orders were dispatched, and that figure is set to rise 14.2% in 2014 to 865 million.

UK Total Digital Sales, 2013 & 2014 (millions of orders and % change)

One thing that adds to the overall landscape of retail ecommerce in the UK is the thirst for click and collect in the country. After all, these types of digital purchases don’t count toward the order dispatch numbers from IMRG. And click and collect is becoming ever more popular. According to a June 2013 study from comScore, commissioned by UPS, 57% of UK digital buyers had used a click-and-collect service. Only France saw greater engagement, with 60% of respondents saying they had used such a service.

All this points toward a rise in the number of UK digital buyers. eMarketer forecasts that while the number of digital shoppers in the UK will continue to increase through 2017, those who convert—that is, buy something online—will grow almost as quickly.

UK Digital Shoppers and Buyers, 2011-2017 (millions and % of internet users)

By 2017, of the 43.5 million digital shoppers in the UK, 41.1 million will place an order online.


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