UK Consumers Increasingly Comfortable Buying by Smartphone - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Schedule a Demo

Does My Company Subscribe?

UK Consumers Increasingly Comfortable Buying by Smartphone

Nearly 60% of digital buyers will purchase via advanced handset this year

June 20, 2017 | Retail & Ecommerce

Using smartphones to buy goods and services is becoming commonplace in the UK. According to eMarketer’s latest UK ecommerce forecast, 58.6% of the country’s digital buyers ages 14 and older—25.2 million people—will make retail ecommerce purchases (excluding travel and event tickets) via smartphone this year.

In 2017, UK retail ecommerce sales made via smartphones will be worth £16.42 billion ($22.16 billion), eMarketer predicts. As a result, smartphones will be the conduit for 46.5% of the UK’s total retail mcommerce sales, which also include purchases made using tablets.

UK Smartphone Buyers, 2015-2021 (millions, % change and % of digital buyers)

This year’s smartphone commerce tally will be up 45.7% from a strong 2016, when sales grew by 66.0%, an expansion more than triple the 18.0% growth seen for UK retail ecommerce overall last year. 2017’s gain will continue that trend, outpacing an anticipated 14.5% increase in overall retail ecommerce sales.

“UK consumers are becoming ever-more comfortable using their mobile devices, and particularly smartphones, for retail purchases,” said eMarketer senior analyst Bill Fisher. “The slowly rising use of mobile payment options is adding a bit more fuel to the fire. The more comfortable people become using their smartphones for payment in a retail environment, the more likely they are to use them for retail shopping and buying more generally.”

In total, the UK retail ecommerce market is set to exceed £81.55 billion ($110.07 billion) in 2017, of which £35.31 billion ($47.66 billion) will come from mobile commerce.

eMarketer expects this year’s 28.4% jump in retail mcommerce to be followed by additional, albeit lessening, double-digit gains over the next four years.

By 2021, retail mcommerce in the UK will be worth £58.50 billion ($78.96 billion), eMarketer predicts, and account for 51.7% of the country’s retail ecommerce sales.

New Report in eMarketer PRO This Week


The Internet of Things for Smart Cities


Using data collected from sensors, infrastructure and networked devices, smart-city projects are helping municipalities improve efficiency, boost sustainability and encourage economic development. They are also creating more collaborative environments among cities and their businesses and residents. Preview Report


Not a PRO subscriber? Find out how to become one.

TRENDING REPORTS

$89500

BUY

$1,12500

BUY

$89500

BUY

$1,99500

BUY
  • Go beyond the articles:

    coverage
    eMarketer Products

    You've never experienced research like this.

    SEE FEATURES »
  • Hear from our clients:

    coverage
    Customer Stories

    Nearly all Fortune 500 companies rely on us.

    READ MORE »
  • Want to learn more?

    coverage
    Contact Us

    Inquire about corporate subscriptions today.

    CONTACT SALES »