UK Retail and Ecommerce: eMarketer's Updated Estimates and Forecast for 2016–2021 - eMarketer
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UK Retail and Ecommerce: eMarketer's Updated Estimates and Forecast for 2016–2021

eMarketer Report

By: eMarketer

Published: December 22, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Despite the uncertain economic climate, the retail market in the UK continues to grow, driven mainly by mobile commerce. eMarketer estimates UK retail mcommerce sales will rise by 14.2% between 2017 and 2021, when purchases made online via mobile devices will make up well over one-tenth (13.4%) of total retail sales.

  • Total retail sales in the UK are expected to increase by 4.2% in 2017 to £433.07 billion ($584.52 billion). Growth will slow down in 2018, however, as consumers become more cautious of their spending ahead of the anticipated decision on Brexit.
  • Ecommerce continues to be the biggest driver of retail sales growth in the UK, and it has remained relatively unaffected by economic uncertainty. In 2018, eMarketer estimates, retail ecommerce sales will reach £93.82 billion ($126.64 billion), eclipsing one-fifth of total retail sales for the first time. By 2021, that figure will reach over one-quarter of the total.
  • Digital buying is widespread among nearly all age groups in the UK. The strongest growth in adoption will come from the oldest consumers (ages 65 and older), among whom digital buyer penetration is expected to surpass more than 50% for the first time in 2018.
  • In 2017, smartphone mcommerce sales in the UK were forecast to outpace sales on tablets for the first time, due largely to consumers becoming more accustomed to making both higher-value and on-the-go purchases via smartphone.

"Mcommerce sales in the UK are quickly approaching half of the country’s retail ecommerce market. By 2021, purchases made online via mobile devices will account for 51.7% of total retail ecommerce sales, up from 43.3% in 2017."

Table of Contents

Economic Overview

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Retail Sales

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Retail Ecommerce Sales

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Digital Shoppers and Buyers

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Retail Mcommerce Sales and Mobile Buyers

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12 charts are included in the full report:

UK Retail and Ecommerce: eMarketer’s Updated Estimates and Forecast for 2016–2021

UK Retail Mcommerce Sales, 2016-2021 (billions of £, % of retail ecommerce sales and % of total retail sales)

Retail Sales

UK Total Retail and Retail Ecommerce* Sales, 2016-2021 (billions of £, % change and % of total retail sales)

UK Halloween Spending, 2015-2017 (millions of £ and % change)

UK Retail and Retail Ecommerce* Holiday Season Sales, 2014-2017

Retail Ecommerce Sales

UK Retail Ecommerce Sales, 2016-2021 (billions of £, % change and % of total retail sales)

Digital Shoppers and Buyers

UK Digital Shoppers and Buyers, 2016-2021 (millions and % of internet users)

UK Digital Buyer Share, by Age, 2016-2021 (% of total)

UK Digital Buyers, by Age, 2016-2021

UK Digital Buyer Penetration, by Age, 2016-2021

Retail Mcommerce Sales and Mobile Buyers

UK Retail Mcommerce Sales, 2016-2021

UK Retail Mcommerce Sales, by Device, 2016-2021 (billions of £, % change and % of total)

UK Mobile Buyers, by Device, 2016-2021