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EMARKETER

UK Mcommerce Forecast 2023

Sales Still Growing as Shoppers Turn to Smartphones for Savings

Report by Carina Perkins  |  Sep 22, 2023
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Executive Summary
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Table of Contents
Executive Summary
Mobile is a pivotal channel for UK retail.
Mcommerce is defying the slump in online sales.
Growth is coming from increased adoption, but spend will bounce back next year.
Smartphones dominate mcommerce—and will drive future growth.
Shoppers are turning to their smartphones for savings.
Consumers want speed and simplicity when shopping on mobile devices.
Social media is an opportunity to expand reach—particularly among Gen Z.
A mobile-first strategy is imperative for ecommerce success.
Sources
Media Gallery
About This Report
Mcommerce continues to defy the slump in online sales as people turn to their smartphones for savings and social media transforms Gen Z buying habits.
Topics
Retail Mcommerce Sales
UK
Table of Contents
Executive Summary
Mobile is a pivotal channel for UK retail.
Mcommerce is defying the slump in online sales.
Growth is coming from increased adoption, but spend will bounce back next year.
Smartphones dominate mcommerce—and will drive future growth.
Shoppers are turning to their smartphones for savings.
Consumers want speed and simplicity when shopping on mobile devices.
Social media is an opportunity to expand reach—particularly among Gen Z.
A mobile-first strategy is imperative for ecommerce success.
Sources
Media Gallery

Mcommerce is a crucial channel for UK ecommerce: Almost 60% of online sales will take place on mobile devices in 2023. Sales growth is slowing as consumers cut discretionary spending. But mobile continues to outpace the overall ecommerce market as people turn to their smartphones for savings and social media transforms Gen Z buying habits.

Key Question: How is the UK mcommerce market evolving, and what strategies should retailers employ to stay competitive?

UK Retail Mcommerce Sales, 2019-2027 (billions of £, % change, and % of total retail ecommerce sales)
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KEY STAT: The majority (56.8%) of online sales in the UK take place on mobile devices such as tablets and smartphones.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

11charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Mobile is a pivotal channel for UK retail.
  3. Mcommerce is defying the slump in online sales.
  4. Growth is coming from increased adoption, but spend will bounce back next year.
  1. Smartphones dominate mcommerce—and will drive future growth.
  2. Shoppers are turning to their smartphones for savings.
  3. Consumers want speed and simplicity when shopping on mobile devices.
  4. Social media is an opportunity to expand reach—particularly among Gen Z.
  1. A mobile-first strategy is imperative for ecommerce success.
  2. Sources
  3. Media Gallery

Charts in This Report

UK Retail Mcommerce Sales, 2019-2027 (billions of £, % change, and % of total retail ecommerce sales)Top 10 Countries Worldwide, Ranked by Mcommerce Share, 2023 (% of total retail sales)
How Often Do UK Digital Shoppers Use Digital Devices to Shop Online? (% of respondents, by device, Feb 2023)UK Mobile Buyers, 2019-2027 (millions, % change, and % of digital buyers)
UK Retail Mcommerce Sales, by Device, 2021-2027 (% of retail mcommerce sales)UK Mcommerce Sales Growth, Smartphone vs. Tablet, 2019-2027 (% change)
Total Time Spent on Shopping Apps Among UK Android Users, 2019-2022 (millions of hours)UK Mobile Shopping App Growth, by Subgenre, 2022 (% change)
How Do UK Mobile Buyers Think Stores Can Improve the Mobile Shopping Experience? (% of respondents, Feb 2023)Have UK Digital Buyers Made a Purchase via Select Social Media Platforms in the Past Month? (% of respondents, April, June, and Aug 2023)
Social Platforms Used by UK Social Media Buyers to Purchase a Product, by Generation, Q1 2023 (% of respondents in each group)

authors

Carina Perkins

Contributors

Jasmin Ellis
Forecasting Analyst
Angela Kim
Senior Researcher
Bill Fisher
Principal Analyst, UK
Yoram Wurmser
Principal Analyst
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