Table of Contents
Executive Summary – Europe
-
- The Market
- Continued growth across European markets
- Pan-European online sales
-
- Figure 1: Europe: total online retail sales (including VAT), 2015-19
- Figure 2: Europe Big five: total online retail sales (including VAT), 2015-25
-
- Figure 3: Europe: total online retail sales as % all retail sales (excluding fuel), 2015-19
- Figure 4: Europe Big five: total online retail sales as % all retail sales, 2015-25
- Online sales by country
-
- Figure 5: Europe: online sales by country, 2015-19
- Figure 6: Europe big 5: online sales forecasts by country, 2020-25
- Companies and brands
- Retailers vs marketplaces
- Leading retailers
- Non-store retailers
-
- Figure 7: Europe: leading online pureplayers, 2015-19
- Market shares
-
- Figure 8: Europe: leading online pure players’ shares of all online sales, 2015-19
- What we think
- France
- Germany
- Italy
- Spain
- UK
- The Consumer
- How many bought online?
-
- Figure 9: Europe: proportion of individuals who have shopped online in the last 12 months, 2019
- What did they buy?
-
- Figure 10: Europe: proportion of internet users who have shopped online in the last 12 months, May 2020
-
- Figure 11: Europe: products bought online in the last 12 months, by country, May 2020
- How consumers shop online
-
- Figure 12: Europe: frequency of online shopping in the last 12 months, by country, May 2020
-
- Figure 13: Europe: change in frequency of online shopping, by country, May 2020
- Where they shop
-
- Figure 14: Europe: retailer type bought from online, by country, May 2020
- Leading retailers
-
- Figure 15: Europe: proportion of online shoppers who have shopped at the top two online retailers, by country, May 2020
- Popular features of online shopping
-
- Figure 16: Europe: main features encouraging consumers to shop online, by country, May 2020
Launch Activity and Innovation
-
- Diversification
- Amazon rolls out an own brand wine range in Germany
- Amazon officially launches in the Netherlands
- Zalando to launch a pre-owned fashion business in Germany
- Zalando Beauty launches in Switzerland
- Verkkokauppa.com to open a sister site selling only domestically made products
- First 100% plastic-free online shop in France
- Blurring of physical and online
- AliExpress opens its first physical store in Europe
- Belgium’s first online-only supermarket to launch in 2020
- Lidl launches online beauty shop in France
- Finnish food delivery firm launches online grocery store
- Belgian beer giant tests direct-to-consumer web sales
- Italian fashion group launches virtual shopping service
- Advancements in technology
- Amazon launches anti-counterfeiting program in Europe
- Coop introduces an AI shopping assistant to help customers shop for groceries online
- Carrefour and E.Leclerc develop voice command tools with Google Assistant
- Smart new sustainable shopping platform selling only eco-friendly fashion brands
- Scan & Go mobile self-checkout
The Impact of COVID-19 on Online Retailing
-
- Short, medium and long-term impact on the sector
-
- Figure 17: Short, medium and long term impact of COVID-19 on Online retailing, August 2020
- Opportunities and threats
- COVID-19 brings online to the fore
-
- Figure 18: Partnership between Aldi UK and Deliveroo for home delivery, June 2020
- Smaller businesses have been forced to adapt rapidly
- Providing a feeling of shopping in-store from home
-
- Figure 19: Space NK live streaming masterclasses, May 2020
-
- Figure 20: Gucci’s personalised virtual shopping, June 2020
- Online pureplayers embrace community and co-operation
- Impact on the online retailing sector
- How COVID-19 will reshape the industry
- The impact of COVID-19 on the marketing mix
- Online retailing forecast will maintain an upward trend boosted by COVID-19
-
- Figure 21: Europe (Top 5 countries): total online sales and forecast, 2015-25
- Figure 22: Europe (Top 5 European countries) online sales as % total retail sales, by country, 2015-25
- The impact of COVID-19 on consumer behaviour across Europe
- Concern about being exposed to COVID-19 is still relatively high
-
- Figure 23: Europe: Those extremely worried about the risk of being exposed to COVID-19, March-August 2020*
- Concern about the impact of COVID-19 on lifestyle falls as lockdowns ease
-
- Figure 24: Europe: Those extremely worried about how the outbreak will affect their lifestyle, March-August 2020*
- Significant changes in shopping behaviour since the start of the outbreak
-
- Figure 25: Europe: Changes made to lives as a result of the COVID-19, July/August 2020*
- Significant numbers are shopping more online
-
- Figure 26: Europe: Trends in agreement with the statement ‘I’m shopping more online’, April-August 2020*
- Click and collect less popular as alternative to stores
-
- Figure 27: Europe: Trends in agreement with the statement ‘I am using click-and-collect more’, April-August 2020*
- Spending priorities are responding to the impact of COVID-19
-
- Figure 28: Europe: Net balance of expected spending* on selected items in the next month, July/August 2020**
- How the crisis will impact on key consumer segments
-
- Figure 29: Europe: Those extremely worried about the risk of being exposed to COVID-19, by gender and age, July/August 2020*
- Younger buyers will continue to shop online even when the outbreak subsides
- Developing long-term relationships with older buyers
-
- Figure 30: Europe: Trends in agreement with the statement ‘I’m shopping more online’, by age, July/August 2020*
- COVID-19: Market context
- United Kingdom
- France
- Germany
- Italy
- Spain
France
-
- Overview
- What you need to know
- Key issues covered in this Report
- Areas covered in this Report
- Executive Summary
- The market
- The economy
- Online sales
-
- Figure 31: France: Online sales (including VAT), 2015-25
- Segmentation/What they buy online
- Market drivers
- Companies and brands
- Key metrics
- Market shares
-
- Figure 32: France: leading online retailers’ estimated shares of all online sales, 2019
- The consumer
- What they buy online
-
- Figure 33: France: products bought online in last 12 months, May 2020
- Frequency of shopping online
-
- Figure 34: France: frequency of shopping online, May 2020
- Where they shop online
-
- Figure 35: France: retailers purchased from online in the last 12 months, May 2020
- Behaviours when shopping online
-
- Figure 36: France: important features when shopping online, May 2020
- What we think
- Issues and insights
- COVID-19 set to have major impact on French online retailers’ sales
- Challenges to Amazon’s dominance in France
- The facts
- The implications
- Carrefour’s growing digital innovation
- The facts
- The implications
- The market – What you need to know
- French economy enters recession
- Online spending has grown robustly but rate slowing
- Cultural goods, fashion and electricals most popular
- France behind other countries in broadband
- Over 70% go online with a smartphone
- Shopping online almost ubiquitous
- Market size
- The economy
-
- Figure 37: France: Online sales (incl. VAT), 2015-20
- Figure 38: France: Online sales forecasts (incl. VAT), 2020-25
- Segmentation/What they buy online
-
- Figure 39: France: Products bought online, May 2020
- Market drivers
- Broadband access
-
- Figure 40: France: Broadband penetration as % all households, 2010-19
- Device usage
-
- Figure 41: France: devices used to access the internet, percentage of all individuals, December 2019
- Online shopping
-
- Figure 42: France: Percentage saying they have bought online in the last year, 2010-19
- Companies and brands – What you need to know
- Amazon widening its lead
- Cdiscount focusing on its marketplace and omnichannel
- Carrefour’s big ambitions
- Concentration increasing
- Leading players
- Amazon pulling ahead, but not without challenge
- Rival Cdiscount building its marketplace
- La Redoute now with Galeries Lafayette
- Carrefour building scale online
- Some retailers are diversifying their offer
- M&A
-
- Figure 43: France: Leading online retailers by sales (excluding VAT), 2015-19
- Market shares
-
- Figure 44: France: leading online retailers’ estimated shares of all online sales, 2019
- Website visitors
-
- Figure 45: France: top retail sites by number of unique visitors, December 2019-May 2020
- The consumer – What you need to know
- Very high levels of participation in online shopping
- Fashion and cultural goods most popular
- Grocery increasing
- A fifth shop once or several times a week
- Amazon leads but less so than in other countries
- Price is the most important part of shopping online
- What they buy online
- Six in ten have bought fashion items online in the past year
- Food and drink going up
-
- Figure 46: France: products bought online in last 12 months, May 2020
- Frequency of shopping online
-
- Figure 47: France: frequency of shopping online, May 2020
-
- Figure 48: France: frequency of shopping online, % Agreeing that they are shopping online more, by age and gender, May 2020
- Where they shop online
-
- Figure 49: France: retailers purchased from online in the last 12 months, May 2020
- Where they shop and what they bought
-
- Figure 50: France: products bought online by retailer shopped in last 12 months, May 2020
- Profile of shoppers by retailers used
-
- Figure 51: France: profile of shoppers by retailer purchased from online in last 12 months, May 2020
- Important features when shopping online
- Price is a key feature
- Delivery
- Ease of shopping
-
- Figure 52: France: important features when shopping online, May 2020
-
- Figure 53: France: important features when shopping online, May 2020
-
- Figure 54: France: Important features of online shopping by products purchased, May 2020
- Appendix – Data sources, abbreviations and supporting information
- Abbreviations
- Data sources
Italy
-
- Overview
- What you need to know
- Key issues covered in this Report
- Areas covered in this Report
- Executive summary
- The market
- The economy
- Online sales
-
- Figure 55: Italy: Online sales (including VAT), 2015-25
- Segmentation/What they buy online
-
- Figure 56: Italy: online sales by broad category, 20199
- Broadband access
-
- Figure 57: ITALY: BROADBAND PENETRATION AS % ALL HOUSEHOLDS, 2010-19
- Device ownership
-
- Figure 58: Italy: levels of device ownership, June 2020
- Online shopping
-
- Figure 59: Italy: Percentage saying they have purchased online in the last 12 months, 2010-19
- Companies and brands
- Key metrics
- Market shares
-
- Figure 60: Italy: leading online retailers’ estimated shares of all online sales, 2019
- The consumer
- What they buy online
-
- Figure 61: ITALY: PRODUCTS BOUGHT ONLINE IN THE LAST 12 MONTHS, June 2019 and May 2020
- Frequency of shopping online
-
- Figure 62: Italy: frequency of shopping online, May 2020
-
- Figure 63: Italy: changes in frequency of online shopping compared to 12 months ago, May 2020
- Where they shop online
-
- Figure 64: Italy: retailers bought from online in the past 12 months, May 2020
- Important features when shopping online
-
- Figure 65: Italy: important features when shopping online, May 2020
- What we think
- Issues and insights
- COVID-19 set to have major impact on Italian online retailers’ sales
- How can the market grow more rapidly?
- The facts
- The implications
- Who can challenge Amazon?
- The facts
- The implications
- The market – What you need to know
- Italian economic growth slowed in 2019; 2020 set for big recession
- Online retailing in Italy still relatively underdeveloped
- Electricals still largest category but clothing is catching up fast
- Italy behind EU average for broadband access…
- ...and way behind EU average for online shopping
- High levels of device ownership point to good potential for m-commerce
- Market size
- The economy
-
- Figure 66: Italy: Online sales (including VAT), 2015-20
- Figure 67: Italy: Forecast online sales (including VAT), 2020-25
- Segmentation/What they buy online
-
- Figure 68: Italy: Products bought online, May 2020
-
- Figure 69: Italy: online sales by category, 2018 and 2019
- Figure 70: Italy: online sales by broad category, 2019
- Market drivers
- Broadband access
-
- Figure 71: Italy: Broadband penetration as % all households, 2010-19
- Device ownership
-
- Figure 72: Italy: technology products personally owned, June 2020
- Online shopping
-
- Figure 73: Italy: Percentage saying they have bought online in the last year, 2015-19
- Figure 74: ITALY: percentage saying they have shopped online in the past 12 months, versus EU average, 2010-19
- Companies and brands – What you need to know
- Amazon holds commanding position
- Most seeing strong growth with a few exceptions
- A fragmented market
- Leading players
- Amazon holds commanding position
- eBay seeks to differentiate itself
- Unieuro is top electrical retailer online
- Fashion retailers mostly see strong growth online
- Other operators
-
- Figure 75: Italy: Leading online retailers, sales excluding VAT, 2016-19
- Market shares
-
- Figure 76: Italy: leading online retailers’ estimated shares of all online sales, 2019
- The consumer – What you need to know
- Fashion is most popular online purchase but grocery grows fast
- Two or three times a month is most popular online shopping frequency
- Two-fifths shopping online more often than a year ago
- Amazon is ‘go to’ place for Italians to shop online
- Free delivery, low prices are top priorities for online shoppers
- What they buy online
- Fashion is most popular online purchase but grocery grows fast
-
- Figure 77: Italy: products bought online in the past 12 months, May 2020
- Clear gender differences in online purchasing
-
- Figure 78: Italy: products bought online in the past 12 months, by gender, May 2020
- Age and presence of children also important factors
-
- Figure 79: Italy: products bought online in the past 12 months, by age, May 2020
- Frequency of shopping online
- Two or three times a month is most popular online shopping frequency
-
- Figure 80: Italya: Frequency of shopping online, May 2020
- Men shop online more often than women
-
- Figure 81: Italy: Frequency of shopping online, by gender and age, May 2020
- Young are heaviest online shoppers
-
- Figure 82: Italy: Frequency of shopping online, by age, May 2020
- Two-fifths shopping online more often than a year ago
-
- Figure 83: Italy: changes in frequency of online shopping compared to 12 months ago, May 2020
- Young are most likely to be shopping online more often
-
- Figure 84: Italy: changes in frequency of online shopping compared to 12 months ago, by gender and age, May 2020
- A clear relationship between shopping online more often and affluence
-
- Figure 85: Italy: changes in frequency of online shopping compared to 12 months ago, by net monthly household income, May 2020
- Parents most likely to be shopping online more often
-
- Figure 86: Italy: changes in frequency of online shopping compared to 12 months ago, by age of children under 22 in household, May 2020
- Where they shop online
- Amazon is ‘go-to’ place for Italians to shop online
-
- Figure 87: Italy: type of retailer bought from online in the past 12 months, May 2020
- Amazon appeals equally to men and women, eBay less so
-
- Figure 88: Italy: retailers purchased from online in the last 12 months, by gender, May 2020
- Amazon appeals to all age groups
-
- Figure 89: Italy: Online-only/home shopping retailers purchased from online in the last 12 months, by age, May 2020
- Online electrical retailers have a similar profile
-
- Figure 90: Italy: Store-based retailers purchased from online in the last 12 months, by age, May 2020
- The relationship between products bought and retailers shopped at
-
- Figure 91: Italy: products bought online in the past 12 months, by retailer purchased from online in the past 12 months, May 2020
- Amazon-only online shoppers
-
- Figure 92: Italy: breakdown of amazon shoppers, May 2020
- Core products underpin Amazon appeal but fashion on the rise
-
- Figure 93: Italy: products bought online in the past 12 months, by Amazon-only online shoppers, May 2020
- Crossover between online retailers
-
- Figure 94: Italy: Other retailers purchased from online* in the last 12 months, by retailers purchased from online in the last 12 months, May 2020
- Customer profile of online retailers
-
- Figure 95: Italy: profile of shoppers by retailer purchased from online in the past 12 months, May 2020
- Important features when shopping online
- Free delivery, low prices are top priorities for online shoppers
-
- Figure 96: Italy: important features when shopping online, May 2020
-
- Figure 97: Italy: important features when shopping online, by gender, May 2020
-
- Figure 98: Italy: important features when shopping online, by age, May 2020
-
- Figure 99: Italy: important features when shopping online, by retailers purchased from online in the last 12 months, May 2020
- Appendix – Data sources, abbreviations and supporting information
- Abbreviations
- Data sources
Spain
-
- Overview
- What you need to know
- Key issues covered in this Report
- Areas covered in this Report
- Executive Summary
- The market
- The economy
- Online sales
-
- Figure 100: Spain: Online sales (including VAT), 2015-25
- Segmentation/What they buy online
- Market drivers
- Companies and brands
- Key metrics
- Market shares
-
- Figure 101: Spain: leading online retailers’ estimated shares of all online sales, 2019
- The consumer
- What they buy online
-
- Figure 102: Spain: products bought online in last 12 months, May 2020
- Frequency of shopping online
-
- Figure 103: Spain: frequency of shopping online, May 2020
- Where they shop online
-
- Figure 104: Spain: retailers purchased from online in the last 12 months, May 2020 and June 2019
- Important features when shopping online
-
- Figure 105: Spain: important features when shopping online, May 2020
- What we think
- Issues and insights
- COVID-19 set to have major impact on Spanish online retailers’ sales
- Is online grocery about to take off in Spain?
- The facts
- The implications
- The opportunities for online within an ageing population
- The facts
- The implications
- The market – What you need to know
- Back into recession
- Room for growth online
- Fashion most purchased
- Broadband up to speed, but mobile usage is high
- Market size
- The economy
-
- Figure 106: Spain: Online sales (including VAT), 2015-20
- Figure 107: Spain: Forecast online sales (including VAT), 2020-25
- Segmentation/What they buy online
-
- Figure 108: Spain: products bought online in last 12 months, May 2020
- Market drivers
- Broadband access
-
- Figure 109: France: Broadband penetration as % all households, 2010-19
- Device usage
-
- Figure 110: Spain: devices used to access the internet, percentage of all individuals, December 2019
- Online shopping
-
- Figure 111: Big 5 European countries, Participation in online shopping in the last three months, December 2019
-
- Figure 112: Spain: Percentage saying they have purchased online in the last year, 2010-19
- Companies and brands – What you need to know
- AliExpress chasing Amazon
- Grocery underdeveloped
- Foreign retailers prominent
- Top 13 retailers capture half of online spending
- Companies and brands
- Amazon leads
- AliExpress at its heels
- Grocers overwhelmed by COVID-19 demand
- Mercadona ramping up
- El Corte Inglés has significant online presence
- Inditex investing in its omnichannel model
- Other foreign operators
-
- Figure 113: Spain: Leading online retailers, sales (excluding VAT), 2016-19
- Market shares
-
- Figure 114: Spain: leading online retailers’ estimated shares of all online sales, 2019
- The consumer – What you need to know
- Most people now shop online
- Clothing & footwear most popular category
- The young shop most online
- Pureplays dominate and are growing most
- Price and free delivery are most important considerations
- Who shops online
- What they buy online
- Fashion most popular online purchase
-
- Figure 115: Spain: products bought online in last 12 months, June 2019 and May 2020
- Products purchased by age
-
- Figure 116: Spain: products bought online in last 12 months, by age group, May 2020
- Frequency of shopping online
- 12% shop online weekly
-
- Figure 117: Spain: frequency of shopping online, May 2020
-
- Figure 118: Spain: Percentage agreeing that they are shopping online more, by age and gender, May 2020
- Where they shop online
-
- Figure 119: Spain: retailers purchased from online in the last 12 months, June 2019 and May 2020
- Profile of shoppers by retailers used
-
- Figure 120: Spain: profile of shoppers by retailer purchased from online in last 12 months, May 2020
- Where they shop and what they bought
-
- Figure 121: Spain: products bought online by retailer shopped in last 12 months, May 2020
- Important features when shopping online
-
- Figure 122: Spain: important features when shopping online, May 2020
-
- Figure 123: Spain: important features when shopping online, by age group, May 2020
-
- Figure 124: Spain: Important features of online shopping by products purchased, May 2020
UK
-
- Overview
- What you need to know
- Key issues covered in this Report
- COVID-19: Market context
- Economic and other assumptions
- Executive Summary
- The impact of COVID-19 on Online Retailing
-
- Figure 125: Expected impact of COVID-19 on the online retail market, short, medium and long-term, 12 August 2020
- The market
- COVID-19 to drive significant growth for the online channel
-
- Figure 126: All online sales and forecast (including VAT), 2015-25
- Heightened demand leads to record penetration levels for online
-
- Figure 127: All online sales as a percentage of all retail sales, 2015-24
- Over two thirds of demand comes from three categories
-
- Figure 128: Estimated breakdown of all online sales by product category, 2019
- Companies and brands
- Online-only players grew their dominance in 2019, but COVID-19 has reversed this trend
-
- Figure 129: Share of online sales, by broad type of retailer, Jan 2016-Jun 2020
- Amazon the dominant player online
-
- Figure 130: Top ten online retailers within the UK by estimated market share (ex-VAT), 2019
- The challenges of COVID-19 bring new services that can break down barriers for online
-
- Figure 131: Currys PC World ShopLive, April 2020
- The consumer
- The timing of our research
- Vast majority already shopped online…
-
- Figure 132: Frequency of online shopping, by age, April 2020
- …but COVID-19 will have created a higher frequency of shop
-
- Figure 133: COVID-19 behaviour: Online shopping use, April-July 2020
- Smartphones continue to play an ever-greater role in online retailing
-
- Figure 134: Devices used to shop online, 2018-20
- Over nine in ten online shoppers use Amazon
-
- Figure 135: Online retailers shopped with in the past year, April 2020
- Convenience and cost critical online
-
- Figure 136: Important factors when shopping online, April 2020
- Social media playing a bigger role than ever in online retail
-
- Figure 137: Sources of inspiration/alternative purchasing platforms, April 2020
- Trust a key issue on social media
-
- Figure 138: Attitudes to shopping online and on social channels, April 2020
- Impact of COVID-19 on Online Retailing
- The Market
- Confidence and spending take a significant hit during lockdown
- Online to account for a record percentage of retail in 2020
- Longer-term opportunities exist in the broadening of the repertoire and frequency of shop
- The consumer
- Vast majority are already online shoppers, but COVID-19 may drive greater frequency
- Mobile purchasing continues to climb
- COVID-19 may bring a step-change for social platforms in terms of true commerce
- Companies and brands
- COVID-19 brings greater online penetration for store-based players
- COVID-19 may give peer-to-peer platforms a boost
- COVID-19 has forced technological innovation which will have longer term consequences
- Issues and Insights
- The long-term impact of COVID-19 and reshaping of UK retailing
- The opportunity for new platforms in a post COVID-19 world
- A starker light will be shone on the ethics of online retailing
- The Market – Key Takeaways
- Confidence and spending take a significant hit during lockdown
- Online to account for a record percentage of retail in 2020
- Longer-term opportunities exist in the broadening of the repertoire and frequency of shop
- A record year of store-based players online
- Market Drivers
- Confidence fell dramatically when COVID-19 lockdown was imposed
-
- Figure 139: The financial confidence index, January 2015-July 2020
- Real wage growth dives on back of COVID-19 recession fears
-
- Figure 140: Real wage growth: average weekly earnings vs inflation, Jan 2016-July 2020
- The hit to confidence significantly impacted spending patterns
-
- Figure 141: confirmed and planned spending activities, Jan 18 – Jul 20
- Retail sales decline by record levels during lockdown
-
- Figure 142: Annual % change in all UK retail sales (excluding fuel), by value and volume, Jan 2019-Jul 2020
-
- Figure 143: Percentage change in value retail sales, by category, in the first half (Jan-Jul) 2020
- UK household broadband internet access nearing saturation level
-
- Figure 144: UK household broadband internet access, 2012-19
- Smartphones increasingly used to access the internet
-
- Figure 145: Ownership of mobile phones, January 2012- September 2019
- Market Size and Forecast
- The impact of COVID-19 on Online Retailing
-
- Figure 146: Expected impact of COVID-19 on the online retail market, short, medium and long-term, 12 August 2020
- Lockdown
- Re-emergence
- Recovery
- Prior to COVID-19 growth was slowing in the channel…
- …however COVID-19 will drive the sector to record levels
-
- Figure 147: All online sales and forecast (including VAT), 2015-25
- Figure 148: All online sales and forecast, 2015-25
- Online to account for a quarter of all retail sales in 2020
-
- Figure 149: Online sales as a percentage of all retail sales, by broad category, October 2019 – June 2020
-
- Figure 150: All online sales as a percentage of all retail sales, 2015-24
- Market drivers and assumptions
-
- Figure 151: Key drivers affecting Mintel’s market forecast, 2015-24 (prepared on 14 August 2020)
- Learnings from the last recession
-
- Figure 152: All online sales, 2006-12
- Forecast methodology
- Market Segmentation
- Store-based players have grown rapidly since lockdown
-
- Figure 153: Share of online sales, by broad type of retailer, Jan 2016-Jun 2020
- Breakdown of sales by type of retailer
-
- Figure 154: Online sales, by type of retailer, 2019
- Detailed breakdown of store-based players online
-
- Figure 155: Detailed breakdown of online sales, by types of retailer, 2017-19
- Detailed breakdown of online-only players
-
- Figure 156: Estimated breakdown of online-only retail sales, by top 100 online-only players in the UK, 2018/19
-
- Figure 157: Estimated breakdown of online-only retail sales, by number of retailers, 2018/19
- Breakdown of sales by product category
-
- Figure 158: Estimated breakdown of all online sales by product category, 2019
-
- Figure 159: Estimated breakdown of all online sales by product category, including VAT, 2017-19
- Digital Spending
- Books – an equilibrium being found
-
- Figure 160: Value of consumer print book and publisher UK sales of consumer digital books (net invoiced value), 2014-19
- Music - streaming now key
-
- Figure 161: Spending on recorded music, 2014-18
- Video – streaming gets a boost during lockdown
-
- Figure 162: The video market, 2016-18
- Gaming – physical still key but downloads growing
- The total download market
-
- Figure 163: Estimated total identified digital spending, by category, 2019
- The Consumer – Key Takeaways
- Vast majority are already online shoppers, but COVID-19 may drive greater frequency
- Mobile purchasing continues to climb
- COVID-19 may bring a step-change for social platforms in terms of true commerce
- Who Shops Online and How Frequently They Shop
- The timing of our research
- Online shopping is for all
-
- Figure 164: Usage of online retailing, by age and gender, April 2020
- Almost a third shop online weekly
-
- Figure 165: Frequency of online shopping, April 2020
-
- Figure 166: Frequency of online shopping, by age, April 2020
- Almost a third have increased their online use in the past year
-
- Figure 167: Changes in online shopping use in the past year, April 2020
- Products Purchased Online
- Fashion is the most popular online purchase
-
- Figure 168: Products purchased online in the past year, May 2019 and April 2020
- Products purchased by age
-
- Figure 169: Products purchased online in the past year, by age, April 2020
- Product repertoire is broadest among 35-44 year olds and the most affluent
-
- Figure 170: Repertoire of product categories purchased from online in the past year, by age, April 2020
- Devices Used to Shop Online
- Half of respondents are now using mobile devices to make online purchases
-
- Figure 171: Devices used to shop online, 2018-20
- Middle-aged shoppers as likely to shop using a smartphone than with a desktop or laptop
-
- Figure 172: Devices used to shop online, by age, April 2020
- Browser-based mobile shopping still most popular, but app use growing
-
- Figure 173: How smartphone/tablet shoppers shop when on the move, April 2020
- Smartphones driving on-the-go shopping
-
- Figure 174: Engagement with shopping on the move, by age, April 2020
- Retailers Shopped With Online
- More shopped with online-only retailers in the past year
-
- Figure 175: Types of retailers shopped with in the past year, April 2020
- Amazon the dominant online-only player…
-
- Figure 176: Online-only retailers shopped with in the past year, April 2020
-
- Figure 177: Store-based retailers shopped with online in the past year, April 2020
- … and overall the largest player in the online market
-
- Figure 178: Online retailers shopped with in the past year, April 2020
-
- Figure 179: Leading online retailers, by age and household income, April 2020
- Repertoire of online-only retailers used narrower than that of store-based shoppers
-
- Figure 180: Repertoire of retailers used online, April 2020
- Key Drivers to Online Patronage
- Convenience still crucial online
-
- Figure 181: Important factors when shopping online, April 2020
-
- Figure 182: Returns behaviour, July 2019
- Cost key for older shoppers
-
- Figure 183: Important factors when shopping online, April 2020
- While online is the growth area of online it does face challenges
-
- Figure 184: Attitudes towards stores and online, April 2020
- Impact of Social Media on Shopping Behaviours
- Social media continues to grow as a platform to influence purchases
-
- Figure 185: Sources of inspiration/alternative purchasing platforms, April 2020
- Younger shoppers in general more likely to be influenced by online sources
-
- Figure 186: Influence on purchasing by social channels, by age, April 2020
-
- Figure 187: Influence on purchasing by key sites, by age, April 2020
- The pivot from influence to direct commerce
-
- Figure 188: Facebook/Instagram Shops, May 2020
- To capitalize on this opportunity social channels need to emphasize trust
-
- Figure 189: Attitudes to shopping online and on social channels, April 2020
- The Impact of COVID-19 on Online Shopping Behaviour
- Concerns remain high around contracting the virus…
-
- Figure 190: Level of concern regarding exposure to COVID-19, February-July 2020
- …which continues to translate into hesitancy around going in-store…
-
- Figure 191: COVID-19 behaviour, time spent in-store, April – July 2020
- …and into greater online demand
-
- Figure 192: COVID-19 behaviour: Online shopping use, April-July 2020
- Older shoppers rely on online during the lockdown
-
- Figure 193: COVID-19 behaviour: Online shopping use, by age, April-July 2020
- Early peak in demand did create bottlenecks
- Click-and-collect uplift limited, but there are significant opportunities in the second half
-
- Figure 194: COVID-19 behaviour, click-and-collect use, April – July 2020
-
- Figure 195: Amazon Hub incentive, August 2020
- Learned behaviours in lockdown open up new modes of service
-
- Figure 196: Currys PC World ShopLive, April 2020
- A smartphone-based physical shopping experience brings significant opportunity for online
-
- Figure 197: ASOS app incentive, July 2020
- Companies and Brands – Key Takeaways
- Amazon the dominant player
- COVID-19 may give peer-to-peer platforms a boost
- COVID-19 has forced technological innovation which will have longer term consequences
- Leading Online Retailers
- Amazon remains the standout performer in the online marketplace
-
- Figure 198: UK: top 30 leading online retailers 2017/28 - 2019/20
- Market Share
- Amazon accounts for over a quarter of online spending
-
- Figure 199: Top ten online retailers within the UK by estimated market share (excluding VAT), 2019
-
- Figure 200: Top 20 online retailers within the UK by estimated market share (excluding VAT), 2017-19
- Launch Activity and Innovation
- Use of Artificial Intelligence and Augmented Reality grows
-
- Figure 201: IKEA Augmented Reality feature, 2020
- Retailers are launching or expanding online offerings
-
- Figure 202: Co-op delivery robots in Milton-Keynes 2020
- Online moves offline
-
- Figure 203: Selfridges’ Instagram collaboration the ‘Instagram Edit, 2019’
- Online live-chat is a valuable new channel for customer engagement
- Advertising and Marketing Activity
- Advertising expenditure flat year-on-year in 2019
-
- Figure 204: UK online retail: recorded above-the-line, online display and direct mail total advertising expenditure, 2016-20
- Amazon once again the UK’s biggest online retail advertising spender
- eBay campaign flags up fast delivery and convenience benefit
- Net A Porter runs first sneaker campaign
- Ocado commitment to service campaign
- Convenient Christmas shopping with Moonpig
- Shop Direct Home Shopping digital out-of-home Black Friday campaign
- Boohoo and Pretty Little Thing adverts banned
-
- Figure 205: Leading UK online retailers: recorded above-the-line, online display and direct mail total advertising expenditure, 2016-19
- Digital advertising dominates
-
- Figure 206: UK online retail: recorded above-the-line, online display and direct mail total advertising expenditure, by media type, 2019
- Nielsen Ad Intel coverage
- Brand Research
- What you need to know
- Brand map
-
- Figure 207: Attitudes towards and usage of selected brands, November 2019 – June 2020
- Key brand metrics
-
- Figure 208: Key metrics for selected brands, November 2019 - June 2020
- Brand attitudes: ao.com for online service and Boots for trustworthiness
-
- Figure 209: Attitudes, by brand, November 2019 - June 2020
- Brand personality: ASOS and eBay fun brands
-
- Figure 210: Brand personality – macro image, November 2019 - June 2020
- Headline: Boots is perceived as reliable and welcoming
-
- Figure 211: Brand personality – micro image, November 2019 - June 2020
- Brand analysis
- Amazon: ubiquitous with excellent customer experience
- ao.com: a great service and accessible
- Argos: well-known and used, but lacking excellent shopper experience
- John Lewis: expensive but worth paying more for
- ASOS: fun and a great online experience
- Boots trustworthy and reliable
- Ocado low on trust and usage
- eBay trusted, recommended and a great service
- JD Williams: reliable
- Boohoo/Boohoo Man: low awareness and usage
- Littlewoods: well-known but lowest for recommendations
- Very: good awareness and accessibility
- Appendix – Data Sources, Abbreviations and Supporting Information
- Data sources
- VAT
- Abbreviations
- Consumer research methodology
Appendix – Data sources, Abbreviations and Supporting information
-
- Abbreviations
- Market sizes
- Financial definitions
- VAT rates
-
- Figure 212: VAT rates around Europe, 2013-20
- Data sources
Back to top