online shopping 2017

Online shopping 2017

Customers in the UK

77% of adults in the UK bought goods or services online in the last 12 months – unchanged from 2016, but up 24% on 2008.

E-commerce market worth £74.5 billion

Clothes or sporting goods were the most popular online purchase in the UK in 2017 -bought by 56% of adults.

Household goods (inc. furniture and toys) were the next most popular, purchased by 50% of adults, while holiday accommodation was purchased by 44% of adults.

93% who had bought online in the last 12 months, bought  from online sellers in the UK – a 6% increase from 2008

31% had bought from sellers in other EU countries – a 19% increase from 2008


Customers in the USA

51% of Americans prefer to shop online

US e-commerce market is worth $340 billion.

40% of US males aged 18-34 say they would ideally buy everything online.

57% of online spend in the US is made through Amazon.

96% of Americans with internet access have made an online purchase in their life, 80% in the past month alone

Online orders increase 8.9% in Q3 2016, but average order value (AOV) increased only 0.2% — so we are buying more, but the increase is from low-value items.

75% of online shopping returns in the US in 2017 were fashion and clothing.

49% of American customers say that not being able to touch, feel or try a product as one of their least favorite aspects of online shopping.

Customers globally

53% prefer to pay by credit card

43% prefer digital payment systems such as PayPal

75% want to buy products in their native language

59% rarely or never buy from English only sites

92.2% prefer to make purchases in their local currency

Shopping days 2017

Amazon’s sales totaled $2.41 billion on Prime Day 2017 – up 60% on the previous year.

Amazon Prime Day sales 2017
$25 billion was spent on Single’s Day

140,000 brands participated in Singles Day 2017 – a 40% increase from 2016.

90% of Singles Day sales were completed via mobile devices.

Share of traffic and sales: Desktop to Mobile

51.3% of traffic coming from mobile devices, and this traffic accounts for 36.8% of sales.

Fashion bucks that trend to an extent, with 65.4% of traffic and 57.1% of sales coming from mobile devices.


Ebay had 168 million active users in the third quarter of 2017 – 96 million monthly unique visitors.

eBay is one of the most popular mobile shopping apps in the United States. with a 14% audience reach as of February 2017.

Amazon averaged 183 million users per month during the third quarter.

Almost half of all purchases online begin on Amazon!

The ONS Internet access – households and individuals: 2017 report
Ampersand’s Multichannel Retail Report
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