E-commerce in Great Britain.
The UK is the largest B2C e-commerce market in Europe in 2019. British consumers have spent € 200 billion on online shopping, roughly double the amount of their French counterparts, who came in second - from the 2019 European E-commerce Report.
Although the legal regulations on exports have changed slightly in connection with Brexit, e-entrepreneurs still often choose the British market as a direction of their foreign expansion.
Currently, online shopping is so popular that the differences in the percentage of people buying online in individual age groups are small. In each of them, over 80% of respondents admit to buying in e-stores. People aged 45-54 do it most often, because buyers here constitute as much as 87.5%. It is also worth noting that in Great Britain online shopping is slightly more popular in the group of people aged 55-64 (86.1%) than in the group of people aged 25-34 (85.6%).
The percentage of online shoppers in the UK is growing at a similar pace year on year. In 2020, 87% of Britons declared that they make such purchases, which, compared to 2008, gives an increase by as much as 34 percentage points.
According to the research, among online shoppers, women definitely dominate in the following categories:
-clothes, shoes and accessories (62% of women vs. 49% of men)
-cosmetics and cosmetic products (29% of women to 15% of men).
Gentlemen, on the other hand, are more likely to buy:
-consumer electronics (23% of men to 13% of women),
-sports articles (22% of men to 12% of women)
-music and movies on physical media (15% of men to 10 and 11% of women).
In the remaining categories, the differences are small or the share of buyers of both genders is evenly distributed.
The UK Online Average Order Value (AOV) for Q3 2020 is $ 66.8 per device. Orders with the lowest average value are generated from smartphones - Perhaps the British prefer to make larger purchases at home, hence the value of orders placed via the computer is greater and amounts to $ 93.46.
The UK online shopper conversion rate from Q2 2020 to Q2 2021 by device is still the highest on computers. For the two quarters of 2021, it was 6.9% and 6.8%, respectively. The lowest conversion rate is generated by smartphones - interestingly, it fell after the first quarter of 2020, where it amounted to 4.7% to 3.7% in the second quarter of 2021.
The biggest increase in noticeable e-commerce is in the category of food and personal care. Here it was 28% (compared in 2020 to 2019). Music and computer games expenses also increased significantly 26.1% and 23.3%, respectively. The only category that saw a decline in spending is tourism, which is due to the pandemic situation and limited travel options.
British users preferences 2008-2020: Brits definitely prefer to buy from companies based in their country, although there is a slight downward trend here. It is worth noting that by 2020 the percentage of people buying from sellers located both in other EU countries and in the rest of the world increased. In 2020, fewer Britons chose both European and global e-stores - while the percentage of people buying from vendors whose location is unknown has increased significantly.
Opinions of other users are very important to British customers. in 2021, 90% of consumers say that they check online reviews before making an online purchase. Moreover, 94% of Brits avoid shops that are rated less than 4 stars.
The British indicate that the most desired forms of contact with customers in e-shops are telephone, online chat and mail. Few people prefer contact via social media, text messages or online self-service.
UK customers prefer to order goods to their home address. This delivery option is chosen by as many as 61% of e-shop users. The other forms are definitely less popular - e.g. delivery to the mailbox is chosen by 13% of customers, and personal collection from the point of sale is only 4%.
In 2019, the most popular provider is British Royal Mail - it is preferred by over half of Britons. This is followed by courier companies such as Evri 16.1%, DPD 14.2% and Parcelforce 4.7%.
When buying online, the British most willingly pay with a credit or debit card - as many as 52% of respondents do. A large percentage of buyers also pay through payment services such as PayPal (43%). Other payment methods are not popular and are chosen very rarely: bank transfer (1%), invoice (1%)
Research conducted from June 2019 to June 2020 shows that the proportions between credit and debit card payment methods have changed over the year. Month by month, the monthly value of online transactions made with a debit card grows, while the value of transactions carried out with the use of a credit card decreases.
According to research conducted by Hootsuite, the most popular source of new brand discovery in the UK in 2020 is the internet search engine - here products and companies are discovered by 39.5% of Britons aged 16-64. Similar values are also presented by friends' recommendations, product samples and retail sales websites - this is how approx. 37% of Internet users in Great Britain.
Digital advertising: Total spending on all forms of digital advertising in the UK in 2020 reached a value of $ 22.07 billion. Advertisers spend the most on advertising: in the search engine - $10.82 billion; in social media - $5.84 billion; banner - $2.38 billion.
The largest increase in spending compared in 2019 was in social media advertising - 7.1%. Video ad spend also increased quite significantly (6.6%). In comparison, year-on-year less was spent in Great Britain on banner ads by 2.1% and advertisements less by 5.3%.
06-07-2021