E-commerce giant Amazon accounts for more than a quarter of all UK online spend, according to a new report from Wunderman Thompson Commerce.

The research found that a total of 27 per cent of e-commerce spending in Britain takes place via Amazon.

The study, which surveyed 28,000 consumers across 17 countries, also revealed that 42 per cent of global online spend took place on marketplaces including Amazon, eBay, and Alibaba in 2020.

The shift to e-commerce shows no signs of slowing, with 51 per cent of global retail sales set to be made online post-pandemic.

62 per cent of global shoppers said that they will increase their use of digital shopping channels in future, while a further 73 per cent revealed that e-commerce will be more important to them this year.

“E-commerce can no longer be treated as the supplementary sales channel,” said Hugh Fletcher, global head of consultancy and innovation at Wunderman Thompson Commerce. “Global shoppers have clearly stated that, in the future, it will be their primary channel for retail purchasing.”

Fletcher added: “For some organisations, and particularly marketplaces, they are reaping the rewards of investing in a strong online presence, while the news has been littered with stories of businesses who have not identified these changing demands going bust.”

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