UK online retail sales ‘to hit £60bn in 2016’

Online retail spend will reach £60 billion in the UK and £183 billion in Europe in 2016, according to an analysis by the Centre for Retail Research, commissioned by RetailMeNot.

It predicts the average UK shopper will spend £1,311 online this year, a higher total than for consumers in any of the other markets studied. (The research covered eight European markets, as well as the US and Canada.) Mobile devices will be used for 25 per cent of online sales in Europe, up from 20 per cent in 2015 – and in the UK 36 per cent of online transactions will be mobile.

UK mobile shoppers will also be responsible for the highest annual spend in all the markets covered in the survey, at £908 per customer, well above the £781 average for US consumers and the European average of £554. Over a third (35 per cent) of UK shoppers have now made a mobile purchase, ahead of 34 per cent in Sweden, 32 per cent in the US, and 27 per cent in Germany. On average, UK shoppers will make 19 mobile purchases in 2016, ahead of the US and the European average, both of which are 14.

“What this research shows us is that consumers want the most convenient shopping experience possible,” said Giulio Montemagno, senior vice president, international at RetailMeNot, which operates Vouchercodes.co.uk. “They are no longer intimidated by making purchases via their mobile phone or tablet, so now in order for retailers to capitalise on this, it is important for them to continue making the shopper experience as trustworthy and as seamless as possible.”

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