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UK Ecommerce 2019

Clicks and Bricks Are Important for Retailers Grappling with Brexit Effects

Global Ecommerce 2019

Forecasts for seven markets: US, Canada, China, France, Germany, Latin America, UK

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About This Report
Retail sales in the UK are slowing as Brexit concerns bite. However, ecommerce growth remains robust, underpinned by smartphone shopping and buying. The future of retail, however, is omnichannel.
Table of Contents

Executive Summary

Because of the UK’s struggling physical retail sector, overall retail growth is decelerating, but ecommerce continues to grow at double-digit rates. However, traditional brick-and-mortar retailers that embrace digital channels stand to perform just fine.

How much will UK consumers spend on retail and retail ecommerce in 2019?

Growth in retail spend is slowing amid Brexit concerns and an ever-challenging retail environment. This year, total retail sales will reach £476.65 billion ($635.46 billion). Physical retail is having the toughest time, though, with nonecommerce sales posting growth of just 0.4%. Ecommerce sales will grow 10.9% this year, to reach £106.46 billion ($141.93 billion) and 22.3% of total retail.

What influence will mobile have on retail ecommerce this year?

This year, 58.9% of mcommerce will be attributable to smartphones. By 2023, that proportion will swell to 71.2%.

How are retailers blending the offline and online experience?

The answer to retailers’ current woes isn’t just mobile, of course. After all, almost eight in 10 retail pounds spent are in physical stores. Omnichannel retailing is of imminent concern to most retailers—physical and digital pure plays. Click-and-collect is already somewhat of a staple among successful retailers in the UK, while several are trialing cashierless stores that utilize smartphones in the physical environment.

WHAT’S IN THIS REPORT? This report presents our latest estimates and forecasts for retail, ecommerce and mcommerce sales in the UK, and for digital and mobile buyers in the country. It also examines key trends shaping the ecommerce market.

KEY STAT: UK consumers will spend £106.46 billion ($141.93 billion) online in 2019. This will make up 22.3% of all retail spend, a proportion that will reach 27.9% in 2023.

What’s Inside:

Estimates are included for the following areas:

  • Total retail and ecommerce spending
  • Ecommerce by channel
  • Digital buyer penetration and demographics

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

4expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. UK Retail and Ecommerce Spending
  3. What’s Shaping Ecommerce in the UK in 2019?
  1. Key Takeaways
  2. eMarketer Interviews
  3. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

Interviewed for This Report

Andrew Banis
Senior Director, Operations and Finance, Commerce
Interviewed May 28, 2019
Sandra Loeffler
Nielsen Visual IQ
Regional Vice President, EMEA
Interviewed May 20, 2019
Michele Marzan
Chief Strategy Officer
Interviewed May 28, 2019
Kate Owen
Digital Element
Vice President, Northern Europe
Interviewed May 25, 2019


Bill Fisher


Jennifer Jhun
Research Director, International and Special Projects
Angela Kim
Senior Researcher
Andrew Lipsman
Principal Analyst
Showmik Podder
Forecasting Analyst
Karin von Abrams
Principal Analyst
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