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Ecommerce Statistics: 200+ Online shopping / packaging facts

Jay Daggar: Last Updated 14th April 2026
Posted In: Brand Positioning | Guides and Advice
https://www.gwp.co.uk/author/Jay-Daggar/ xx 31631

eCommerce facts and figures

A collection of statistics covering eCommerce packaging, behaviour, and more...

It is common knowledge that eCommerce activity has grown significantly over the last decade, and that this growth was further accelerated by the COVID-19 pandemic in 2020.

However, just how much has online shopping grown by? And what impact has this had on delivery, the packaging used, the environment, brick-and-mortar retailers, and shoppers’ habits in general?

Well, this article rounds up a wide selection of eCommerce statistics from various sources (with over 200 facts and figures in total)! Additionally, given the wealth of information to absorb, these have been divided into sections covering key areas of interest.

eCommerce activity

Just how much has eCommerce activity grown?

eCommerce in the UK is booming, and in 2024, online sales hit £127 billion, marking a steady 3.4% increase from the previous year. Over the past decade, online sales have nearly tripled, growing by 199%, and now account for 30% of all UK retail sales, up from 21.6% in 2019.

By 2025, experts predict this share could climb to 30.7%, further cementing the UK as the third-largest eCommerce market in the world, after China and the USA.

The shift to online shopping is now almost universal, with 89% of UK consumers making online purchases in 2024. On average, this activity translates to around 140 parcels delivered to each person per year. Not surprisingly, Amazon remains the largest online retailer in the country.

Fashion and clothing remain the dominant online category, with over half of UK consumers (50.25%) shopping for these items online in 2023. On the other end of the spectrum, home fitness equipment struggles to capture the same attention, purchased by only 6.52% of consumers.

However, there’s a massive opportunity for retailers: nearly 70% of online shoppers abandon their carts, suggesting significant untapped potential for conversion.

Technology is driving growth, and smartphones are now the default device for online shopping, used by 70% of consumers. Meanwhile, digital wallets account for 57% of all online payments in the UK.

It’s striking to think that in 2000, eCommerce was just 1% of UK retail, illustrating how dramatically consumer habits have shifted over the last 20 years, and hinting at the even bigger role online shopping will play in the future.

Demographics

Online shopping spans all age groups, but specific demographics stand out. In 2024, 89% of 25- to 34-year-olds made online purchases, followed closely by 86% of 25- to 44-year-olds and 83% of 16- to 24-year-olds.

Gender also influences shopping habits, with women being more likely to make clothing purchases online, at a rate of 26% compared to 17% of men. Over the last decade, women have steadily closed the online shopping gap. In 2008, 57% of men shopped online, compared to 49% of women. By 2023, the numbers had shifted, with 50% of women shopping online, compared to 41% of men.

When it comes to product preferences, women dominate fashion, accounting for 58.7% of online clothing purchases, while men lead in electronics, making up 32.2% of purchases compared to 21.7% for women.

Shopping platforms also vary by generation. Among Gen X, nearly half (47%) prefer online marketplaces like Amazon, while about 25% buy directly from a brand’s website, and 26% shop via social media apps. Gen Z, however, is the most digitally native group, with 96% using smartphones to make online purchases at least once a month.

These trends highlight not only the diversity of online shoppers but also the growing importance of mobile-friendly platforms, targeted marketing, and multi-channel shopping experiences—understanding who is buying and how can help retailers tailor their strategies to meet the evolving expectations of consumers.

ecommerce trends uk
The UK is one of the most mature / developed ecommerce markets

As we look to the future of eCommerce, several key trends are poised to shape the future of online shopping in the UK.

To start, eCommerce growth is actually expected to slow by 3.6% in 2025, reflecting a maturing market. This deceleration is attributed to economic uncertainty and cautious consumer sentiment, with online penetration nearing its peak. However, this is expected to accelerate slightly by 2026.

Artificial Intelligence (AI) is revolutionising online shopping, with AI agents like ChatGPT enabling personalised shopping experiences by understanding user preferences and finances. This shift is transforming how consumers interact with online stores.

Sustainability is also becoming a significant factor in consumers’ purchasing decisions. The resale market is expanding, with platforms like Vinted and Depop gaining popularity. Major brands are also launching their own resale platforms, indicating a shift towards a circular economy in retail.

Consumers are increasingly expecting seamless shopping experiences across online and in-store platforms, with approximately 35% of consumers desiring consistency in their shopping experiences, driving brands to integrate their online and offline channels more effectively.

Finally, flexible payment methods, such as “Buy Now, Pay Later” services, are gaining traction. Approximately 50% of Millennial and Gen X consumers have utilised some form of short-term financing in the past three years, indicating a shift toward more flexible payment solutions in eCommerce.

Online vs physical retail

How bricks and mortar retailers have been affected by the rise of eCommerce

An area that attracts a fair amount of media attention is the decline of the high street and traditional physical retail stores (commonly referred to as “bricks and mortar” businesses).

But how much is traditional retail really being affected by the growth of online sales?

This next section examines the reasons why shoppers are increasingly turning to online providers and the impact this is having on the physical shopping experience.

Reasons for the shift to online shopping

One of the biggest reasons that consumers turn to online shopping is convenience. Being able to browse and buy anytime, day, or night, is the top driver, with 58% of shoppers saying that 24/7 access makes the experience far more convenient.

Beyond flexibility, online retailers often carry a wider range of stock compared to physical stores, reducing the frustration of items being unavailable. Online shopping also saves time and effort by eliminating the need for travel, parking, and waiting in line.

Price remains another powerful motivator, with more than half of consumers (54%) saying they shop online because it allows them to easily compare prices across brands to ensure they’re getting the best deal.

Additionally, online retailers often offer competitive pricing and exclusive discounts, which many shoppers perceive as a significant advantage. In fact, 46% of buyers stated that they shop online because they believe they can get better prices than in-store.

Key drivers of making a purchase online

What makes a shopper choose one online retailer over another is increasingly about values, trust and experience, not just the price or product range.

A significant factor is delivery reliability: about 79% of UK consumers say that it’s essential whether a retailer’s delivery partner is dependable. If customers don’t trust how orders will be delivered (on time, in good condition, with clear handling), they may walk away.

Sustainability is another factor, no longer being a “nice to have”; it has become central to decision-making. Over half of consumers (55%) say they are more likely to shop with an online retailer that has made a clear commitment to sustainability. Furthermore, 79% of shoppers favour sustainable delivery options, and 37% say that eco-friendly delivery is one of the factors for which they would be willing to pay more.

Another significant factor is ethical transparency and clarity: around 60% to 70% of shoppers expect brands to clearly communicate their sustainability credentials, whether through certification, packaging, or visible environmental policies.

Charity, local community support, and ethical behaviour also matter. For example, around 41% of consumers in the UK said in a recent survey that they are more likely to shop with a brand that supports charitable causes.

eCommerce packaging
The 25 to 34 age groups is the most prolific online shopper.

How has this affected brick-and-mortar stores?

The rise of online shopping has undeniably affected in-store shopping, but the story isn’t one of total decline. Several recent reports present a mixed picture, with some recovery in store visits anticipated even as online channels continue to grow.

According to a NielsenIQ report, in-store visits at UK supermarkets rose by 6.8% in early 2025, while growth in online grocery sales slowed to just 0.7%, indicating that consumers are returning to physical stores for at least some purchases.

Footfall data across major retail centres also supports this: week-by-week comparisons in 2025 show an 11% increase in foot traffic compared to the same period in 2024. Although some regions remain weak, there is a cautious optimism that shoppers are coming back.

However, in-store gains are not linear; high-street fashion, in particular, remains vulnerable. One report showed that while in-store sales growth for fashion was essentially flat in February 2025 (up from a negative base the previous year), it had not kept pace with the development of online fashion.

So, while online shopping has taken a big bite (especially during the pandemic years), the pendulum is swinging back in some areas: shoppers are returning to stores, valuing the experience, immediacy, the ability to examine products physically, and avoiding some frustrations of online shopping (like delivery delays or returns).

Smaller independents vs larger retailers

Unlike large businesses, small businesses stand out for their personal service, unique products, and strong ties to the local community. Many shoppers are drawn to them for the “human touch”, the chance to purchase handcrafted goods, and the satisfaction of supporting the local economy.

The trend towards shopping with small businesses, which accelerated during the pandemic, continues in specific sectors. Shoppers are especially likely to choose local companies for gifts (47%), groceries (35%), fashion (27%), home goods (19%), and arts and entertainment (18%). However, the picture isn’t consistent across all categories. For example, for a while, independent grocers gained ground during the pandemic; however, larger supermarkets have since reasserted their dominance, and this growth is expected to continue. The same challenge exists in high-tech and electronics, where scale and pricing power give bigger players an edge.

Price sensitivity is another defining factor, although many consumers appreciate authenticity and ethical practices, over half (53%) admit rising prices are pushing them to seek cheaper products abroad. Even more concerning, 29% of shoppers, and as many as 45% of Gen Z shoppers, say they would knowingly buy counterfeit goods if they could save money in doing so.

This highlights a complex landscape: while small businesses thrive on personalisation and community loyalty, they also face pressure from consumer price sensitivity and the global marketplace, where affordability often trumps authenticity.

Successful eCommerce businesses

Omni-channel vs pureplay eCommerce retailers

But, where do consumers shop online? Which eCommerce businesses are benefitting from the shift? And do consumers favour omnichannel retailers? (e.g., those with both an online and physical presence) or purely online companies (such as Amazon)?

The following section presents statistics on individual retailers that, in some cases, are truly eye-opening.

Where do people shop online?

Unsurprisingly, Amazon continues to dominate the UK eCommerce landscape, generating an estimated £30 billion in sales in 2024. The platform’s reach is staggering, with around 90% of UK shoppers using it, and 40% holding a Prime membership, underscoring the enormous challenge this poses for traditional high-street and independent retailers.

Tesco remains the second-largest online retailer, with £6.5 billion in online sales, mainly driven by grocery demand and its robust digital infrastructure. Sainsbury’s/Argos follows, reporting nearly £32 million in eCommerce revenue for 2024, reflecting steady growth but still a significant gap compared to its larger rivals.

At the other end of the spectrum, small and medium-sized enterprises (SMEs) are steadily strengthening their digital presence. 53% of UK SMEs have some form of eCommerce operation, whether through their own website or by selling on major marketplaces like Amazon or eBay.

Among businesses still offline, just over one in four (26%) say selling online isn’t relevant to their operations, suggesting that while digital adoption is high, there’s still room for growth in specific sectors.

Omnichannel retailers

Argos remains a standout example of an omnichannel retailer in the UK. According to RetailX UK 360° (2024), approximately 70% of Argos’ sales originate online, whether through click-and-collect in-store, collection points, or home delivery. This shows the business model bridges digital and physical retail in a way that appeals to many customers.

In 2025, B&Q’s eCommerce sales grew by 17%, with online revenue now accounting for 15% of total sales. What’s particularly striking is the rise of B&Q’s marketplace model: during the first quarter of 2025, 45% of B&Q’s eCommerce revenue came from third-party sellers. This shift highlights how B&Q are transforming from a pure retail brand into a full-fledged marketplace.

Consumers are showing a clear preference for omnichannel retailers over pure eCommerce retailers, especially in categories where an in-person experience and immediacy matter, such as furniture, home improvement, groceries, and general merchandise.

Argos, for instance, leverages click-and-collect, fast-track delivery, and its physical stores within Sainsbury’s to provide shoppers with convenience and flexibility.

Amazon

Of course, there couldn’t be an article on eCommerce without discussing Amazon (and some of the facts regarding the online behemoth are truly staggering). So, let’s start with studies showing that 90% of UK shoppers purchase from the company.

Now, as a result of Amazon, consumers not only demand, but also expect their online shopping experience to feature the following things all at once:

  • Competitive pricing
  • Highly available inventory
  • Lightning-fast fulfilment
  • Real-time tracking information
  • Mobile support
  • An easy return process

The shift to online shopping began during the COVID-19 pandemic, when non-essential stores closed, prompting consumers to shop online; Amazon was the most popular choice for its convenience.

An example of the growth Amazon has seen is that, back in 2014, around 1,200 UK households held an Amazon Prime subscription; by 2024, this figure had jumped to 45%, or roughly 12,780,000 households.

ecommerce purchase drivers
There are a number of specific drivers of ecommerce activity / purchases

Over half of consumers (60%) said they use Amazon to look specifically for products they can’t find in other stores. While 56% of consumers state that they visit the Amazon site or app daily or at least a few times a week.

Amazon has become so popular that even when consumers are shopping on other eCommerce sites or in-store, 75% say they check prices and product reviews on Amazon before making a purchase.

Delivery facts and figures

Statistics relating to shipping methods, costs, and expectations

Of course, all these extra products ordered online have to make their way to consumers somehow, and this has put a huge strain on delivery and courier firms.

At the same time, individuals’ expectations of when an order will arrive have evolved, and thanks to Amazon’s efficiency, many now expect it the next day or even the same day, and for free!

And whilst this doesn’t cover a crucial aspect of this – the packaging – the following section sets out a number of statistics on the delivery of eCommerce orders.

General delivery statistics

Home delivery remains the preferred shipping option for around 62% of consumers; however, this has dropped by 9% in the last year as out-of-home shipping methods become more common.

Pick-up points and delivery lockers are becoming increasingly popular across the UK, with 45% of consumers preferring out-of-home delivery.

And a staggering 71% of consumers would choose out-of-home delivery if it offered significant cost savings when compared with home delivery options.

As the global eCommerce market continues to grow, so does the expectation for faster delivery options. As a result, 53% of online retailers now offer same-day delivery, and 66% offer next-day delivery.

Saying that, 34% of eCommerce businesses still don’t offer next-day delivery options.

Alongside delivery methods and timescales, visibility and flexibility are becoming just as important to consumers, with more than 7 in 10 shoppers saying that parcel tracking increases their confidence when shopping online.

This is reflected in wider consumer preferences, with 87% wanting both proof of delivery and the ability to track their parcel in real time. In addition, 86% value the option to reschedule a delivery if they are unavailable.

All of this means parcel volumes have continued to rise each year, with a 7.1% increase (4.2 billion parcels) in 2024-25.

This is obviously good news for the Royal Mail, the UK’s most commonly used delivery service, with 37% of consumers naming it their top choice.

DPD are the first choice for 18%, Evri were placed first by 10%, and DHL at 10%, taking up the next few spots.

Ecommerce delivery statistics
More than half of UK consumers cite convenience as the reason for choosing home delivery

How can delivery options influence purchasing decisions?

The delivery options provided by eCommerce retailers can actually have a surprisingly large influence on shopping habits. For example, shoppers will reportedly spend an average of 30% more on a purchase if shipping is free.

Conversely, long delivery times will deter as many as 41.6% of shoppers from making a purchase.

Despite this, it is reported that the average British shopper expects deliveries within two to three days, while 33.4% are willing to wait up to four to five days.

Research suggests that 57% of UK shoppers consider a clear online returns policy as the most important online purchasing consideration, whilst 55% consider low delivery costs the most important.

Saying that, as many as 40.6% of consumers in a separate study have abandoned their cart or purchase due to issues related to delivery.

But delivery issues can lead shoppers to abandon their carts for other reasons, too. In fact, 78.5% of shoppers abandon their cards due to excessive shopping costs.

Shipping costs

Shipping costs remain one of the most influential factors in consumer purchasing decisions, with consumers showing high price sensitivity regarding delivery fees.

Research suggests that £3.95 is a key threshold: once delivery costs exceed this amount, many shoppers begin to reconsider their purchase. However, once delivery fees exceed £5.95, over 70% of customers are likely to abandon the retailer altogether.

ecommerce order facts
A majority of shoppers will add extra products to their basket in order to reach free shipping thresholds

Shipping costs also remain a key differentiator in delivery expectations across age groups. Older consumers are significantly more cost-sensitive, with 50% of early Gen X and Baby Boomers prioritising the lowest delivery cost, compared with just 30% of 18-34-year-olds.

Among younger shoppers, willingness to pay more is more closely tied to speed and convenience, with 39% of 18-34-year-olds prioritising faster delivery over lower cost.

At the same time, financial pressure plays a significant role for older shoppers, with 47% of over-55s citing reduced disposable income as a reason for delaying or reconsidering online purchases, up from 19% in 2022.

Click and collect

Click and collect continues to play a growing role in UK retail, with reports indicating it now accounts for around 40% of sales among retailers that offer the service.

While home delivery remains the most common preference overall, click and collect is becoming a widely accepted alternative. Many consumers now research and shop across both channels, especially in sectors like fashion (33%), homewares (34%), and garden products (28%).

One of the key drivers behind its growth is the convenience it offers, giving you the flexibility to pick up orders at a time that suits you, rather than waiting at home for deliveries.

Customers also spend an average of 14% more per order when opting for click-and-collect compared with home delivery. In some categories, this is even higher, reaching 21% in sports and 15% in fashion.

In fact, 19% of shoppers choose click and collect because they feel more certain they will receive their order.

Return statistics

A challenge facing all online retailers

Returns have become as much a part of the online shopping experience as any other factor.

This is partly due to the inherent difficulties of assessing a product online, as opposed to seeing a physical item in a retail outlet, as well as legislation that gives shoppers 14 days to “change their mind”, which does not apply to in-store purchases.

Return to sender

Around 84% of shoppers always check a retailer’s return policy before making a purchase.

Research shows that 49% of consumers returned at least one item in the last year, and return activity is particularly high among younger shoppers and women, with 64% of 35-34-year-olds and 62% of women making at least one return.

Free returns are a key expectation for many shoppers, with 72% stating it’s the most important feature in a returns policy, rising to 80% among those aged 55+.

46% of returns are due to items not fitting or meeting expectations for quality, colour, or size. A further 33% cite faulty or damaged products, while 16% say they received the wrong item or ordered incorrectly.

Money, money, money…

With the staggering volume of sales recorded in the UK and around the world, it is no surprise that the way consumers pay for online orders is evolving, too.

Digital payment methods when shopping online

Digital wallets are the most popular payment method for UK eCommerce orders, having finally overtaken debit cards. They account for 57% of all online payments in the UK.

Debit cards and credit cards make up 64%  of all online payments respectively.

Buy Now, Pay Later (BNPL) has grown from 14% to 25% in the last year.

digital payment statistics
18 million UK adults made an online payment on 2020 - with this number expected to grow

Overall, 48.8 billion payments were made in 2024, up by 1.9% from the previous year.

But one of the most well-known payment providers – PayPal – has faced a slight decline in use since 2020. However, mobile wallets are still predicted to account for over 50% of online purchases worldwide in 2026.

Conversely, Apple Pay and Google Pay are growing in popularity, with 42% of the adult population opting to use either, up from 30% in 2022.

Back in 2014, over two-thirds (57%) of British shoppers cancelled their orders due to complicated payment processes. This has improved, reducing to 21%; however, shoppers will still abandon their order if the retailer doesn’t offer their preferred payment method.

ecommerce payment methods
A suriringly small percentage of online shoppers list payment security as being important

eCommerce packaging facts

The role that packaging plays in eCommerce

Whilst many overlook the packaging that their eCommerce orders are delivered in, this is in fact one of the most crucial areas for online businesses, and we are not just saying that as we are packaging manufacturers!

eCommerce packaging can have a huge impact on brand perception, the likelihood of repeat business, a business’s environmental impact, and, of course, even if the products arrive in one piece, therefore helping prevent returns.

Brand experience and unboxing

A third also said that the packaging they received would discourage them from purchasing from the same retailer again.

Similarly, 52% of online shoppers that receive orders in customised packaging are more likely to shop with that company again in the future.

The number of consumers reporting receiving ecommerce orders in unbranded packaging has also increased in 2021, to 45% (vs 32% in 2020).

Another statistic that indicates that businesses may be overlooking their ecommerce packaging, is that searches on Google for “unboxing experience” have dropped by 22% year on year.

There are arguments that this reflects UK consumers however, with 58% reported as considering the packaging as an afterthought (or not considering it at all).

ecommerce unboxing facts
More than half of shoppers that receive orders in custom packaging will be likely to shop with that business again

More than half of shoppers that receive orders in custom packaging will be likely to shop with that business again

Very few shoppers – only 1 in 5 – are interested in getting information on the packaging their goods will ship in before they order online

Other studies have indicated that consumers often form an impression of a brand within 7 seconds – making ecommerce packaging an essential tool for customer loyalty and brand perception.

Other research shows that a similar number of consumers consider their ecommerce packaging as important as the brand of the retailer they are buying from (10% vs 12%). Many consumers assume this is in fact the same thing.

And finally, businesses that pay attention to their packaging and the unboxing experience typically report a 30% increase in consumer interest.

Transit protection and excess packaging

Surveys have highlighted that consumers taking receipt of damaged goods has increased from 5% to 9% year on year

14% of consumers also indicate that their deliveries arrive with too much packaging. This is however an improvement from 2020 (16%).

Overall, 75% of UK shoppers have been frustrated with excess or difficult to open packaging, and would like retailers to minimise the packaging used.

Saying that, excessive packaging is only third on the list of shopper’s frustrations when ordering online (with excessive costs and delays to deliveries being the main annoyances).

Another statistic suggests that 58% of online shoppers will not do anything or do not care about the volume of packaging they receive.

Another study – this one by Which – details that as many as 40% of customers believe online deliveries arrive in boxes which are too big.

The same study also suggests that 48% of customers agree that excess packaging sis one the biggest frustrations with online shopping.

42% also indicate that they will take some sort of action if deliveries arrive in packaging that is not environmentally friendly, particularly if the retailer is selling baby / children’s products.

15% of shoppers would not shop from an online seller again if they are unsatisfied with the packaging, whilst other would leave a bad review and / or tell friends and family not to shop with the retailer.

protective ecommerc packaging
As many as 9% of all ecommerce orders arrive damaged

Subscription boxes

Another area of ecommerce that is growing in popularity is subscription boxes, with around 1 in 7 (14%) of UK consumers having purchased one in the past year.

The most popular category of subscription box is snacks and drinks, with 33% of subscription boxes containing these items.

Meal in a box ingredient services (22%) and makeup / beauty products (20%) are also popular.

37% of subscribers to these services / products indicate convenience as being the main factor in doing so.

However, a third simply say they subscribed as they wanted to treat themselves (which ties in with pandemic restrictions and consumers looking for relief from the situation).

ecommerce unboxing experience
Ecommerce subscription boxes are an area that is fast growing in popularity

One in seven people signed up in order to avoid having to visit physical retail stores (the study includes data from before and during the pandemic).

Other statistics indicate that subscription boxes still have some way to go, with the majority of UK consumers (84%) having not purchased any.

More males than females (59% vs 49% overall) have subscribed to this type of offering.

Millennials – at 53% – are more likely to have purchased subscription boxes than the wider population.

Saying that, almost two thirds (59%) of those who have purchased subscription boxes are in the ABC1 demographic (making them more likely to work in professional jobs).

General packaging facts

Approximately 90% of all orders in the US are shipped in corrugated cardboard packaging – with the figure being very similar in the UK.

The UK packaging industry, as a whole, employs around 85,000 people. This is close to 3% of the entire manufacturing workforce!

The UK packaging industry has – by some estimates – a sales volume of around £11 billion.

And those in the packaging industry are hard workers, with some report suggesting that productivity is twice that of the average across all industries.

Environmental Impact

Are consumers aware of the environmental impact of their online shopping?

An area of growing focus (and concern) is the environmental impact pf ecommerce retailers.

Whilst packaging is often the focus of consumers ire in relation to environmental impact (particularly oversized boxes and non-recyclable items such as polystyrene), many are now considering how the number of deliveries – and vehicles this requires – affects sustainability.

This section covers a number of surveys, findings, and statistics to gauge consumer opinion on the environmental impact of their packaging and online shopping.

Packaging and the environment

Looking at the overall statistics, it would appear that waste (including packaging) is of more concern to the average shopper than the carbon emissions generated by increased deliveries.

57% of UK shoppers believe that online shopping poses risks to the environment.

73% of consumers indicated that the packaging they received their online orders in was recyclable – an increase of 10% compared with 2020, and 34% vs 2019)

Three quarters of online shoppers want ecommerce sellers to minimise packaging waste, and to ensure they use environmentally friendly / sustainable materials.

92% of UK consumers consider packaging that can be recycled as environmentally friendly.

Despite this focus on packaging, studies have suggested that, on average, the impact of packaging on the environment is typically less than 10% of the product(s) it was used to ship.

Packaging also makes up less than 20% of household waste in the UK

And the small amount of packaging material that is not recovered for recycling makes up less than 3% of waste that is sent to landfill each year.

sustainable ecommerce packaging facts
Sustainability is increasingly important to online shoppers

Consumer behaviour and recycling

3 in 4 consumers place importance on retailers considering the environmental impact and sustainability of their products and services.

Surprisingly, some studies have shown that Millennials are less eco conscious that previously assumed, with this demographic finding excessive packaging to be less of an issue than those over the age of 35.

Conversely, Millennials are the most willing to pay extra for sustainable / eco-friendly packaging (£1.19 extra per parcel compared with 47p for those over 65).

The most common action that consumers desired from retailers was the use of sustainable packaging, with 54% expecting this from larger retailers, dropping to half (50%) for smaller independent shops / sellers.

Spain – at 64% of consumers – had the highest proportion of consumers that wanted to see more sustainable packaging. The UK was in second at 63%.

Other statistics indicate that approximately 1 in 5 consumers would no longer purchase from a retailer that did not use sustainable packaging.

This does mean however that 81% will still buy from companies using non sustainable packaging.

A similar number see themselves as eco-friendly, even though the number saying they buy from eco friendly brands drops to 50%.

Nearly all UK consumers also say being environmentally friendly is important (84%), but of these 68% cannot name a single environmentally friendly brand / company.

A further group (just over 48%) believe sustainability isn’t important – but that they are recycling anyway.

Whilst 67.2% of all online shoppers regularly recycle.

And whilst 97% of consumers questioned would follow on pack recycling instructions where possible, as much as 14% of packaging comes without any clear guidance on how to recycle.

Eco friendly shipping

Besides packaging, there is more focus than ever on the impact that increased volumes of shipping has on the environment. With this in mind, as many as 40% of UK consumers would be willing to pay more for green shipping

However, only 1% of online sellers in the UK offer an eco-friendly shipping option.

Younger shoppers are most interested in having a range of sustainable shipping options, with 55% of 18–24-year-olds highlighting this as important to them (compared with only 43% of over 55s).

Other ideas that consumers would be interested in includes a minimum delivery charge (to minimise the number of journeys), with 54% believing this is a good idea.

Similarly, 44% believe you should have to order a minimum number of items and / or value to qualify for free shipping.

47% also think that all delivery vehicles should be electric or low emissions.

Other Ecommerce Statistics

Other factors that have affected ecommerce sales

It could be argued that the economic landscape has been in such a state of flux – thanks to Coronavirus restrictions, lock downs, Brexit, and a huge range of unprecedented circumstances – that many of the statistics featured in this article will provide little use in predicting future trends.

But what impact have these factors had to date?

This final section covers a range of miscellaneous facts and figures relating to Brexit, social media presence and of course COVID 19, that have done so much to shape the current situation.

Coronavirus Pandemic

Over three quarters (77%) of UK shoppers say they have purchased more products online since the start of the pandemic.

Conversely, in store shopping has seen a decline of 26%

With the shift to online, more than two thirds of consumers have suffered from shipping delays since the onset of COVID 19

In fact, the average delay for shipping in the UK stands at approximately 1.9 days.

This is a similar story in Europe, with shipping delays there typically being 2 days.

Being understanding of the situation, Brits are now willing to wait 6.7 days for deliveries to arrive (2.5 days longer than pre-pandemic).

The pandemic has also seen consumers shop closer to home, with only 32% (down from 45% before the pandemic) shopping with international companies.

The pandemic had the largest impact on food retailers, with this sector seeing a huge 143.5% growth in online orders (largely due to restaurants and pubs being closed).

During the peak of pandemic, it was reported that 42% of UK shoppers planned to buy more online in the future.

With restrictions now having eased somewhat, even more Brits (55%) said they plan to make more purchases from ecommerce sites.

Whilst only 9% of UK shoppers purchased from new or different physical stores than previously in 2020, almost a third (28%) shopped with a different online retailer.

This trend is / was set to continue in 2021, with 29% of consumers indicating they would purchase from new online retailers, whilst only 14% expect to shop at a different “bricks and mortar” store.

coronavirus shopping habits
The Coronavirus pandemic has played a significant role in shaping consumers shopping habits

Social Media

Of course, social media is intrinsically linked to ecommerce businesses online presence. In fact, 52% of consumers suggest they are more likely to purchase from an online retailer if they can trust them based on their social media presence.

As many as 4 in 5 also favour brands that communicated how they put customers and employees first during the pandemic.

Saying that, 60% feel that businesses over communicated during the pandemic.

Brexit

And finally, Brexit. It is clear that consumers both within the UK and the EU believe this will have an impact on their online shopping habits. For example, 66% of UK shoppers feel that buying from the EU will become more expensive

A further 64% also believe that delivery of goods ordered from EU sellers will take longer

In fact, UK shoppers are much more likely to purchase locally than their European counterparts, with only 45% saying they have shopped with international retailers in the past 12 months (only Germany is lower, at 37%).

On the other hand, 72% of EU residents believe that buying from the UK will also become more expensive for them.

And 69% also think goods will take longer to reach them if they order from UK sellers.

Summary

Analysing ecommerce statistics

The rise in the available data on ecommerce activity, shopping habits, packaging, delivery and returns indicates just how complex (and fast paced) this area has become.

This is also why it pays to work with specialists in the varying areas involved in becoming a successful online business, or maintaining growth and success (i.e. if you are already an established online seller).

Your ecommerce packaging is no different. And working with a specialist packaging manufacturer – such as GWP – can allow your business to realise benefits that cover everything from brand / unboxing experience, delivery, fulfilment efficiency, and much more besides.

So if you would like help with your ecommerce packaging, or a no obligation review, please get in touch.

References

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About the author

Jay Daggar, former GWP Packaging Sales Manager

Jay Daggar

(Former) Sales Manager | GWP Packaging

Jay joined GWP Packaging in 2008, before going on to hold senior positions at VPK and Cotswold Packaging. He maintains close ties with GWP and Macfarlane.

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