With Black Friday weekend nearly upon us, a new study has found that Brits are the second-most enthusiastic online shoppers in the world. According to a global review of 52 countries by MobiLoud, only the USA outperforms the UK when it comes to online shopping – with British consumers spending a whopping £1,993 per head annually.
The Online Shopping Obsession Score, developed by MobiLoud, combines data on annual online spending, the proportion of consumer goods bought online, and the percentage of the population who shop online. The UK scored 71.57 out of 100 – which places it firmly ahead of every other European nation. The Netherlands was closest behind it on 69.74%, followed by China at 67.65%.
The study also found that 23.2% of consumer goods in the UK are now bought online – the highest rate in Europe – and 84.3% of Brits shop online, ranking 10th globally.
Online shopping part of everyday life
These figures reflect the maturity of the UK’s ecommerce market, where online shopping has become deeply embedded in everyday life. Pietro Saccomani, founder and CEO of MobiLoud, attributes this to strong logistics, trusted payment systems, and the rise of digital-first retailers. “The data reflects how online shopping has become a normal part of daily life for UK consumers and not an occasional convenience,” he said.
Indeed, online sales sales (£5.13bn) are expected to exceed offline sales (£4.39bn) over this year’s BFCM (Black Friday Cyber Monday), which begins on 28 November. UK consumers are forecast to splurge a record-breaking £9.52 billion, according to research by VoucherCodes – with a focus on higher-value items as consumers trade up for Christmas presents and treats.
Mobile commerce is expected to account for over half of all online commerce in the UK over BFCM – and retailers are responding by ensuring they prioritise mobile-first experiences. As Saccomani stated: “With so much of this activity happening on mobile devices, retailers must ensure their digital experiences are fast, frictionless, and mobile-first.”
Britain’s love affair with online shopping shows no sign of slowing. With nearly £2,000 spent per person each year and mobile commerce driving record-breaking Black Friday sales, retailers that deliver fast, seamless digital experiences will be the ones to win big.
Top 5 most online shopping-obsessed countries:
- United States – Score: 100 | Annual spend: £3,005 | Online shopper rate: 91.7%
- United Kingdom – Score: 71.57 | Annual spend: £1,993 | Online shopper rate: 84.3%
- Netherlands – Score: 69.74 | Annual spend: £1,925 | Online shopper rate: 84.7%
- China – Score: 67.65 | Annual spend: £1,780 | Online shopper rate: 86.3%
- Canada – Score: 61.49 | Annual spend: £1,674 | Online shopper rate: 82.6%
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