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UK ‘leads the world’ in online shopping, with over a third of consumers buying online multiple times a week

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UK consumers do significantly more shopping online than those in the rest of Europe, Australia and the US, with a third of thos in Britain buying online at least once a week.

The global research from Episerver,, which surveyed more than 4,500 shoppers, found that 38% of UK consumers buy online at least once a week, more than any other region surveyed. In the US it is 26%, Benelux 22%, Australia 21%, Germany 20% and Sweden 20%.

At the heart of this trend are new technologies, with UK consumers now shopping on a huge array of different devices. Thirty-four percent of Brits frequently use a smartphone to make purchases, while 12 percent shop via a home assistant and 11 percent shop via their smartwatches. Episerver’s research also shows that UK consumers make more purchases via a mobile device than any other country surveyed.

Commenting on these findings, Joey Moore, Head of Evangelism, EMEA & APAC at Episerver explains: “With so many consumers shopping online, it’s vital that UK commerce brands ensure they have a strong web and mobile presence that reflects changing consumer expectations. At the same time, with more and more customers shopping via new technologies, such as smartwatches, it’s also vital that brands ensure they have web content that is responsive and can be displayed correctly on any platform, channel or device.”

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