2021
0
Europe Online Retailing Market Report 2021
2021-08-20T04:10:29+01:00
OX1049193
3195
141664
[{"name":"eCommerce","url":"https:\/\/store.mintel.com\/industries\/retail\/ecommerce"}]
Report
en_GB
“Online remains one of the fastest-growing areas in retailing, with most markets seeing sales increase in double-digits each year. In Europe, markets such as Germany and the UK are at…

Europe Online Retailing Market Report 2021

£ 3,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the Europe Online Retailing market, including the behaviours, preferences and habits of the consumer.

Online retailing had already been performing strongly in recent years across Europe. However, unlike most other sectors, it has also experienced a positive effect from COVID-19, with online sales soaring, new consumers being encouraged to shop online for the first time, and existing online shoppers extending the range of products they’re prepared to buy online. The ongoing pandemic has accelerated the shift bringing development forward by several years in a short period of time, with ecommerce sales across the big 5 European countries up by almost a third in 2020. Consequently, the proportion of overall retail sales accounted for by the online channel reached an all-time high in 2020 across the markets reviewed.

We are also seeing an acceleration in online retail sales growth in line with changing consumer habits, for example, our research conducted for this report highlights that a considerable proportion of those who have shopped online admit to doing so more often than they were a year ago, peaking at more than half both in the UK and Spain. This will likely bring a longer-term change, supported by a growing number of retailers adopting an online business of their own.

The growth in online demand creates further opportunities for retailers to engage with customers through social media and using tools like loyalty schemes and delivery passes. We are also seeing retailers collaborate across sectors, enabling new and smaller players to establish and strengthen their online presence.

While booming online sales are good news for many retailers, it represents a threat to those without a strong history of ecommerce activity or the capabilities to cope with the rise in online demand. As the proportion of retail sales taking place online increases, benefitting online pureplayers like Amazon, smaller players and those with less robust ecommerce operations will suffer.

Although ecommerce is still dominated by the online pureplayers, store-based retailers have the advantage of a multichannel strategy and offering consumers more ways to buy their products as well as a base for collections and returns. In fact, over the past year, we’ve seen Amazon expand its operations by having a stronger physical presence. We expect this to be a growing trend in the medium to long-term, especially during the post-COVID recovery stage.

Read on to discover more details or take a look at all of our European Retail market research.

Quickly understand

  • The impact of COVID-19 on consumer behaviour and the online retail market
  • How the market will fare in the post-COVID-19 slowdown
  • What people buy online
  • The performance of the major online retailers in 2020
  • Online shopping behaviours and what consumers look for in online retailers.
  • Europe online retail statistics.

Covered in this report

Brands: AliExpress, Amazon, CDiscount, Ebay, Fnac, Saturn, Media World, El Corte Ingles, Hypermarket, Argos, Boots, ASOS, Wildberries, Bol.com, About You, Jack & Jones, Miss Etam, Zeeman, Zooplus, HelloFresh, Boohoo, Otto, Zalando, Veepee, Shop Direct Group, Ocado, Vorwerk, YOOX Net-a-Porter Group, Avon, ManoMano, Lindex, Google, Perfect Corp, Pinterest, Klarna, Carritus, Next, Gorillas, Dija, Getir, Weezy, Flink, Tesco, Carrefour, Dunnes Stores, Sellpy, Cos, H&M, Kaufland, Gruppo VéGe.

Expert analysis from a specialist in the field

This report, written by Utku Tansel, a leading analyst in the European Retail Analyst sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Online remains one of the fastest-growing areas in retailing, with most markets seeing sales increase in double-digits each year. In Europe, markets such as Germany and the UK are at the most developed end of the spectrum, while Spain and Italy remain relatively underdeveloped. Although shopping habits vary considerably around Europe for a variety of reasons, online shopping continues to gain popularity and has benefitted greatly from the COVID-19 pandemic. The ongoing crisis has accelerated growth and encouraged consumers to shop online more often, and for a wider range of items or even for the first time, creating a very positive outlook for the future.

Utku Tansel - European Retail AnalystUtku Tansel
European Retail Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Report scope
          • Consumer research
            • Market definition
              • Marketplaces
                • Data sources
                  • Retail
                  • Executive Summary – Europe – The Market

                      • The market
                        • Online retail sales reach new heights with continued growth across European markets
                          • Mintel online retailing market size
                              • Figure 1: Europe Big 5: online sales by country, 2016-21
                              • Figure 2: Europe Big 5: online sales by country, forecasts, 2021-26
                              • Figure 3: Europe Big 5: online sales by country, 2022-26
                            • Pan-European online sales see significant boost driven by the pandemic
                              • Figure 4: Europe Big 5: total online retail sales (including VAT), 2017-26
                            • Online as a proportion of overall retail: a North-South divide in Europe
                              • Figure 5: Europe Big 5: total online retail sales as % all retail sales (excluding fuel), 2020
                            • Online share of overall retailing to maintain upward trend
                                • Figure 6: Europe Big 5: online sales as % total retail sales, by country, 2016-26
                            • Executive Summary – Europe – The Consumer

                                • The research
                                  • What did they buy?
                                    • Figure 7: Europe: products bought online in the last 12 months, by country, 2021
                                  • How often consumers shop online
                                      • Figure 8: Europe: frequency of online shopping in the last 12 months, by country, 2021
                                      • Figure 9: Europe: change in frequency of online shopping, by country, 2021
                                    • Where they shop
                                        • Figure 10: Europe: retailer type bought from online, by country, 2021
                                      • Leading retailers
                                          • Figure 11: Europe: proportion of online shoppers who have shopped at the top two online only retailers, by country, 2021
                                          • Figure 12: Europe: proportion of online shoppers who have shopped at the top two retailers with stores, by country, 2021
                                        • Attitudes to online shopping
                                            • Figure 13: Europe: attitudes to buying online, 2021
                                        • Executive Summary – Europe – Companies and Brands

                                            • Amazon revenue hits a record high
                                              • Zalando expands further into Eastern Europe and starts offering second-hand clothing
                                                • Wildberries more than doubles turnover
                                                  • Bol.com surpass €3.5 billion target one year early
                                                    • ASOS revenue up a fifth
                                                      • Accelerated growth in marketplace contribution drives Cdiscount revenue
                                                        • Ocado sales jump on back of dramatic shift to buying groceries online
                                                          • Zooplus benefits from the trend to buy pets and pamper them
                                                            • HelloFresh revenue skyrockets 114%
                                                              • Adapted product mix to match COVID-19 driven lifestyle changes help lift Boohoo
                                                                • ManoMano sales accelerate as DIY demand shifts online on back of store closures
                                                                  • Figure 14: Europe: leading online pureplayers, 2016-20
                                                              • Executive Summary – Europe – Launch Activity and Innovation

                                                                • VR technology makes livestreaming shopping more immersive
                                                                  • COVID-19 pandemic spurs new e-grocery concepts
                                                                    • Belgium’s first online-only supermarket goes ‘live’
                                                                      • Cajoo promises grocery delivery in 15 minutes
                                                                        • Amazon Fresh launches in Italy and Spain
                                                                          • Gorillas 10-minute grocery deliveries in Spain
                                                                            • Carrefour’s real time online personal food shopping service
                                                                              • Technologies bridging the gap between online and offline
                                                                                • Increased focus on beauty category as online demand surges amidst COVID-19 store disruption
                                                                                  • Europe’s largest parcel locker space opens in Helsinki
                                                                                    • Russian ecommerce leader targets a bigger slice of the European online market
                                                                                      • DIY click-and-collect in 30 minutes
                                                                                        • Amazon focusing on offering a more regional experience
                                                                                          • Growing sustainability awareness prompts Sellpy European expansion
                                                                                          • Impact of COVID-19 on Online Retailing

                                                                                            • Short, medium and long term impact on the sector
                                                                                              • Figure 15: Short, medium and long term impact of COVID-19 on retailing, June 2021
                                                                                            • Opportunities and threats
                                                                                              • New concepts, new opportunities…
                                                                                                • Harnessing the power of tech
                                                                                                  • AR and VR try-on innovations can help lessen the risk of buying online
                                                                                                    • Alternative credit options could tempt impulse online purchases
                                                                                                      • Online shopping could help hard-up consumers limit spending
                                                                                                        • Returns can threaten further growth
                                                                                                          • High delivery fees: a barrier to overcome in online grocery
                                                                                                            • How COVID-19 will reshape the industry
                                                                                                              • Fast delivery could be an important differentiator moving forwards
                                                                                                                • Sustainability to gain further traction
                                                                                                                  • Localism: a lasting legacy of the pandemic
                                                                                                                    • Online retailing to get more competitive
                                                                                                                      • Grocery discounters look to online
                                                                                                                        • The impact of COVID-19 on consumer behaviour across Europe
                                                                                                                          • COVID concerns are falling
                                                                                                                            • Figure 16: Europe: those extremely worried about the risk of being exposed to COVID-19, 2020-21*
                                                                                                                          • Job security is still an issue
                                                                                                                            • Figure 17: Europe: financial impact of COVID-19, 2021*
                                                                                                                          • Changes in behaviour since COVID outbreak started
                                                                                                                            • Spanish and Italians most likely to still be cutting back non-essential spending
                                                                                                                              • Concerns still linger about time spent in-store
                                                                                                                                • France and Italy most popular locations for click and collect
                                                                                                                                  • Aversion to cash is strong across most countries
                                                                                                                                    • Pandemic has helped local shops
                                                                                                                                      • Numbers shopping more online remain high
                                                                                                                                        • Figure 18: Europe: changes to shopping behaviour since the start of the COVID-19 outbreak, 2021*
                                                                                                                                      • Trends in shopping more online
                                                                                                                                        • Figure 19: Europe: changes to shopping behaviour since the start of the COVID-19 outbreak: trends in agreement with statement “I am shopping more online”, 2020-21*
                                                                                                                                      • Trends in using click and collect more
                                                                                                                                        • Figure 20: Europe: changes to shopping behaviour since the start of the COVID-19 outbreak: trends in agreement with statement “I am using click-and-collect more”, 2020- 21*
                                                                                                                                      • Most popular online purchases are low on spending priorities list
                                                                                                                                        • Figure 21: Net balance* of expected spending on selected items in the next month, 2021**
                                                                                                                                      • How the crisis is impacting on key consumer segments
                                                                                                                                        • Women still more concerned about catching the virus in most countries
                                                                                                                                          • Concern levelling off among older age groups as vaccination levels rise
                                                                                                                                            • Figure 22: Europe: those extremely worried about the risk of being exposed to COVID-19, by gender and age, 2021*
                                                                                                                                          • Women most likely to be shopping more online
                                                                                                                                            • Figure 23: Europe: consumers shopping more online, by gender and age, 2021*
                                                                                                                                          • Click and collect usage evenly split by gender
                                                                                                                                            • Figure 24: Europe: consumers using click-and-collect more, by gender and age, 2021*
                                                                                                                                          • Older consumers most likely to be trying to limit time spent in-store
                                                                                                                                            • Figure 25: Europe: consumers trying to limit time spent in-store, by gender and age, 2021*
                                                                                                                                          • COVID-19: market context
                                                                                                                                            • France
                                                                                                                                              • Germany
                                                                                                                                                • Italy
                                                                                                                                                  • Spain
                                                                                                                                                    • UK
                                                                                                                                                    • France

                                                                                                                                                      • Overview
                                                                                                                                                        • Key issues covered in this Report
                                                                                                                                                          • Areas covered in this Report
                                                                                                                                                            • Executive summary
                                                                                                                                                              • The market
                                                                                                                                                                • The economy
                                                                                                                                                                  • Market size and forecast
                                                                                                                                                                    • Figure 26: France: estimated online sales and forecast (including VAT), 2016-26
                                                                                                                                                                  • The consumer
                                                                                                                                                                    • Frequency of shopping online
                                                                                                                                                                      • Figure 27: France: frequency of online shopping, 2020-21
                                                                                                                                                                    • How much they shopped online
                                                                                                                                                                      • Figure 28: France: those that shopped more online due to the COVID-19 pandemic, 2021
                                                                                                                                                                    • What they buy online
                                                                                                                                                                      • Figure 29: France: products purchased online in the past year, 2019-21
                                                                                                                                                                    • Where they shop online
                                                                                                                                                                      • Figure 30: France: online retailers shopped with in the past year, 2021
                                                                                                                                                                    • Attitudes to shopping online
                                                                                                                                                                      • Figure 31: France: attitudes towards shopping online, 2021
                                                                                                                                                                    • Companies and brands
                                                                                                                                                                      • Leading players
                                                                                                                                                                        • Market shares
                                                                                                                                                                          • Figure 32: France: leading online retailers’ estimated shares of all online sales, 2020
                                                                                                                                                                        • Issues and insights
                                                                                                                                                                          • COVID-19 has benefited traditional store-based retailers online
                                                                                                                                                                            • Second-hand can offer growth opportunities
                                                                                                                                                                              • The market – Key takeaways
                                                                                                                                                                                • COVID-19 pushes 2020 growth to over 30%
                                                                                                                                                                                  • Innovations can help retain customers
                                                                                                                                                                                    • Growth will continue, but rates will flatten
                                                                                                                                                                                      • Economic growth and confidence should improve
                                                                                                                                                                                        • Smartphone ownership and usage makes internet shopping accessible at all times
                                                                                                                                                                                          • Market drivers
                                                                                                                                                                                            • French economy is recovering
                                                                                                                                                                                              • Figure 33: France: key economic projections, % annual change, 2019-23
                                                                                                                                                                                            • Consumers are feeling more confident
                                                                                                                                                                                              • Figure 34: France: trends in levels of consumer confidence, 2020-21
                                                                                                                                                                                            • Peaks and troughs in retail sales
                                                                                                                                                                                              • Figure 35: France: year-on-year retail sales volume growth, 2019-21
                                                                                                                                                                                              • Figure 36: France: percentage change in first quarter value retail sales, by category, 2021
                                                                                                                                                                                            • Consumers are switching from in-store to online shopping
                                                                                                                                                                                              • Figure 37: France: changes in spending habits since the start of the outbreak, 2020-21
                                                                                                                                                                                            • Consumers still feeling the pressure
                                                                                                                                                                                              • Figure 38: France: financial impact of the COVID-19 pandemic, 2021
                                                                                                                                                                                            • …with spending seeing very little upturn
                                                                                                                                                                                              • Figure 39: France: changes to spending habits as a result of the COVID-19 pandemic, 2021‎
                                                                                                                                                                                            • Using a smartphone to go online is increasing
                                                                                                                                                                                              • Figure 40: France: devices used to access the internet, 2021
                                                                                                                                                                                            • And smartphone ownership is almost at 90%
                                                                                                                                                                                              • Figure 41: France: personal ownership of technology, 2021
                                                                                                                                                                                            • Market size and forecasts
                                                                                                                                                                                              • Online retail grew 32% in 2020
                                                                                                                                                                                                • Store-based retailers grew fastest
                                                                                                                                                                                                  • Marketplaces thrived
                                                                                                                                                                                                    • Figure 42: France: estimated online sales (including VAT), 2016-20
                                                                                                                                                                                                    • Figure 43: France: online sales forecasts (including VAT), 2021-26
                                                                                                                                                                                                  • Market segmentation/what they buy online
                                                                                                                                                                                                    • Figure 44: France: products bought online, 2019-21
                                                                                                                                                                                                  • The consumer – Key takeaways
                                                                                                                                                                                                    • COVID-19 results in more online shopping
                                                                                                                                                                                                      • Opportunities amongst older demographics
                                                                                                                                                                                                        • Amazon extends lead despite a year of challenge
                                                                                                                                                                                                          • The epidemic driving development from the grocers
                                                                                                                                                                                                            • Fnac – A brand ideally suited to e-commerce
                                                                                                                                                                                                              • Most categories received a boost from greater online engagement
                                                                                                                                                                                                                • The home has become more important
                                                                                                                                                                                                                  • Increased home consumption of food as restaurants were closed
                                                                                                                                                                                                                    • Opportunities for fashion retailers as society opens up
                                                                                                                                                                                                                      • Sustainability now a dominant issue in the online market
                                                                                                                                                                                                                        • Localism and kick-back against the big players
                                                                                                                                                                                                                          • Who shops online and how frequently
                                                                                                                                                                                                                            • COVID-19 drives greater use of online channels
                                                                                                                                                                                                                              • Figure 45: France: changes in online shopping due to the COVID-19 pandemic, 2021
                                                                                                                                                                                                                              • Figure 46: France: those that shopped more online due to the COVID-19 pandemic, 2021
                                                                                                                                                                                                                            • Frequency of online shopping has increased
                                                                                                                                                                                                                              • Figure 47: France: frequency of online shopping, 2020-21
                                                                                                                                                                                                                              • Figure 48: France: frequency of online shopping by age, 2021
                                                                                                                                                                                                                            • Products purchased online
                                                                                                                                                                                                                              • Almost all categories receive a boost from greater online engagement
                                                                                                                                                                                                                                • Figure 49: France: products purchased online in the past year, 2019-21
                                                                                                                                                                                                                                • Figure 50: France: products purchased online in the past year, 2021
                                                                                                                                                                                                                              • Retailers shopped with
                                                                                                                                                                                                                                • Amazon leads but with less dominance than in some countries
                                                                                                                                                                                                                                  • Figure 51: Online-only retailers shopped with in the past 12 months, 2021
                                                                                                                                                                                                                                • Grocers are the most popular of the store-based retailers online
                                                                                                                                                                                                                                  • Fnac – A brand ideally suited to e-commerce
                                                                                                                                                                                                                                    • Figure 52: Store-based retailers shopped with online in the past year, 2021
                                                                                                                                                                                                                                  • Amazon the most popular retailer overall
                                                                                                                                                                                                                                    • Figure 53: France: online retailers shopped with in the past year, 2021
                                                                                                                                                                                                                                  • Usage of store-based retailers up most
                                                                                                                                                                                                                                    • Figure 54: France: increase in usage of selected online retailers , 2019-21
                                                                                                                                                                                                                                  • Where they shop and what they bought
                                                                                                                                                                                                                                      • Figure 55: France: products bought online by retailer shopped in last 12 months, 2021
                                                                                                                                                                                                                                    • Attitudes to shopping online
                                                                                                                                                                                                                                      • Sustainability now a dominant issue in the online market
                                                                                                                                                                                                                                        • Localism and kick-back against the big players
                                                                                                                                                                                                                                          • Figure 56: France: attitudes towards shopping online, 2021
                                                                                                                                                                                                                                        • Low prices characterise the pureplayers
                                                                                                                                                                                                                                          • Figure 57: France: attitudes towards statement “I find shopping online cheaper than in-store” by retailers shopped with in the past 12 months, 2021
                                                                                                                                                                                                                                        • Amazon shoppers less likely to be concerned about environmental impact of shopping
                                                                                                                                                                                                                                          • Figure 58: France: attitudes towards statement “I am concerned about the environmental impact of shopping online” by retailers shopped with in the past 12 months, 2021
                                                                                                                                                                                                                                        • Opportunities to drive loyalty
                                                                                                                                                                                                                                          • Figure 59: France: attitudes towards statement “I will continue buying from the retailers I bought from online during the pandemic once the COVID-19/coronavirus outbreak subsides” by retailers shopped with in the past 12 months, 2021
                                                                                                                                                                                                                                        • Companies and brands – Key takeaways
                                                                                                                                                                                                                                          • France has a unique e-commerce sector
                                                                                                                                                                                                                                            • Store-based retailers grew more than the pureplayers during the pandemic
                                                                                                                                                                                                                                              • Drives dominate grocery
                                                                                                                                                                                                                                                • New delivery partners and operators filling in gaps
                                                                                                                                                                                                                                                  • Localism is a growth driver
                                                                                                                                                                                                                                                    • Amazon dominates to a lesser degree
                                                                                                                                                                                                                                                      • Sustainability issues are a key focus in non-food
                                                                                                                                                                                                                                                        • Leading online retailers
                                                                                                                                                                                                                                                          • Store-based retailers grew more rapidly than pure-players
                                                                                                                                                                                                                                                            • Amazon had a tough year
                                                                                                                                                                                                                                                              • Flash sales operators are popular
                                                                                                                                                                                                                                                                • Diversifying into second-hand selling
                                                                                                                                                                                                                                                                  • New delivery/collection methods
                                                                                                                                                                                                                                                                    • Figure 60: France: leading online retailers by sales (excluding VAT), 2016-20
                                                                                                                                                                                                                                                                  • Market shares
                                                                                                                                                                                                                                                                    • Figure 61: France: leading online retailers’ estimated shares of all online sales, 2016-20
                                                                                                                                                                                                                                                                  • Appendix – Data sources and abbreviations
                                                                                                                                                                                                                                                                    • Abbreviations
                                                                                                                                                                                                                                                                      • Data sources
                                                                                                                                                                                                                                                                      • Italy

                                                                                                                                                                                                                                                                        • Overview
                                                                                                                                                                                                                                                                          • Key issues covered in this Report
                                                                                                                                                                                                                                                                            • Areas covered in this Report
                                                                                                                                                                                                                                                                              • Executive summary
                                                                                                                                                                                                                                                                                • The market
                                                                                                                                                                                                                                                                                  • Market size and forecast
                                                                                                                                                                                                                                                                                    • Figure 62: Italy: online retail market size and forecast, 2016-21
                                                                                                                                                                                                                                                                                  • Market drivers
                                                                                                                                                                                                                                                                                    • The consumer
                                                                                                                                                                                                                                                                                      • How much they shopped online
                                                                                                                                                                                                                                                                                        • Figure 63: Italy: changes in online shopping due to the COVID-19 pandemic, 2021
                                                                                                                                                                                                                                                                                      • Frequency of shopping online
                                                                                                                                                                                                                                                                                        • Figure 64: Italy: frequency of online shopping, 2020-21
                                                                                                                                                                                                                                                                                      • What they bought online
                                                                                                                                                                                                                                                                                        • Figure 65: Italy: products purchased online in the past year, 2019-21
                                                                                                                                                                                                                                                                                      • Where they shopped online
                                                                                                                                                                                                                                                                                        • Figure 66: Italy: online retailers shopped with in the past year, 2021
                                                                                                                                                                                                                                                                                      • Attitudes to shopping online
                                                                                                                                                                                                                                                                                        • Figure 67: Italy: attitudes towards shopping online, 2021
                                                                                                                                                                                                                                                                                      • Companies and brands
                                                                                                                                                                                                                                                                                        • Key metrics
                                                                                                                                                                                                                                                                                          • Market shares
                                                                                                                                                                                                                                                                                            • Figure 68: Italy: leading online retailers’ estimated shares of all online sales, 2020
                                                                                                                                                                                                                                                                                          • Issues and insights
                                                                                                                                                                                                                                                                                            • Retailers look to retain online shoppers gained during pandemic
                                                                                                                                                                                                                                                                                              • Encouraging existing customers to buy from more categories, more often
                                                                                                                                                                                                                                                                                                • A changing role for omnichannel retailers’ stores
                                                                                                                                                                                                                                                                                                  • Italians open to loyalty schemes that reward with discounts
                                                                                                                                                                                                                                                                                                    • ‘Humanising’ retailers’ online propositions
                                                                                                                                                                                                                                                                                                      • A touch of pragmatism
                                                                                                                                                                                                                                                                                                        • Emphasising the convenience of online shopping
                                                                                                                                                                                                                                                                                                          • Making the online proposition more convenient
                                                                                                                                                                                                                                                                                                            • What are the main online growth sectors and how will they perform in 2021?
                                                                                                                                                                                                                                                                                                              • Grocery retailers recover from initial shock to expand online capacity
                                                                                                                                                                                                                                                                                                                • Increased time at home and home working has boosted online sales of electricals
                                                                                                                                                                                                                                                                                                                  • Beauty retailers see strong growth despite home working and restrictions on social activity
                                                                                                                                                                                                                                                                                                                    • Transference drives online sales of store-based retailers
                                                                                                                                                                                                                                                                                                                      • An opportunity to launch marketplaces
                                                                                                                                                                                                                                                                                                                        • What will be the key issues influencing online shoppers going forward?
                                                                                                                                                                                                                                                                                                                          • Sustainability issue will only become more important to consumers
                                                                                                                                                                                                                                                                                                                            • Packaging is a problem, even when cardboard is used
                                                                                                                                                                                                                                                                                                                              • Delivery: plenty of scope for improvement and opportunities for local retailers
                                                                                                                                                                                                                                                                                                                                • Second-hand and rental go mainstream
                                                                                                                                                                                                                                                                                                                                  • Desire to buy local opens up potential for Made in Italy ranges as well as locally-sourced products
                                                                                                                                                                                                                                                                                                                                    • The market – Key takeaways
                                                                                                                                                                                                                                                                                                                                      • COVID-19 continues to be biggest demand driver
                                                                                                                                                                                                                                                                                                                                        • Weak economy is affecting some households’ finances
                                                                                                                                                                                                                                                                                                                                          • Growth likely to begin to fall off in second half of 2021
                                                                                                                                                                                                                                                                                                                                            • Market drivers
                                                                                                                                                                                                                                                                                                                                              • Consumer confidence in Italy picks up
                                                                                                                                                                                                                                                                                                                                                • Figure 69: Italy: trends in levels of consumer confidence, 2020-21
                                                                                                                                                                                                                                                                                                                                              • Economy hit by COVID-19, while consumer spending hit even harder
                                                                                                                                                                                                                                                                                                                                                • Figure 70: Italy: trends in GDP and consumer spending*, 2015-20
                                                                                                                                                                                                                                                                                                                                              • High unemployment and furlough levels put pressure on Italian finances
                                                                                                                                                                                                                                                                                                                                                • Figure 71: Italy: trends in unemployment rate*, 2016-22
                                                                                                                                                                                                                                                                                                                                              • Prices steady after COVID-driven discounting
                                                                                                                                                                                                                                                                                                                                                • Figure 72: Italy: consumer prices*, annual % change, 2016-22
                                                                                                                                                                                                                                                                                                                                              • Device ownership
                                                                                                                                                                                                                                                                                                                                                • Figure 73: Italy: device ownership levels, 2021
                                                                                                                                                                                                                                                                                                                                              • Shopping online
                                                                                                                                                                                                                                                                                                                                                • Figure 74: Italy: agreement with statement “I am shopping more online”, 2020-21
                                                                                                                                                                                                                                                                                                                                              • Devices used to shop online
                                                                                                                                                                                                                                                                                                                                                • Figure 75: Italy: devices used for online shopping in the past three months, 2021
                                                                                                                                                                                                                                                                                                                                              • Broader factors influencing online purchasing
                                                                                                                                                                                                                                                                                                                                                  • Figure 76: Italy: agreement with statements about online shopping, 2021
                                                                                                                                                                                                                                                                                                                                                • Market size and forecasts
                                                                                                                                                                                                                                                                                                                                                  • Online sales and forecasts
                                                                                                                                                                                                                                                                                                                                                    • Figure 77: Italy: online sales (including VAT), 2016-21
                                                                                                                                                                                                                                                                                                                                                    • Figure 78: Italy: online sales forecasts (including VAT), 2021-26
                                                                                                                                                                                                                                                                                                                                                  • The COVID effect for online specialists
                                                                                                                                                                                                                                                                                                                                                    • Figure 79: Italy: trends in percentage annual change in sales of e-commerce retailers, by month, 2020-21
                                                                                                                                                                                                                                                                                                                                                  • Market segmentation/what they buy online
                                                                                                                                                                                                                                                                                                                                                    • Figure 80: Italy: products purchased online in the past year, 2021
                                                                                                                                                                                                                                                                                                                                                    • Figure 81: Italy: online sales by category, 2019-20
                                                                                                                                                                                                                                                                                                                                                    • Figure 82: Italy: percentage breakdown of online sales by category, 2020
                                                                                                                                                                                                                                                                                                                                                  • The consumer – Key takeaways
                                                                                                                                                                                                                                                                                                                                                    • COVID effect has been to drive greater use of online channels…
                                                                                                                                                                                                                                                                                                                                                      • Amazon customers shopping more products, more often
                                                                                                                                                                                                                                                                                                                                                        • Sustainability cannot be ignored as an issue in the online market
                                                                                                                                                                                                                                                                                                                                                          • Operators may seek to exploit positive sentiment towards ‘Made in Italy’
                                                                                                                                                                                                                                                                                                                                                            • Rewarding pandemic loyalty
                                                                                                                                                                                                                                                                                                                                                              • Opportunity for Privalia and Zalando to partner with split payments operator?
                                                                                                                                                                                                                                                                                                                                                                • Zalando could tap into consumer desire to support local independents
                                                                                                                                                                                                                                                                                                                                                                  • Who shops online and how frequently
                                                                                                                                                                                                                                                                                                                                                                    • Almost all Italian internet users shop online
                                                                                                                                                                                                                                                                                                                                                                      • COVID effect has been to drive greater use of online channels…
                                                                                                                                                                                                                                                                                                                                                                        • Figure 83: Italy: changes in online shopping due to the COVID-19 pandemic, 2021
                                                                                                                                                                                                                                                                                                                                                                      • …and increased the frequency with which consumers shop online
                                                                                                                                                                                                                                                                                                                                                                        • Figure 84: Italy: frequency of online shopping, 2020-21
                                                                                                                                                                                                                                                                                                                                                                      • Products purchased online
                                                                                                                                                                                                                                                                                                                                                                        • Almost all categories boosted by higher levels of online engagement
                                                                                                                                                                                                                                                                                                                                                                          • Figure 85: Italy: products purchased online in the past year, 2019-21
                                                                                                                                                                                                                                                                                                                                                                        • Which categories have people who are shopping online more often been buying?
                                                                                                                                                                                                                                                                                                                                                                          • Figure 86: Italy: products purchased online in the past year, by people shopping online more often since COVID outbreak began, 2021
                                                                                                                                                                                                                                                                                                                                                                        • Retailers shopped with
                                                                                                                                                                                                                                                                                                                                                                          • Majority shopped with online-only retailers in the past year
                                                                                                                                                                                                                                                                                                                                                                            • Figure 87: Italy: types of retailers shopped with in the past year, 2021
                                                                                                                                                                                                                                                                                                                                                                          • Amazon consolidates its position after 2020 gains
                                                                                                                                                                                                                                                                                                                                                                            • Figure 88: Italy: online-only retailers shopped with in the past 12 months, 2019-21
                                                                                                                                                                                                                                                                                                                                                                          • Zalando most likely to have benefitted from people shopping online more since COVID-19
                                                                                                                                                                                                                                                                                                                                                                            • Figure 89: Italy: online-only retailers shopped with in the past 12 months, by those shopping online more often since COVID-19 outbreak, 2021
                                                                                                                                                                                                                                                                                                                                                                          • Amazon increases its exclusive shopper numbers
                                                                                                                                                                                                                                                                                                                                                                            • Figure 90: Italy: trends in composition of amazon shoppers, 2020-21
                                                                                                                                                                                                                                                                                                                                                                          • Amazon shoppers most likely to also shop at eBay, Zalando and AliExpress among online-only retailers
                                                                                                                                                                                                                                                                                                                                                                            • Figure 91: Italy: other online retailers shopped at by Amazon customers, 2021
                                                                                                                                                                                                                                                                                                                                                                          • Media World sees a big jump in online shopper numbers
                                                                                                                                                                                                                                                                                                                                                                              • Figure 92: Italy: store-based retailers shopped with online in the past year, 2019-21
                                                                                                                                                                                                                                                                                                                                                                            • Home, clothing, beauty and food and drink retailers most likely to have been used by those shopping more online
                                                                                                                                                                                                                                                                                                                                                                              • Figure 93: Italy: store-based retailers shopped with online in the past year, by those shopping online more often since COVID-19 outbreak, 2021
                                                                                                                                                                                                                                                                                                                                                                            • Amazon shoppers most likely to also shop online at electrical, beauty and home/DIY retailers among store-based players
                                                                                                                                                                                                                                                                                                                                                                              • Figure 94: Italy: store-based retailers shopped at online by Amazon customers, 2021
                                                                                                                                                                                                                                                                                                                                                                            • Amazon the most popular retailer overall
                                                                                                                                                                                                                                                                                                                                                                              • Figure 95: Italy: online retailers shopped with in the past year, 2020-21
                                                                                                                                                                                                                                                                                                                                                                            • Attitudes to shopping online
                                                                                                                                                                                                                                                                                                                                                                              • Sustainability cannot be ignored as an issue in the online market
                                                                                                                                                                                                                                                                                                                                                                                  • Figure 96: Italy: attitudes towards shopping online, 2021
                                                                                                                                                                                                                                                                                                                                                                                • Attitudes by where they shop
                                                                                                                                                                                                                                                                                                                                                                                  • Privalia shoppers particularly keen on ‘Made in Italy’
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 97: Italy: attitudes towards statement “I prefer to shop online with retailers who sell products produced in Italy than those that don’t”, by online-only retailers shopped with in the past 12 months, 2021
                                                                                                                                                                                                                                                                                                                                                                                  • Zalando shoppers most likely to stay loyal after pandemic
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 98: Italy: attitudes towards statement “I will continue buying from the retailers I bought from online during the pandemic once the COVID-19/coronavirus outbreak subsides”, by online-only retailers shopped with in the past 12 months, 2021
                                                                                                                                                                                                                                                                                                                                                                                  • An opportunity for Privalia and Zalando to partner with split payments operators?
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 99: Italy: attitudes towards statement “Credit options (eg buy-now-pay-later) have encouraged me to make impulse purchases online”, by online-only retailers shopped with in the past 12 months, 2021
                                                                                                                                                                                                                                                                                                                                                                                  • Zalando could tap into consumer desire to support local independents
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 100: Italy: attitudes towards statement “I have tried to buy more products from independent retailers/sellers online since the COVID-19/coronavirus outbreak began compared to before”, by online-only retailers shopped with in the past 12 months, 2021
                                                                                                                                                                                                                                                                                                                                                                                  • Companies and brands – Key takeaways
                                                                                                                                                                                                                                                                                                                                                                                    • Amazon the prime beneficiary of sharp online growth in 2020
                                                                                                                                                                                                                                                                                                                                                                                      • More time spent at home drives sales for many different retailers
                                                                                                                                                                                                                                                                                                                                                                                        • Pandemic exercise boom also benefits a variety of retailers
                                                                                                                                                                                                                                                                                                                                                                                          • Leading players
                                                                                                                                                                                                                                                                                                                                                                                            • Top 20 online retailers enjoy average of 41.4% growth in 2020
                                                                                                                                                                                                                                                                                                                                                                                              • Generalists benefit from closure of non-essential stores
                                                                                                                                                                                                                                                                                                                                                                                                • Amazon is undisputed market leader
                                                                                                                                                                                                                                                                                                                                                                                                  • Lockdown drives boom in sports and exercise clothing and equipment
                                                                                                                                                                                                                                                                                                                                                                                                    • Decathlon leads way
                                                                                                                                                                                                                                                                                                                                                                                                      • Privalia and Bonprix also see strong growth from cycling, running boom
                                                                                                                                                                                                                                                                                                                                                                                                        • Clothing retailers enjoy online gains due to transfer of sales from stores
                                                                                                                                                                                                                                                                                                                                                                                                          • Inditex returns strongest growth; OVS lags in terms of online share
                                                                                                                                                                                                                                                                                                                                                                                                            • Zalando saw more modest growth due to relative maturity of its online business
                                                                                                                                                                                                                                                                                                                                                                                                              • Electricals retailers benefit from growth in home working
                                                                                                                                                                                                                                                                                                                                                                                                                • Unieuro leverages its online expertise to boost market leadership
                                                                                                                                                                                                                                                                                                                                                                                                                  • Home/DIY-related retailers also enjoy online sales boom
                                                                                                                                                                                                                                                                                                                                                                                                                    • IKEA among those to benefit from home improvement and reconfiguration
                                                                                                                                                                                                                                                                                                                                                                                                                      • ADEO brands cement market leadership but pureplayer ManoMano reports strongest growth
                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 101: Italy: leading online retailers by sales (excl. VAT), 2016-20
                                                                                                                                                                                                                                                                                                                                                                                                                      • Market shares
                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 102: Italy: leading online retailers’ estimated shares of all online sales, 2020
                                                                                                                                                                                                                                                                                                                                                                                                                      • Appendix – Data sources and abbreviations
                                                                                                                                                                                                                                                                                                                                                                                                                        • Abbreviations
                                                                                                                                                                                                                                                                                                                                                                                                                          • Data sources
                                                                                                                                                                                                                                                                                                                                                                                                                          • Spain

                                                                                                                                                                                                                                                                                                                                                                                                                            • Overview
                                                                                                                                                                                                                                                                                                                                                                                                                              • Key issues covered in this Report
                                                                                                                                                                                                                                                                                                                                                                                                                                • Areas covered in this Report
                                                                                                                                                                                                                                                                                                                                                                                                                                  • Executive summary
                                                                                                                                                                                                                                                                                                                                                                                                                                    • The market
                                                                                                                                                                                                                                                                                                                                                                                                                                      • The economy
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Market size and forecast
                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 103: Spain: online retail market size and forecast, 2016-26
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Segmentation/what they buy online
                                                                                                                                                                                                                                                                                                                                                                                                                                          • Market drivers
                                                                                                                                                                                                                                                                                                                                                                                                                                            • The consumer
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Frequency of shopping online
                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 104: Spain: frequency of shopping online, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                              • What they buy online
                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 105: Spain: products bought online in last 12 months, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Where they shop online
                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 106: Spain: retailers purchased from online in the last 12 months, 2020-21
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Attitudes to shopping online
                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 107: Spain: attitudes and behaviours to shopping online, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Companies and brands
                                                                                                                                                                                                                                                                                                                                                                                                                                                • Leading players
                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Market shares
                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Issues and insights
                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Competitive pricing could give online an advantage in COVID aftermath
                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Silver consumers: turning grey into gold
                                                                                                                                                                                                                                                                                                                                                                                                                                                          • The market – Key takeaways
                                                                                                                                                                                                                                                                                                                                                                                                                                                            • COVID-19 bonanza for online retailing
                                                                                                                                                                                                                                                                                                                                                                                                                                                              • The economy was hit hard by the pandemic
                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Fashion continues to be most popular
                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Smartphone uptake is high
                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Market drivers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • COVID-19 hits the economy hard
                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 108: Spain: key economic projections, 2019-23
                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Broadband access
                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 109: Spain: broadband penetration as % all households, 2011-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Device usage to access the internet
                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 110: Spain: internet access methods, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • New GAFA tax hits tech companies
                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Market size and forecasts
                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Online sales and forecasts
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 111: Spain: online sales (including VAT), 2016-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 112: Spain: online sales forecasts (incl. VAT), 2021-26
                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Market segmentation/what they buy online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 113: Spain: products bought online in last 12 months, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • The consumer – Key takeaways
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • 96% of online survey respondents have bought products in the last year
                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Fashion and consumer electronics the most common online purchases
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Online shopping becoming a more regular activity
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Younger online shoppers shopping more since the COVID-19/coronavirus outbreak
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • One-stop shops are online shoppers’ preferred retail destinations
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • A keen interest to shop with eco-friendly and independent retailers and brands
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Who shops online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • More than nine in ten consumers have shopped online in the past year
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 114: Spain: percentage of internet users who have shopped online in the last 12 months, by age and gender, 2019-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Financial hardship a barrier to online shopping uptake among lower income households
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 115: Spain: online shoppers, by net monthly household income, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • What they buy online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Huge increase in online clothing and DIY products purchasing
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 116: Spain: products bought online in last 12 months, 2020-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Non-essential purchases especially high among younger shoppers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 117: Spain: products bought online in last 12 months, by age group, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Frequency of shopping online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • More regular and less infrequent shopping
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 118: Spain: frequency of shopping online, 2020-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Shopping more since the onset of the COVID-19 pandemic
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 119: Spain: frequency of online shopping since the COVID-19/coronavirus outbreak began, by gender and age, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Where they shop online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • One-stop shops the preferred option of most internet shoppers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Amazon consolidates its position as the leading online shopping destination
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • El Corte Inglés the most popular online retailer with stores
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 120: Spain: retailers purchased from online in the last 12 months, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Attitudes to shopping online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Shoppers plan to stick with the same retailers post-COVID-19 pandemic
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Online shoppers affiliating themselves with eco-friendly retailers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • A keen interest to shop with retailers that have been impacted by the COVID-19 pandemic
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Affordability an issue for a nearly a third of online shoppers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Use of smartphones accelerating the shift to m-commerce
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 121: Spain: attitudes and behaviours to shopping online, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Companies and brands – Key takeaways
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Aggregate online sales of the sector’s leading players soar in 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Amazon is the No. 1 ecommerce player, but revenue lead narrows
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Leading retailers tighten their grip on the ecommerce market
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Multichannel retailers’ significantly increase their share
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Buying locally helps boost domestic retailers share of sales
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Leading players
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • A mix of online-only mega brands and domestic multichannel retailers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Amazon holds onto its position as Spain’s leading ecommerce site
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Inditex reports soaring online sales
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • AliExpress sees robust sales growth
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • 132% increase in online sales boost El Corte Inglés
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • PC Componentes sales up 300% at times during 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • eBay experiences a slight decline in usage in 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Spain is Veepee’s second biggest market by revenue
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • New virtual reality platform helps lift Mango online sales
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Online more than doubles its share of total Decathlon turnover in 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Fnac Darty Iberian online sales jump 65% in 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Leroy Merlin online sales almost triple
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Carrefour online grocery sales up 71% in 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Mercadona online sales skyrocket 283% on back of 1.2 million orders
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Working from home demand for technical equipment boosts MediaMarkt
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Strong customer growth in Southern Europe drives Zalando sales
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 122: Spain: leading online retailers, sales (excluding VAT), 2017-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Market shares
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Combined leading players’ share of total online sales now over 50%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Multichannel retailers increase their share of the ecommerce market
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Shoppers buying local help boost Spanish-owned retailers market share
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 123: Spain: leading online retailers’ estimated shares of all online sales, 2019-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Appendix – Data sources and abbreviations
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Abbreviations
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Data sources
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • UK

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Overview
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Key issues covered in this Report
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • COVID-19: market context
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Economic and other assumptions
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Executive summary
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Impact of COVID-19 on online retailing
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 124: Short-, medium- and long-term impact of COVID-19 on online retailing, 2020-25
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • The market
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Market size and forecast
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 125: All online retail sales (including VAT), market size and forecast, 2016-26
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 126: COVID-19 scenario forecasts, 2016-26
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • The pandemic will give a legacy boost to the online channel
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 127: Percentage of all retail sales accounted for by online, pre and post COVID-19 pandemic, 2015-25
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Grocery sales soar, claiming a record share of all online spending
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 128: Estimated breakdown of all online sales, by product category, 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Leading retailers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Amazon grows its leading market share
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 129: Top ten online retailers within the UK by estimated market share (excluding VAT), 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Amazon brand leading on key metrics
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 130: Key metrics for selected brands, 2020-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • The consumer
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • 97% of consumers shop online, with over half doing more so because of the pandemic…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 131: Changes in online shopping due to the COVID-19 pandemic, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • …increasing the frequency of shop in the online channel
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Majority of categories see a boost in purchasing level during the pandemic
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 132: Products purchased online in the past year, 2019-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Amazon the most popular retailer online, but Etsy sees biggest shift due to the pandemic
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 133: Online retailers shopped with in the past year, 2020-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Nearly a third purchased from social media in the past year
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 134: Alternative platforms used in the process of shopping online in the past year, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • 60% of consumers have purchased on credit in the past year
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 135: Credit payment options used in the past year, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Digital services grow as consumers are separated from stores
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 136: Online services/experiences used and interested in, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Sustainability concerns grow online as more consumers engage more frequently with the channel
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 137: Attitudes towards shopping online, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Issues and Insights
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • The legacy of COVID-19 on online retailing
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • The opportunity for alternative platforms in the current market
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Tapping into the new consumer opportunities brought by the pandemic
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • The market – Key takeaways
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Confidence takes a hit before rebounding, with retail benefitting from pent-up demand
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Online sales soar 47.1% in 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Store-based retailers take a majority of online sales for the first time since 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Market drivers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Future confidence takes a significant hit, before recovering strongly…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 138: The financial confidence index, 2015-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • …helped by government intervention…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 139: Financial wellbeing index, 2015-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • …however some have still been hit harder than others
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 140: Changes in household finances, 2015-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 141: Changes in financial situation, by household income bracket, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Retail sales stage a recovery following initial significant hit
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 142: Retail sales performance, by month non-seasonally adjusted, by major category, 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 143: Detailed retail sales performance, non-seasonally adjusted, by major category, 2020-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Footfall suffers significantly in the pandemic….
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 144: Google COVID-19 Community Mobility Reports, UK (national), average monthly change from baseline, 2020-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • …allowing online to take record high shares of sales
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 145: Estimated share of all non-food sales, by stores and non-store retail, 2020-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Market size and forecast
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Online sees significant boost during the pandemic
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 146: All online retail sales (including VAT), market size and forecast, 2016-26
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Extended online reliance will drive a legacy boost for the channel
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 147: All online retail sales (including VAT), market size and forecast, at current and constant prices, 2016-26
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 148: Percentage of all retail sales accounted for by online, pre and post COVID-19 pandemic, 2015-25
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Market drivers and assumptions
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 149: Key drivers affecting Mintel’s market forecast, 2016-25
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Forecast methodology
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • COVID-19 scenario performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Mintel’s approach to predicting the impact of COVID-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Fundamental differences in how COVID-19 is affecting consumer markets
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Extended disruption would further boost the online channel
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 150: COVID-19 scenario forecasts, 2016-26
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Rapid recovery would mean a greater return to the high-street
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 151: COVID-19 scenario forecasts, online sales as a proportion of all retail sales, 2021-25
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • COVID-19 market disruption: risks and outcomes
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 152: Summary of Mintel scenario expectations and the impact on the online retail market, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Market segmentation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Store-based retailers take a majority of online sales for the first time since 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 153: Share of online sales, by broad type of retailer, 2016-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Breakdown by type of retailer
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 154: Online sales by type of retailer, 2019-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 155: Estimated detailed store-based retail online market sizes, by value and as a proportion of total category sales, 2019-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Detailed breakdown of online-only players
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 156: Estimated breakdown of online-only retail sales, by broad category based on top 100 players in the UK, 2019/20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 157: Estimated breakdown of online-only retail sales, by number of retailers, 2019/20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Breakdown of sales by category
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 158: Estimated breakdown of all online sales, by product category, 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 159: Estimated breakdown of all online sales by product category, including VAT, 2018-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Digital spending
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Books – pandemic drives digital sales with impulse in print being hit
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 160: Value of consumer print books and publisher UK sales of consumer digital books and audiobooks (net invoiced value), 2015-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Music – streaming key despite vinyl’s resurgence
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 161: Music industry income, by format, 2015-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Video – pandemic serves to boost in-home streaming
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 162: Online audio-visual revenues, 2014-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Gaming – more leisure time during pandemic boosts engagement
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • The total digital spending
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 163: Estimated total identified digital spending, by category, 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • The consumer – Key takeaways
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Over half of consumers have shopped more online as a result of the pandemic
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Store-based players see the most significant growth in customer numbers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Digital service use grows, while sustainability concerns remain critical
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Impact of COVID-19 on online shopping behaviour
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Concern is directly linked to desire to return to store…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 164: COVID-19 Tracker: impact on online shopping and time spent in-store, 2020-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • …although closure of complementary sectors has also served to limit footfall
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 165: Consumer attitudes to physical shopping, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Flexible working is also playing into heightened online use
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Post-pandemic intentions point to a legacy of heightened online use
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 166: Online shopping intentions post-peak of the pandemic, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Click-and-collect has not seen the same uptick as online, but may be set for significant growth moving forward…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 167: COVID-19 Tracker: additional click-and-collect use, 2020-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • …but to tap into this multi-channel retailers must better connect their channels
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 168: What consumers would like to see more of in-store once the pandemic eases, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Although the online channel will be boosted, issues in the channel will also be inflated
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 169: Returns behaviours since the pandemic began, 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Who shops online and how frequently
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • A note on the timing of the research
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • 97% of internet users shop online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Over half of online shoppers have done more online shopping as a result of COVID-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 170: Changes in online shopping due to the COVID-19 pandemic, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • The pandemic has served to significantly increase the frequency with which consumers shop online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 171: Frequency of online shopping, 2019-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Significant uptick in frequency of online shopping among older generations
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 172: Frequency of online shopping, by age, 2019 and 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Products purchased online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Almost all categories receive a boost from higher levels of online engagement
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 173: Products purchased online in the past year, 2019-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Average age of online shopper edges older, and more affluent, in the past year
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 174: Products purchased online in the past year, 2019-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Repertoires broaden as consumers rely on the online channel more
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 175: Repertoire of types of products purchased online in the past year, 2019-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 176: Repertoire of types of products purchased online in the past year, by select age groups, 2019-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Retailers shopped with
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • More shopped with online-only retailers in the past year
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 177: Types of retailers shopped with in the past year, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Etsy sees significant growth in engagement
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 178: Online-only retailers shopped with in the past 12 months, 2019-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Boots sees a big jump in shopper numbers online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 179: Store-based retailers shopped with online in the past year, 2019-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Amazon the most popular retailer overall
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 180: Online retailers shopped with in the past year, 2020-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Most retailers see shift in demographic profile as consumers rely on online channel more
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 181: Leading online-only retailers, average shopper base by age and household income, 2019 and 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 182: Leading store-based retailers, average shopper base by age and household income, 2019-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Alternative platforms used
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Nearly one in five have made a purchase linked to Facebook
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 183: Alternative platforms used in the process of shopping online in the past year, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Alternative marketplaces and peer-to-peer sites set for significant growth
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Alternative routes to market speak more directly to a youth audience
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 184: Alternative platforms and leading online-only retailers used in the past year, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Drive to second-hand a major boost for alternative platforms
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 185: Online behaviours related to second-hand and independent shopping, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Use and attitudes towards credit and cashback
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • 60% of online shoppers have bought on credit in the past year
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 186: Credit payment options used in the past year, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • New platforms have a strong youth audience…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 187: Credit payment options used in the past year, by age, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • …and a slightly more affluent audience
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 188: Credit payment options used in the past year, by household income, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Over half of 16-34s have been encouraged by credit to make impulse purchases
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 189: Impact of credit on impulse purchasing, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • A quarter have used Top Cashback before purchasing
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 190: Cashback sites used in the past year, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Digital services used and interested in
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Video service jumps into the mainstream
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 191: Impact and expected legacy of COVID-19 on digital forms of service, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Samples important to support the greater role for online in BPC and F&D
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 192: Online services/experiences used and interested in, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Younger shoppers far more engaged in digital tools and services
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 193: Online services/experiences used in the past year, by age, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Hesitancy could provide a problem for retailers looking to continue to engage older shoppers online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 194: Future interest in using online services/experiences, by age, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Attitudes to shopping online sustainably
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Sustainability now a critical issue in the online market
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 195: Attitudes towards shopping online sustainably, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Drive for more accountability on sustainability coming from the youth market
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 196: Attitudes towards shopping online sustainably, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Leading retailers – Key takeaways
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Amazon now accounts for 28% of online sales
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Significant development in delivery methods as operators look to meet heightened demand
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Amazon spends big in 2020 to capitalise on demand in the market
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Leading online retailers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Leading online-only players see sales soar during the pandemic
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Grocers lead the way on the store-based side of the market
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 197: Top 30 leading online retailers, 2018/19-2020/21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Market share
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Amazon strengthens its hold on the UK market
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 198: Top ten online retailers within the UK by estimated market share (excluding VAT), 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 199: Top 30 online retailers within the UK by estimated market share (excluding VAT), 2018-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Advertising and marketing activity
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Total sector advertising up 16% year-on-year in 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 200: UK online retail: recorded above-the-line, online display and direct mail total advertising expenditure, 2016-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Amazon the UK’s biggest online retail advertising spender
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • eBay pushes sustainable shopping and hero resilience of COVID-19 impacted sellers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Shein door drop campaign to support online fashion show ‘Walk Your Wonderful’
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Moonpig ‘Mental Health Awareness’ campaign
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Ocado the biggest online-only supermarket advertising spender
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Gumtree radio advertising campaign targeting second-hand car buyers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Loaf debut TV advertising campaign
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Notonthehighstreet champions small businesses during COVID-19 crisis
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 201: Leading UK online retailers: recorded above-the-line, online display and direct mail total advertising expenditure, 2016-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Near-50% of all sector advertising spend channelled through digital media
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 202: UK online retail: recorded above-the-line, online display and direct mail total advertising expenditure, by media type, 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Nielsen Ad Intel coverage
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Launch activity and innovation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Ultra-rapid home deliveries in as little as 10 minutes
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 203: Getir, advertising at IMAX Waterloo, London, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Royal Mail launches easy and convenient parcel collection and delivery service
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 204: Royal Mail Parcel Collect, 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Augmented and virtual reality try-on innovations help lessen the risk of buying online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 205: Pinterest AR Try eyeshadow, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Livestream shopping services offer a dynamic online experience
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • An increased focus on sustainability prompts explosion of fashion re-sale platforms
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 206: Resellfridges: The Wedding, at Selfridges Corner Shop, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Amazon powers ahead with bricks-and-mortar rollout
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 207: Amazon Fresh, Ealing, London, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • New online marketplace for local retailers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Brand research
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 208: Attitudes towards and usage of selected brands, 2020-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Key brand metrics
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 209: Key metrics for selected brands, 2020-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Brand attitudes: Amazon seen to provide a great online service
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 210: Attitudes, by brand, 2020-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Brand personality: Ocado associated with being exclusive
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 211: Brand personality – Macro image, 2020-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Boots perceived as reliable
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 212: Brand personality – Micro image, 2020-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Brand analysis
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Amazon: a trusted retailer and seen to provide great online service
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • JD Williams: should do more to increase awareness
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Boots: seen as ethical
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Asos: seen as the most stylish of brands
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • eBay: innovative and fun
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Boohoo: need to do more to mitigate perceptions of being unethical
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • John Lewis: accessible but expensive
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Ocado: exclusive
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Currys PC World: associated with being reliable and good customer service
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Argos: trusted retailer and seen to provide good value
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Very: offers great online service
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Littlewoods: should focus on differentiating itself
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Reading word clouds
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Appendix – Data sources, abbreviations and supporting information
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Data sources
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • VAT
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Abbreviations
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Consumer research methodology
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Appendix – Central forecast methodology
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Market forecast and prediction intervals
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 213: All retail sales, including VAT, best and worst case forecast, 2021-26
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Market drivers and assumptions
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 214: Key drivers affecting Mintel’s market forecast, 2016-25
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Forecast methodology
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Appendix – COVID scenario performance methodology and assumptions
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Scenario performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 215: All retail sales, including VAT, scenario forecast, 2016-26
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Rapid COVID recovery, central and extended COVID disruption scenarios outline
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Scenario methodology

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      About the report

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Market

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Consumer

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Brand/Company

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Data

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      *databooks not available with UK B2B Industry reports.

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