2022
0
Europe Online Retailing Market Report 2022
2022-09-30T04:13:21+01:00
OX1103067
3195
156078
[{"name":"eCommerce","url":"https:\/\/store.mintel.com\/industries\/retail\/ecommerce"}]
Report
en_GB
"Although shopping habits vary considerably across Europe for a variety of reasons, online shopping continues to gain popularity across the board and has benefitted greatly from the pandemic, engaging more…

Europe Online Retailing Market Report 2022

£ 3,195 (Excl.Tax)

Report Summary

“Although shopping habits vary considerably across Europe for a variety of reasons, online shopping continues to gain popularity across the board and has benefitted greatly from the pandemic, engaging more people and forcing retailers to up their game. 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. Going forwards, e-commerce will continue to be the main driver of growth in overall retailing, albeit with growth not as high as the inflated levels seen in 2020.”

– Utku Tansel, European Retail Analyst

This Report will look at the following areas:

  • The impact of COVID-19 on the online retailing sector and how it is recovering from this
  • The impact of rising living costs on consumers and how this is affecting the online retailing channel
  • The winners and losers in the online retailing sector as we emerge into the post-COVID recovery phase
  • How people shop online and which channels and retailers they use
  • Attitudes towards different aspects of online retailing.

Table of Contents

  1. Overview

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

                  • Mintel online retailing market size
                      • Figure 1: Europe big 5: Estimated online spending (including VAT), 2017-25
                      • Figure 2: Europe Big 5: online spending by country, 2017-25
                      • Figure 3: Europe Big 5: total online spending (including VAT), 2017-25
                    • Online as a proportion of overall retail: the UK most developed in Europe
                      • Figure 4: Europe Big 5: total online retail sales as % all retail sales (excluding fuel), 2021
                    • Growth in wider Europe slows down after dramatic 2020 gains
                      • Figure 5: Europe total estimated online spending (including VAT), 2017-23
                    • Ongoing impact of pandemic concerns
                      • Figure 6: Europe Big 5: changes to spending habits as a result of the COVID-19 pandemic, 2022
                    • Cash-strapped consumers may restrict online spend
                      • Figure 7: Europe: financial impact of the COVID-19 pandemic, 2022
                    • Companies and brands
                        • Figure 8: Europe: leading online pureplayers, sales, 2017-21
                        • Figure 9: Europe: leading online pureplayers shares, 2017-21
                      • The five-year outlook for Online Retailing
                        • Figure 10: Outlook for online retailing, 2022-27
                    • Executive Summary – Europe – The Consumer

                        • The research
                          • What did they buy?
                            • Figure 11: Europe: products bought online in the last 12 months, by country, 2022
                          • How often consumers shop online
                              • Figure 12: Europe: frequency of online shopping in the last 12 months, by country, 2022
                              • Figure 13: Europe: change in frequency of online shopping, by country, 2022
                            • Where they shop
                                • Figure 14: Europe: retailer type bought from online, by country, 2022
                              • Leading retailers
                                  • Figure 15: Europe: proportion of online shoppers who have shopped at the top two online only retailers, by country, 2022
                                  • Figure 16: Europe: proportion of online shoppers who have shopped at the top two retailers with stores, by country, 2022
                                • Attitudes to online shopping
                                    • Figure 17: Europe: attitudes to buying online, 2022
                                • Executive Summary – Europe – Innovations and Launch Activity

                                  • Sustainability comes to the fore
                                    • Fast delivery could be a key differentiator
                                      • Figure 18: GoPuff Flyer
                                    • Surge in online demand in the beauty category prompts innovations and launches
                                      • Online retailers experiment with brick-and-mortar
                                        • New collaborations, new opportunities
                                          • Figure 19: Gorillas delivery
                                          • Figure 20: Getir flyer
                                        • Brands and retailers bolster their online offer
                                        • France

                                          • Overview
                                            • Key issues covered in this Report
                                              • Market context
                                                • Areas covered in this Report
                                                  • Market definition
                                                    • Executive summary
                                                      • The five-year outlook for online retailing
                                                        • Figure 21: Online retailing outlook, 2022-27
                                                      • The market
                                                        • Online spending is stabilising after bumper growth in 2020
                                                          • Figure 22: France: estimated online spending and forecast (including VAT), 2017-25
                                                        • Prospects for online retailing are mixed
                                                          • The consumer
                                                            • More are shopping online
                                                              • Figure 23: France: demographics of online shoppers, 2022 vs 2019
                                                            • Frequency has returned to pre-pandemic levels
                                                              • Figure 24: France: frequency of online shopping, 2020-22
                                                            • Shoppers are returning to stores
                                                              • Figure 25: France: types of retailers shopped with online, 2019-22
                                                            • Attitudes to shopping online
                                                              • Choice and availability are the main benefits of shopping online
                                                                • The importance of rapid delivery is growing
                                                                  • Localism is transferring online
                                                                    • Online retailers must minimise their impact on the environment
                                                                      • Huge potential in second-hand
                                                                        • Figure 26: France: attitudes towards shopping online, 2022
                                                                      • Companies and brands
                                                                        • Amazon leads, but has its challenges
                                                                          • Local operators are strong
                                                                            • Marketplaces are driving growth
                                                                              • Figure 27: France: leading online retailers’ estimated shares of all online spending, 2021
                                                                            • Issues & insights
                                                                              • How can online retailers react to the cost of living crisis?
                                                                                • Price and payment options
                                                                                  • Schemes that reward loyalty
                                                                                    • The circular economy
                                                                                      • Move beyond price towards value
                                                                                        • The influence of the conscious consumer on online retail
                                                                                          • Market size and performance
                                                                                            • The pandemic accelerated growth in online spending
                                                                                              • 2021 has seen a stabilisation and embedding of new habits
                                                                                                • The cost of living will hold back growth
                                                                                                  • Opportunities lie with increased confidence in shopping online
                                                                                                    • Figure 28: France: estimated online spending (including VAT), 2017-25
                                                                                                  • Market segmentation/what they buy online
                                                                                                    • Figure 29: France: where consumers are shopping, 2022
                                                                                                  • Economic market drivers
                                                                                                    • The conflict in Ukraine has shocked the French economy
                                                                                                      • Inflation is rising despite the government’s shield on energy price rises
                                                                                                        • Figure 30: France: key economic projections, % annual change, 2019-24
                                                                                                      • Lower purchasing power is holding back consumer spending
                                                                                                        • Figure 31: France: changes in household consumption and purchasing power, 2019-24
                                                                                                      • Employment has been resilient
                                                                                                        • Consumer confidence has slipped from its recent high point
                                                                                                          • Figure 32: France: trends in levels of consumer confidence*, 2020-22
                                                                                                        • People are increasingly worried about the cost of living
                                                                                                          • Figure 33: France: consumer concerns about household finances, 2022
                                                                                                        • The conflict in Ukraine will hurt French consumers
                                                                                                          • Figure 34: France: expected changes to behaviours as a result of rising prices, 2022
                                                                                                        • Technology market drivers
                                                                                                          • Smartphone ownership has increased to over 90%
                                                                                                            • Figure 35: France: personal ownership of technology, 2021-22
                                                                                                          • Shopping online with a smartphone has reached 59%
                                                                                                            • Figure 36: France: smartphone activities, 2021-22
                                                                                                          • Price and cost issues are key motivators for shopping online
                                                                                                            • Figure 37: France: important factors when shopping online, 2022
                                                                                                            • Figure 38: France: important factors when shopping online, by age and income, 2022
                                                                                                          • Who shops online and how
                                                                                                            • Over 90% shop online
                                                                                                              • Figure 39: France: demographics of online shoppers, 2019-22
                                                                                                              • Figure 40: France: demographics of online shoppers, 2022 vs 2019
                                                                                                              • Figure 41: France: changes in online shopping over the last year, 2022
                                                                                                            • Frequency has returned to pre-pandemic levels
                                                                                                              • Figure 42: France: frequency of online shopping, 2020-22
                                                                                                            • Products purchased online
                                                                                                              • All categories are seeing a decline in numbers shopping
                                                                                                                • Figure 43: France: products purchased online in the past year, 2019-22
                                                                                                                • Figure 44: France: products purchased online in the past year, by age, 2022
                                                                                                              • Where they shop online
                                                                                                                • Loyalty boosted store-based retailers during the pandemic
                                                                                                                  • Shoppers are returning to stores
                                                                                                                    • Figure 45: France: types of retailers shopped with online, 2019-22
                                                                                                                  • Amazon extends its lead despite negative sentiment
                                                                                                                    • Figure 46: Online-only retailers shopped with in the past 12 months, 2021-22
                                                                                                                    • Figure 47: France: store-based retailers shopped with online in the past year, 2021-22
                                                                                                                  • Retailer demographics
                                                                                                                    • Figure 48: France: demographics of retailers shopped with online in the past year, 2022
                                                                                                                    • Figure 49: France: gender demographics of retailers shopped with online in the past year, 2022
                                                                                                                  • Attitudes to shopping online
                                                                                                                    • Choice and availability are the main benefits to shopping online
                                                                                                                      • Figure 50: France: attitudes towards shopping online, 2022
                                                                                                                    • The importance of rapid delivery is growing
                                                                                                                      • Localism transferring online
                                                                                                                        • Reducing the environmental impact of online shopping
                                                                                                                          • Reducing plastic
                                                                                                                            • Developing a second-hand offer
                                                                                                                              • Government is intervening to support online retail
                                                                                                                                • Companies and brands
                                                                                                                                  • An overview
                                                                                                                                    • The grocery sector
                                                                                                                                      • Live shopping is evolving
                                                                                                                                        • Marketplaces are driving growth
                                                                                                                                          • Localism transferring online
                                                                                                                                            • Diversification into services
                                                                                                                                              • The circular economy is influencing modes of shopping
                                                                                                                                                • Figure 51: France: leading online retailers by sales (excluding VAT), 2017-21
                                                                                                                                              • Market shares
                                                                                                                                                • Figure 52: France: leading online retailers’ estimated shares of all online spending, 2017-21
                                                                                                                                              • Appendix – Data sources, consumer research methodology and abbreviations
                                                                                                                                                • Abbreviations
                                                                                                                                                  • Consumer research methodology
                                                                                                                                                    • Data sources
                                                                                                                                                      • INSTITUT NATIONALE DE LA STATISTIQUE ET DES ÉTUDES ÉCONOMIQUES (INSEE)
                                                                                                                                                        • EUROSTAT – Luxembourg
                                                                                                                                                          • FEVAD – La Fédération du e-commerce et de la vente à distance – Paris
                                                                                                                                                            • EDITIONS DAUVERS – Rennes
                                                                                                                                                            • Italy

                                                                                                                                                              • Overview
                                                                                                                                                                • Key issues covered in this Report
                                                                                                                                                                  • Market context
                                                                                                                                                                    • Areas covered in this Report
                                                                                                                                                                      • Market definition
                                                                                                                                                                        • Executive summary
                                                                                                                                                                          • The five-year outlook for online retailing
                                                                                                                                                                            • Figure 53: Online retailing outlook, 2022-27
                                                                                                                                                                          • The market
                                                                                                                                                                            • Market size and forecast
                                                                                                                                                                              • Figure 54: Italy: online spending and forecast*, 2017-25
                                                                                                                                                                            • Market drivers
                                                                                                                                                                              • The consumer
                                                                                                                                                                                • What they buy online
                                                                                                                                                                                  • Figure 55: Italy: products purchased online in the last 12 months, 2019-22
                                                                                                                                                                                  • Figure 56: Italy: changes in the frequency of online shopping in the last 12 months, 2022
                                                                                                                                                                                  • Figure 57: Italy: frequency of online shopping, 2020-22
                                                                                                                                                                                • Retailers shopped with
                                                                                                                                                                                  • Figure 58: Italy: retailers without stores shopped online with in the last 12 months, 2019-22
                                                                                                                                                                                  • Figure 59: Italy: retailers without stores shopped online with in the last 12 months, 2019-22
                                                                                                                                                                                • Attitudes to shopping online
                                                                                                                                                                                    • Figure 60: Italy: attitudes towards shopping online, 2022
                                                                                                                                                                                  • Companies and brands
                                                                                                                                                                                    • Amazon consolidates its dominant position
                                                                                                                                                                                      • Figure 61: Italy: leading online retailers’ estimated shares of all online sales*, 2021
                                                                                                                                                                                    • Issues and insights
                                                                                                                                                                                      • What will be the impact on online retailing of the cost of living crisis?
                                                                                                                                                                                        • Nearly two in five are worse-off than a year ago
                                                                                                                                                                                          • Increased cost of living is cause of financial hardship
                                                                                                                                                                                            • Nearly half expect to cut back on luxuries/non-essential products
                                                                                                                                                                                              • Make purchases as flexible as possible
                                                                                                                                                                                                • Make purchasing as simple as possible
                                                                                                                                                                                                  • Introduce or expand budget/value ranges
                                                                                                                                                                                                    • Be transparent when communicating price rises
                                                                                                                                                                                                      • Online-only retailers likely to be least-impacted by cost of living crisis
                                                                                                                                                                                                        • Don’t forget there are still consumers relatively unaffected by the crisis
                                                                                                                                                                                                          • How can omnichannel retailers compete more effectively with online-only specialists?
                                                                                                                                                                                                            • Omnichannel retailers need to increase their product ranges…
                                                                                                                                                                                                              • …but not at the expense of the UX
                                                                                                                                                                                                                • Omnichannel retailers need to make both sides of their business work for each other
                                                                                                                                                                                                                  • Improve inventory management
                                                                                                                                                                                                                    • Use stores for rapid deliveries
                                                                                                                                                                                                                      • How important is sustainability going to be for online retailers in the future?
                                                                                                                                                                                                                        • Plastic packaging is a particular area of concern
                                                                                                                                                                                                                          • Offer consumers alternative to buying new
                                                                                                                                                                                                                            • An opportunity to make delivery more sustainable
                                                                                                                                                                                                                              • Market size and forecasts
                                                                                                                                                                                                                                • Figure 62: Italy: online spending (including VAT), 2017-25
                                                                                                                                                                                                                              • COVID’s impact on online specialists is clear to see
                                                                                                                                                                                                                                • Figure 63: Italy: trends in percentage annual change in sales of e-commerce retailers*, by month, 2020-22
                                                                                                                                                                                                                              • Market drivers
                                                                                                                                                                                                                                • The economy
                                                                                                                                                                                                                                  • Ukraine conflict will impact the Italian economy
                                                                                                                                                                                                                                    • Unemployment
                                                                                                                                                                                                                                      • Inflation
                                                                                                                                                                                                                                        • Figure 64: Italy: consumer price inflation*, annual % change, 2017-21
                                                                                                                                                                                                                                        • Figure 65: Italy: monthly consumer price inflation*, annual percentage change, July 2021-June 2022
                                                                                                                                                                                                                                        • Figure 66: Italy: issues affecting Italian consumers over the past two months, 2022
                                                                                                                                                                                                                                        • Figure 67: Italy: expectations of changes made in response to rising prices, 2022
                                                                                                                                                                                                                                      • Consumer confidence hit by Ukraine conflict and impact on prices
                                                                                                                                                                                                                                        • Figure 68: Italy: trends in levels of consumer confidence, 2021-22
                                                                                                                                                                                                                                      • COVID is still a factor
                                                                                                                                                                                                                                        • Figure 69: Italy: changes in shopping habits since the start of the outbreak, 2021-22
                                                                                                                                                                                                                                      • Technology ownership and usage
                                                                                                                                                                                                                                        • Figure 70: Italy: activities done on household computers and smartphones in last three months*, 2021
                                                                                                                                                                                                                                      • What they buy online
                                                                                                                                                                                                                                        • Virtually all Italian internet users shop online
                                                                                                                                                                                                                                          • Nearly all product sectors see decline in purchasing compared to previous year
                                                                                                                                                                                                                                            • Fashion is the most popular online purchase
                                                                                                                                                                                                                                              • Food & drink have made major gains
                                                                                                                                                                                                                                                • Online shopping for health and beauty products increases
                                                                                                                                                                                                                                                  • Figure 71: Italy: products purchased online in the last 12 months, 2019-22
                                                                                                                                                                                                                                                • Frequency of online shopping
                                                                                                                                                                                                                                                  • A third of online shoppers have shopped online more frequently in the last year
                                                                                                                                                                                                                                                    • Figure 72: Italy: changes in the frequency of online shopping in the last 12 months, 2022
                                                                                                                                                                                                                                                  • Majority shop online two or three times a month or more often
                                                                                                                                                                                                                                                    • Figure 73: Italy: frequency of online shopping, 2020-22
                                                                                                                                                                                                                                                  • Which categories have people who are shopping online more often been buying?
                                                                                                                                                                                                                                                    • Figure 74: Italy: products purchased online in the past year, by people shopping online more often in last 12 months, 2022
                                                                                                                                                                                                                                                  • Where they shop online
                                                                                                                                                                                                                                                    • Pureplay online retailers are still the most popular place to shop online
                                                                                                                                                                                                                                                      • Figure 75: Italy: types of retailer shopped with online in last 12 months, 2021-22
                                                                                                                                                                                                                                                    • Amazon sets the bar in the online-only space
                                                                                                                                                                                                                                                      • Zalando is the leading online-only specialist
                                                                                                                                                                                                                                                        • Many other players lose ground
                                                                                                                                                                                                                                                          • Figure 76: Italy: retailers without stores shopped online with in the last 12 months, 2019-22
                                                                                                                                                                                                                                                        • Zalando online-only retailer most likely to have benefitted from people shopping online more
                                                                                                                                                                                                                                                          • Figure 77: Italy: online-only retailers shopped with in the past 12 months, by those shopping online more often in last 12 months, 2022
                                                                                                                                                                                                                                                        • Proportion of Amazon-only shoppers drops since pandemic peak
                                                                                                                                                                                                                                                          • Figure 78: Italy: trends in composition of Amazon shoppers, 2019-22
                                                                                                                                                                                                                                                        • Amazon shoppers most likely to also shop at eBay, Zalando and AliExpress among online-only retailers
                                                                                                                                                                                                                                                          • Figure 79: Italy: other online retailers shopped at by Amazon customers, 2021-22
                                                                                                                                                                                                                                                        • MediaWorld holds on to most of pandemic gains
                                                                                                                                                                                                                                                          • OVS online penetration is still low
                                                                                                                                                                                                                                                            • Beauty and grocery retailers also hold on to pandemic gains
                                                                                                                                                                                                                                                              • Home/DIY sector sees fall in online penetration
                                                                                                                                                                                                                                                                • Net gains for clothing specialists online
                                                                                                                                                                                                                                                                  • Department stores make rapid gains after being late to move online
                                                                                                                                                                                                                                                                    • Figure 80: Italy: retailers without stores shopped online with in the last 12 months, 2019-22
                                                                                                                                                                                                                                                                  • Beauty, clothing and electrical retailers with stores most likely to have benefitted from people shopping online more
                                                                                                                                                                                                                                                                    • Figure 81: Italy: store-based retailers shopped with online in the past year, by those shopping online more often since COVID-19 outbreak, 2022
                                                                                                                                                                                                                                                                  • Amazon shoppers most likely to have also shopped online at home/DIY and other clothing specialists
                                                                                                                                                                                                                                                                    • Figure 82: Italy: store-based retailers shopped at online by Amazon customers, 2022
                                                                                                                                                                                                                                                                  • Attitudes to shopping online
                                                                                                                                                                                                                                                                    • Wider range of brands is big attraction of shopping online
                                                                                                                                                                                                                                                                      • Perception that they offer better stock availability is a big advantage for online retailers
                                                                                                                                                                                                                                                                        • Rapid fulfilment offers potential for retailers to differentiate
                                                                                                                                                                                                                                                                          • Consumers are concerned about the impact of online shopping
                                                                                                                                                                                                                                                                            • Considerable positive sentiment towards ‘Made in Italy’
                                                                                                                                                                                                                                                                              • Click & collect plays an important role
                                                                                                                                                                                                                                                                                • Returns are a problem for consumers as well as retailers
                                                                                                                                                                                                                                                                                  • Online shoppers concerned about sustainability of packaging
                                                                                                                                                                                                                                                                                    • Interest in second-hand likely to grow amid increased interest in sustainable living and cost of living crisis
                                                                                                                                                                                                                                                                                      • Minority of consumers prepared to pay more for sustainable delivery
                                                                                                                                                                                                                                                                                        • Figure 83: Italy: attitudes towards shopping online, 2022
                                                                                                                                                                                                                                                                                      • Attitudes by where they shop – Online-only retailers
                                                                                                                                                                                                                                                                                        • Shoppers at fashion-oriented online-only brands most interested in paying more for climate smart deliveries…
                                                                                                                                                                                                                                                                                          • Figure 84: Italy: agreement with statement “I am prepared to pay more for environmentally friendly deliveries (eg by bicycle or electric vehicle) than for standard deliveries”, by shoppers who have bought online from retailers without stores in the last 12 months, 2022
                                                                                                                                                                                                                                                                                        • …and also to be interested in buying second-hand items online
                                                                                                                                                                                                                                                                                          • Figure 85: Italy: agreement with statement “I would be interested in shopping for used items online (eg second hand clothing, refurbished technology devices)”, 2022
                                                                                                                                                                                                                                                                                        • Attitudes by where they shop – Retailers with stores
                                                                                                                                                                                                                                                                                          • OVS online shoppers most prepared to pay more for climate smart deliveries
                                                                                                                                                                                                                                                                                            • Figure 86: Italy: agreement with statement “I am prepared to pay more for environmentally-friendly deliveries (eg by bicycle or electric vehicle) than for standard deliveries”, by shoppers who have bought online from retailers with stores in the last 12 months, 2022
                                                                                                                                                                                                                                                                                          • Department store, clothing and home/DIY shoppers show most interest in buying second-hand items online
                                                                                                                                                                                                                                                                                            • Figure 87: Italy: agreement with statement “I would be interested in shopping for used items online (eg second hand clothing, refurbished technology devices)”, 2022
                                                                                                                                                                                                                                                                                          • Companies and brands
                                                                                                                                                                                                                                                                                            • Amazon consolidates its dominant position
                                                                                                                                                                                                                                                                                              • Zalando takes sales to a new level but reports softening of demand
                                                                                                                                                                                                                                                                                                • eBay loses ground
                                                                                                                                                                                                                                                                                                  • Electrical retailers see fruits of online investment
                                                                                                                                                                                                                                                                                                    • Major grocery retailers are still reporting online growth
                                                                                                                                                                                                                                                                                                      • Leading store-based clothing retailers look to sustainability and digitalisation
                                                                                                                                                                                                                                                                                                        • Other players
                                                                                                                                                                                                                                                                                                          • IKEA ditches catalogue and throws full weight behind online
                                                                                                                                                                                                                                                                                                            • ADEO ramps up online operations further
                                                                                                                                                                                                                                                                                                              • Italy is still a small market for AliExpress relative to Spain
                                                                                                                                                                                                                                                                                                                • Veepee struggles to obtain stock in cautious post-COVID environment
                                                                                                                                                                                                                                                                                                                  • Decathlon puts online at the heart of its sustainability-led strategy
                                                                                                                                                                                                                                                                                                                    • Figure 88: Italy: leading online retailers by sales (excl. VAT), 2017-21
                                                                                                                                                                                                                                                                                                                  • Market shares
                                                                                                                                                                                                                                                                                                                    • Figure 89: Italy: leading online retailers’ estimated shares of all online sales, 2021
                                                                                                                                                                                                                                                                                                                  • Appendix
                                                                                                                                                                                                                                                                                                                    • Abbreviations
                                                                                                                                                                                                                                                                                                                      • Consumer research methodology
                                                                                                                                                                                                                                                                                                                        • Data sources
                                                                                                                                                                                                                                                                                                                          • INSTITUTO CENTRALE DI STATISTICA (ISTAT) – Rome
                                                                                                                                                                                                                                                                                                                            • EUROSTAT – Luxembourg
                                                                                                                                                                                                                                                                                                                            • Spain

                                                                                                                                                                                                                                                                                                                              • Overview
                                                                                                                                                                                                                                                                                                                                • Key issues covered in this Report
                                                                                                                                                                                                                                                                                                                                  • Market context
                                                                                                                                                                                                                                                                                                                                    • Areas covered in this Report
                                                                                                                                                                                                                                                                                                                                      • Market definition
                                                                                                                                                                                                                                                                                                                                        • Executive summary
                                                                                                                                                                                                                                                                                                                                          • The five-year outlook for online retailing
                                                                                                                                                                                                                                                                                                                                            • Figure 90: Spain: outlook for online retailing, 2022-27
                                                                                                                                                                                                                                                                                                                                          • The market
                                                                                                                                                                                                                                                                                                                                            • Market size and forecast
                                                                                                                                                                                                                                                                                                                                              • Figure 91: Spain: estimated online spend and forecast (incl VAT), 2017-25
                                                                                                                                                                                                                                                                                                                                            • Market drivers
                                                                                                                                                                                                                                                                                                                                              • The consumer
                                                                                                                                                                                                                                                                                                                                                • Who shops online
                                                                                                                                                                                                                                                                                                                                                  • Figure 92: Spain: percentage of internet users who have shopped online in the last 12 months, by age, 2020-22
                                                                                                                                                                                                                                                                                                                                                • What they buy online
                                                                                                                                                                                                                                                                                                                                                  • Figure 93: Spain: products bought online in last 12 months, 2020-22
                                                                                                                                                                                                                                                                                                                                                • Frequency of online shopping
                                                                                                                                                                                                                                                                                                                                                  • Figure 94: Spain: frequency of shopping online, 2020-22
                                                                                                                                                                                                                                                                                                                                                  • Figure 95: Spain: percentage who have shopped more online in the last 12 months compared to the previous 12 months, 2020-22
                                                                                                                                                                                                                                                                                                                                                • Where they shop online
                                                                                                                                                                                                                                                                                                                                                  • Figure 96: Spain: retailers without stores shopped with online, 2021-22
                                                                                                                                                                                                                                                                                                                                                  • Figure 97: Spain: retailers with stores shopped with online, 2021-22
                                                                                                                                                                                                                                                                                                                                                • Attitudes to shopping online
                                                                                                                                                                                                                                                                                                                                                  • Figure 98: Spain: attitudes and behaviours to shopping online, 2022
                                                                                                                                                                                                                                                                                                                                                • Companies and brands
                                                                                                                                                                                                                                                                                                                                                  • Leading players
                                                                                                                                                                                                                                                                                                                                                    • Market shares
                                                                                                                                                                                                                                                                                                                                                      • Figure 99: Spain: leading online retailers’ estimated shares of all online sales, 2021
                                                                                                                                                                                                                                                                                                                                                    • Issues and insights
                                                                                                                                                                                                                                                                                                                                                      • Buy now, pay later can help enhance affordability during time of financial hardship
                                                                                                                                                                                                                                                                                                                                                        • Faster and greener delivery methods a key differentiator for Spanish online shoppers
                                                                                                                                                                                                                                                                                                                                                          • Market size and forecasts
                                                                                                                                                                                                                                                                                                                                                            • Online sales and forecasts
                                                                                                                                                                                                                                                                                                                                                              • Figure 100: Spain: estimated online spend (including VAT), 2017-25
                                                                                                                                                                                                                                                                                                                                                            • Market drivers
                                                                                                                                                                                                                                                                                                                                                              • Economic rebound fading
                                                                                                                                                                                                                                                                                                                                                                • Figure 101: Spain: key economic projections, % annual change, 2019-23
                                                                                                                                                                                                                                                                                                                                                              • Inflation stoked by conflict in Ukraine
                                                                                                                                                                                                                                                                                                                                                                • Figure 102: Spain: consumer price inflation (HICP *), annual % change, 2020-22
                                                                                                                                                                                                                                                                                                                                                              • Falling unemployment, particularly among under 25s, bodes well for future ecommerce growth
                                                                                                                                                                                                                                                                                                                                                                • Surging inflation and worries over Ukraine denting consumer confidence
                                                                                                                                                                                                                                                                                                                                                                  • Figure 103: Spain: trends in levels of consumer confidence*, 2020-22
                                                                                                                                                                                                                                                                                                                                                                • Soaring cost of living starting to feed through into retail sales
                                                                                                                                                                                                                                                                                                                                                                  • Figure 104: Spain: year-on-year retail sales volume and value growth, 2020-22
                                                                                                                                                                                                                                                                                                                                                                • Consumers more confident about shopping in-store, but online shopping still above pre-pandemic level
                                                                                                                                                                                                                                                                                                                                                                  • Figure 105: Spain: changes in spending habits since the start of the COVID-19/coronavirus outbreak, 2020-22
                                                                                                                                                                                                                                                                                                                                                                • Consumers beginning to feel the financial pinch of rising costs…
                                                                                                                                                                                                                                                                                                                                                                  • Figure 106: Spain: changes in financial situation over the past year, 2022
                                                                                                                                                                                                                                                                                                                                                                • …and a third expect their financial situation to worsen over the next year or so
                                                                                                                                                                                                                                                                                                                                                                  • Figure 107: Spain: financial confidence over the coming year, 2022
                                                                                                                                                                                                                                                                                                                                                                • Conflict in Ukraine sending prices even higher and eroding purchasing power
                                                                                                                                                                                                                                                                                                                                                                  • Most purchases made on desktop, laptop, tablet computer, but momentum shifting to smartphone
                                                                                                                                                                                                                                                                                                                                                                    • Figure 108: Spain: devices used for online shopping, 2022
                                                                                                                                                                                                                                                                                                                                                                  • Who shops online
                                                                                                                                                                                                                                                                                                                                                                    • Relaxation of COVID-19 rules dampens online purchasing
                                                                                                                                                                                                                                                                                                                                                                      • Figure 109: Spain: percentage of internet users who have shopped online in the last 12 months, by age and gender, 2019-22
                                                                                                                                                                                                                                                                                                                                                                    • Online purchasing peaks among higher income households
                                                                                                                                                                                                                                                                                                                                                                      • Figure 110: Spain: online shoppers, by net monthly household income, 2022
                                                                                                                                                                                                                                                                                                                                                                    • What they buy online
                                                                                                                                                                                                                                                                                                                                                                      • Steep fall in non-essential online purchasing
                                                                                                                                                                                                                                                                                                                                                                        • Figure 111: Spain: products bought online in last 12 months, 2019-22
                                                                                                                                                                                                                                                                                                                                                                      • Frequency of shopping online
                                                                                                                                                                                                                                                                                                                                                                        • Less regular and more infrequent online shopping
                                                                                                                                                                                                                                                                                                                                                                          • Figure 112: Spain: frequency of shopping online, 2020-22
                                                                                                                                                                                                                                                                                                                                                                        • Big fall in consumers shopping more online points to reduced demand
                                                                                                                                                                                                                                                                                                                                                                          • Figure 113: Spain: frequency of shopping online, 2022
                                                                                                                                                                                                                                                                                                                                                                        • Where they shop online
                                                                                                                                                                                                                                                                                                                                                                          • Ecommerce-only retailers the preferred destination for online shoppers
                                                                                                                                                                                                                                                                                                                                                                            • Figure 114: Spain: types of retailers shopped with online, 2021-22
                                                                                                                                                                                                                                                                                                                                                                          • Amazon the most popular online-only retailer
                                                                                                                                                                                                                                                                                                                                                                            • Figure 115: Spain: retailers without stores shopped with online, 2021-22
                                                                                                                                                                                                                                                                                                                                                                          • El Corte Inglés the most popular store-based destination for online shoppers
                                                                                                                                                                                                                                                                                                                                                                              • Figure 116: Spain: retailers with stores shopped with online, 2021-22
                                                                                                                                                                                                                                                                                                                                                                            • Attitudes to shopping online
                                                                                                                                                                                                                                                                                                                                                                              • Access to more brands especially important for small town and rural online shoppers
                                                                                                                                                                                                                                                                                                                                                                                • Delivery speed a key factor in choice of retailer for three-quarters of shoppers
                                                                                                                                                                                                                                                                                                                                                                                  • Stock shortages in stores fuelling online shopping, particularly in densely populated areas
                                                                                                                                                                                                                                                                                                                                                                                    • Breathing new life into brick-and-mortar retail
                                                                                                                                                                                                                                                                                                                                                                                      • More than half of shoppers have concerns with environmental practices tied to online shopping
                                                                                                                                                                                                                                                                                                                                                                                        • Conscious consumerism and thrifting driving second-hand online buying
                                                                                                                                                                                                                                                                                                                                                                                          • Figure 117: Spain: attitudes and behaviours to shopping online, 2022
                                                                                                                                                                                                                                                                                                                                                                                        • Companies and brands
                                                                                                                                                                                                                                                                                                                                                                                          • Spain’s leading e-commerce brand Amazon accelerates fashion offering
                                                                                                                                                                                                                                                                                                                                                                                            • eBay considering cryptocurrency as a means of payment
                                                                                                                                                                                                                                                                                                                                                                                              • AliExpress order growth impacted by change in EU VAT rules and supply chain disruption
                                                                                                                                                                                                                                                                                                                                                                                                • Inditex global online sales increase 14% in FY21
                                                                                                                                                                                                                                                                                                                                                                                                  • El Corte Inglés launches several new digital services
                                                                                                                                                                                                                                                                                                                                                                                                    • PC Componentes launches a new multi-category platform
                                                                                                                                                                                                                                                                                                                                                                                                      • Shortage of clothing overstocks force Veepee to broaden product offering
                                                                                                                                                                                                                                                                                                                                                                                                        • Mercadona online sales up 45% on back of 50% increase in orders
                                                                                                                                                                                                                                                                                                                                                                                                          • Stellar year for Zalando
                                                                                                                                                                                                                                                                                                                                                                                                            • MediaMarkt sales accelerate on the back of strong ecommerce
                                                                                                                                                                                                                                                                                                                                                                                                              • Carrefour makes a firm commitment to boosting its online grocery sales in Spain
                                                                                                                                                                                                                                                                                                                                                                                                                • Leroy Merlin expands delivery options
                                                                                                                                                                                                                                                                                                                                                                                                                  • Décathlon online sales increase 6% after marketplace launch
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 118: Spain: leading online retailers, sales (excluding VAT), 2018-21
                                                                                                                                                                                                                                                                                                                                                                                                                  • Market shares
                                                                                                                                                                                                                                                                                                                                                                                                                    • Aggregate online sales of the sector’s leading players ahead of pre-pandemic level
                                                                                                                                                                                                                                                                                                                                                                                                                      • Multichannel retailers share of the ecommerce market slips back
                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 119: Spain: leading online retailers’ estimated shares of all online sales, 2019-21
                                                                                                                                                                                                                                                                                                                                                                                                                      • Appendix
                                                                                                                                                                                                                                                                                                                                                                                                                        • Abbreviations
                                                                                                                                                                                                                                                                                                                                                                                                                          • Consumer research methodology
                                                                                                                                                                                                                                                                                                                                                                                                                            • Data sources
                                                                                                                                                                                                                                                                                                                                                                                                                              • EUROSTAT – Luxembourg
                                                                                                                                                                                                                                                                                                                                                                                                                              • UK

                                                                                                                                                                                                                                                                                                                                                                                                                                • Overview
                                                                                                                                                                                                                                                                                                                                                                                                                                  • Key issues covered in this Report
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Market context
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Products covered in this Report
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Executive summary
                                                                                                                                                                                                                                                                                                                                                                                                                                          • The five-year outlook for online retailing
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 120: Category outlook, 2022-27
                                                                                                                                                                                                                                                                                                                                                                                                                                          • The market
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Online market expected to dip 12% in 2022 as the market rebalances
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 121: Market size for online retailing (including VAT), 2017-22
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Online retail market forecast to grow by 29.1% between 2022 and 2027
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 122: Market forecast all online retail sales (including VAT), 2017-27
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Online penetration will fall, but remain at inflated levels
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 123: Online sales as a percentage of all retail sales, 2017-27
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Food and drink accounts for a fifth of online spending
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 124: Estimated breakdown of all online sales, by product category, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                            • All categories see a significant jump in online penetration
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 125: Store-based retailers’ online sales, as a percentage of total sales, 2019 and 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Leading retailers
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Amazon’s share of the market hits new heights in 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 126: Top 10 online retailers within the UK, by estimated market share (excluding VAT), 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Heightened online demand helps to boost Etsy awareness
                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 127: Key metrics for selected brands, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                              • The consumer
                                                                                                                                                                                                                                                                                                                                                                                                                                                • 97% of consumers shop online
                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Frequency of shop dips as restrictions ease
                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 128: Frequency of shopping online, 2019-22
                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Peak penetration is falling back for most categories online
                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 129: Products purchased online in the past 12 months, 2019-22
                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Boots now the fifth most shopped with online retailer
                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 130: Online retailers shopped with in the past year, 2021 and 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                  • 56% of consumers are members of a delivery pass scheme
                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 131: Subscription delivery passes held, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                    • 57% have purchased online products via credit in the past year
                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 132: Use and types of credit used to purchasing products online, 2021 and 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Half of consumers have some awareness of NFTs
                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 133: Attitudes towards NFTs and digital products, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Online thrives on convenience and cost
                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 134: Attitudes towards online shopping, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Issues and insights
                                                                                                                                                                                                                                                                                                                                                                                                                                                      • How online demand will fare in the face of the cost-of-living crisis
                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Value is still on the side of online…
                                                                                                                                                                                                                                                                                                                                                                                                                                                          • …and it has the retailers and platforms to tap into growing trends
                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Market drivers
                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Inflation is the key concern for consumers and brands…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 135: Inflation: overall index (CPI) and core categories, October 2021-July 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                • …and will weigh down the post-COVID recovery
                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Consumer spending power will be curbed
                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • The conflict in Ukraine is hurting the UK economy in a number of ways
                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Employment has held up better than expected
                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Consumers’ financial wellbeing has fallen from the highs of 2021…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 136: Household financial wellbeing index, 2016-22
                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • …and most people are feeling the effects of price rises
                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 137: Factors experienced in the past two months, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 138: Expected reactions to price increases, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Market size and performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Online market expected to dip 12% in 2022 as the market rebalances
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 139: Market size for online retailing (including VAT), 2017-22
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 140: Market size for online retailing, at current and constant prices, 2017-22
                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Grocery and home drivers of decline in 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 141: Online retail sales growth, total sales, 2021-22
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 142: Online retail sales growth, by major category, 2021-22
                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • A shift back to stores, but online remains elevated
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 143: Estimated share of all non-food sales, by stores and non-store retail, 2020-22
                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Market forecast
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Online demand to rebalance in 2022 before growth returns
                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 144: Online retailing, category outlook, 2022-27
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Online retail market forecast to grow by 29.1% between 2022 and 2027
                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 145: Market forecast all online retail sales (including VAT), 2017-27
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Online penetration will fall, but remain at inflated levels
                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 146: Online sales as a percentage of all retail sales, 2017-27
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Learnings from the last income squeeze
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 147: All online retail sales (including VAT), market size and growth, 2009-18
                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Forecast methodology
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Market segmentation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Online-only players regain majority share of the market in early 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 148: Share of online sales, by broad type of retail operation, 2018-22
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Breakdown by type of retailer
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 149: Online sales, by type of retailer, 2019-22
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 150: Estimated detailed store-based retail online market sizes, by value and as a proportion of total category sales, 2019-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Detailed breakdown of online-only players
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 151: Estimated breakdown of online-only retail sales, by number of retailers, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Breakdown of sales by category
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 152: Estimated breakdown of all online sales, by product category, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 153: Estimated breakdown of all online sales, by product category, including VAT, 2018-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Who shops online and how frequently
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • 97% of consumers shop online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Frequency of shop dips as restrictions ease
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 154: Frequency of shopping online, 2019-22
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Peak frequency comes from those aged 25-44
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 155: Frequency of shopping online, by age, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Legacy of the pandemic will be a more engaged older demographic, but warning signs among those younger
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 156: Percentage point change in the frequency of online shop, by age, 2019-22
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 157: Frequency of shopping online, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Products purchased online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Peak penetration is falling back for most categories online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 158: Products purchased online in the past 12 months, 2019-22
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Demographic shifts in category purchasing showing stickiness
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 159: Products purchased online in the past year, by average age and household income, 2019 and 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 160: Percentage point change in online purchasing, by category and age, 2019-22
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Range of products purchased online eases back
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 161: Repertoire of product categories purchased from online, 2019-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 162: 1-2 and 4+ product categories purchased from, by age, 2019-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Retailers shopped with online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Nine in 10 have shopped with retailers without stores in the past year
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 163: Types of online retailer shopped with in the past year, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Etsy retains its pandemic boost while others see some move away
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 164: Online-only retailers shopped with in the past year, 2019-22
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Some demand has shifted back to store for leading store-based players
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 165: Store-based retailers shopped with online in the past year, 2019-22
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Boots now the fifth most shopped with online retailer
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 166: Online retailers shopped with in the past year, 2021 and 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Ownership of delivery passes
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • 56% of consumers are members of a delivery pass scheme
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 167: Subscription delivery passes held, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Delivery pass ownership skews younger and more affluent across the board
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 168: Average age and household income of delivery pass owners and retailers shopped with, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Opportunity for schemes to grow in the face of the cost-of-living crisis
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 169: Attitudes towards shopping online, by delivery pass ownership status, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Credit and cashback use
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • 57% have purchased online products via credit in the past year
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 170: Use and types of credit used to purchase products online, 2021 and 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 171: Use and types of credit used to purchase products online, by age and household income, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • A third have used cashback sites in the past year
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 172: Use of cashback sites in the past year, 2021 and 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Attitudes to price, convenience and sustainability
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Income squeeze should provide a boost to the online channel…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 173: Attitudes towards price and shopping online, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Shoppers will become savvier as pressure builds
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 174: Attitudes towards price and shopping online, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Convenience in favour of online, but same-day faces a battle to connect
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 175: Attitudes towards convenience and shopping online, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Environmental concerns a greater barrier for younger generation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 176: Attitudes towards convenience and shopping online, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Awareness and attitudes towards NFTs
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Over half have some awareness of NFTs
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 177: Awareness of NFTs, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Interest exists around NFT purchasing but there are obstacles to overcome
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 178: Attitudes towards NFTs and digital products, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Leading online retailers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Leading players adjust after rapid growth in 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Grocers remain in an elevated position
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Leading store-based players look to leverage their brand equity into platforms
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Very annualises a strong 2020 in 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 179: Top 30 leading online retailers, 2019/20-2021/22
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Market share
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Top 10 players account for 72% of the market
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 180: Top 10 online retailers within the UK, by estimated market share (excluding VAT), 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 181: Top 30 online retailers within the UK, by estimated market share (excluding VAT), 2019-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Brand research
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 182: Attitudes towards and usage of selected brands, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Key brand metrics
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 183: Key metrics for selected brands, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Brand attitudes: Speed of delivery key for Amazon service perceptions
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 184: Attitudes, by brand, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Brand personality: Premium associations still apparent for the Ocado brand
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 185: Brand personality – macro image, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Unique range from sellers gives Etsy a stylish association
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 186: Brand personality – micro image, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Brand analysis
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Amazon: High trust built on delivering on promises
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • eBay: Value credentials are strong, but competition in the C2C market is stronger than ever
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Etsy: independent and SME sellers give a differentiated position
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Boohoo: core users loyal but wider brand perspective needs work
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Ocado: a premium operator
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Very/JD Williams: a tale of two halves
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Launch activity and innovation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Same-day services grow, despite Q-commerce retailers scaling back
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Social media continues to experiment with commerce
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 187: M&S Live shopping, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Primark makes its first foray into online retailing
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • A rush to the marketplace
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Experiments in the ‘metaverse’ continue
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 188: Horizon Worlds, in-world purchase, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 189: Kronans Apotek, Pharmaverse, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Advertising and marketing activity
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Total sector advertising jumps by over a third in 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 190: UK online retail: Total recorded above-the-line, online display and direct mail advertising expenditure, 2018-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Amazon the biggest above-the-line spender
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 191: Leading UK online-only businesses: Total recorded above-the-line, online display and direct mail total advertising expenditure, 2018-22
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Amazon looked to spread Kindness for festive 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Shein launches show to find talent fashion designers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Q-commerce grocers spend big to find audience
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 192: Gorillas, door drop, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 193: Gopuff, London Underground Advertisement, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 194: Getir dark store, central London, 2022
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Digital spending accounts for the majority of spend
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 195: UK online retail recorded above-the-line, online display and direct mail total advertising expenditure, by media type, 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Nielsen Ad Intel coverage
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Appendix – Data sources, abbreviations and supporting information
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Data sources
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • VAT
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Abbreviations
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Consumer research methodology
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Appendix – Forecast methodology
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Market forecast and prediction intervals
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 196: All online retail sales, market size and forecast, at current and constant prices, 2017-27
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 197: All online retail sales, current price prediction intervals, 2022-27
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Market drivers and assumptions
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 198: Key economic drivers, 2016-26
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Forecast methodology

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