"Online purchase journeys are becoming more fragmented, but consumers still want to make simple, confident decisions. Retailers that bridge that gap will be best placed to grow."
Michael Oliver, Senior Retail Analyst
Online retail growth has regained momentum, with real-terms sales rising by 2.7% in 2025, to 27% of retail sales. The market splits fairly evenly between pure-players and store-based retailers, highlighting how consumers are increasingly channel agnostic and prioritising convenience over retailer type.
The online purchase journey is becoming more fragmented as shoppers move between retailer websites, social platforms, reviews, digital tools and creator content. Discovery is no longer controlled by search engines alone, creating a major shift in how retailers win visibility and influence decisions. AI is emerging as a new point of discovery, while social media is playing a growing role in generating demand.
The biggest opportunity is to reduce complexity and support confident decisions. Trust is becoming a decision-making shortcut, with 84% of online shoppers typically sticking to retailers or brands they already know. Retailers that simplify choice, demonstrate value clearly and provide reassurance throughout the journey will be best placed to win both trial and conversion.
The biggest threat comes from rising competitive intensity. Low-cost online challengers such as Temu and Shein continue to reset expectations around price and value (although forthcoming legislative changes may blunt this advantage), while consumers are discovering products through a growing mix of social, creator and AI-led touchpoints.
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