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Another year, another wave of cookie-cutter "eCommerce trends" reports. But for eCommerce merchants looking to actually grow in 2025, cutting through the hype to understand the real shifts in the landscape isn't just important – it's fundamental to survival and growth.
At WIRO, we don’t chase trends — we decode them. We work with ambitious eCommerce brands across home, lifestyle and fashion sectors who are done with fluff and ready for fact-driven strategy. Because in 2025, growth isn’t guaranteed. It’s engineered.
This isn’t a list of feel-good stats. This is a roadmap – built on numbers that matter.
Key UK eCommerce Statistics for 2025:
Overall UK eCommerce Market Size and Growth
The UK remains a global eCommerce powerhouse, often ranked third globally and the largest in Europe. Forecasts for 2025 vary – a sign of the dynamic environment – but consistently point upwards, it’s projected to surpass £128.8 billion in 2025, with some estimates climbing as high as USD 341 billion.
Online Sales by Category
Fashion, electronics, and home goods still lead the pack. But the real movement is in fast-evolving categories: groceries via quick commerce, social-first brands, and purpose-led consumer goods. TikTok-fuelled impulse buys and ethically positioned products are gaining share. While specific category forecasts for 2025 are limited, it's noted that 63% of UK adults prefer to do their food shopping online, indicating strong performance in the grocery sector.
Mobile Commerce (M-commerce) Statistics
Mobile isn't just a channel; increasingly, it's the primary channel, especially for discovery and initial browsing. In 2023, 70% of online orders in the UK were made via mobile phones, highlighting the dominance of mobile in eCommerce, and that figure is expected to grow further in 2025. If your mobile UX isn’t seamless, you’re bleeding conversions — no matter how strong your brand is. As per report by Statista mobile commerce retail sales in the UK are expected to reach £100 billion by 2025.
We’ve seen brands double conversion rates with speed and UX optimisations alone. Responsive design isn’t enough, it needs to feel native.
Average Online Spending per Customer
UK shoppers are cautious but not stingy. While overall spending is rising with market expansion, basket scrutiny is up due to cost-of-living concerns. Customers expect value, transparency, and personalisation. Merchants focusing solely on acquisition without maximising Customer Lifetime Value (CLV) are burning cash. Loyalty, repeat purchases, and increasing basket size from existing customers are where profitable growth lies. The average UK consumer earns £37,856 annually and spends approximately £64 weekly on online purchases, equating to about 8.8% of their annual income.
Payment Method Preferences in the UK
Digital wallets (PayPal, Apple Pay, Google Pay) are preferred by a huge chunk of consumers for their convenience and perceived security. Meanwhile, Buy Now, Pay Later (BNPL) services are thriving among younger shoppers, despite upcoming regulatory scrutiny. Offering limited payment options in 2025 isn't just inconvenient; it's a barrier to conversion. Digital wallets are set to account for 58% of all online spend by 2030, traditional methods continue to hold ground in a fragmented UK market.
Implications and Actionable Advice for UK Merchants
Statistics are useless without strategy. Here’s what these numbers mean and where UK merchants need to focus their energy – ruthlessly.
Delivery Expectations: Faster, Cheaper, Greener
Same-day and next-day delivery are rapidly becoming the baseline expectation, not a premium service. Convenience options like click-and-collect and lockers remain popular. Simultaneously, pressure mounts for sustainable delivery options. Meeting these conflicting demands requires serious investment in logistics optimisation, potentially leveraging micro-fulfilment, automation, and smart partnerships. Simply offering standard 3-5 day shipping feels outdated in 2025.
Consumer Demand for Speed:
- 60% of UK consumers expect free two-day shipping, yet only 35% of retailers can meet this expectation.
- 53% of shoppers consider same-day delivery important, and 58% value next-day delivery, highlighting the growing demand for rapid fulfilment.
Sustainable and Flexible Delivery Options:
- Parcel lockers are gaining popularity, with companies like Geopost (DPD), DHL, and InPost expanding their networks to meet consumer preferences for flexible and cost-effective delivery solutions.
Implication for Merchants:
To stay competitive, UK merchants should invest in logistics optimisation, including micro-fulfilment centres and smart partnerships, to offer faster and more sustainable delivery options.
Social Commerce Sales Statistics
Social platforms are no longer just for brand awareness; they are powerful sales channels, especially with platforms like TikTok Shop gaining serious traction in the UK. Livestream shopping adds urgency and engagement. Ignoring social commerce isn't just missing an opportunity; it's ceding ground to competitors who understand where modern consumers, particularly younger ones, actually shop.
Market Growth:
- The UK social commerce market is projected to more than double, from £7.4 billion to nearly £16 billion by 2028, accounting for 10% of total online commerce.
Consumer Behaviour:
- 53% of global users purchase directly through social media platforms like Facebook, Instagram, and TikTok, indicating a significant shift in shopping habits.
Platform Engagement:
- TikTok and Instagram each have 1.84 billion users globally, with 89% of Gen Z in the UK using Instagram and 82% on TikTok, showcasing the platforms' influence on younger demographics.
Customer Acquisition Cost (CAC) and Conversion Rates
CAC is rising across the board — driven by saturated platforms, algorithm shifts, and competition from global discount giants like Temu and Shein. Conversion rates remain a battleground, heavily influenced by user experience, trust signals, and checkout friction. The average conversion rates hover around 1.8% to 3.2%, but top-performing stores hit 5%+ by removing friction, personalising experiences, and building trust.
At WIRO, we help brands shift budget from pure acquisition to conversion rate optimisation (CRO) and retention. Because profitability comes from converting and keeping customers not just getting clicks.
CAC Benchmarks:
- The average CAC for eCommerce businesses varies by industry, with general eCommerce averaging $274 per customer.
Conversion Rates:
- The average eCommerce conversion rate in the UK is approximately 3.4%, higher than the EMEA average of 1.1%. Website
Implication for Merchants:
To maximise ROI, UK merchants should focus on optimising conversion rates through improved user experience, trust signals, and personalised marketing, rather than solely increasing acquisition spend.
Return Rates in the UK eCommerce Market
Return rates in UK fashion alone can hit 40%, with an industry-wide average of 20-30%. The environmental and financial cost is staggering but often avoidable. Treat returns like a data point, not a sunk cost. Invest in virtual try-ons, better product pages, and streamlined reverse logistics. Every return avoided is a margin gained. In the UK, consumer returns are estimated to cost retailers a staggering £60 billion per year, underscoring the financial impact of returns on eCommerce businesses.
Return Statistics:
- The NRF report found that average return rate for eCommerce was 16.9% in 2024, with the fashion industry experiencing the highest rates.
- According to Statista, 71% of online shoppers have returned items, indicating a significant impact on retailers.
Implication for Merchants:
UK merchants should implement proactive return strategies, such as accurate product descriptions, virtual try-ons, and efficient reverse logistics, to reduce return rates and protect profit margins.
Conclusion
The UK eCommerce landscape in 2025 isn't for the faint-hearted. The statistics clearly show growth potential, but realising it requires navigating significant economic, technological, and regulatory currents. Success demands a proactive, strategic approach:
- Embrace AI: Not as a buzzword, but as a tool for radical personalisation and operational efficiency.
- Master Fulfilment: Speed, cost, and sustainability aren't optional extras; they're core competencies.
- Engage Authentically: Build trust through transparency, genuine reviews, and seamless social integration.
- Optimise Relentlessly: Focus on conversion, retention, and CLV – not just vanity acquisition metrics.
- Stay Compliant: Understand and adapt to regulations like the DMCC Act to avoid hefty penalties.
At WIRO, we exist to help brands navigate this exact environment. From performance-led Shopify Plus builds to intelligent CRO strategies, we’re here to create scalable, futureproof eCommerce ecosystems that deliver real business growth
The future of UK eCommerce belongs to the bold, the agile, and the strategically astute. At WIRO, we partner with merchants ready to move beyond the noise and build resilient, profitable eCommerce businesses for 2025 and beyond.
