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The UK is the fourth largest e-commerce market in the world

Second only to Japan, the US and China

By 2024, the UK e-commerce market will reach US$12.97 billion, second only to Japan (US$16.94 billion) and the US (1.2235 trillion). China dominates the global e-commerce market and ranks first (1.469 trillion)

The main characteristics of the UK e-commerce market include high income and high e-commerce penetration, especially among the younger generation of consumers, online shopping has become an indispensable way of shopping. In addition, the high growth of the UK e-commerce market also reflects consumers' preference for online shopping. Fashion and electronics are the main driving forces of the e-commerce market in 2024, with revenues of US$39.95 billion and US$16.49 billion respectively.

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British e-commerce category segmentation

Entering the fashion/food/electronics/beauty and skin care/pet markets

Dominance of the fashion category

Revenue: The fashion category is expected to achieve revenue of 39.95 billion yuan in 2024, far exceeding other categories. This fully reflects the strong consumer demand for clothing, footwear and accessories, and consolidates the core position of fashion in the e-commerce market.

Number of users: The number of fashion users also leads with 48.4 million, which not only consolidates its market dominance, but also shows the brand's excellent ability to attract and maintain a large number of active consumers.

Average revenue per user: The average revenue per user (ARPU) of the fashion category reached US$1,040, ranking first among all categories, indicating that consumers in this field are willing to pay a premium for high-quality and fashionable products.

Solid expansion of electronic products

Revenue: In 2024, electronic products are expected to generate revenue of US$16.49 billion, ranking second, highlighting the indispensability of technology products in consumers' lives. Whether it is smart devices or home electronics, the market demand for this category continues to be strong.

Number of users: With 45.5 million users, the electronics category shows broad market appeal, covering a wide range of consumer groups from young people to professionals.

Average revenue per user: Although the ARPU is only $360, the large number of users means that overall revenue remains strong, indicating that the market demand for this category is broad and sustained, and merchants must consider product pricing to meet consumers who pursue low prices and high quality.

Strong demand in food and beverage categories

Revenue: The estimated revenue of food and beverage is $15.74 billion and $11.73 billion, respectively, indicating that consumers have a strong demand for online purchases of daily necessities, especially driven by the need for convenience.

Number of users: The number of users in these two categories is also very impressive, at 28.4 million and 30 million, respectively, which shows the market potential of these daily consumer categories.

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A collection of UK e-commerce data

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British e-commerce users by category in 2024

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2024 UK e-commerce market segmented by average income per household

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2017-2029 UK online and offline channel ratio

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Want to sell new products to the UK? Try Amazon first

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Online shopping cart abandonment rates are as high as 70%

Understand consumer behavior and psychology

Better to find pain points and solutions

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Reduce extra costs

Display all costs (such as shipping, VAT) in advance to avoid consumers seeing hidden costs at the last step and giving up

Provide free shipping options (such as free shipping when reaching a certain amount), or include shipping costs in the product price

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Simplify the checkout process

Allow consumers to check in as guests to avoid forced registration of new accounts

Reduce checkout steps and ensure that checkout is completed within two steps

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Speed up delivery

Provide a variety of delivery options, including expedited Delivery, next-day delivery, etc.

Mark the estimated arrival time on the shopping cart page to avoid consumers giving up due to uncertainty

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Enhance website security and trust

Display well-known payment security certification logos on the checkout page

Provide multiple payment methods

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Provide shopping cart save function

Allow users to save items in the shopping cart

Send emails to remind users to go to checkout, combined with promotional strategies such as limited-time discounts

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Provide real-time customer service support

Provide real-time chat on the checkout page

Help consumers solve difficulties in the checkout process through AI robots