According to a recent Consumer Insights Report from AliExpress, online shopping in the UK has reached new heights, with British consumers dedicating nearly five hours a week to digital retail. The survey reveals that 50% of all purchases made by UK shoppers are now online, showcasing a significant shift in consumer behavior over the past quarter.

One of the report’s standout findings is the rise of groceries and beverages as the leading online shopping category, surpassing clothing for the first time. This change can be attributed to the recent summer of sports, which sparked increased interest in online purchases, particularly among those looking for items to enhance their sports-viewing experiences.

The survey highlighted that 32% of participants reported changes to their fashion choices due to the summer sporting events, while 40% of shoppers noted that online access made sports more enjoyable. Furthermore, over 75% of respondents acknowledged the positive impact of sports on their mental well-being, fostering social connections and community ties.

Online shopping trends vary significantly across age demographics. Those aged 25-34 are particularly prominent, spending an average of 5.61 hours weekly online. Interestingly, millennials and Gen Z follow closely, with over half of their purchases occurring in a digital space. In contrast, older shoppers, particularly those over 55, remain more attached to traditional retail.

Regionally, consumers in Greater London lead in spending across various categories, but groceries and beverages are most popular in the East of England. The report indicates that approximately 10 online purchases are made by the average British consumer every three months, with the top categories being groceries (£254.37), clothing (£90.50), and electronics (£76.66).

Online marketplaces like AliExpress have become go-to platforms for many due to their competitive pricing and broad selection. The report shows 51.41% of Brits shop through these marketplaces, influenced by campaigns tied to major sports events, such as “Score More with AliExpress” during UEFA EURO 2024.

As Bonnie Zhao, General Manager of AliExpress UK, noted, sports events unify communities, and the aim is to make shopping smarter and more accessible for consumers. By focusing on quality and affordability, these platforms provide an attractive alternative to traditional retail, paving the way for a more digitally inclined shopping landscape.