Key figures
| Metric | Value | Note |
|---|---|---|
| E-commerce GMV | £220 billion | Up 12% year-over-year |
| Cart Abandonment Rate | 72% | Across all online carts |
| Payment Mix | Cards 60%, Digital Wallets 25%, BNPL 10% | Primary payment methods |
| Cross-Border E-commerce | £25 billion | Value of imported goods |
| Average Order Value | £120 | Across all categories |
The United Kingdom's e-commerce market is poised for continued growth in 2026, with GMV expected to reach significant levels. Despite persistent cart abandonment challenges, the overall trend points to increasing online consumer spending.
Overview
Online retail in the UK is a mature and competitive sector. Consumer preferences are shifting towards seamless checkout experiences and diverse payment options, including digital wallets and Buy Now, Pay Later (BNPL) services, to mitigate friction.
Breakdown
- Leading E-commerce Sectors: Fashion, electronics, and groceries are top performers.
- Cart Abandonment Reasons: Unexpected shipping costs and lengthy checkout processes are key factors.
- Payment Innovation: Increased adoption of contactless payments and digital wallets.
Outlook
United Kingdom e-commerce GMV is projected to grow further in 2026, driven by enhanced mobile shopping experiences and the expansion of quick commerce. Efforts to reduce cart abandonment will likely focus on personalization and transparent pricing.
Sources: industry surveys, platform filings, and modeled estimates for 2026