February 28, 2025
Let’s start with the image of a UK consumer indulging in a cup of tea while scrolling through Google, lounging at home or a cafe. It’s easy because it has become so common as a buying behavior in the UK shopping scene, with roughly one in three consumers (32%) scrolling through search engines while discovering and researching new products. While search engines maintain their appeal, around 31% of shoppers head directly to online marketplaces like Amazon, exploring digital aisles for inspiration. In contrast, only 11% visit physical stores, according to the latest Shopper Experience Index by Bazaarvoice. This study highlights how shopping habits are evolving in the era when consumers want a seamless blend of online and in-store shopping experiences.
Championing the omnichannel obsession
In the UK, at least 83% of consumers prefer a blend of in-store and online shopping, omnichannel shopping behavior. The country comes in second right after Canada at 88% in terms of omnichannel experiences playing a big part in the process of consumer decision making. Unlike the US or France, where loyalty to either mode may tip the scales, the UK shopper is a master of balance. Whether browsing online for deals or touching fabrics in-store, this hybrid approach isn’t just a trend; it’s their entire shopper personality. Speaking of e commerce trends picking up, UK shoppers are not one to shy away from webrooming, a practice of researching products online before completing the purchase in a physical store. They want to feel confident of their choice by visiting a store to try things on. It’s not us who say this but 70% of UK consumers have admitted to frequently following this path. Compared to webrooming, they indulge in showrooming a little less, with 60% of shoppers preferring to inspect products in-store before buying them online. However, the prevalence of both activities highlights the demand for a connected experience, where every touchpoint (website, app, or store) feels like part of the same journey.
Going from scrolls to sales
Social media is now a vibrant marketplace. It is forging its way to becoming one of the key online commerce trends sweeping the UK shopping scene. According to our research, the UK is ahead of most of Europe in the social commerce game, with 33% of shoppers making purchases directly through social media and 59% making at least 1-2 purchases from social media in a month.
UK consumers have embraced the seamless journey from social media to shopping carts, from discovering trendy apparel on TikTok to purchasing gadgets directly on Instagram.
Moving the needle with authentic voices
In the UK, trust is the currency of commerce, and nothing builds trust like UGC today. Here, 68% of shoppers turn to ratings, reviews, and peer-shared visuals when making decisions. This means that the brand could keep saying how awesome its products are, but the final nod comes from customers when they see other shoppers, not unlike them, gushing about these products. That’s the power of UGC.
It’s not just that 41% of UK shoppers find ratings and reviews the most helpful form of UGC. Add to this the growing influence of creators whose honest reviews, relatability to their audiences, and engaging content resonate deeply with UK consumers and influence their buying behavior significantly. You need authentic voices that aren’t optional for brands to practice anymore in commerce. It’s the heart and soul of the shopping experience.
The Active, the Passive, and the Lurker POVs
The UK’s shopping ecosystem is a tapestry of personalities, with 56% of shoppers being happy to share their opinions if brands only asked(Reactive creators). Brands looking to collect UGC, do you see this? Then, there are 29% of the shoppers who passively consume reviews (Passive consumers) rather than share their own. Finally, 11% of creators are proactive and seek opportunities to share their insights. These voices, whether loud or quiet, form the collective conscience of UK shopping and influence decisions in big ways.
Personalized recommendations for the win
When bombarded with millions of options, isn’t it nice if someone could remember and understand the things that move you and bring you a curation of just those? That is the magic of personalized recommendations, and UK shoppers are here for it at 77%, frequently engaging with creator content tailored to their interests. Honest reviews with a touch of personality resonate with 55% of UK consumers, while visually engaging short-form videos captivate attention like never before. Personalization isn’t just a nice-to-have; it’s the golden ticket to winning British hearts (and wallets).
The final word
The UK shopping journey is an evolving discovery, trust, and connection story. From leveraging search engines and social media to blending in-store and online experiences, British shoppers demand more than convenience, they seek meaning.
For brands, the message is clear: weave narratives that resonate, deliver authenticity at every step and meet consumers wherever they are.
