UK Ecommerce Forecast 2024

Digital Sales Grow Modestly as Ecommerce Penetration Plateaus

UK ecommerce sales growth is stabilizing after years of turbulence. There won’t be a significant shift over the next five years, but modest growth has returned to all major categories—and retailers stand to reap large profits from their ecommerce investments.

Key Question: What is the outlook for UK retail ecommerce sales in 2024 and beyond?

Key Stat: UK retail ecommerce sales will reach £177.11 billion ($220.22 billion) in 2024, their highest level since 2021. However, ecommerce penetration has plateaued at 30.4%.

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Table of Contents

  1. Executive Summary
  2. Retail sales growth is accelerating as the economy recovers
  3. Ecommerce sales are stabilizing as normalcy resumes
  1. Growth is returning across all major ecommerce categories
  2. Amazon dominates ecommerce in the UK, but other players are also enjoying strong growth
  3. Key takeaways for brands and retailers
  1. Sources
  2. Media Gallery

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authors

Carina Perkins

Contributors

Sky Canaves
Principal Analyst
Matteo Ceurvels
Jasmin Ellis
Madan Kumar
Copy Editor
Heather Sprung
Senior Editor
Matt Torpey
Senior Chart Data Specialist

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