UK Mcommerce Forecast 2023

Sales Still Growing as Shoppers Turn to Smartphones for Savings

Mcommerce is a crucial channel for UK ecommerce: Almost 60% of online sales will take place on mobile devices in 2023. Sales growth is slowing as consumers cut discretionary spending. But mobile continues to outpace the overall ecommerce market as people turn to their smartphones for savings and social media transforms Gen Z buying habits.

Key Question: How is the UK mcommerce market evolving, and what strategies should retailers employ to stay competitive?

KEY STAT: The majority (56.8%) of online sales in the UK take place on mobile devices such as tablets and smartphones.

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Table of Contents

  1. Executive Summary
  2. Mobile is a pivotal channel for UK retail.
  3. Mcommerce is defying the slump in online sales.
  4. Growth is coming from increased adoption, but spend will bounce back next year.
  1. Smartphones dominate mcommerce—and will drive future growth.
  2. Shoppers are turning to their smartphones for savings.
  3. Consumers want speed and simplicity when shopping on mobile devices.
  4. Social media is an opportunity to expand reach—particularly among Gen Z.
  1. A mobile-first strategy is imperative for ecommerce success.
  2. Sources
  3. Media Gallery

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First Published on Sep 22, 2023


Carina Perkins


Jasmin Ellis
Forecasting Analyst
Angela Kim
Senior Researcher
Bill Fisher
Principal Analyst, UK
Yoram Wurmser
Principal Analyst

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