United Kingdom E-Commerce Insights 2026

About this report

About The United Kingdom E-Commerce Insights 2026 Report

The TGM United Kingdom E-Commerce Insights 2026 Report provides a detailed view of online shopping behavior among UK consumers, covering purchase frequency, device usage, shopping categories, promotional preferences, decision drivers and payment methods. The report is based on a representative survey of 1,031 consumers aged 18–65+ in the United Kingdom, conducted on 3–4 December 2025 using online interviews (CAWI) as part of TGM Research's seven-country e-commerce study.

By comparing behavior across generations, gender and different levels of online shopping activity, the report helps businesses identify how customer expectations and purchasing behavior vary across the UK market. The findings can support e-commerce and retail teams in evaluating digital channel priorities, promotional strategies, customer segmentation, payment experience and opportunities to improve the path from product discovery to checkout.

What's inside

1. The Scroll — E-Commerce Landscape & How Consumers Browse and Shop Online

Shopper profiles by purchase frequency; heavy, moderate, light and non-shoppers; online shopping frequency; frequency by age; preferred shopping devices; device choice by shopping intensity, gender and age; online shopping categories; categories by shopper type, gender and generation.

2. The Decision Window — Factors Influencing Online Purchase Intention

Most appealing online promotions; percentage discounts; free or faster shipping; bundle offers; cashback and platform credits; promotional preferences by shopper type and age; factors determining where consumers shop; price, shipping, delivery speed, returns, authenticity and reviews, loyalty, payment flexibility, service, privacy and sustainability.

3. The Spend — Payment Preferences & Checkout Behavior

Preferred payment methods; debit and credit cards; PayPal or similar services; bank transfers; cash on delivery; Buy Now, Pay Later; e-wallets; payment preferences by gender, generation and shopping-frequency segment.

4. E-Commerce User Portrait — How Each Generation Navigates the Digital Marketplace

Consumer profiles for ages 18–24, 25–34, 35–44, 45–54, 55–64 and 65+; shopping frequency; preferred device; promotional preferences; purchase decision drivers; payment choices; leading categories; behavioral interpretation of each generation.