2025年英国电子商务消费者报告 2025 Consumer Insights Report FOR DIGITAL COMMERCE

UK

2025ConsumerInsightsReport

FORDIGITALCOMMERCE

Introduction

Aswestepinto2025,thegloballandscaperemainsturbulent,with

significantimplicationsforconsumerbehaviourandthebrand-consumerrelationship.Economicuncertaintycontinues,withtheUKeconomy

failingtogrowforthesecondquarterinsuccession,creatingfearsofrecession.Geopoliticaltensions,includingtheongoingconflictinUkraine,persist,affectingglobaleconomiesanddampening

consumerconfidence.Inaddition,therecentgeneralelectioncycleandcontroversialbudgethasheighteneduncertainty,influencing

purchasingbehavioursandeconomicsentiment.

2024wasayearofbothchangeandcontinuity.Inmanyrespects,itwaslesstumultuousthanpreviousyears.Marketershavebeguntoadapttosweepingglobalprivacylegislation,therapidexpansionofAItoolshasbeenbroadlyembraced,andthird-partytrackingcookiesinGoogle

remain—fornow.

AIhasbecomedeeplyembeddedinmarketingstrategies,enhancingpersonalisation,contentcreation,andcustomerengagement.Yet,

mostmarketersareonlyscratchingthesurfaceofitspotential,oftendeployingitforbasictasks.While2024wasayearofexperimentation,2025mustbeayearofaction.

Formarketersheavilyreliantonpaidchannels,2024wasaschallengingasever,withlowengagementratesandpoorROI.Tocounterthese

challenges,brandsmustpivotfromcostly,competition-dependent

channelslikepaidsearchanddisplaytoownedchannels.Emailremainsoneofthemosteffectivewaystoreachconsumers—uncensored,

algorithm-free,andhighlypersonalised.In2025,morebrandswillalsoleveragetheimmediacyandwidereachoftexttoconnectwiththeiraudiences.

UK2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE2

Withupto95%ofwebsitetrafficremaininganonymous,itiscrucialtodeploytechnologythatcapturesemailaddressesandphonenumbersatscale.

In2024,manybrandsturnedtoidentityresolutiontorecognisereturning

customerswhohadclearedfirst-partycookiesorwereusingnewdevices.Thesesolutionsalsohelpedtransformtrulyanonymouswebsitevisitorsintohighlyengagedcustomers,thoughsignificantopportunitiesforimprovementremain.

ThedigitalcommercelandscapeintheUnitedKingdomcontinuestoevolve,reshapinghowUKconsumersinteractwithbrandsandmakepurchase

decisions.UKshoppersincreasinglydemandconvenience,personalisation,andvalueineveryinteraction—whethershoppingonamarketplace,a

direct-to-brandplatform,orthroughomnichannelexperiences.Theseexpectationsreflectgenerationalshifts,advancesintechnology,andagrowingemphasisonauthenticityandtransparencyfrombrands.

Thisunderscorestheimportanceofdata-drivenplanningandconsumer-centricstrategies.InthisUK-focusededitionofthe2025ConsumerInsightsReport,wedelveintothepreferences,expectations,andbehavioursofUKshoppersto

equipmarketerswithactionableinsights.Thevoiceoftheconsumerremainsavitalguidefornavigatingthiscomplexenvironment.Ignoringconsumer

sentimentrisksalienatingaudiencesandhinderinggrowth.

AtWunderkind,wecombinedeepindustryexpertisewithanAI-driven

performancemarketingsolutionthatcollectsconsent-based,first-party

dataandidentifiesanonymoustraffic.Thisallowsbrandstoscalehyper-

personalised,one-to-onemessagesthatdriveunparalleledrevenue.Ifyou’rereadytounlockatop-performingrevenuechannel,we’reheretohelp.

UK2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE3

TL;DR:10QuickInsightsfromOurData

5.TrustinOnlineMarketplaces

MarketplaceslikeAmazonandASOSdominateasthemosttrustedshoppingplatforms,favouredby52%ofrespondents.Younger

shoppers,however,showgrowinginterestindirect-to-brandpurchasesforauthenticity.

9.AIPersonalisation:AKeyGrowthOpportunity

AI-drivenpersonalisationexcitesGenZ(44%)andMillennials(55%),thoughBoomersremaincautious(13%).Transparent

communicationarounddatausecanhelpbuildtrustacrossdemographics.

6.PriceandValueDriveDecisions

Competitivepricingandexclusivediscountsaretheleading

motivatorsforshoppingdirectlywithbrands,particularlyamongBoomers(72%).

10.LoyaltyHingesonDeliveryandPersonalisation

Freeshippingisthetopdriverofbrandloyalty(44%overall),whileyoungershoppersvaluepersonalisedrecommendationsand

loyaltyrewards.

1.MobileDominanceinOnlineShopping

Smartphonesarethego-todeviceforonlinepurchases,with

usageratesat97%forMillennials,95%forGenZ,and96%overall.However,desktopsstillplayasignificantrole,especiallyfor

Boomers(75%)andmaleshoppers(77%).Thisunderscorestheneedformobile-firststrategieswhilemaintainingdesktopoptimisation.

7.ShippingCostsAreaDealbreaker

Shippingfeesaretheleadingcauseofcartabandonment,

especiallyforGenXandBoomers(46%and45%respectively)

andmen(42%).Solutionslikefreeshippingthresholdsorbundlingdiscountscanhelpcounteractthis.

2.YoungerShoppersDriveFrequency

GenZandMillennialsdominateshoppingfrequency,with48%and46%respectivelyshoppingonline2–3timesaweekcomparedto23%forBoomers.Leveragingloyaltyprogrammesandengagementcampaignscanhelpsustainthesehabits.

8.EmailRemainsthePreeminentChannelforMessaging

Emailisthetopchannelforoldershoppers,favouredby49%ofGen

Xand39%ofwomen.Meanwhile,youngerandmobile-firstaudiences

likeGenZandMillennialsprefertextandappnotifications.

3.Self-PurchasesLeadtheWay

Mostshoppersbuyprimarilyforthemselves,atrendconsistent

acrossallagegroups,particularlyformen(71%)andBoomers(74%).Incontrast,Millennialsandwomenaremorelikelytoshopforfamilyorpartners,suggestinganopportunityfortailoredmessaging.

4.ApparelandBeautyareKeyCategories

Appareltopsthelistofmostfrequentlypurchasedcategories,especiallyforGenX(70%).Beautyproductsaremorepopularamongwomen(38%)comparedtomen(12%).

UK2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE4

Methodology

InpartnershipwithMX8Labs,Wunderkindconductedthe2025ConsumerInsightsReport,focusingonUKconsumers.ThisreportdelvesintothelatesttrendsshapingonlinepurchasingbehaviouracrosstheUnitedKingdom.

Thisyear’sresearchexploresUKconsumers’shoppingplansfor2025,keydriversinfluencingpurchasedecisions,andpreferredchannels

forreceivingoffersandmessaging.Italsoexaminesmotivationsfor

optingintobrandcommunications,attitudestowardsAI,andthevalueexchangesthatencouragerepeatpurchases.Thereportoffersdetailedinsightspairedwithstrategictakeawaysdesignedtoempowerdigitalstrategists,marketers,anddecision-makers.Itequipsthemtoidentifyemergingconsumertrendsanddevelopperformancemarketing

strategiesthatstrengthenbrand-consumerrelationships.

WhilethisreportcentresonUKconsumers,additionalinsightsintoU.S.,Australian,orindustry-specifictrendsareavailableinourcontenthub.

yll1c1erlxnd

X

506

Insightsaredrawnfromarepresentativesampleof506UKconsumers,reflectingdiversityacrossgender,ethnicity,age,andhouseholdincome.

DatacollectionwascompletedinDecember2024.

UK2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE5

WHICHOFTHEFOLLOWINGDEVICESDOYOUOWNANDUSEREGULARLY?

KeyInsights

DevicesShoppersRelyonMostfor

OnlinePurchases

ThedevicesUKconsumersuseforonlineshoppingreveal

morethanjustconvenience;theyhighlighthowtechnology

continuestoshapepurchasingbehaviours.Smartphones

dominateasthepreferreddevice,offeringunmatched

portabilityandimmediacythatsuitthefast-pacedlifestylesofmodernconsumers.Atthesametime,desktopsremain

relevant,particularlyforBoomersandmen,whoappreciatelargerscreensanddetailedbrowsingcapabilities.Tabletsalsocontributetothemulti-deviceeCommercelandscape,oftenfavouredforcasualshoppingexperiences.Tomeetthese

evolvingpreferences,marketersmustcraftstrategiesthatensureseamlessexperiencesacrossallplatforms.

MobileFirst

98%

97%

GENX

MILLENNIAL

93%

BOOMER

95%

GENZ

96%

Smartphonesarethedeviceofchoicefor96%ofrespondents.Millennials(97%)andGenX(98%)arethemostfrequentusers,whileBoomersand

GenZalsoshowstrongadoptionratesat93%and95%,respectively.

DesktopStrength

MEN

BOOMER

WOMEN

MILLENNIAL

66%

66%

75%

77%

Don’tForgetAboutTablets

40%

GENZ

53%

53%

GENX

BOOMER

51%

Overhalf(51%)ofconsumers

usetabletsforonlineshopping,withadoptionrangingfrom40%amongGenZto53%forGenXandBoomers,suggestingtheyareviewedassupplementarytools.

Desktopsremainhighlyrelevant,with

72%

almostthree-quarters(72%)ofconsumersturningtothem.Usagerisesto75%amongBoomersand77%amongmen,highlighting

theirimportancefordetailedresearchandbrowsing.Allconsumersrelyondesktops,thoughusageislowestamongwomenandMillennials,at66%each.

UK2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE6

WHICHOFTHEFOLLOWINGDEVICESDOYOUOWNANDUSEREGULARLY?

StrategicTakeaways

1.OptimiseforMobile

Designfast-loading,mobile-friendlyplatforms

withintuitivenavigationandstreamlinedcheckoutexperiences.Tailortheseexperiencestoengageyounger,mobile-firstaudiencessuchasGenZ

andMillennials,whoprioritiseconvenienceandimmediacy.

2.ElevateDesktopEngagement

Enhancedesktopshoppingexperiencesby

incorporatingfeatureslikeside-by-sideproduct

comparisons,detailedvisuals,androbustfiltering

options.Theseelementsresonatestronglywitholderdemographics,suchasBoomers,whovaluein-depthresearchandclarityintheirbrowsing.

3.DeliverSeamlessCross-DeviceMessaging

Leverageidentityresolutiontorecogniseshoppersacrossdevicesandsessions.

Implementaunifiedcross-channelmessaging

strategythatprovidespersonalised,consistentcommunication,ensuringeveryinteractionbuildstrustandstrengthenscustomerrelationships.

UK2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE7

WHICHOFTHEFOLLOWINGDEVICESDOYOUOWNANDUSEREGULARLY?

AGEGROUPGENDEREVERYONE

RESPONSEBOOMERGENXMILLENNIALGENZFEMALEMALETOTAL

Asmartphone

Apersonaldesktopcomputer/laptop

75%

72%

66%

73%

66%

77%

71%

Atablet

53%

53%

52%

40%

52%

49%

51%

93%98%97%95%98%94%96%

UK2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE8

KeyInsights

FrequentShoppersAcrossGenders

BoomersFavourPlannedPurchases

WOMEN40%

MEN35%

BOOMER50%

HalfofBoomers(50%)shopeveryfewmonths,focusingonmoredeliberatepurchases.

Campaignsthatemphasisevalue,trust,andproductqualityguaranteescanresonateeffectivelywiththisaudience.

Shoppingfrequencyisrelativelyconsistentacrossgenders,withwomen(40%)slightlyoutpacingmen(35%)inshopping2–3timesperweek.

GenZDominateDigitalShopping

GENZ48%

GenZarethemostactivegroup,with48%shoppingonline2–3timesweekly.Theirpreferenceforconvenience,coupledwithhighmulti-deviceownership,callsformobile-optimisedandseamlessomnichannelexperiences.

UK2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE9

HOWOFTENDOYOUSHOPONLINE?

HowOften

ConsumersShopOnline

Thefrequencywithwhichconsumersshoponline

underscoreshowintegraldigitalcommercehasbecometotheirdailylives.GenZandMillennialsleadthecharge,shoppingonlinemultipletimesaweek,drivenby

convenienceandingrainedhabits.Thishighengagementoffersbrandsaprimeopportunitytocultivateloyalty,

whileBoomersandGenXrequiretailoredstrategies

totransformoccasionalvisitsintoregularshopping

behaviours.Theseinsightshighlighttheimportanceof

aligningmarketingstrategieswiththeuniquepreferencesandbehavioursofeachdemographic.

HOWOFTENDOYOUSHOPONLINE?

StrategicTakeaways

1.BuildLoyaltyThroughHabits

Developcompellingrewardsprogrammesthat

encourageregularshopping,particularlyamong

youngeraudiences.Incentivessuchasexclusive

discounts,earlyaccesstonewproducts,orgamifiedloyaltytierscandeepenengagementandreinforcehabitualshoppingbehaviours.

2.TargetOccasionalShoppers

ForBoomersandGenX,highlightconvenience-

focusedofferingsthatsimplifydecision-makingandalignwiththeirpreferencefordeliberate,plannedpurchases.

3.BehaviouralMessagingforAction

Leveragetriggeredemailsandtextcampaignstoengagefrequentshopperswithpersonalisedpromotionsortimelyremindersaboutdeals.

Forlessfrequentshoppers,usemessagingthataddressesspecificneedsorhesitations,suchasabandonedcartnotificationsorlimited-timeoffersonbrowseditems.

UK2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE10

HOWOFTENDOYOUSHOPONLINE?

AGEGROUPGENDEREVERYONE

RESPONSEBOOMERGENXMILLENNIALGENZFEMALEMALETOTAL

2-3timesaweek

5-6timesamonth

27%

35%

31%

37%

31%

32%

32%

Everyfewmonths

50%

26%

23%

15%

29%

32%

30%

23%39%46%48%40%35%38%

UK2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE11

INYOURLAST12MONTHSOFONLINESHOPPING,WHOHAVEYOUPURCHASEDANITEMFORTHEMOST?

KeyInsights

ShoppingforSelf

BOOMER

GENZ

MEN

WOMEN

74%

68%

71%

WhoAreConsumersShoppingFor:Self,

66%

Family,orOthers?

68%<v··

Understandingthemotivationsbehindshopping

Anotable68%ofconsumersprimarilyshopfor

themselves,withBoomers(74%),GenZ(68%),andmen(71%)leadingthechargecomparedto66%ofwomen.

ShoppingforFamily

behavioursunveilsvaluableinsightsintoUKconsumers’emotionaltriggersanddecision-makingprocesses.Self-purchasesaredominant,underscoringashifttowardself-rewardinghabits,particularlyamongyoungergenerations.Meanwhile,family-centricshoppingismoreprevalent

WOMEN30%

MILLENNIAL30%

amongwomen,Millennialsandtheoldergenerations,

oftenreflectinghouseholdresponsibilitiesorgifting

occasions.Thesetrendsenablebrandstoalignproductsandcampaignswithspecificshopperintentsforgreater

28%<··

resonance.

Women(30%)andMillennials(30%)arethemostlikelytoprioritisefamilyorhouseholdpurchases.

UK2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE12

INYOURLAST12MONTHSOFONLINESHOPPING,WHOHAVEYOUPURCHASEDANITEMFORTHEMOST?

StrategicTakeaways

3.PowerPersonalisationwithIntent-BasedSegmentation

Leveragefirst-partydatatosegmentaudiences

byshoppingintent.Usebehaviouralsignalslike

browsinghistoryorabandonedcartstocrafthighlyrelevantemail,text,andonsiteexperiences.

1.EmbraceSelf-Careand“TreatYourself”Messaging

Leanintothegrowingcultureofself-rewardamongGenZandMillennialsbypromotingproductsas

indulgencesorpersonalpick-me-ups.

2.HighlightFamily-CentricSolutions

CapturetheattentionofwomenandMillennialswithproductsorbundlesdesignedforhouseholdneedsorgiftingoccasions.Showcaseversatilityandpracticalityincampaignstoappealtotheirfamily-firstmindset,

especiallyduringkeygiftingseasonsorback-to-schoolperiods.

UK2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE13

INYOURLAST12MONTHSOFONLINESHOPPING,WHOHAVEYOUPURCHASEDANITEMFORTHEMOST?

AGEGROUPGENDEREVERYONE

RESPONSEBOOMERGENXMILLENNIALGENZFEMALEMALETOTAL

Myself

Family/Partner

26%

29%

30%

29%

30%

26%

28%

Friends

1%

0%

5%

1%

1%

2%

2%

Pets

0%

2%

1%

1%

2%

0%

1%

74%67%64%68%66%71%68%

UK2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE14

WHENSHOPPINGONLINE,WHICH3CATEGORIESDOYOUPURCHASEMOSTFREQUENTLY?

KeyInsights

Beauty’sGenderDivide

FashionReignsSupremeAcrossGenerations

WOMEN38%

70%

GENX

GENZ

BroadAppeal:

MEN

12%

61%

Beautyproductsareago-tofor38%ofwomenbutjust12%ofmen,highlightingacleargender-drivenpreference.

LeisureCategoriesReflectGenerationalPreferences

Fashion,includingclothingandshoes,leadsasthetopcategorywith66%ofconsumers.ItresonatesmostwithGenX(70%)whileGenZrepresentsthesmallestshareat61%.

TopOnlineShoppingCategoriesAcross

Demographics

ElectronicsCaptureMaleAttention

MEN39%

GENZ29%

MILLENNIAL23%

Understandingconsumerpreferencesacross

demographicsuncoverstheblendoffunctionality,

WOMEN10% BOOMER29%

aspiration,andconveniencedrivingonlineshopping

Toysandvideogamesdominate

amongGenZ(29%)andMillennials(23%),reflectingyoungerconsumers’entertainment-focusedhabits.

behaviours.Categorieslikefashion,electronics,and

39%ofmenprioritiseelectronics,comparedtoonly10%ofwomen.Boomersalsoshowstronginterestinthiscategory,with29%namingita

priority.

beautydominate,buttheirappealvariessignificantlybyageandgender.Thesedistinctionsprovidebrandswithvaluableinsightstotailorstrategiesandalignofferingswiththeuniqueprioritiesofdiverseconsumergroups.

UK2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE

15

WHENSHOPPINGONLINE,WHICH3CATEGORIESDOYOUPURCHASEMOSTFREQUENTLY?

KeyInsights

HealthandWellnessPrioritiesforYoungerGenerations

19%

GENZ

Health-relatedpurchasespeakamongGenZ(19%),aligningwiththeirlifestyleandwellnessneeds.

YoungstersStyle-DrivenChoices

MILLENNIAL20% GENZ17%

Millennialsleadinpreferenceforfragrances(20%)andGenZinjewellery(17%),emphasisingpersonalstyleandidentity-drivenproducts.

PetsHoldaSpecialPlace

GENX19%

WOMEN19%

MEN12%

GenXtakestheleadinpet-relatedpurchases(19%),withwomen(19%)outpacingmen(12%)asprimarypetshoppers.

StrategicTakeaways

1.LeverageGenerationalTrendsinFashionCampaigns:

Developage-inclusivemarketingcampaignsfor

clothing,emphasisingversatilityforBoomers

andtrendy,vibrantdesignsforGenZtoincreaseengagementacrossagegroups.

2.ExpandGender-SpecificBeautyMarketing:

Focusonhyper-targetedbeautycampaignsfor

womenbyleveragingsocialmediainfluencers,user-generatedcontent,andAI-poweredpersonalisedrecommendations.Highlightvalue-drivenofferingslikeloyaltyrewardstodeepenengagement.

3.HighlightTechnology’sPracticalValue:

Emphasiseinnovation,durability,andfunctionalityinelectronicscampaigns.Tailorcontenttoresonatewithmaleaudiencesandoldergenerations,usingchannelslikeemailandtext,wherethesegroupsaremost

responsive.

4.EngageYoungerAudienceswithInteractiveEntertainment:

Collaboratewithentertainmentbrandsto

promotetoysandvideogames.Integrate

gamificationelements,augmentedreality,orinfluencerpartnershipstocaptivateGenZandMillennialsontheirpreferredsocialplatforms.

5.IncorporateStorytellingintoStyle-DrivenCategories:

Usestorytellingtoenhancemarketingfor

fragrancesandjewellery,linkingproductsto

aspirationallifestylesthatresonatewithGenZ.

UK2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE16

WHENSHOPPINGONLINE,WHICH3CATEGORIESDOYOUPURCHASEMOSTFREQUENTLY?

AGEGROUPGENDEREVERYONE

RESPONSEBOOMERGENXMILLENNIALGENZFEMALEMALETOTAL

ClothingandShoes65%70%65%61%69%63%66%

Beautyproducts16%24%33%30%38%12%25%

Health10%18%15%19%18%12%