80 percent of UK consumers rely on ecommerce but their purchasing decisions vary by region

According to a study published this week, 80 percent of the UK population made online purchases in 2023. However, there are variances in how each British region is shopping. For example, in many large cities including Leeds, Manchester, Sheffield and Liverpool, shoppers are focused on the convenience and style offered by online retailers. Whereas, customers in cities such as Edinburgh and Glasgow prioritise sustainability and ethical practices when making purchasing decisions. London was identified as the most “ecommerce obsessed” city, and consumers’ purchases were largely based on convenience.

Tony Preedy, Managing Director at Fruugo explains how online sellers can tap into regional trends across the UK and globally, for long-term success:

“As this study shows, shoppers are turning to online shopping more and more and the motivations for this differ per region. Clearly, different regions and demographics have specific buying patterns or preferences, so it is important that sellers analyse these behaviours if they are hoping to capitalise on every sales opportunity. By understanding what motivates different consumer groups to make purchases online, retailers can review their marketing and sales strategies to drive more traffic to their product listings. Whether it’s offering personalised recommendations or providing targeted promotions, retailers can create a more engaging and satisfying shopping journey for their customers region by region.

“Additionally, by working with online marketplaces, retailers can expand their reach and the visibility of their products to buyers further afield. Sellers are also far more agile when it comes to tapping into trends and spikes in activity across multiple territories, whether that’s in the UK or overseas. In fact, some marketplaces even offer regional advertising on behalf of their retailers’ products, using their algorithms to profile potential shoppers and identify opportunities to match demand to supply.”