UK Ecommerce Statistics 2026: Online Share, Growth and Store Types
About 29p in every £1 spent with British retailers now goes online. Online sales made up 28.8% of retail sales in Great Britain in September 2026, seasonally adjusted, according to the ONS. Online spending was 6.8% higher than a year earlier. Across 2025 the share was 27.5%, up from 19.2% in 2019 but still below the 30.7% of 2021. Retailers sold about £2.8 billion a week online. The British share is about 1.7 times the US share of 17.1%.
Key statistics
- Online sales made up 28.8% of retail sales in Great Britain in September 2026, seasonally adjusted, according to the Office for National Statistics.
- Online retail spending values in Great Britain were 6.8% higher in September 2026 than a year earlier, according to the Office for National Statistics.
- Online sales made up 27.5% of retail sales in Great Britain across 2025, according to the Office for National Statistics.
- Retailers in Great Britain sold an average of £2,822.5 million a week online in September 2026, seasonally adjusted, according to the Office for National Statistics.
- The online share of retail sales in Great Britain was 1.7 times the US share in 2026, calculated by StatisticsGlobal from ONS and US Census Bureau data.
UK online share of retail sales
The ONS Retail Sales Index is the official measure. It covers Great Britain, not Northern Ireland, and counts internet sales by all retailers as a share of all retail sales. The ONS publishes both a seasonally adjusted share and a raw share each month.
The online share has settled into slow growth after the pandemic swing. It jumped from 19.2% in 2019 to 30.7% in 2021, then fell back to 26.6% in 2022 as shops reopened. Since then it has crept up each year, to 27.5% in 2025. That is still 3.2 points below the 2021 level, calculated by StatisticsGlobal from ONS data.
The two monthly figures differ, and both are correct. The ONS headline of 28.8% for September 2026 is seasonally adjusted. The raw J4MC series shows 28.3% for the same month. Quote the adjusted figure for trends and the raw figure for the actual share in a given month. The seasonally adjusted share rose 0.9 points in a year.
November is the online peak. The raw share hit 32.4% in November 2025, 4.9 points above the 2025 average, as Black Friday pulls spending online. Our Black Friday statistics page covers that week in more detail. The all-time monthly high is still 37.8% in January 2021, during lockdown.
Source: Office for National Statistics, series J4MC, not seasonally adjusted.
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The online share of retail sales in Great Britain peaked at 37.8% in January 2021, during lockdown, according to the Office for National Statistics.
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Online sales made up 32.4% of retail sales in Great Britain in November 2025, the Black Friday month, according to the Office for National Statistics.
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The online share of retail sales in Great Britain was 3.2 points below its 2021 annual level in 2025, calculated by StatisticsGlobal from ONS data.
How we calculated it: 30.7% (2021) - 27.5% (2025) = 3.2 percentage points. Annual non-seasonally adjusted J4MC values.
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The online share of retail sales in Great Britain was 8.1 times higher in 2025 than in 2007, calculated by StatisticsGlobal from ONS data.
How we calculated it: 27.5% (2025) / 3.4% (2007) = 8.09, rounded to 8.1. Annual J4MC values.
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The online share of retail sales in Great Britain was 4.9 points above its annual average in November 2025, calculated by StatisticsGlobal from ONS data.
How we calculated it: 32.4% (November 2025) - 27.5% (2025 annual) = 4.9 percentage points. Non-seasonally adjusted J4MC values.
| Period | Online share | Basis |
|---|---|---|
| 2019 | 19.2% | Annual, not seasonally adjusted |
| 2020 | 28.1% | Annual, not seasonally adjusted |
| 2021 | 30.7% | Annual, not seasonally adjusted |
| 2022 | 26.6% | Annual, not seasonally adjusted |
| 2023 | 26.7% | Annual, not seasonally adjusted |
| 2024 | 27.1% | Annual, not seasonally adjusted |
| 2025 | 27.5% | Annual, not seasonally adjusted |
| November 2025 | 32.4% | Month, not seasonally adjusted |
| September 2026 | 28.3% | Month, not seasonally adjusted |
| September 2026 | 28.8% | Month, seasonally adjusted |
UK ecommerce sales growth
The ONS reports online spending in current prices, so growth includes price rises. IRP Commerce reports year-on-year sales growth from the retailers on its own platform.
Online spending is growing at a steady 7% a year. Values were 6.8% higher in September 2026 than a year earlier, and 7.4% higher across the third quarter. The short-term picture is flatter. Spending dipped 0.4% in September and 0.1% across the quarter, after a strong August.
Retailers sold an average of £2,822.5 million a week online in September 2026. At that pace, online retail runs at about £146.8 billion a year. That is a run rate calculated by StatisticsGlobal, not an official annual total.
IRP Commerce shows slower growth, at 5.24% for September 2026. That is 1.6 points below the ONS figure. IRP covers only the retailers on its own platform, including Irish ones, while the ONS covers all retailers in Great Britain. Treat IRP as a signal for independent online shops, not the whole market.
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Online retail spending values in Great Britain were 6.8% higher in September 2026 than a year earlier, according to the Office for National Statistics.
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Online retail sales values in Great Britain fell 0.4% over the month to September 2026, after a 3.0% rise in August, according to the Office for National Statistics.
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Online spending values in Great Britain rose 7.4% in Q3 2026 compared with Q3 2025, according to the Office for National Statistics.
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Online spending values in Great Britain fell 0.1% in Q3 2026 compared with Q2 2026, according to the Office for National Statistics.
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Retailers in Great Britain sold an average of £2,822.5 million a week online in September 2026, seasonally adjusted, according to the Office for National Statistics.
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Online retail sales in Great Britain ran at about £146.8 billion a year in September 2026, calculated by StatisticsGlobal from ONS data.
How we calculated it: £2,822.5 million average weekly online sales (seasonally adjusted, September 2026) x 52 weeks = £146.8 billion. A run rate, not an annual total.
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Online sales at UK and Irish retailers grew 5.24% in September 2026 compared with September 2025, according to IRP Commerce.
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IRP Commerce retailers grew online sales 1.6 points slower than the ONS measure in September 2026, calculated by StatisticsGlobal from IRP Commerce and ONS data.
How we calculated it: 6.8% (ONS online sales values, year on year, September 2026) - 5.24% (IRP Commerce sales growth, September 2026) = 1.56, rounded to 1.6 percentage points. Samples differ.
| Measure | Period | Growth | Source | Scope |
|---|---|---|---|---|
| Online spending values, year on year | September 2026 | +6.8% | ONS | All retailers, Great Britain |
| Online spending values, month on month | September 2026 | -0.4% | ONS | All retailers, Great Britain |
| Online spending values, Q3 on Q3 2025 | July to September 2026 | +7.4% | ONS | All retailers, Great Britain |
| Online spending values, Q3 on Q2 | July to September 2026 | -0.1% | ONS | All retailers, Great Britain |
| Online sales, year on year | September 2026 | +5.24% | IRP Commerce | IRP platform retailers, UK and Ireland |
UK online sales by store type
The ONS splits internet sales by the type of retailer, based on what the business mainly sells. A supermarket selling clothes online still counts as a food store.
Online-only retailers dominate. Non-store retailers made 89.2% of their sales online and took 47.8% of all online retail sales, calculated by StatisticsGlobal. Food stores are the opposite. Only 10.2% of their sales were online, but their size means they still took 15.3% of the online total.
Growth is uneven. Online sales at household goods stores rose 19.2% in a year. Department stores and other non-specialised stores fell 12.6%, and clothing stores fell 3.4%. Online clothing retailers told the ONS that unseasonably warm weather hurt their autumn and winter ranges in September 2026. The gap between the fastest and slowest store type was 31.8 points.
Source: Office for National Statistics.
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Non-store retailers took 47.8% of online retail sales in Great Britain in September 2026, calculated by StatisticsGlobal from ONS data.
How we calculated it: £1,348.0 million (non-store average weekly online sales) / £2,822.5 million (all retailing) = 47.8%. IntValSA, seasonally adjusted, September 2026.
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Food stores took 15.3% of online retail sales in Great Britain in September 2026, calculated by StatisticsGlobal from ONS data.
How we calculated it: £431.1 million (food stores average weekly online sales) / £2,822.5 million (all retailing) = 15.3%. IntValSA, seasonally adjusted, September 2026.
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Online sales at household goods stores in Great Britain rose 19.2% in September 2026 compared with a year earlier, according to the Office for National Statistics.
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Online sales at non-store retailers in Great Britain rose 8.7% in September 2026 compared with a year earlier, according to the Office for National Statistics.
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Online sales at food stores in Great Britain rose 8.9% in September 2026 compared with a year earlier, according to the Office for National Statistics.
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Online sales at clothing and footwear stores in Great Britain fell 3.4% in September 2026 compared with a year earlier, according to the Office for National Statistics.
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Online sales at department and other non-specialised stores in Great Britain fell 12.6% in September 2026 compared with a year earlier, according to the Office for National Statistics.
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Online sales growth across store types in Great Britain spanned 31.8 points in September 2026, from +19.2% to -12.6%, calculated by StatisticsGlobal from ONS data.
How we calculated it: +19.2% (household goods stores) - (-12.6%) (non-specialised stores) = 31.8 percentage points. ISCPSA1, seasonally adjusted, year on year.
| Store type | Online share of its sales | Online sales growth, year on year | Average weekly online sales |
|---|---|---|---|
| Non-store retailers | 89.2% | +8.7% | £1,348.0m |
| Household goods stores | 29.5% | +19.2% | £220.3m |
| Textile, clothing and footwear stores | 28.2% | -3.4% | £317.1m |
| Other non-food stores | 23.1% | +12.8% | £329.2m |
| Department and other non-specialised stores | 23.0% | -12.6% | £176.8m |
| Food stores | 10.2% | +8.9% | £431.1m |
| All retailing excluding fuel | 28.8% | +6.8% | £2,822.5m |
UK ecommerce conversion rate and AOV
IRP Commerce publishes monthly trading data from retailers on its platform in Great Britain, Northern Ireland and Ireland. It does not say how many retailers are included.
Fewer visitors are buying more. Visitors fell 15.27% in a year, yet sales grew 5.24%. Conversion rose from 1.68% to 1.97% and the average order rose 4.56% to £133.12. Revenue per session climbed from £1.48 to £1.84. Retailers appear to be getting fewer but better-qualified visits. See our conversion rate benchmarks and average order value benchmarks for other markets.
Phones carry most sales. Mobile drove 61.4% of sales and desktop 37.1%, so mobile brought 1.7 times as much revenue as desktop. Paid search drove 63.5% of sales and email 10%. International buyers made up 42.3% of sales, a reminder that this sample includes many retailers that sell abroad.
Source: IRP Commerce.
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UK and Irish online retailers converted 1.97% of sessions in September 2026, up from 1.68% a year earlier, according to IRP Commerce.
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The average online order at UK and Irish retailers was £133.12 in September 2026, up 4.56% from £127.32, according to IRP Commerce.
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Visitors to UK and Irish online retailers fell 15.27% in September 2026 compared with September 2025, according to IRP Commerce.
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The bounce rate at UK and Irish online retailers was 41.55% in September 2026, up from 40.14% a year earlier, according to IRP Commerce.
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Revenue per session at UK and Irish online retailers was £1.84 in September 2026, up from £1.48 a year earlier, according to IRP Commerce.
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Mobile devices drove 61.4% of online sales at UK and Irish retailers in September 2026, according to IRP Commerce.
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Desktop computers drove 37.1% of online sales at UK and Irish retailers in September 2026, according to IRP Commerce.
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Mobile drove 1.7 times as much online sales as desktop at UK and Irish retailers in September 2026, calculated by StatisticsGlobal from IRP Commerce data.
How we calculated it: 61.4% (mobile share of sales) / 37.1% (desktop share) = 1.65, rounded to 1.7.
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International buyers made up 42.3% of online sales at UK and Irish retailers in September 2026, according to IRP Commerce.
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Paid search drove 63.5% of online sales at UK and Irish retailers in September 2026, ahead of direct traffic at 20.2%, according to IRP Commerce.
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Email marketing drove 10% of online sales at UK and Irish retailers in September 2026, according to IRP Commerce.
| Metric | September 2026 | September 2025 |
|---|---|---|
| Conversion rate | 1.97% | 1.68% |
| Average order value | £133.12 | £127.32 |
| Revenue per session | £1.84 | £1.48 |
| Bounce rate | 41.55% | 40.14% |
| Visitors, change on a year earlier | -15.27% | |
| International share of sales | 42.3% |
UK vs US ecommerce penetration
The US Census Bureau publishes the closest official equivalent to the ONS measure. It reports e-commerce as a share of all US retail sales each quarter.
Britain buys online far more than the US. The online share of retail sales was 28.8% in Great Britain, against 17.1% in the US. That makes the British share about 1.7 times the US share. Definitions differ. The ONS share uses all retailing excluding automotive fuel. The Census Bureau compares e-commerce with total US retail sales, from a sample of about 10,800 retail firms. Even so, the difference is large. Our mobile ecommerce statistics page covers how people shop online in other markets.
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The online share of retail sales in Great Britain was 1.7 times the US share in 2026, calculated by StatisticsGlobal from ONS and US Census Bureau data.
How we calculated it: 28.8% (ONS, Great Britain, September 2026, seasonally adjusted) / 17.1% (US Census Bureau, Q2 2026, seasonally adjusted) = 1.68. Periods differ. The ONS share uses all retailing excluding automotive fuel; the Census share uses total US retail sales.
| Country | Period | Online share | Source |
|---|---|---|---|
| Great Britain | September 2026 | 28.8% | ONS |
| United States | Q2 2026 | 17.1% | US Census Bureau |
How UK ecommerce is measured
Each source measures a different thing. Read each figure with its scope and period.
The ONS Retail Sales Index comes from the Monthly Business Survey of retailers in Great Britain. It covers internet sales by all types of retailer and excludes Northern Ireland. Values are in current prices, so growth includes inflation. The latest month is provisional and can be revised.
IRP Commerce data comes from first-party trading data of retailers on its platform in Great Britain, Northern Ireland and Ireland. It does not disclose the number of retailers, and some values, such as sales totals, are withheld. Its growth and conversion figures describe that sample, not the whole market.
The US Census Bureau figure is a seasonally adjusted quarterly estimate. Q2 2026 is preliminary. We compare it with the latest ONS month, so the periods do not match exactly.
We did not use Ofcom's Online Nation figures on the most visited shopping sites in this edition, because the report could not be fetched and checked at source in this update. We will add them when we can verify them.
Frequently asked questions
What percentage of UK retail sales are online?
Online sales made up 28.8% of retail sales in Great Britain in September 2026, seasonally adjusted, according to the ONS. Across 2025 the share was 27.5%.
Is UK ecommerce growing compared with last year?
Yes. Online spending values in Great Britain were 6.8% higher in September 2026 than a year earlier, according to the ONS. The online share rose 0.9 points in the same period.
Why did the UK online share fall after 2021?
Shops reopened after lockdown. The share fell from 30.7% in 2021 to 26.6% in 2022, according to ONS annual data. It has risen slowly since, to 27.5% in 2025.
Which UK store types sell the most online?
Non-store retailers, which are mostly online-only shops, made 89.2% of their sales online in September 2026. Household goods stores were next at 29.5%. Food stores sold only 10.2% online.
What is the average ecommerce conversion rate in the UK?
Retailers on the IRP Commerce platform converted 1.97% of sessions in September 2026, up from 1.68% a year earlier. Their average order value was £133.12.
How does UK ecommerce compare with the US?
The online share of retail sales was 28.8% in Great Britain in September 2026, against 17.1% in the US in Q2 2026. The British share is about 1.7 times higher.
Sources
- Office for National Statistics, Retail sales, Great Britain: September 2026, 23 October 2026, accessed 7 November 2026. Link · Saved data copy · Licence: Open Government Licence v3.0
- Office for National Statistics, Internet sales as a percentage of total retail sales (ratio) (%), series J4MC, 23 October 2026, accessed 7 November 2026. Link · Saved data copy · Licence: Open Government Licence v3.0
- Office for National Statistics, Retail Sales Index internet sales: September 2026 (internet reference tables), 23 October 2026, accessed 7 November 2026. Link · Saved data copy · Licence: Open Government Licence v3.0
- IRP Commerce, eCommerce Market Data, all ecommerce markets, September 2026, monthly, September 2026 data, accessed 7 November 2026. Link · Saved data copy
- US Census Bureau, Quarterly Retail E-Commerce Sales, 2nd Quarter 2026, 18 August 2026, accessed 7 November 2026. Link · Saved data copy
Changes to this page
- : Page published with ONS Retail Sales Index data to September 2026, IRP Commerce data for September 2026 and US Census Bureau data for Q2 2026.