Digital Commerce in the United Kingdom

PROSPECTS

Mobile digital commerce to drive growth

Digital commerce is already well established in the UK, nevertheless the industry is far from saturated and will continue to show significant growth potential over the forecast period. The driver of growth will be mobile, which is expected to account for 87% of additional sales value over the forecast period.

No breakthrough for wearables

Although growth will be strong in remote mobile purchases, it will be proximity purchases that will be seeing the fastest growth and making a significant contribution to the value of additional mobile sales. Proximity payments are currently still in their infancy but paying using Apple Pay or Google Pay will become more popular as the forecast period progresses.

Consumer foodservice to benefit current trends

Internet retailing is forecast to be the largest contributor to value sales growth over the forecast period, indicating untapped growth potential despite the UK already being an established market for internet retailing. In many ways the most dynamic category is forecast to be consumer foodservice.

COMPETITIVE LANDSCAPE

Amazon to use TV football as a loss leader

The internet retail giant Amazon remains supreme in UK digital commerce, where it is by far the leading internet retailer. British consumers are familiar with its site and the company has built an efficient delivery network.

Marks & Spencer to invest in internet grocery retailing

Grocery retailing is one area where Amazon has yet to make a significant impact in the UK internet retailing space. After eBay, the internet retail divisions of the established store-based grocery giants Tesco and Sainsbury’s rank third and fourth, respectively.

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