Competitive Landscape
Amazon Leverages Promotional Scale as Tiktok Shop Accelerates Share Gains
Retail e-commerce in the UK remains highly concentrated at the top, with Amazon holding a commanding lead. In 2025, Amazon’s share reached 27%, an increase from 23% in 2024 and 22% in 2020, demonstrating a steady gain in dominance over the past five years.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail E-Commerce industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail E-Commerce industry in United Kingdom, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail E-Commerce in United Kingdom report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail E-Commerce in United Kingdom?
- Which are the leading retailers in Retail E-Commerce in United Kingdom?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Retail E-Commerce in the United Kingdom - Category analysis
Key Data Insights
Retail E-Commerce Summary
Amazon Extends Prime Day, Transforming Shopping Habits and Boosting Marketplace Dominance
Tiktok Shop Local Turns Social Content into Direct Sales for Small Businesses
Temu Marketplace to Drive Growth as Value-Conscious Consumers Shift to Mobile and Social Commerce
Ai-Powered Personalisation and Sustainable Fulfilment to Drive Business Transformation
Amazon Leverages Promotional Scale as Tiktok Shop Accelerates Share Gains
Retail in the United Kingdom - Industry Overview
2025 Developments
Key Data Insights
Tesco Repositions Pricing to Counter Discounter Gains
Retail E-Commerce Sets a New Standard for Everyday Shopping
Tiktok Shop Drives Discovery-Commerce and Resets Retail Strategies
Amazon and Tiktok Shop Drive a Rapid Shift to Value and Convenience
Experiential Stores and Ai-Powered Journeys Reshape Shopping Missions
Amazon’S Rapid Ascent and Lidl’S Expansion Reshape Competitive Balance
Informal Retail
Opening Hours for Physical Retail
Seasonality
Valentine’s Day
International Women’s Day
Easter
Back-to-school
Black Friday
Christmas
Country Reports Disclaimer
The following categories and subcategories are included:
Retail E-Commerce
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- Apparel and Footwear E-Commerce
- Personal Accessories E-Commerce
- Eyewear E-Commerce
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- Beauty and Personal Care E-Commerce
- Consumer Health E-Commerce
- Tissue and Hygiene E-Commerce
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- Consumer Appliances E-Commerce
- Consumer Electronics E-Commerce
- Toys and Games E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
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- Home Care E-Commerce
- Home and Garden E-Commerce
- Pet Care E-Commerce
- Other Products E-Commerce
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- First-Party (1P) Marketplace E-Commerce
- Third-Party (3P) Marketplace E-Commerce
- Grocery E-Commerce
- General Merchandiser E-Commerce
- Apparel and Footwear Specialist E-Commerce
- Appliances and Electronics Specialist E-Commerce
- Home Products Specialist E-Commerce
- Health and Beauty Specialist E-Commerce
- Leisure and Personal Goods Specialist E-Commerce
- Other E-Commerce Retailers
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Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retail. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such services are excluded. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, whereas the delivery fees are excluded. Retail E-Commerce includes cross-border retail e-commerce sales. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Retail E-Commerce research and analysis database.
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