Online shopping

Revealed: UK online shopping hotspots – not London ain’t top – Customer

Some places are slower online than others

The UK’s online shopping hotspots have been revealed and – spoiler alert – London is not at the top.

Payments provider Mollie analyzed a list of 60 locations and ranked them on a number of factors to determine where shoppers are most likely to splurge online – and where businesses should focus their marketing efforts to boost the sales.

Reading, home to some of the fastest broadband speeds in the UK, as well as one of the lowest numbers of postal and courier complaints last year, has propelled London into an online shopping hotspot .

Reading also has the third highest average salary (£36,500) and overall ranks in the top 10 on five out of six factors.

Each location was given a ranking based on the following: number of business closures, strength of shopping streets, offline spending, postage and courier complaints, broadband speed and average salary, before seeing each other assign a global position.

Glasgow – which has the second least popular high street of all the places analyzed – Slough and Milton Keynes also made the top five.

At the bottom of the table are Sunderland, Barnsley and Plymouth, where residents are more likely to visit a brick and mortar store. According to the data, Sunderland has the fewest business closures but the second lowest average salary at £24,961.

Mollie UK Country Director Josh Guthrie comments: “With Covid-19 accelerating the shift to online shopping, businesses have never had a better opportunity to grow. At the same time, competition among businesses to attract and engage with consumers is fiercer than ever.

“We wanted to bring this data together to not only highlight the regions of the UK most likely to make digital purchases, but to give businesses an idea of ​​where they could focus their marketing efforts more.”

Industry statistics released last week reveal that total footfall in the UK fell by 17.1% in January, with an improvement of 1.5 percentage points in December.

Helen Dickinson OBE, Chief Executive of the British Retail Consortium, comments: “It has been a slow start to 2022, with only minor improvements in UK footfall despite a significant drop in Covid cases. Indeed, it was quality over quantity in January; fewer people visited retail parks and malls, but those who did visited more stores at each location.

“Even if restrictions are eased, retail footfall will not return to pre-pandemic levels any time soon. This poses a challenge for many retailers in cities and town centers that continue to be impacted by declining commuter numbers. However, the opportunities persist; innovative retailers react to new consumer behavior by investing in physical and digital offers to attract new customers”.

Official statistics show that internet sales currently account for 27.7% of total retail sales.