Radiography of eCommerce in the United Kingdom: Waiting for Brexit?


Reading time: 5 minutes

Before starting, I would like to thank Marketing4ECommerce jerifalts for their diligent efforts so that, in the end, they take me out of the psychiatric isolation zone, which allows me to write this article with a paper and a Faber-Castell number 2 pencil. They have not given me pencil sharpeners, so it will last as long as it lasts. The truth is that I was tired of writing satanic phrases on the walls with my own blood. Look how happy I have become:

Here I am, happy as a worm

As I promised to behave well and anyway the medication does not allow me to do anything else, nothing, write. I have been asked to write about eCommerce in the United Kingdom, which is very good for me, since the Queen of England usually visits me in the afternoon to have tea with a gothic of gin that he takes out of a flask he carries in his bag. What happens, since one has hallucinations, unless they are with cache. That is, I have first-hand information provided by Su Graciosa (I give faith, tells some green jokes that you flip) Majesty. To the mess, that the time of the triple ration of Valium arrives and then I am no longer able to hold the pencil.

To begin with, we will say that the United Kingdom is the state of (for now) the EU with a more powerful online sales market. According to data published by the Office for National Statistics of the British government, eCommerce accounted for 18% of total retail sales in 2018. In comparison, 6.5% of Spain is very short. In fact, no EU country reaches that percentage anywhere near, and we have to go to Southeast Asian countries to find similar figures.

ecommerce in United Kingdom 2018

In total, this means annual online sales that are expected to reach the record high of 200,000 million euros in 2019, almost five times the estimated figures of Spain. In addition, according to the same office, if we add to these sales all the B2B (which in the United Kingdom accounts for the majority of online sales) and spending on telecommunications and transport the thing shoots to nothing less than 600,000 million euros. A not insignificant market.

Why do Britons buy more online than the rest of Europe? Well, for two fundamental reasons: a) they started before the rest and b) the tradition of remote shopping was already rooted before the emergence of eCommerce, so the resistance has been much lower.

The demographic distribution also has a lot to do. The British population is mainly concentrated in large metropolitan areas with a strong component in suburban environments, which means a lot of travel time to go shopping. This is evidenced in a commercial area per capita in the environment of 1.1 square meters per inhabitant, very far from the figures of the Central European countries, but with a purchasing power, especially in the metropolitan area of ​​London, which is in the high rank of the list of EU countries. If we add to this a very cheap Internet access rates in relation to purchasing power, we have a perfect cocktail for eCommerce in the UK to be the leader in Europe.

How is eCommerce in the United Kingdom?

As expected, the top of the list of stores (we always talk about retailers) of eCommerce in the UK is Amazon (Look, Jeff Bezos has come to see me, Chupito?. It must be said that the American giant has its main European market in the United Kingdom, as well as being a test laboratory in terms of logistics.

It follows, quite a distance, eBay, which is still a very popular marketplace. In the top 10 we find many names unknown to the Spanish consumer, with the exception of the third: Asos.

ASOS Store: analysis, evaluation and opinions

The UK national champion in eCommerce, specializing in clothing, sports and cosmetics, has already expanded as a global store that operates in multiple countries. After we found Argus, a subsidiary of the Sainsbury's supermarket chain (which curiously sells everything but food) and then supermarkets come: Asda and Tesco. Further away the different chains of department stores are Marks & Spencer, John Lewis or Debenhams.

And what do the British buy the most in eCommerce?

There are some substantial differences between the British online consumer and the Spanish consumer. While in Spain the Tourism sector It takes the palm and the online purchase of food is still testimonial, the British are megasupefans from Amazon (shot!), with 93% of eCommerce users who are regular buyers of this platform. What they buy the most is clothes and complements, followed by travel, electronics and food.

It is striking that more than 20% of total sales in eCommerce in the United Kingdom occur during the Christmas season, which confirms what anyone who visits UK at that time already knows: the British they go crazy for Christmas shopping. It is also striking that in the top 10 eCommerce pages in the United Kingdom there are several online supermarkets, something that in other countries is still far away.

Eye with the Brexit

Look, it just appeared Boris Johnson Through the door. Luckily only I see it, that with those hairs the same confused with an internal. Boris tells me that no problem, that the Brexit is cool and that if they do not buy them in the European Union they will sell it to India.

The truth is that the impact of Brexit, if it comes to occur, remains to be seen, depending on the terms of the agreement reached with the EU. While it is true that the UK internal market is strong enough for that impact to be limited, 30% of online shoppers in the UK shop on eCommerce websites outside their borders, being those of the EU the main ones, so that those who will suffer the most the impact of Brexit will be the British consumers themselves if there is an imposition of tariffs on products arriving from the EU.

While I try to ignore the screams of Mr. Johnson, who says that I am an outdated Europeanist and a fu * ng bast * rd, I close this article commenting that the eCommerce market in the United Kingdom is a case of resounding success and that, with all precautions, is also a model to be followed by many Spanish companies that still think that eCommerce is fine, but where a store is that 1,000 websites are removed. The ValiumzZZZzz is already working for me, so I'll leave you until the next chronicle.

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