Wunderkind: UK e-commerce consumer report 2025

Wunderkind releases UK eCommerce Consumer Report 2025

Mobile phones dominate online shopping

Smartphones are the preferred device for online shopping, with penetration rates of 97% for Millennials, 95% for Gen Z, and 96% overall. However, desktops still play an important role, especially for Baby Boomers (75 % ) and male shoppers (77%). This emphasizes the need for a mobile-first strategy while maintaining desktop optimization.

Gen Z and Millennials lead the way in shopping frequency, with 48% and 46% respectively shopping online 2-3 times a week, compared to 23% of Baby Boomers. Leveraging loyalty programs and engagement campaigns can help maintain these habits. Self-purchase leads the way

Most people shop primarily for themselves, a trend that is consistent across all age groups, especially men (71%) and baby boomers (74%). In contrast, millennials and women are more likely to shop for family members or partners, which provides an opportunity to customize messaging.

Apparel and beauty are the main categories

Clothing is the most frequently purchased category, especially among Generation X (70%). Beauty products are more popular among women (38%) than men (12%).

Trust in online markets

Marketplaces such as Amazon and ASOS are the most trusted shopping platforms, preferred by 52% of respondents. However, younger consumers are increasingly interested in the authenticity of buying directly from brands.

Price and value drive decisions

Competitive prices and exclusive discounts are the main motivations for shopping directly with brands, especially among Baby Boomers (72%).

Shipping costs are a deal breaker

Shipping costs are a major reason for cart abandonment, especially among Gen Xers and Baby Boomers (46% and 45%, respectively) and men (42%). Solutions like free shipping or bundled discounts can help offset this effect.

Email is still the best channel for delivering information

Email is the preferred channel for older shoppers, with 49% of Gen Xers and 39% of women preferring it. Meanwhile, younger, more mobile-friendly audiences like Gen Z and Millennials prefer text messages and app notifications.

AI Personalization: A Key Growth Opportunity

AI-driven personalization excites Gen Z (44%) and Millennials (55%), but Baby Boomers (13%) remain cautious. Transparent communication about data use helps build trust among demographics.

Loyalty depends on delivery and personalization

Free shipping is the main factor in increasing brand loyalty (44%), while younger consumers place more importance on personalized recommendations and loyalty rewards.

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