E‑commerce in the UK
The British online market is one of the strongest in Europe – with over 50 million online shoppers, high purchasing power and consistently strong demand. An annual growth in e‑commerce of around 5% is expected until 2027.
Updated rules for cross‑border trade have been in place since Brexit. Many retailers have withdrawn because of the greater complexity – and this is precisely where the potential lies. The reason is simple: While demand remains on a consistently high level, supply has decreased noticeably. Those who understand the market and serve it efficiently gain a clear competitive advantage.
The British market at a glance
Brexit as a market lever: Those who are prepared benefit twice over
The UK’s withdrawal from the EU has changed cross‑border trade: New customs, tax and delivery process requirements are making market access more difficult – especially for retailers working without a local office. Many providers from the EU have therefore withdrawn from the UK market.
At the same time, online demand in the UK remains high – e‑commerce sales are over 220 billion pounds per year. There is a real advantage for online retailers who adapt to this new environment: Less competition while the demand remains the same.
Those with an efficient supply chain can gain market share – and position themselves for success in the long term.
Online affinity in the UK
Online shopping is firmly anchored in the everyday lives of British consumers: Around 73% of the total population – or over 50 million people – shop online. 80% of these online shoppers make a digital purchase at least once a month.
- Clothing is the most popular category with 57%.
- It is followed by shoes with 37%.
- Electronic goods are very popular with 24% of online shoppers.
- Cosmetics and body care account for 29%.
- Household goods and furniture are also in demand – with a market share of 15 to 20%.
Most popular payment methods
In British e-commerce, debit cards (Visa, Mastercard) dominate sales, closely followed by digital wallets (PayPal, Apple Pay, Google Pay). Credit cards are used much less frequently, while Buy Now, Pay Later offers (Klarna, Clearpay) have become more important and continue to grow. Direct debits and bank transfers are used primarily for subscriptions and recurring payments.
Online transactions in comparison
- 42 % debit card
- 35 % digital wallets
- 13 % credit card
- 8 % Buy Now, Pay Later
The top marketplaces
British online retail is strongly driven by marketplaces – at the same time, since Brexit, the market has been one of the most complex in Europe. Technical integrations, tax requirements and customs-related processes pose challenges for many providers.
With exporto as your partner, you are ideally equipped to handle cross‑border business to the UK fast and easily.
The top marketplaces in 2025:
- Amazon.co.uk
- eBay.co.uk
- Decathlon
- John Lewis
- ASOS
- OnBuy, Not On The High Street, Fruugo, Wish are other important platforms
Depending on the sector, specialised platforms such as JD Sports or Superdrug are relevant as well.
Most popular local last-mile-carriers
Local last-mile carriers, flexible delivery options and transparent communication are key to meeting the high expectations of British customers.
As a company with a very long tradition, Royal Mail enjoys a wide reach in the UK and is particularly popular in rural and remote areas.
Evri, formerly known as Hermes, also offers low-cost options with broad coverage across the UK.
Returns
The returns rate in the UK is between 20 and 30%, which is well above the European average. In the fashion segment, it is even higher.
One of the reasons for this is the high proportion of fast fashion and a pronounced buy-to-try mentality. However, 79% of fashion retailers charge return fees.
Customer expectations are clear: simple return options, fast refunds and transparent processes.
All services from a single source
From customer-friendly delivery options to seamless returns management to real-time tracking and data-based analyses — exporto combines all services for your international growth in one end-to-end solution.
Fast delivery
Offer your customers in Europe an outstanding customer experience—with the shortest processing times, individual shipping options for each destination country and deliveries by the most popular last-mile carriers.
Seamless integration
Thanks to simple API integration, our services fit seamlessly into your existing set-up—flexibly, individually and with minimal technical effort.
Full transparency
With the help of an intuitive dashboard, you can keep an eye on the status of your international shipments in real time—with automated data synchronization for maximum transparency.
Cross-Border
E-Commerce in
Europe
Cross‑border e‑commerce in Europe
With exporto, you reach customers in Europe’s key markets as easily as in Germany. Our shipping solution is operationally optimized for these core markets and is constantly being expanded – with a clear focus on stable processes, outstanding service quality and a compelling customer experience.
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E-Commerce in
Austria
Cross‑border e‑commerce to Austria
Austria is considered a cross‑border insider tip: Foreign orders account for almost half of e‑commerce sales – one of the highest figures in Europe. With around 8.9 million inhabitants, high purchasing power, and virtually complete Internet coverage, this market offers ideal conditions, especially for German retailers.
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E-Commerce in
Switzerland
Cross‑border e‑commerce in Switzerland
Switzerland is one of the markets with the highest purchasing power in Europe – around three times the EU average. In 2023, online sales amounted to EUR 14.7 billion. The low VAT makes the market even more attractive – especially for EU retailers.
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E-Commerce in
Denmark
Cross‑border e‑commerce in Denmark
Denmark is one of the most digitally advanced e‑commerce markets in Europe. The Danish population is tech-savvy and online growth is constantly at a high level. Danes attach particular importance to a convenient, mobile and sustainable shopping experience.
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E-Commerce in
Finland
Cross‑border e‑commerce in Finland
Finland is the smallest Nordic e‑commerce market, but has a high cross‑border affinity. The country tops the EU digitalisation index, with around 80% buying online every month. Germany is one of the top delivery countries – 42% of online shoppers order there regularly.
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E-Commerce in
Norway
Cross-border e‑commerce in Norway
Norway is one of the strongest economic markets in Europe. E‑commerce is growing constantly – international online shops are particularly popular. Norwegian customers attach great importance to reliable shipping, customs and returns processes. The simplified customs procedure VOEC offers attractive conditions – if the requirements are met.
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E-Commerce in
Sweden
Cross-border e‑commerce in Sweden
Sweden is Scandinavia’s largest e‑commerce market: digitally savvy, fast-growing and open to international retailers. Around 89% of consumers buy online every month – flexible delivery options such as pick-up stations are particularly popular.
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E-Commerce in
UK
Cross-border e‑commerce in the UK
With online sales of around EUR 152 billion, the UK is the largest e‑commerce market in Europe. Demand remains high despite Brexit. This new level of complexity offers obvious opportunities for retailers with optimised processes.
Explore marketPartner who complement our solution in the British market
VDS Fulfillment
VDS Fulfillment offers tailor-made eCommerce logistics solutions centrally from the heart of Germany: fulfilment, personalisation, shipping of advertising materials - all from a single source.
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FineCom
FineCom is your fulfilment partner for e-commerce, returns & value-added services - personal, innovative & with a real hands-on mentality.
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B+S Logistik
B+S GmbH Logistik und Dienstleistungen, based in Borgholzhausen, is a full-service provider for customised logistics and service concepts.
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byrd
byrd gives e-commerce brands access to a European logistics network that enables them to scale efficiently and significantly improve their customer experience.
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Mollie
Simple payments and financial management for all companies: online payments, POS payments, recurring payments, invoicing, platform payments within Europe.
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PlentyONE
PlentyONE connects brands, manufacturers, and retailers to over 150 marketplaces worldwide – seamlessly, automatically, and flexibly scalable.
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T4DT
T4DT GmbH develops smart software solutions and optimises business processes with a focus on automation and artificial intelligence
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Taxdoo
Taxdoo automates financial accounting and VAT for online merchants – GoBD-compliant, DATEV-ready and ideal for EU reporting. Less effort, more transparency.
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VCE Solutions
With our shipping platform, we ensure automated and transparent shipping and returns processing in e-commerce and retail. VCE GmbH | Innovative team. Smart solutions.
Learn moreWe are looking forward to hearing from you!
With our end‑to‑end solution, you get all services from a single source: Logistics, tax, customs and software. Everything is perfectly coordinated and as simple as “plug & play”.
Marvin Schwarz
Sr. Business Development Representative
