AliExpress, a leading international online retail marketplace under the Alibaba International Digital Commerce Group, has launched its latest Consumer Insights Report for 2024. The report highlights significant changes in online retail trends within the UK and other European countries.
Key Findings from the Report
This comprehensive report surveyed consumers in the UK, France, Germany, Italy, and Spain, aiming to uncover essential trends and insights regarding European online shopping behaviours and patterns.
The Influence of Sports on Shopping Behaviour
The summer of 2024 was marked by a surge in sporting events, which significantly impacted British culture, shaping shopping habits and fostering social connections. The survey revealed that nearly 40% of respondents felt that online shopping made sports more accessible this year. Furthermore, around one-third (31.74%) noted that their fashion choices were influenced by the summer sports season. Many consumers purchased English-branded memorabilia and summer attire to enjoy watching their favourite matches outdoors, demonstrating a clear link between sports and fashion trends this year.
Additionally, the research highlighted that three-quarters (74.95%) of Brits believe participating in sports enhances their mental wellbeing. Over 65% agreed that engaging in sports enables them to connect with people from diverse cultures and backgrounds. Moreover, 65% of respondents felt a sense of community through sports, and more than 45% reported feeling more connected to their country during global sporting tournaments.
The Growth of Online Shopping
UK shoppers show a strong preference for online retail, spending over £600 on average during a three-month span. On average, Brits dedicate nearly five hours weekly to browsing and researching products online. Among different age groups, those aged 25-34 spend the most time online, averaging 5.61 hours per week.
Millennials are leading the charge in online shopping, with 56.22% of purchases made online among the 35-44 age group. This was closely followed by Gen Z (18-24 years), with 56.13% shopping online. Notably, the over-55 demographic is the only group indicating a preference for offline shopping over online. The survey indicated a 2.7% increase in online shopping and a rise of 0.6 hours in weekly browsing compared to the previous survey conducted three months earlier.
Regional Spending Trends
Greater London emerged as the top-spending region across all categories, closely followed by the East of England in grocery and beverage purchases. Throughout the three-month period, UK consumers typically bought ten items online, with women averaging ten purchases and men averaging eight.
The top five categories with the highest online spending over this period were:
- Grocery and Beverages: £254.37
- Clothes and Shoes: £90.50
- Home Appliances and Consumer Electronics: £76.66
- Phones and Telecom: £73.39
- Sports and Entertainment: £60.25
The Rise of Marketplaces
Marketplaces like AliExpress are becoming increasingly popular due to their convenience, competitive pricing, vast product selection, and speedy home deliveries. The survey found that over half (51.41%) of Brits admit to shopping from online marketplaces.
As the official global sponsor of UEFA EURO 2024, AliExpress has launched the “Score More with AliExpress” campaign, featuring David Beckham. The platform also hosted the “Shake & Win” competition throughout the tournament, with football legend Rio Ferdinand leading a livestream.
Commitment to Consumer Engagement
Bonnie Zhao, AliExpress UK General Manager, commented: “Sporting events remain a popular medium for communities to come together, and we want to support that in every way we can. Through our partnership with UEFA EURO 2024, we aim to make what may seem distant more accessible to consumers. By observing shopping habits, we seek to influence how people shop, making it smarter and more affordable. Our focus is on quality items offered at competitive prices while ensuring consumers can trust the platforms they use.”
