Brits are increasingly turning to the internet to buy products that they would have previously bought in person. Nielsen’s recent global Connected Commerce report states that 95% of the U.K.’s shoppers are buying products online due to improved convenience and timely delivery guarantees.
This enhanced trust in online shopping is supported by 39% of U.K. consumers stating a money back guarantee for products not matching what was ordered would encourage them to shop online. A further 32% are enticed by same day product replacement services for products not available, and the same percentage are looking for free delivery services for purchases above a minimum spend. This increase in Briton’s shopping online is largely among shoppers buying cosmetics online with the number of online shoppers in the cosmetics category increasing year on year (up 4%, from 41% to 45%) along with a rise in U.K. consumers buying baby product categories online (also up 4%, from 10% to 14%).
The rise of high consideration products like cosmetics and baby products being purchased online in the U.K. highlights how brands are improving their digital experiences and online marketing efforts, as online shopping makes replacements easier to deliver in a timely fashion.
Shoppers across the globe are also becoming more confident with online shopping. As 26% of global consumers purchased fresh groceries online, an increase of 15% between 2016 and 2018, contributing to overall FMCG e-commerce growth, which Nielsen estimates increased by around $70 billion globally in the past two years. Internationally, the online categories posting the most significant growth in e-commerce activity include restaurant deliveries, where 33% of online consumers said they made a purchase (up 2% vs 2017), packaged groceries (up 3% to 30%) and fresh groceries (up 2% to 26%).
Whilst in the U.K. FMCG e-commerce continues to grow, stalwart e-commerce categories such as fashion, travel and books continue to account for the largest proportion of online transactions (64%, 61% and 60% of consumers respectively purchased within these categories). However whilst fashion, baby products and cosmetics continue to grow, travel and books have accounted for the largest fall in demand in the U.K., down 6% and 4% year on year, respectively.