Clothing & accessories dominates online shopping activity among UK consumers in 2026, with having purchased in this category over the past 12 months — making it the clear leader across all categories tracked. Groceries and fresh food rank second at , reflecting the continued normalisation of online food shopping, while footwear follows at .
Beauty & skincare () and electronics & gadgets () occupy a strong mid-tier, sitting notably ahead of home décor & furnishings () and digital products (). Personal care, health products, and home essentials cluster closely together in the low-to-mid thirties, suggesting broad but relatively even demand across everyday necessity categories.
Baby and kids products record the lowest penetration at , consistent with the smaller share of households with young children in the general population. Notably, only of respondents selected none of the above, confirming that online shopping spans virtually the entire UK consumer base rather than a niche segment.
