Smartphones dominate online shopping device usage in the UK, with nearly six in ten shoppers () reaching for their phone first when making purchases online. Computers — desktops and laptops combined — account for less than a third of primary usage at , representing a substantial gap that underscores the mobile-first shift in UK e-commerce behaviour.
Tablets trail significantly at just , suggesting that despite their larger screens, they have failed to carve out a meaningful role as a preferred shopping device. Smart TVs and streaming devices register at only , remaining firmly on the periphery of the online shopping landscape.
The data reflects a broader trend in UK digital commerce, where mobile internet usage has consistently outpaced desktop in recent years. The near- smartphone dominance signals that retailers and brands operating in the UK market must prioritise mobile-optimised experiences — from browsing through to checkout — to reach the majority of online shoppers where they are most active.
