G&G verified business evidence
In May 2025, 98% of UK online adults visited an online retail service.
Ofcom Online Nation uses Ipsos iris audience measurement for UK internet users aged 18 and over. The published 98% reach is retained; the inconsistent 32.2 million equivalent printed alongside it is deliberately omitted.
The percentage is reported by Ofcom; an inconsistent accompanying headcount has been omitted.
Ofcom
Online Nation 2025
Retail section: 98% of UK online adults visited an online retail service in May 2025.
Ofcom. Online Nation 2025. 10th of December, 2025. https://www.ofcom.org.uk/media-use-and-attitudes/online-habits/online-nation
Online retail services reached almost the entire measured online-adult audience, reinforcing the importance of digital discovery and purchasing journeys for consumer-facing SMEs. Reach does not mean that every visitor bought something or that every retail category behaves the same way.
Ofcom reported that 98% of UK online adults visited an online retail service in May 2025. The measure uses Ipsos iris audience measurement for UK internet users aged 18 and over. The published percentage is retained without the inconsistent absolute audience equivalent printed alongside it.
The figure measures monthly service visitation among the online adult population, not purchase frequency, spending, loyalty or the share of retail sales made online. A person may visit several services, and the result is dominated by the reach of large platforms.
The denominator is online adults aged 18 and over, not every UK adult or household. Audience measurement methods and service classification affect reach estimates. The source’s accompanying absolute figure was inconsistent with the percentage and has therefore been deliberately excluded from this citation.
G&G perspective: design the digital journey around the customer’s actual discovery and buying behaviour. Measure qualified visits, conversion, acquisition cost, fulfilment, returns and repeat purchase, and decide where owned channels, marketplaces and offline activity each add value.
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