UK consumers prioritise trust & speed in digital purchases
New research has revealed that UK consumers are relying heavily on online searches and brand research before completing purchases.
Findings from DataReportal's "Digital 2025: United Kingdom" indicate that 77.6% of UK internet users seek information online and 59.4% research products and brands prior to making a buying decision. This signals a significant shift in the role of digital interactions in shaping the consumer journey, particularly before the point of purchase.
Trust and speed
Digital specialist Giulio Gargiullo described the roles of different online channels in the purchasing process. According to Gargiullo, search has established itself as "the trust layer" while social platforms act as a "speed layer" in UK eCommerce. He stated:
"Search is now the trust layer in the UK's eCommerce journey, while social is the speed layer, driving instant, mobile-first conversions."
The research points to a growing trend of consumers seeking clarity and assurance before committing to a purchase. As outlined in the DataReportal figures, brands that offer accessible information through guides, product comparisons, frequently asked questions, and structured product pages are more likely to capture consumer interest at the evaluation stage. The dual focus on information and brand research is becoming standard among UK internet users.
Social influence
Social media remains a highly influential factor, shaping purchase decisions through its immediacy and mobile-friendly features. UK users now spend an average of 1 hour and 37 minutes per day on social media platforms, where short-form videos and catalogue-style creative materials are directly linked to increased online shopping activity. The data suggest that social media is providing a frictionless and shoppable experience that complements the trust-building aspect of search.
Gargiullo commented further on the evolving online retail landscape, stating:
"In the UK eCommerce ecosystem, the data clearly underline a dual-engine model of growth: on one side, search + content form the foundation of consumer trust and deliberation; on the other, shoppable social experiences deliver the speed and impulse that convert. For brands, this means: be continuously visible and authoritative in search (SEO/SEM + rich content), and at the same time design social-first formats that reduce friction and support mobile checkout. With internet penetration at 97.8% and grocery online still growing into the double digits, any brand ignoring either dimension risks losing ground."
Consumer priorities
Additional data from the "Online Purchase Drivers" section highlights the elements that UK internet users consider most important when completing online purchases. Key factors include trust in the brand, value for money, delivery speed and slot availability, product availability, and transparent returns policies.
This focus on research and information quality is reflected in digital advertising spend. In the UK for 2024, spending on online search ads reached USD $24.2 billion, with in-app ads at USD $14.7 billion and social media ads at USD $11.4 billion, according to figures from We Are Social UK.
Market size and reach
The UK's internet penetration is among the highest globally, standing at 97.8% of the total population, which amounts to 67.8 million individuals as of the start of 2025. This widespread access is supporting continued growth in established online markets, including the UK's online grocery sector. The online grocery market is projected to reach GBP £23.8 billion in 2025, with modest compound annual growth for the coming years, as reported by IBISWorld and IMARC Group.
Research-driven behaviour and the corresponding advertising and content strategies are influencing brand competitiveness across multiple sectors, as companies adapt to changing consumer expectations and digital habits in the UK's mature online marketplace.
