Data: UK online retail sales hit record £127bn in 2024

The value of online retail sales in the UK reached a record-breaking £127bn in 2024, marking the highest figure ever recorded outside of the Covid-19 lockdown surge, according to a new study.

Digital agency Koozai’s data, based on recent figures published by the Office for National Statistics, found that online sales in the year ending December 2024 were valued at £127.41bn, up 3.4% from £123.3bn in 2023.

This growth marks a notable recovery after a 9.8% decline in 2022, when online retail sales fell following the end of pandemic restrictions.

During the height of the Covid-19 lockdowns, online sales soared, peaking at £129.5bn in 2021. The recent uptick indicates a return to growth, following a period of natural market correction.

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The research also highlights that the annual value of online retail sales in the UK has more than doubled over the past decade, increasing by 199.1%. As a result, online shopping now accounts for 30% of total UK retail sales, up from 21.6% in 2019.

Several categories have seen particularly strong performance in the ecommerce sector, with food goods leading the way at £19.45bn, followed by fashion, clothing, and textiles at £16.52bn.

Other top-performing sectors included household goods (£9.09bn), DIY, furniture and home furnishings (£6.69bn), sports equipment, games and toys (£5.18bn), and beauty and cosmetics (£2.25bn).

Koozai MD Sophie Roberts said: “The research demonstrates that online sales have increased at a much faster rate than inflation, with the percentage of sales happening online remaining well above pre-pandemic levels. This shift is not just significant for the UK economy, but it also signals a continuation of the changes in consumer buying behaviour that were accelerated by the pandemic.”

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