Britons lead Europe in online shopping spend – Ubuy report

UK consumers spend the highest percentage of their income online in all of Europe. Cross border e-commerce site Ubuy’s research suggested that out of an average UK salary of £28,558, people spend 7.27% of their income on online shopping, or £2,075.

It beats the other top five, which includes Moldova (6.77% of a £3,763 annual salary equivalent); Turkey (4.33%/£5,698); Iceland (4.3%/£42,911); and North Macedonia (3.95%/£4,747). Lower still were the Netherlands, France, Germany, Austria and Finland rounding out the top 10.

Ubuy also compared several other countries to their European ranking. The research found that people in the United States spend 5.02% of their income on online shopping, with an annual spend per capita of £2,343 and an average salary of £46,713.

Canada wasn’t far behind, spending £1,366 per capita every year on e-commerce — out of a salary of £33,239 it adds up to 4.11%.

Australia spends 3.79% of their annual income on online shopping, spending £1,370 per capita out of the average salary of £36,188.

“Across Europe and further afield, online shopping spending is expected to rise as we get closer to the Christmas holidays”, the report also said.

“The UK’s annual spending on e-commerce per capita works out as £172.92 a month. However, that would assume that spending is equally distributed throughout the year, rather than spiking around holidays like Christmas and events like Black Friday”, the report also noted.