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UK Online Retail Market Reaches Highest Share Since 2021

UK Online Retail Market Reaches Highest Share Since 2021

The United Kingdom’s e-commerce sector has reached a significant milestone, with online retail sales accounting for 29.4% of all retail spending in June – the highest share recorded in five years. The latest figures highlight the continued strength of digital commerce as consumers increasingly choose online shopping for convenience, speed, and wider product availability.

According to data from the UK Office for National Statistics (ONS), total retail sales increased by 1.0% month-on-month in June, exceeding market expectations. Non-store retailers, which include online businesses, recorded a 4.4% monthly increase, making e-commerce the strongest-performing retail segment during the period.

Seasonal Demand Drives E-Commerce Growth

Several seasonal factors contributed to the sharp rise in online retail activity. The UK’s warm summer weather encouraged consumers to purchase products such as fans, air conditioning units, outdoor furniture, and summer clothing through digital channels.

In addition, major sporting events during the month helped stimulate consumer spending, with shoppers increasingly choosing online platforms to purchase apparel, electronics, and event-related merchandise. Retail analysts noted that digital channels benefited from both increased consumer demand and the convenience of home delivery.

Fashion and Technology Retailers Lead Online Performance

Fashion retailers were among the biggest beneficiaries of the June sales surge. Clothing and footwear stores experienced their strongest monthly growth since September, supported by seasonal collections and summer promotions.

Technology retailers also reported solid performance, with increased demand for computers, mobile devices, and telecommunications products. Meanwhile, some traditional retail categories-including department stores and household goods retailers-continued to experience weaker demand, reflecting changing shopping habits and growing consumer preference for online channels.

The figures demonstrate how e-commerce continues to outperform many brick-and-mortar retail segments as shoppers increasingly prioritise convenience and competitive pricing.

Challenges Remain Despite Positive Retail Momentum

Despite the encouraging retail figures, economists remain cautious about the outlook for the second half of the year. Rising household bills, persistent inflationary pressures, and global economic uncertainty may continue to influence consumer spending behaviour.

While consumer confidence has shown signs of improvement in recent months, retailers are expected to remain focused on promotions, loyalty programmes, and enhanced customer experiences to maintain growth in an increasingly competitive market.

What the Latest Figures Mean for the UK E-Commerce Market

The latest data reinforces the UK’s position as one of Europe’s most mature and dynamic e-commerce markets. With online sales approaching one-third of all retail spending, digital commerce continues to reshape the retail landscape.

As businesses invest in faster fulfilment, omnichannel experiences, artificial intelligence, and personalised shopping journeys, the role of e-commerce is expected to become even more significant. For retailers, the latest sales figures underline the importance of strengthening digital capabilities to meet evolving consumer expectations and sustain long-term growth.

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European Retail Media Surpasses €13 Billion as Digital Ad Market Hits Record High in 2025

European Retail Media Surpasses €13 Billion as Digital Ad Market Hits Record High in 2025

As Europe’s digital advertising market settles into a more sustainable growth cycle, retail media is emerging as one of the industry’s biggest winners. Advertisers increased spending on retail media by 16.7% in 2025, lifting the segment to €13.3 billion and pushing it beyond 10% of total digital advertising investment in Europe for the first time. The milestone underscores how retailers are becoming increasingly important advertising platforms alongside traditional digital channels. 

According to the latest IAB Europe AdEx Benchmark Report, overall digital advertising expenditure across 30 European markets climbed 10.5% year over year to €131.1 billion. While the pace slowed from the exceptional 16% growth recorded in 2024 and the post-pandemic surge of 2021, every market covered by the report still expanded, highlighting the continued resilience of Europe’s digital economy. 

Retail Media Outpaces the Broader Market

Retail media significantly outperformed the wider advertising market, reflecting brands’ growing appetite for advertising closer to the point of purchase. By placing sponsored products and display ads on retailers’ websites, marketplaces and shopping apps, advertisers gain access to valuable first-party consumer data while measuring campaign performance more effectively.

Crossing the 10% share of Europe’s digital advertising market marks a notable milestone for retail media. The channel has rapidly evolved from a complementary marketing tool into a core component of omnichannel advertising strategies, as retailers increasingly monetize their digital ecosystems and brands seek higher returns on advertising spend. 

Video and Social Continue to Drive Digital Growth

Retail media was not the only standout performer. Video advertising remained the fastest-growing major format, rising 19.6% to €34 billion. For the first time, video represented more than half of all display advertising investment across Europe, reflecting continued consumer demand for video-first content.

Social advertising also posted robust results, growing 19.2% to €35.5 billion, with social video delivering the strongest performance among all advertising formats. Together, these trends illustrate how advertisers continue shifting budgets toward highly engaging, performance-oriented digital channels. 

UK Maintains Leadership in European Advertising

The United Kingdom remained Europe’s largest digital advertising market, attracting €46.9 billion in investment during 2025. Germany ranked second with €21.6 billion, followed by France at €12.7 billion. Collectively, the three markets accounted for roughly 62% of total European digital advertising spend, reinforcing their dominant position in the region’s advertising landscape. 

A Maturing but Expanding Market

The latest figures suggest that Europe’s digital advertising industry is entering a more mature phase of growth rather than slowing down. While overall expansion has normalized compared with the extraordinary gains seen after the pandemic, investment continues to migrate toward channels that combine measurable performance, first-party data and commerce capabilities. Retail media’s rapid rise illustrates this shift, positioning retailers as increasingly influential players in the future of digital advertising across Europe.


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UK and Kenya Open Negotiations on Landmark Digital Trade Agreement

UK and Kenya Open Negotiations on Landmark Digital Trade Agreement

The United Kingdom and Kenya have officially launched negotiations on a comprehensive digital trade agreement designed to strengthen economic ties, expand digital commerce, and attract greater technology investment between the two countries.

The proposed agreement is expected to establish a modern framework for digital trade by improving the flow of online services, supporting innovation, and reducing barriers for businesses operating across both markets. The initiative reflects the growing importance of digital economies in international trade and builds on the long-standing commercial relationship between the UK and Kenya. 

Focus on E-Commerce and Digital Innovation

Negotiators aim to create rules that facilitate cross-border digital transactions while encouraging investment in technology-driven industries. The agreement is expected to benefit businesses ranging from startups and fintech firms to e-commerce platforms and digital service providers.

Among the key objectives are improving regulatory cooperation, promoting trusted digital trade, supporting secure data flows, and creating a more predictable business environment for companies expanding internationally.

The partnership is also intended to encourage innovation by enabling businesses to adopt new digital technologies and expand access to international markets. 

Strengthening Kenya’s Digital Economy

For Kenya, the negotiations represent another step in advancing its ambition to become a leading digital economy in Africa. The country has experienced rapid growth in mobile payments, online retail, financial technology, and digital entrepreneurship over the past decade.

A digital trade agreement with the UK could help Kenyan businesses access new export opportunities while attracting foreign investment into technology infrastructure, digital services, and innovation ecosystems.

Small and medium-sized enterprises (SMEs), which make up a significant share of Kenya’s economy, are also expected to benefit from simplified digital trade processes and improved market access.

Expanding Opportunities for UK Businesses

For the United Kingdom, the agreement supports its broader strategy of deepening trade relationships with high-growth economies following Brexit. By strengthening digital cooperation with Kenya, British companies could gain greater access to one of Africa’s fastest-growing technology markets.

The agreement is expected to create new opportunities for businesses operating in sectors including cloud computing, financial technology, cybersecurity, digital logistics, artificial intelligence, and professional digital services.

Building on Existing Trade Relations

The negotiations complement the existing trade partnership between the UK and Kenya while shifting greater attention toward the digital economy. As global commerce increasingly moves online, both governments are seeking to establish trade rules that reflect modern business practices and support long-term economic growth.

If concluded, the agreement could become one of Africa’s most significant bilateral digital trade partnerships, serving as a model for future digital economy agreements between developed and emerging markets.

Officials from both countries will continue discussions over the coming months as they work toward a comprehensive framework that promotes innovation, enhances digital connectivity, and supports sustainable growth in cross-border e-commerce and technology investment.

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Geopolitical Risk Pushes UK CFO Optimism to Six-Year Low

Geopolitical Risk Deloitte Report

Geopolitical risk has become the leading concern for UK finance leaders, as Deloitte’s latest CFO Survey shows weaker business optimism, sharper inflation worries, and a stronger focus on cost control.

Geopolitical risk has moved to the top of the agenda for UK chief financial officers, according to Deloitte’s latest CFO Survey for the first quarter of 2026. The survey shows that business optimism among CFOs at major UK companies has fallen to its lowest level in six years, reflecting growing concern over external uncertainty, the Middle East conflict, inflation, energy prices, and financing costs.

Geopolitical risk has become the leading concern for UK finance leaders

Deloitte’s quarterly CFO Survey has tracked sentiment and balance-sheet strategies among the UK’s largest businesses since 2007. The Q1 2026 edition points to a more cautious corporate environment, with finance leaders prioritizing resilience over expansion. According to Deloitte, geopolitical risk is now cited as the top external risk by UK CFOs, with concern reaching a record high.

The findings show how international instability is shaping business decision-making. Deloitte said the conflict in the Middle East has shaken CFO confidence, pushing optimism to levels not seen since the early stages of the COVID-19 pandemic. This suggests that geopolitical risk is no longer being treated as a distant macroeconomic issue, but as a direct business concern affecting costs, investment, margins, and planning.

For companies involved in retail, consumer goods, logistics, technology, and cross-border trade, the implications are significant. Geopolitical risk can affect business through multiple channels, including energy prices, shipping routes, supplier reliability, insurance costs, and currency volatility. Even when companies are not directly exposed to conflict zones, the wider economic impact can influence operational costs and consumer demand.

Deloitte’s survey also shows that concerns over inflation and interest rate rises have increased sharply. This is important because higher inflation can raise input costs, while higher financing costs can limit investment appetite. For CFOs, this creates a difficult balance: companies need to protect margins and cash flow while still investing in digital transformation, supply chain resilience, and long-term competitiveness.

Cost control and building up cash are now at the top of the priority list for finance leaders. This indicates a shift toward defensive corporate strategies. Rather than focusing mainly on aggressive growth, many CFOs appear to be preparing for a period of continued uncertainty. In practice, this may mean tighter budgeting, closer review of capital expenditure, delayed hiring plans, and stronger attention to working capital.

The focus on cash conservation also reflects the pressure created by geopolitical risk and tighter financial conditions. When external shocks become more difficult to predict, companies tend to value liquidity. Cash reserves provide flexibility if demand weakens, borrowing becomes more expensive, or supply chains face disruption.

For the retail and e-commerce sectors, the survey’s findings are especially relevant. Retailers are exposed to consumer confidence, logistics costs, import prices, and discretionary spending patterns. If geopolitical risk continues to push energy prices higher or disrupt trade routes, retailers may face higher operating costs. At the same time, consumers under inflationary pressure may reduce spending on non-essential categories.

However, a more cautious CFO environment does not necessarily mean that companies will stop investing. Instead, investment priorities may become more selective. Businesses are likely to favor projects that improve efficiency, reduce costs, strengthen supply chains, or produce measurable returns. In retail and e-commerce, this could support investment in automation, demand forecasting, inventory optimization, payments, and customer data systems.

Deloitte’s findings also suggest that corporate leaders are adapting to a world in which uncertainty has become a normal part of decision-making. Geopolitical risk, inflation, and financing costs are now closely connected in corporate planning. CFOs are not only assessing revenue growth, but also the resilience of their operating models.

The survey points to a business climate in which finance leaders are more cautious, but not necessarily inactive. The key difference is strategic discipline. Companies may continue to pursue growth, but with greater scrutiny over costs, capital allocation, and risk exposure.

Overall, Deloitte’s Q1 2026 CFO Survey shows that geopolitical risk is reshaping the corporate outlook in the UK. With optimism at a six-year low and external concerns at record levels, finance leaders are focusing on balance-sheet strength, cost control, and cash preservation. For global businesses, the message is clear: growth strategies in 2026 will need to be built around resilience as much as expansion.

Amazon’s Major Investment Move of Over 17 Billion Euros in the United Kingdom

Amazon

As Amazon accelerates its growth strategy in Europe, it is also increasing its investments in the United Kingdom. In 2025, the company invested more than 17 billion euros in the country, strengthening its logistics infrastructure and supporting its employment creation targets.

According to the data announced by Amazon, the United Kingdom is the company’s third-largest market globally after the United States and Germany. While the revenue generated from the company’s operations in the country exceeded 34 billion euros in 2025, the taxes it paid also increased by 20 percent year-on-year, exceeding 1.5 billion euros.

Amazon Will Establish New Distribution Centers in the UK

In line with the investment plan it had previously announced, Amazon aims to invest a total of 46 billion euros in the United Kingdom by the end of 2027. Within this scope, four new logistics and distribution centers will be established in the central and northern regions of England.

The company plans to provide additional employment for thousands of people once the new facilities become operational. Amazon, which currently directly employs approximately 75,000 people across the United Kingdom, stands out as one of the country’s largest private sector employers.

Strengthening Its Logistics Network in Europe

The United Kingdom investment is seen as an important part of Amazon’s expansion strategy across Europe. The company had recently announced that it would invest 15 billion euros in France over a three-year period. Within the scope of this investment, new distribution centers will be established and logistics infrastructure will be developed.

While the increasing investments strengthen Amazon’s competitiveness in the European market, they are also expected to make a significant contribution to the region’s e-commerce and logistics ecosystem. In particular, investments in warehousing, distribution, and technology infrastructure are expected to further increase the company’s operational efficiency in the coming years.

Fulfilmentcrowd Expands into 7 European Fulfilment Centers with Fulfilment.nl Acquisition

Fulfilmentcrowd Expands into 7 European Fulfilment Centers with Fulfilment.nl Acquisition

UK-based logistics technology company fulfilmentcrowd has acquired Dutch ecommerce logistics specialist Fulfilment.nl as part of its strategy to accelerate European expansion and strengthen cross-border fulfilment capabilities across the EU.

The acquisition marks another major milestone for fulfilmentcrowd, which is backed by private equity firm Palatine. With the addition of Fulfilment.nl, the company’s European fulfilment network now expands to seven fulfilment centers, supporting ecommerce brands looking to scale internationally with faster and more localized delivery solutions.

According to the company, the Netherlands was selected as a strategic expansion market due to its role as one of Europe’s most important logistics hubs. Fulfilment.nl brings local operational expertise, strong customer relationships, and scalable logistics infrastructure to the growing fulfilmentcrowd ecosystem.

Fulfilmentcrowd Strengthens European Ecommerce Logistics Network

The deal reflects a broader trend in the ecommerce logistics sector, where fulfilment providers are racing to build pan-European networks capable of supporting omnichannel retail growth and cross-border commerce. Industry observers say demand for localized inventory management and faster EU-wide delivery is increasing rapidly as ecommerce brands seek more efficient international operations.

fulfilmentcrowd stated that the partnership will combine:

  • Local market expertise
  • Advanced fulfilment technology
  • Expanded EU delivery capabilities
  • Scalable logistics infrastructure

The company also welcomed Fulfilment.nl founder Robin Gerrits, General Manager Mart van der Heijden, and the broader Dutch team as part of the acquisition.

The acquisition follows several recent expansion moves by fulfilmentcrowd, including new fulfillment locations in the United States and leadership team changes aimed at supporting global growth ambitions.

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E-Commerce Under Pressure: Why 1 Retailer Is Shutting Down Its Online Store

E-Commerce Reality Check: Why 1 Retailer Is Shutting Down Its Online Store

The decision by UK retailer The Works to exit e-commerce is drawing attention across the retail industry, highlighting a growing shift toward profitability over digital expansion.

After more than a decade of online operations, the company has chosen to close its e-commerce channel and refocus entirely on its physical store network – a move that challenges the assumption that online retail is always essential for growth.

Why The Works Is Leaving E-Commerce

The Works first launched its e-commerce platform in 2012, but online sales never became a core revenue driver. More than 90% of total sales continued to come from physical stores, reflecting strong in-store customer demand.

At the same time, maintaining an online operation introduced ongoing challenges, including:

  • high operational costs
  • dependency on third-party logistics
  • complexity in managing fulfillment

Over time, these factors made it difficult for the company to achieve sustainable profitability online.

Refocusing on What Works

By exiting e-commerce, the retailer aims to simplify its business model and improve financial performance. The move is expected to reduce costs and allow the company to concentrate on its strongest channel – its extensive store network.

Rather than serving as a transactional platform, the company’s website will now act as a product browsing tool, encouraging customers to visit physical stores to complete purchases.

A Strategic, Not Emotional Decision

Industry insight suggests that this move has been under consideration for some time. For retailers operating on tight margins, e-commerce can introduce more pressure than value if not executed at scale.

In such cases, focusing on a store-led strategy can offer:

  • greater control over costs
  • improved margins
  • stronger customer engagement in physical locations

A Wider Signal for Retail?

While global e-commerce continues to expand, The Works’ decision reflects a more nuanced reality:

👉 Digital is not always profitable
👉 Omnichannel is not always necessary

Retailers are increasingly reassessing whether their digital channels truly support long-term growth – or simply add complexity.

What This Means for E-Commerce

The closure of The Works’ online store does not signal a decline in e-commerce itself, but rather a shift toward more disciplined, profit-driven strategies.

As the retail landscape evolves, businesses are moving away from “being everywhere” toward focusing on channels that deliver real value.

For some, that may still be digital-first.
For others, like The Works, the answer is clear – back to stores.

Source: InternetRetailing