45 per cent of UK shoppers would pick in-store over online if they could choose only one method of shopping for the next year, despite the huge surge in e-commerce traffic over the past 12 months.

Research by Bazaarvoice found that its network of more than 11,500 global brands and retailers had seen online orders jump by 39 per cent in 2020.

Globally, 54 per cent of shoppers said they would choose brick-and-mortar stores over e-commerce platforms if they could only pick one shopping method this year.

The report also shows that 24 per cent of UK shoppers now use social media to discover new products to buy.

One in three global shoppers have made a purchase on social media in the past year.

When broken down by age, that number jumps to 43 per cent of 18-24-year-olds and 47 per cent of 25-34-year-olds.

Purchasing directly through social media is more popular in the UK (33 per cent ) compared to other European countries, such as France (28 per cent) or Germany (30 per cent).

“The pandemic has accelerated shopping trends that were already in motion at the start of last year,” said Ed Hill, senior vice president, EMEA at Bazaarvoice. “More UK shoppers are turning to e-commerce than ever before but shoppers still value the ability to touch and feel products which is typically difficult to replicate online."

Hill added: “Brands and retailers can use rich, visual content online to create experiences where shoppers feel they truly trust and understand the product they are buying. Customer videos, images and reviews are one of the most effective ways to achieve this. Enhancing the online experience with authentic user generated content means other shoppers have the confidence to buy.”

Share Story: