The survey found UK consumers shop via mobile just 28 days a month, well below the global average of 34. Even across all devices, their 42 digital interactions still trail the global benchmark of 50.9.
The UK is at the forefront of the global mobile-first commerce shift, with shoppers increasingly turning to smartphones to browse, purchase, and engage with brands.
However, as per a newly released 2025 Global Digital Shopping Index: UK Edition, commissioned by Visa Acceptance Solutions and produced by PYMNTS Intelligence, the UK ranks last in digital engagement among eight leading markets.
The report, based on input from 2,826 consumers and 519 merchants, highlights a growing disconnect between mobile-savvy shoppers and merchants’ readiness to meet their expectations for digital engagement.
This reveals a critical gap in the consumer journey where retailers need to step up their efforts to drive higher engagement levels across mobile and digital platforms.
Mobile Is Gaining Ground—But Digital Engagement Still Lags
Mobile commerce is dominating UK retail activity. Nearly half (49%) of shoppers used a smartphone for their latest purchase—outpacing the global average—and 66% used mobile for their most recent online buy, double the share of those using traditional computers.
Even in physical stores, mobile plays a growing role, with 38% of shoppers leveraging their phones for in-store transactions.
Despite this, digital engagement remains muted. UK consumers engage in mobile shopping for just 28 days per month, well below the global average of 34. When considering all devices, UK shoppers have only 42 digital engagements monthly, trailing the international benchmark of 50.9.
The gap highlights that, while mobile commerce is gaining momentum, UK retailers are not fully meeting consumer expectations for consistent, seamless engagement across channels.
Turning Engagement into Conversion: A Roadmap for Merchants
For merchants and financial service providers, the findings present both a challenge and an opportunity to improve digital engagement. Mobile is no longer just an online channel—it’s the primary driver of commerce across contexts. Yet many merchants aren’t meeting consumer expectations for cross-channel digital engagement.
While 61% of UK merchants offer cross-channel shopping experiences, only 13% of shoppers say they used those features during their most recent purchase—a global low. This represents a missed opportunity to drive deeper engagement and differentiation through unified digital shopping.
So, consumers want consistent access to loyalty rewards, payment options, and purchase histories, whether they’re shopping online or in-store.
Another area to focus on is stored payment credentials. While 58% of online shoppers used stored credentials in their last transaction, only 34% use them regularly. This indicates that faster checkout, ease of use, and trust are key factors driving digital engagement. Encouraging customers to adopt stored credentials can simplify transactions and increase conversion rates.
Conclusion: Bridging the Gap Between Expectation and Execution
UK consumers are ready for a seamless, mobile-first retail journey. To unlock the full potential of digital engagement, merchants must catch up and address key challenges. Investing in unified digital shopping experiences, reducing cross-channel friction, and promoting the use of stored payment methods will help drive engagement, loyalty, and conversion.
For financial institutions supporting merchants, the message is clear: improving digital engagement through mobile isn’t just a tech upgrade—it’s a business imperative that will shape the future of UK retail.
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