Digital fuels 51% of UK retail, with search and marketplaces each driving 24%. A new Upp.ai report reveals retailers undervalue search, missing £6.7B in sales.
Digital now drives 51% of UK retail spend, with search engines and marketplaces influencing £31.4B and £30.9B, respectively. Consumers increasingly turn to digital for discovery, making it the primary driver of retail growth. Physical retail still holds £82.3B, but digital’s rapid expansion highlights a fundamental shift in shopping behavior. Brands must adapt to this reality or risk losing market share.
Retailers often overvalue owned channels like their websites while underestimating search. Consumers rank search as the top discovery tool, yet retailers place it third. This perception gap results in a £6.7B missed opportunity. Investing in search marketing and paid ads could bridge this gap, capturing high-intent shoppers at the critical moment of purchase.
Higher-income consumers place strong trust in search engines and social media for shopping decisions. Those earning over £76K show the highest trust in these channels. While retailers focus on traditional media, affluent shoppers validate purchases through search and social proof. This reinforces the need for brands to refine their search strategies and optimize digital visibility.
Are retailers missing billions by undervaluing search?
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