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The pandemic has dramatically changed how consumers shop around the world, driving them to the internet and increasing digital wallet usage. This shift has opened up new opportunities for retailers: new channels, new fulfillment strategies, and payment solutions.

The customer journey is all about payment. It’s the foundation of all relationships between retailers and customers. “70% of consumers are more likely to spend more at a retailer that offers their preferred payment method,” explains Mark Rosales, VP, Business Development, Payments/Banking/Fintech, at BigCommerce. Retailers can quickly implement this strategy and reap the benefits.

Recently, we conducted a survey to assist retailers in better understanding how consumer spending has changed. Below is a summary of the data that we gathered about UK consumers, as well as some global insights – including US and Australian consumers.

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Where can consumers spend their money?

It’s not surprising that COVID-19 was implemented. 62.5% of respondents and 69.6% of UK-based ones reported spending less in person but more online, while 19.6% stated they spend about the same amount in person but more online.

Close to half (54.8%) of respondents reported discovering new products via social media at least once per month. Only 10% of those surveyed said they would purchase something found on social media from their feed. 42% search on a marketplace for the product, while 42% go to the retailer’s site. 7.4% find it in person.

Their mobile devices are also heavily used to make purchases. In fact, 66.7% make purchases on their mobile devices at least once per month and 17.9% more than once per week.

These numbers highlight the importance to create an omnichannel strategy that is cohesive and focuses on the four pillars success: sales, marketing operations, fulfilment, and operations.

What are consumers’ feelings about shopping online versus in person?

The majority of respondents have made online purchases since March 2020 (95.2%) so how do they feel about shopping online?

A slight majority of UK residents prefer in-person shopping at 36.1%, and 21.9% believe that online shopping is superior to in-person shopping. However, 29.9% of respondents believe that online shopping has more benefits than the drawbacks.

Respondents were asked what they could do to encourage shoppers to shop. Fashion retailers can invest in buy online, pick-up in-store (BOPIS), also known as click and collect, to connect their in-person and online experience. BOPIS, when combined with curbside pickup provides a secure way to shop and optimizes customers’ time in-store.

How are consumers payig for their buys?

woman holding black smartphone near silver macbook

Consumers have been increasingly using digital wallets to make online and in-store purchase since March 2020.

This payment method was preferred by 38% of UK respondents before March 2020. They are now 45.8%. This shows how desperate UK consumers are to have this payment option.

Similar observation in-store: 22.8% of all respondents and 37.8% from the UK chose digital wallet to be their preferred method of payment. This is a bigger shift than they were before the COVID, when they were 12.1% worldwide and 22.9% in the UK.

They are no longer a luxury item. They are a must-have, especially if your brand is selling online in the UK.


Ecommerce is on an upward trend and growing rapidly. Consumer trends and shopping habits are changing constantly. Are consumers likely to continue following the same shopping habits and preferences that they have since March 2020? Although consumer spending trends might change, the key to success in this industry is staying agile and adaptable. Smart retailers understand that they cannot overinvest in one channel. They need to adopt an omnichannel strategy.