Online shopping obsessions: new data reveals which UK cities can’t get enough
Key Findings:
- New data reveals the UK cities where online shopping is most popular
- Durham was the city most obsessed with online shopping, followed by Lichfield and Brighton
- Expert explains why businesses should pay attention to this data and evolving trends in the market
Online shopping has become a staple shockingly fast; the ability to shop from the comfort of your couch has revolutionised how we spend our time and money. Globally, ecommerce saw total revenues of £1.75 trillion in 2019; that figure jumped to £3.30 trillion in 2024 and is predicted to hit a staggering £5.19 trillion by 2029.
“There’s no denying it: online shopping is here to stay, and for many of us, it’s become as routine as checking the weather,” says Jonathan Kiekbusch from SwishDM, a UK-based SEO agency specialising in digital marketing strategies for eCommerce. But are there areas in the UK that seem particularly obsessed with online shopping?
To assess which city was the most obsessed with online shopping, SwishDM used Google Ads to find the average number of monthly searches for three shopping-related keywords (‘online shopping,’ ‘internet shopping,’ and ‘shop online’). They then divided that number by the population of each city to calculate the search intensity score, which has been presented as the ‘Obsession Score’ in the table below.
Table 1: The Top 10 UK Cities Most Obsessed With Online Shopping
| Rank | City | Obsession Score |
| 1 | Durham | 83.71 |
| 2 | Lichfield | 60.83 |
| 3 | Brighton | 57.55 |
| 4 | Winchester | 43.41 |
| 5 | Perth | 42.39 |
| 6 | Newcastle-upon-Tyne | 41.58 |
| 7 | Salford | 41.24 |
| 8 | Birmingham | 40.64 |
| 9 | Edinburgh | 38.71 |
| 10 | Wakefield | 37.99 |
Durham
Leading the pack with a remarkable obsession score of 83.71, Durham is the clear champion of online shopping enthusiasm in the UK. This city’s score is nearly 23 points higher than the city in second place, proving Durham’s residents have fully embraced the ease and variety that online shopping offers.
“Durham’s vibrant student population and the diverse range of local businesses that are now accessible online are likely behind the city becoming a hotspot for digital shopping,” says Jonathan. “With more people opting for the convenience of home delivery, Durham proves that small cities can be just as invested in online shopping as larger metropolitan areas.”
Lichfield
Coming in second with an obsession score of 60.83, Lichfield is another city where online shopping has firmly taken root. Known for its charming streets and rich history, Lichfield’s residents have increasingly turned to the internet for their shopping needs.
The growing trend of shopping online for everything from fashion to furniture has likely been fuelled by a mix of traditional retail stores offering digital shopping options and the convenience of browsing at home.
Brighton
With a solid obsession score of 57.55, Brighton is undoubtedly a city that loves to shop online.
“As one of the UK’s most vibrant and diverse cities, Brighton offers a unique blend of fashion, culture, and creativity, and this extends to its online shopping habits,” says Jonathan. “Brighton residents are known for their love of the quirky, the unique, and the cutting-edge, and they’re increasingly turning to digital platforms to find one-of-a-kind products, support local businesses, and keep up with the latest trends.”
Jonathan Kiekbusch from SwishDM commented:
“Understanding where online shopping is most popular helps businesses create targeted marketing strategies. Put simply, companies that don’t focus on developing their online presence in these cities are missing out.
“Businesses should also consider how online shopping habits are evolving. With the rise of social commerce and AI-driven recommendations, shoppers expect more personalised, interactive experiences. As online shopping continues to grow in popularity, businesses will need to adapt and innovate if they want to stay competitive. The key to success will lie in leveraging data not just to understand where customers are, but also to predict what they’ll want next.”
