How UK Retailers Can Win Online: Ecommerce Growth, Consumer Trends & Cross‑Border Opportunities

The eCommerce landscape has transformed dramatically in recent years, accelerated by the pandemic and changing customer expectations. From the surge in online shopping to the rapid expansion of fulfilment infrastructure and the booming cross‑border market, retailers have more opportunities than ever if they partner wisely and optimise their digital strategy.

Online Shopping Becomes the ‘New Norm’

UK shopping habits shifted permanently during the pandemic, creating a structural rise in online purchasing. According to Whistl research:

• 64% of consumers say online shopping is now the new norm. During the first lockdown, 36% of shoppers increased their online purchases, with 49% of over‑65s buying online more frequently—showing that ecommerce adoption is now truly multi‑generational. 
• Pre‑Christmas buying patterns also reflected this change, with 46% planning to spend more online than the previous year, and 44% of all fashion sales expected to take place online. 
• 29% of all gifts were forecast to be purchased digitally. 

Whistl Expands Its Fulfilment Network to Meet Ecommerce Demand

The rapid rise in ecommerce volumes has driven the need for more agile and scalable fulfilment services. In response, Whistl Fulfilment added 450,000 square feet of new warehouse space in late 2020. 
Key developments include:

• Significant expansion of the Rushden fulfilment centre
• Opening of a fifth site in Moulton Park, Northampton, strategically located in the UK’s logistics “Golden Triangle” near the M1, M6 and M40. 

As Director Natalie Sehnal highlights, medium‑sized online retailers increasingly need end‑to‑end fulfilment partners that can manage everything from order processing to returns. Whistl’s new facilities are designed to provide flexible, customised solutions that scale with retailers’ growth.

The Growing Opportunity in Cross‑Border Ecommerce

For retailers looking to expand internationally, global ecommerce is too significant to ignore.
Cross‑border B2C ecommerce is projected to grow at 27.4% CAGR through 2027.
In the EU, 23.5% of all online sales in 2019 were cross‑border. 
After an early pandemic dip, international digital adoption accelerated across all age groups. 

Where the Demand Is Coming From

The largest export markets for UK online retailers include:

• USA – 15.7%
• Germany – 9.9%
• China – 6.9%
• France – 6.6%

What the World Buys from UK Websites

Top cross‑border categories include:

• Entertainment (books, music, games) – 51%
• Beauty & Personal Care – 50%
• Art, Collectables, Hobby products – 49%

Barriers to International Sales
Common reasons shoppers abandon cross‑border purchases include:

• High delivery costs
• Complex returns processes
• Long delivery times
• Poor product quality

Lack of accessible customer service

These “hygiene factors” may seem basic, but solving them is often the difference between converting international shoppers or losing them entirely.

How Whistl Helps Retailers Succeed Internationally

To support retailers entering global markets, Whistl offers turnkey international ecommerce solutions, helping brands:

• Reduce overseas delivery costs
• Manage customs and border compliance
• Implement seamless end‑to‑end returns
• Provide multilingual, multichannel customer service

In conclusion: eCommerce Growth Isn’t Slowing, Is Your Retail Business Ready?

From pandemic‑accelerated digital adoption to surging international demand and expanded fulfilment capacity, the ecommerce sector offers immense opportunity for UK retailers.
Brands that invest in scalable fulfilment, customer‑focused delivery experiences and international expansion will be best positioned to grow in a permanently changed retail climate.

Whistl Magazine Winter Issue 2020