How The Welsh Buy Online?

As e-commerce is becoming one of the fastest developing branches of the British economy 87% of the UK internet users are now shopping online. But how does the UK e-commerce activity look when looking particularly at Welsh consumers?

A smart-shopping Picodi analyzed several millions of online transactions made by British and Welsh users in 2017. The results show precisely how much money is being spent, which are the hottest months for e-shopping, and even our favorite time of the day. What’s more Picodi’s report compares Wales with England, Scotland, Northern Ireland and the UK as a whole, to better understand the reciprocal influence.

Welsh internet users are more likely to choose mobile devices over the traditional desktop PCs or laptops – 52% of all the analyzed transactions were made via smartphone. Smartphone e-shopping is also clearly the stake winner when it comes to average order value with an average cart of £88. 

According to Picodi’s study, last quarter of the year is characterized by the highest shopping activity level which suggests that Welsh consumers take full advantage of Black Friday and Cyber Monday – an average order value rises as high as to £94 during November.

As for the days of the week, Welsh shoppers using computers choose Sundays, but those shopping via smartphones surprisingly prefer Thursdays.

Picodi went event further and analyzed each hour of the day. At night Welsh are finalizing only 5% of the total purchases. On a contrary evening is the most popular time of the day for online shopping, where 41% of daily online orders in Wales are made between 6 PM and midnight.

What do Welsh users spend their money on? Most often on clothes, as well as home and garden amenities.

According to the research Wales is averaging the lowest numbers amongst all of the UK regions with the average order value of £62 – which is £7 lower than the average for the whole country. Interestingly, an area where Welsh consumers win is on Apple’s system: a typical Welsh iOS user average higher than average UK citizen by spending almost £96 and that’s 5 pounds more.

Northern Ireland tops the UK ranking with an average basket value of almost £72.

You can read the full report on Picodi’s website.