Digital features mixed into the in-store shopping experience are what U.K. consumers want, and merchants need to make them easier to find.

Mind the Gap: Hiding Digital Features Costs UK Merchants Sales 

2024 Global Digital Shopping Index: U.K. Edition

More than one-third of U.K. consumers had trouble finding the digital shopping features they wanted most: 35% couldn’t find price-matching and 38% couldn’t find two-factor authentication. Minding these gaps presents a market differentiation opportunity, according to Visa Acceptance Solutions and PYMNTS Intelligence’s latest study of 2,322 U.K. consumers and 570 merchants, the “2024 Global Digital Shopping Index: U.K. Edition.”

Inside the March Playbook

  • 59%: Share of U.K. consumers who last shopped in-store for groceries
  • 34%: Share of U.K. consumers who want a free shipping feature but fail to find it
  • 92%: Share of U.K. consumers who last shopped fully remotely reporting a satisfaction increase with digital assistance relative to in-store-only shopping

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    Global Digital Shopping Index