19,293 consumers participated in the survey in the following countries: the U.S., UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Finland, New Zealand, Italy, Poland, Portugal, Spain, Czechia, Greece.
The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users.
Citation formats
Share of shoppers buying groceries online in the UK 2023, by generation
In the United Kingdom, Millennials are the most eager to buy their groceries online. According to a survey carried out in the second quarter 2023, ** percent of consumers in the country aged between 27 and 42 years old would buy grocery products mostly via e-commerce. Gen Z followed, as ** percent of the generational cohort preferred shopping for their groceries mostly online.
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Klarna. (July 3, 2023). Share of shoppers buying groceries mostly online in the United Kingdom (UK) in 2nd quarter 2023, by generational cohort [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 30, 2026, from /statistics/1307070/online-grocery-shoppers-by-generation-united-kingdom/
Klarna. "Share of shoppers buying groceries mostly online in the United Kingdom (UK) in 2nd quarter 2023, by generational cohort." Chart. July 3, 2023. ÌÇÐÄÆƽâ°æ. Accessed July 30, 2026. /statistics/1307070/online-grocery-shoppers-by-generation-united-kingdom/
Klarna. (2023). Share of shoppers buying groceries mostly online in the United Kingdom (UK) in 2nd quarter 2023, by generational cohort. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 30, 2026. /statistics/1307070/online-grocery-shoppers-by-generation-united-kingdom/
Klarna. "Share of Shoppers Buying Groceries Mostly Online in The United Kingdom (Uk) in 2nd Quarter 2023, by Generational Cohort." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 3 Jul 2023, /statistics/1307070/online-grocery-shoppers-by-generation-united-kingdom/
Klarna, Share of shoppers buying groceries mostly online in the United Kingdom (UK) in 2nd quarter 2023, by generational cohort ÌÇÐÄÆƽâ°æ, /statistics/1307070/online-grocery-shoppers-by-generation-united-kingdom/ (last visited July 30, 2026)
Share of shoppers buying groceries mostly online in the United Kingdom (UK) in 2nd quarter 2023, by generational cohort [Graph], Klarna, July 3, 2023. [Online]. Available: /statistics/1307070/online-grocery-shoppers-by-generation-united-kingdom/
