The source explains that missing percentage points to 100 percent make up the population with a neutral preference.
* The total sample size of 17,218 includes a minimum of 1,000 respondents in each of the 17 markets analyzed.
The release date is the date of access.
The source does not provide information on the original wording used during the survey. Thus, the wording chosen for this statistic may differ slightly from the one in the survey.
Citation formats
Shopping channel preference among UK millennials & Gen Z for clothes and shoes 2023
In 2023, approximately ** percent of zoomers in the United Kingdom (UK) said they would do most of their clothing and footwear shopping online if they had the freedom to choose. Only about **** of millennial and Gen Z consumers had a preference for buying apparel and shoes in physical stores. In the United States, a higher share of shoppers said they would prefer shopping for these items mostly online.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how ÌÇÐÄÆƽâ°æ can support your business.
Klarna. (May 12, 2023). Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for apparel and shoes in the United Kingdom (UK) in 2023 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 02, 2026, from /statistics/1384438/mostly-online-vs-offline-shopping-clothing-and-shoes-uk/
Klarna. "Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for apparel and shoes in the United Kingdom (UK) in 2023." Chart. May 12, 2023. ÌÇÐÄÆƽâ°æ. Accessed August 02, 2026. /statistics/1384438/mostly-online-vs-offline-shopping-clothing-and-shoes-uk/
Klarna. (2023). Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for apparel and shoes in the United Kingdom (UK) in 2023. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 02, 2026. /statistics/1384438/mostly-online-vs-offline-shopping-clothing-and-shoes-uk/
Klarna. "Share of Gen Z and Millennial Consumers That Would Prefer to Shop Mostly Online/In-store for Apparel and Shoes in The United Kingdom (Uk) in 2023." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 12 May 2023, /statistics/1384438/mostly-online-vs-offline-shopping-clothing-and-shoes-uk/
Klarna, Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for apparel and shoes in the United Kingdom (UK) in 2023 ÌÇÐÄÆƽâ°æ, /statistics/1384438/mostly-online-vs-offline-shopping-clothing-and-shoes-uk/ (last visited August 02, 2026)
Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for apparel and shoes in the United Kingdom (UK) in 2023 [Graph], Klarna, May 12, 2023. [Online]. Available: /statistics/1384438/mostly-online-vs-offline-shopping-clothing-and-shoes-uk/
