Google’s new &num=100 update, rolled out in mid-September 2025, is having a substantial impact on SEO tracking tools, data accuracy, and reporting metrics. In short, Google has disabled the function that previously allowed users and crawlers to view up to 100 organic results on a single search page.
With this change, both marketers and SEO platforms are now limited to viewing only the top 10 results per query. As a result, tracking tools can no longer record rankings beyond the first page of search results, ultimately reshaping how keyword performance and visibility are reported.
SEO professionals are already noticing significant data fluctuations across major platforms:
Ahrefs – Keywords ranking beyond position 10 will no longer be tracked accurately. These terms will now appear as “100+” or “Lost,” leading to sudden drops in reported keyword counts.
Google Search Console (GSC) – Many users are seeing sharp decreases in impressions, not because of an actual performance drop, but because data from deeper results can no longer be collected or displayed.
What This Means Moving Forward:
While the update is inconvenient, it’s crucial to understand that the drop in reported data doesn’t reflect a real decline in traffic or rankings. Your pages still exist in those positions; it’s just that the tracking visibility has simply been restricted.
This update will require a shift in how we analyse and communicate SEO performance. Reports and dashboards may appear to show declines post-September 2025, so it’s vital to set clear expectations with clients and stakeholders.
Moving forward, greater emphasis will be placed on the top 1-10 keyword positions, traffic, and conversions. SEOs should review the tools and metrics they rely on, refine reporting structures, and focus on what truly drives value, measurable visibility and meaningful performance.
Written by one of our Paid Media Executives, Arabella Manson.
I have recently launched a campaign in the British Mountaineering Council on their Meta account. This campaign is for their rock climbing insurance, which is one of 5 insurance policies that they are currently promoting. The campaign is using a combination of still and video ads, all with the same image content, and then ad copy highlighting the use cases and benefits of this policy.
The interesting part of this campaign is that we are doing an A/B test within Meta to test the efficacy of the landing pages. One half of the campaign is using the old, outdated page, which does not fit the theme of the broader BMC site, but has been the main page until now, while the other is using a new, updated page that aligns with the broader BMC image. The hypothesis behind this test is that if the current, outdated landing page is replaced with a newly designed landing page that is faster, more visually engaging, and optimised for conversions, then users will be more likely to convert, resulting in a higher conversion rate and lower costs per acquisition compared to the old page.
Because the ads across both sides of the test are identical, we will not be comparing views, clicks, reach, or frequency, but instead focusing on conversion rate, cost per conversion, landing page views, and cost per landing page view. Secondary metrics we will also be monitoring are page speed and stability, traffic mix parity, device usage, and cart abandonment.
This campaign initially launched on the 20th of September, and will be running until the 20th of October, so we will have a month’s data to analyse. Initial data is surprisingly in favour of the older landing page, with 3 conversions, while the new landing page has only had 1. However, a key factor to consider throughout this test is that Meta’s ad delivery system can add a lot of noise, and tests can never be truly clean. Elements which can contribute to muddying the waters are one variant leaving the ads learning phase sooner than the other, uneven spend allocation, contextual auction dynamics, audience overlap, and even attribution windows and issues.
Ultimately, once this experiment has run its course, I will present my findings to the client, with the caveat that there are other variables which can influence the results, and with that, the client will use this data to decide internally which landing pages to continue with.”
Artificial Intelligence (AI) refers to technologies that enable machines to perform tasks that typically require human intelligence, such as learning, problem-solving, data analysis, and decision-making.
For companies, understanding AI is crucial because it can significantly enhance efficiency, reduce costs, and improve customer experiences. From automating repetitive tasks to uncovering insights through data analysis, AI helps businesses operate smarter and faster. As AI continues to evolve and shape industries, companies that adopt and understand it will be better positioned to innovate, stay competitive, and meet growing customer expectations.
AI Adoption in the Workplace: A Sharper Contrast Between Public and Professional Use (Celonis).
Out of more than 4,000 poll respondents, a combined 68% said they were using AI at work, with 28% using it extensively and 40% using it occasionally. Just 17% indicated they rarely used AI, while only 15% said they hadn’t used it at all in their professional roles.
This growing gap between general awareness and actual workplace usage underscores a key trend: professionals who are tuned into AI’s capabilities are integrating it far more actively than the broader public, especially within business and tech-savvy communities.
2. Primary use for AI in the workplace (Celonis).
Productivity is the most common use of AI at work, with 48% of users citing it as their top application, far ahead of content creation (26%) and data analysis (23%).
Real-world examples and research support these findings. At Carrefour, AI tools like ChatGPT are saving significant time on tasks like quote comparison and meeting minutes. Similarly, a study by MIT and Stanford found that customer service agents using a generative AI assistant were 14% more productive and experienced improved customer satisfaction and retention.
Together, these insights show that AI is becoming a powerful tool for enhancing workplace efficiency and outcomes.
3. Process intelligence empowers AI to understand and operate within your business context (Celonis).
Poll results and recent research clearly show the business world’s growing interest in AI. With the rapid rise of generative AI, what was once considered futuristic is now a practical tool. However, successfully implementing AI in an enterprise setting isn’t straightforward, it requires more than just technology.
AI must understand the unique workflows and dynamics of a business to deliver real value. That’s where process intelligence comes in.
Celonis’ Process Intelligence Graph integrates data from systems like ERP, CRM, and SCM with standardized process models and AI. This creates a unified framework that helps AI “speak the language” of your organization.
4. According to the UK Government, the country’s AI market exceeded £72 billion in value in 2024.
The UK Government reported that the country’s artificial intelligence (AI) market grew to over £72 billion in 2024, marking a major milestone for the industry. This figure reflects the growing investment, adoption, and development of AI technologies across sectors, from finance and healthcare to retail and manufacturing.
The size of the market highlights just how rapidly AI is becoming a key driver of economic growth in the UK. It’s not just about automation or efficiency, AI is now playing a central role in innovation, helping businesses make smarter decisions, improve customer experiences, and stay competitive in a digital-first world.
With this momentum, the UK is positioning itself as a global leader in AI, and the opportunities for businesses to leverage this technology are only expanding.
5. The US International Trade Administration projects that the UK’s AI market will reach £1 trillion by 2035 (Forbes) .
According to forecasts from the US International Trade Administration, the UK’s AI market is expected to grow exponentially, reaching an estimated £1 trillion in value by 2035. This ambitious projection reflects the increasing pace of AI adoption across industries and the UK’s commitment to becoming a global leader in AI innovation.
From healthcare and finance to logistics and retail, AI is rapidly transforming how businesses operate, streamlining processes, enhancing decision-making, and unlocking new revenue streams. This trillion-pound projection suggests that AI won’t just be a supporting tool, but a central pillar of the UK economy within the next decade.
For businesses and professionals, this highlights a clear opportunity: those who invest in AI now will be better positioned to lead in the economy of tomorrow.
6. At least one AI technology has been adopted by 68% of large enterprises, 33% of mid-sized firms, and 15% of small businesses (Forbes).
This trend isn’t surprising; larger companies often have more resources, infrastructure, and technical expertise to explore and integrate AI. They’re also under greater pressure to innovate at scale, which makes AI a natural fit for improving efficiency, customer experience, and data-driven decision-making.
Smaller businesses, on the other hand, may face more barriers such as limited budgets, lack of in-house skills, or uncertainty around where AI fits into their operations. However, as tools become more accessible and affordable, we can expect adoption to increase across all business sizes in the coming years.
7. In 2023, AI added £5.8 billion to the UK economy.
This contribution comes from a wide range of industries, from healthcare and finance to retail and logistics, where AI is being used to streamline operations, enhance decision-making, and unlock new revenue opportunities. Whether it’s automating repetitive tasks or powering advanced data analysis, AI is helping businesses work smarter and faster.
As adoption continues to rise, especially with the rapid advancement of generative AI tools, AI’s economic footprint is only expected to grow in the years ahead, making it a key pillar of the UK’s digital future.
8. According to research by Forbes Advisor, 59% of UK residents express concerns about the use of artificial intelligence.
9. The U.S. remains the leader in developing top AI models, but China is rapidly narrowing the performance gap (Stanford University).
10. AI is becoming more efficient, affordable and accessible (Stanford University).
Thanks to more efficient smaller models, the cost of running a system with GPT-3.5-level performance has plummeted by more than 280 times from November 2022 to October 2024. On the hardware side, expenses have dropped around 30% every year, while energy efficiency has increased by 40% annually. Meanwhile, open-weight models are catching up to closed models, shrinking the performance gap from 8% to only 1.7% on certain benchmarks within just one year. These combined advancements are quickly making cutting-edge AI more accessible than ever before.
11. Governments are intensifying their focus on AI through increased regulation and investment (Stanford University).
In 2024, U.S. federal agencies rolled out 59 AI-related regulations, more than twice the number introduced in 2023, and these were issued by twice as many agencies. Globally, references to AI in legislation increased by 21.3% across 75 countries since 2023, reflecting a ninefold rise since 2016. Along with this heightened focus, governments are making substantial investments: Canada committed $2.4 billion, China launched a $47.5 billion semiconductor fund, France pledged €109 billion, India allocated $1.25 billion, and Saudi Arabia unveiled Project Transcendence, a $100 billion initiative.
12. Netflix makes $1 billion annually from automated personalised recommendations (Exploding Topics).
When you open Netflix, the movies and shows you see aren’t random; they’re carefully selected by powerful algorithms that analyse your watching habits, preferences, and even what people with similar tastes enjoy. These smart recommendations keep you hooked, making it easier to find something you love without endless searching. By helping viewers discover new content they’re likely to enjoy, Netflix boosts user engagement and keeps subscribers coming back, turning personalised suggestions into a huge source of revenue.
13. 38% of medical providers use computers as part of their diagnosis (Exploding Topics).
Around 38% of medical providers now use computers to help with diagnosing patients. This means that more than one-third of doctors and healthcare professionals rely on technology, like AI-powered tools, software, and data analysis, to assist them in identifying illnesses and conditions. These computer systems can quickly analyse medical records, symptoms, and test results to provide doctors with valuable insights, helping them make more accurate and faster decisions. Using technology in diagnosis is becoming an important part of modern healthcare, improving patient outcomes and supporting doctors in delivering better care.
14. It is estimated that there are over 8 billion voice assistants currently in use (BusinessWire)
Voice assistants like Siri, Alexa, Google Assistant, and others have become a part of everyday life for millions of people. Whether it’s setting reminders, playing music, answering questions, or controlling smart home devices, these AI-powered helpers make it easier to get things done just by using your voice. The widespread use of voice assistants shows how quickly technology is becoming integrated into our daily routines, making life more convenient and connected.
15. Only 8.5% of people believe they can “always trust” AI Overviews when searching online (Exploding Topics)
Research by Exploding Topics revealed widespread doubts about Google’s AI Overviews feature. Interestingly, just 8% of users consistently click through to review the original source material.
Digital PR is a modern approach to public relations that focuses on building a brand’s online presence through strategic outreach, content creation, and relationship building with high-authority websites and influencers. Unlike traditional PR, which centres on media coverage, digital PR aims to generate valuable backlinks, improve search engine rankings, and enhance brand visibility across the web.
For companies, understanding digital PR is essential because it directly impacts their SEO success and overall digital reputation. High-quality backlinks earned through digital PR signal to search engines that a website is trustworthy and authoritative, helping improve rankings on search engine results pages (SERPs). This, in turn, drives more organic traffic and potential customers.
Moreover, digital PR helps companies build meaningful relationships with key online publications and influencers, increasing their reach and credibility. In an increasingly digital world, leveraging digital PR is critical for businesses to stand out, attract more visitors, and grow sustainably over the long term.
In 2024, the typical Ahrefs Domain Rating (DR) for digital PR coverage averaged 61 (Reboot).
The average domain authority achieved through digital PR is notably higher than that of many other link-building techniques, which is why more brands are investing in digital PR services as 2025 approaches. Analysis shows that over 20% of backlinks obtained fall within the strong DR 70-79 range, making it the most common category. Additionally, around 16% of backlinks are in the mid-level DR 50-59 range, while nearly 8% boast a very high DR of 90 or above, about 28% more than those with a DR below 30. These findings demonstrate digital PR’s effectiveness in securing high-quality, authoritative links that can significantly boost SEO performance.
In 2024, the BBC website was the UK’s leading online news source, with nearly 59% of people using it to access news. (Statista)
In 2024, the BBC website stood out as the most frequented online news platform in the UK, attracting nearly 60% of users for their news consumption. Meanwhile, approximately 20% of the population primarily relied on Sky News or The Guardian/Observer, with The Daily Mail close behind at 19%. In contrast, the US showed a more balanced distribution among online news sources that year, with local TV news leading for just over a quarter (28%) of viewers, closely followed by Fox News at 27%.
The typical Ahrefs URL Rating (UR) for digital PR content hovers around 11 (Reboot Online).
A deeper dive into digital PR backlink data from 2024 shows that the average Ahrefs URL Rating (UR) for coverage sits at approximately 11. Notably, nearly one-third (32.96%) of the backlinks earned fell within the 13-15 UR range, while over a quarter (28.81%) were rated between 10 and 12.
Subject lines in digital PR campaigns that included questions experienced a 13% drop in open rates compared to those without questions (Reboot Online).
Analysing over 1,000 subject lines, Reboot Online discovered that digital PR emails sent to journalists showed distinct patterns in open rates. Subject lines framed as questions saw about a 13% decrease in opens compared to non-question formats. Including keywords like ‘data,’ ‘study,’ or ‘survey’ only boosted open rates marginally by 1%. Similarly, listicle-style subject lines offered just a 1% increase over others. However, subject lines featuring buzzwords, such as celebrity names, events, or special dates, performed significantly better, driving about a 12% higher open rate. The most effective subject lines typically contain between 4 and 8 words, with the ideal length ranging roughly from 4 to 11 words.
The global PR market is valued at over $106 billion (Super Links).
Data shows that the global PR market is currently worth more than $106.93 billion and is projected to expand at a compound annual growth rate of 6%, reaching $144.28 billion by 2028.
Platforms used to store media lists (Super Links).
Media lists play a crucial role in digital PR efforts by helping pinpoint and connect with the most relevant journalists and media channels, thereby boosting the likelihood of gaining press coverage and expanding audience reach.
Response rate to PR pitches is 3.15% (Root).
Analysis of 425,000 PR pitches sent to journalists in Q4 2023 reveals an average response rate of just 3.15%, equating to roughly 13,000 replies. Among those that did get a response, 70% came within the same day, with nearly 60% answered within four hours. Additionally, over 83% of responses arrived by the following day. Most news stories stemming from these pitches (65.2%) were published within three days of the initial outreach.
87% of journalists prefer to receive pitches via email (Root).
An overwhelming 87% of journalists favour email as their preferred method for receiving pitches, while fewer than 4% opt for any other communication channels.
According to 60% of PR professionals, media relations management is getting harder compared to this time last year (Bluetree Digital).
Every month in the UK, 8020 Google searches include the keyword ‘digital PR’ (Energy PR).
Important components in securing coverage with a pitch (Superlinks).
Types of media commonly used for pitching (Superlinks)
When launching a digital PR campaign, various media channels are typically targeted. Digital and online platforms dominate, with a striking 90% of respondents frequently using them for pitches. Traditional outlets like magazines and newspapers still play a significant role, with 66% and 63% of respondents respectively including them in their strategies. Television and podcasts also remain influential, cited by 52% and 50% of participants as key components in their media outreach efforts.
A little over half (54%) of digital PR professionals typically send follow-up emails within 3 to 6 days following their initial contact. (Superlinks)
The overwhelming majority (92%) of digital PR professionals surveyed prefer to keep their pitch emails concise, typically limiting them to 300 words or fewer to capture journalists’ attention quickly and effectively. In addition to crafting brief initial pitches, just over half (54%) of these professionals aim to send follow-up emails within a window of 3 to 6 days after their first outreach. This approach balances persistence with respect for the journalist’s time, increasing the chances of securing a response without overwhelming the recipient.
Around 61% of PR professionals reported using or planning to explore generative AI technology (Superlinks).
This means that a majority of PR professionals, around 61%, are already incorporating generative AI tools into their daily tasks or are planning to do so in the near future. Generative AI can help automate content creation, improve communication, and streamline various PR activities, making it a valuable resource in the industry.
More than 50% of PR agencies struggle when trying to obtain responses from journalists (Superlinks).
More than half of PR agencies experience difficulties when trying to get responses from journalists. This challenge can slow down or even halt their efforts to secure media coverage, as timely communication is crucial for pitching stories and building relationships. Journalists often receive a high volume of pitches daily, making it harder for PR professionals to stand out and get noticed. This lack of response can lead to missed opportunities for brands to gain publicity and negatively impact the overall effectiveness of PR campaigns.
SEO (Search Engine Optimisation) is the process of improving a website’s visibility on search engines like Google. It involves optimising content, technical performance, and backlinks so that a site ranks higher in search results for relevant keywords.
For companies, understanding SEO is essential because it directly impacts how easily potential customers can find them online. A strong SEO strategy can drive consistent, high-quality traffic to a website, increase brand visibility, build credibility, and ultimately lead to more conversions and revenue, without relying solely on paid advertising. In a competitive digital landscape, SEO is a long-term investment that helps businesses stay discoverable and relevant.
Google searches for ‘ChatGPT’ are increasing (Statista).
Data from Statista reveals that search interest in the term ‘ChatGPT’ surged throughout last year, reaching its peak in June 2024 with a maximum score of 100 on Google’s search index.
Although there was a slight dip in interest towards the end of the year, search volumes for ‘ChatGPT’ have remained strong and stable. This sustained interest highlights a broader movement toward conversational AI tools, with users increasingly turning to platforms like ChatGPT for information in a more natural, dialogue-based format, reshaping how people approach search and SEO.
2. Most Effective Channels for B2B Buyers to Find Products (BackLinko)
3. Google remains the dominant search engine by a significant margin (Statista).
Despite the growing impact of AI-driven search tools, Google remains the dominant force in the search engine landscape. According to Statista, Google currently holds an impressive 89.74% share of the global search market, with Bing trailing far behind at just 4.04%.
Other players like Yahoo, China’s Baidu, Russia’s Yandex, and DuckDuckGo, a privacy-focused engine that aggregates results from various sources, also maintain a presence, though their user bases are significantly smaller by comparison.
4. Almost 50% of Google searches are for local products/ services (Embryo Marekting).
According to research by Embryo Marketing, nearly half of all Google searches, around 46%, are driven by local intent. This indicates a clear shift in consumer behaviour, with more users seeking location-specific content, deals, and recommendations.
To tap into this trend, businesses can strategically target region-specific keywords and develop localised, SEO-friendly content tailored to their audience’s geographic interests. Doing so not only boosts your visibility in relevant markets but also attracts high-quality, conversion-ready traffic.
5. Approximately 20% of global users engage with voice search (Google).
With voice search now used by around 20% of people globally—according to Google—it’s becoming an increasingly important consideration for digital strategy. As smart speakers and voice-enabled assistants continue to gain traction, voice-driven search is set to play a more influential role in how users discover content.
To stay ahead of the curve, consider integrating these voice search optimisation tactics into your SEO approach:
Identify the most frequently asked voice queries within your industry to understand user intent.
Craft your content using natural, conversational language that mirrors how people actually speak.
Leverage natural language processing (NLP) techniques to better align your content with how voice assistants interpret and deliver answers.
6. SEO demand is forecast to increase by 22% between 2022 and 2030 (CheckaSalary).
When integrated within a comprehensive strategy, SEO and marketing complement each other exceptionally well. SEO experts often collaborate with both digital marketing agencies and internal marketing teams to maximise impact. Industry projections indicate that the demand for professionals in these roles is expected to grow by approximately 22% between 2022 and 2030.
7. Video SEO provides significant value in enhancing brand visibility.
Incorporating video content into your website has proven to be a powerful lead generation tool, with 88% of marketers reporting success, according to Wyzowl. High-quality videos not only capture attention but also encourage users to stay on your site longer, reducing bounce rates and boosting SEO performance in the process.
Meanwhile, Finances Online reports that video is poised to become the fastest-growing segment in digital advertising, thanks to its dynamic and engaging nature.
Video allows brands to convey personality, value, and information in a compact, visually rich format. Search engines increasingly prioritise content that is relevant, engaging, and useful to users, and video checks all those boxes. When you also consider that YouTube remains the world’s leading video search platform, it’s clear that developing a well-rounded video marketing strategy is essential for maximising your search visibility and long-term digital growth.
8. Survey Revealing the Most ROI-Effective Digital Marketing Strategies (Website Builder Expert).
9. Data from SEO.AI reveals that 78% of mobile users conducting local searches ultimately make a purchase offline (SEO.AI).
When people use their mobile phones to search for something nearby, like a restaurant, store, or service, 78% of the time, those searches lead to a real-world purchase. In other words, most people who look for local businesses on their phones don’t just browse online; they actually go to the physical location and buy something.
This highlights how powerful local mobile searches are for driving foot traffic and in-person sales. If your business is optimised for local search, you’re much more likely to attract customers who are ready to make a purchase right then and there.
10. Typical Monthly SEO Expenses in the UK by Business Type (Add People).
Average SEO monthly cost UK
Business Model
£50 to £600
One man/one woman, hyper-local businesses
£600 to £6,000
Small-to-medium-sized business
£6,000+
Enterprise-model business, very large corporations
11. Nearly three-quarters of business owners consider an SEO firm’s reputation as a crucial factor before deciding to work with them (Backlinko).
Before hiring an SEO company, almost 75% of business owners look closely at the company’s reputation. This means they want to know if the SEO firm is trustworthy, reliable, and has a proven track record of delivering good results.
In other words, a strong reputation is one of the most important things businesses check to feel confident that the SEO company can help improve their online presence effectively. It shows that trust and past performance matter a lot when choosing who to work with for SEO services.
12. Nearly half (49%) of business owners believe SEO delivers the highest return on investment compared to other marketing channels (Reboot).
Almost half of business owners, 49%, think that SEO (search engine optimisation) gives them the best bang for their buck compared to other ways of marketing. In other words, when they invest money and effort into SEO, they see better financial returns than from other marketing strategies like social media, email marketing, or paid ads.
This shows that many business owners trust SEO as an effective method to attract customers and grow their business profitably.
13. Distribution of Search Volumes Across 4 Billion Keywords (Ahrefs).
Research conducted by Ahrefs reveals that nearly 95% of Google searches involve keywords with very low search volumes, specifically between 0 and 10 monthly searches. This highlights the extraordinary uniqueness of most search queries. Within this low-volume segment, there were approximately 3.8 billion searches, over 18 times more than searches with volumes ranging from 11 to 1,000, and nearly 1,000 times more than those with volumes between 1,001 and 100,000.
Overall, just over 5% of searches fall within the 11 to 1,000 volume range, while only about 0.1% of searches reach volumes between 1,001 and 100,000.
14. Top 10 searches globally (Reboot).
According to Google keyword data from October 2024, YouTube dominated as the most searched website, with an impressive 580 million searches. This figure surpasses WhatsApp, the second most searched site, by 14%. Additionally, YouTube’s search volume exceeded that of Facebook by more than 60%, underscoring its leading position in user interest.
15. Google’s Revenue in Billions from 2021 to 2024
Between 2021 and 2024, Google’s revenue climbed steadily, reflecting its dominance in digital advertising, cloud computing, and online services. Each year, the tech giant brought in hundreds of billions of dollars, with the majority of income generated through its advertising platforms, Google Search, YouTube, and the Google Display Network.
This period highlights not only Google’s ability to adapt in a competitive digital landscape but also the growing demand for online advertising, cloud solutions, and digital products. As consumer behaviour continues to shift online, Google’s consistent year-over-year growth is a strong indicator of how central the company remains to the global digital economy.
E-commerce refers to the process of selling goods or services across international borders from a business’s home country, typically where it was founded or incorporated. These transactions are carried out through digital platforms, allowing companies to reach and sell to customers in overseas markets (Shopify).
Key benefits of international e-commerce include (Shopify):
Simplified entry into global markets
Faster identification of demand and market alignment
Reduced B2B sales timelines
Accelerated growth of brand presence worldwide
Fewer obstacles to market entry compared to traditional expansion methods
With the UK leading Europe in both advanced infrastructure and profitability within the e-commerce sector, online shopping has firmly established itself as the standard for consumers nationwide. By 2024, the number of e-commerce users in the country is projected to reach around 50 million, making non-digital shoppers a clear minority (Statista).
70% of consumers anticipate personalised experiences (Limely).
Personalisation is becoming a major priority for consumers, with projections indicating that by 2025, 70% will expect tailored experiences. Shoppers want brands to understand their purchasing behaviours, favourite products, and style choices, and to offer customised search results on e-commerce platforms. To keep up with these rising demands, it’s essential to implement advanced features like intelligent search, dynamic product recommendations, and AI-driven tools that enhance the shopping experience and meet customer expectations effectively.
UK e-commerce is rebounding after a pandemic-driven surge and a brief decline (Statista).
In 2020, following the coronavirus pandemic, internet retail sales in the UK surged by 47 per cent, the fastest growth seen in the past decade. However, this rapid increase was followed by a decline in e-commerce retail sales in 2022, likely due to inflation and other global challenges. Despite this setback, 2023 has shown signs of recovery, and e-commerce revenue in the UK is expected to continue growing steadily across all sectors in the years to come.
Fashion remains the largest e-commerce sector in the UK (Statista).
Online retail is especially dominant in the fashion sector, which consistently generates the highest revenue among all measured categories each year. According to the latest government data, more than a quarter of retail sales in textile, clothing, and footwear stores come from online channels. Following fashion, food, and consumer electronics are the next top-grossing categories, with major brands like Tesco, Just Eat, Amazon, and Apple leading their industries.
By 2033, social commerce is projected to grow to $13 trillion (Limley).
Social commerce is poised for explosive growth, expected to soar from its current $1.2 trillion valuation to a staggering $13 trillion by 2033. This massive expansion underscores the critical role social commerce will play for e-commerce brands in the near future. If your business hasn’t integrated social commerce strategies yet, now is the perfect moment to act. The rise of platforms like TikTok Shop and the booming success of Instagram Shopping offer compelling proof of their potential. And if that isn’t enough to convince you, these impressive figures certainly should be the motivation to dive in and capitalise on this rapidly evolving landscape.
Facebook ranks as the leading social media platform for social commerce transactions (Forbes).
With so many social media platforms available, not all are equally effective for online selling. Around 51% of survey participants reported using Facebook for online purchases, so it’s important to consider this when choosing which platforms to focus on.
UK E-commerce statistics by geographic location (Space and Time).
As shown by the graph, people in the South West, Scotland, and the North East show a stronger preference for buying products online (Space and Time).
The UK has nearly 60 million e-commerce users (Space and Time)
Space and Time analysed e-Commerce Trends Over Time in the UK and found that in 2023, the UK had nearly 60 million e-commerce users, a number expected to grow by an additional million by 2025. This growth underscores the UK’s position as the third-largest e-commerce market in the world, following only China and the USA.
Search Engine Results rank the highest percentage of UK audits (Space and Time).
Method
Percentage of UK audits
Search engine results
37.88%
Friends or family
34.01%
Social media ads
23.00%
Recommendations from online retailers
18.94%
I never discover or purchase new products.
16.56%
Email newsletters
14.13%
Influencer indorsements
9.32%
Other
2.48%
As you can see, they found that:
Search engine results lead the way, with 38% of people citing them as their primary method for discovering new brands or products, emphasising the crucial role SEO plays for e-commerce businesses. Despite the rise of digital marketing, over a third of consumers still rely on recommendations from friends and family, proving that word of mouth remains a powerful influence. Social media ads help about 23% of shoppers find new products and brands, while email newsletters are a key discovery tool for 14% of UK adults. Additionally, nearly 10% of people consider influencer endorsements when exploring new options.
About 70% of Gen Z are eager to shop directly on TikTok, showcasing its rising role in youth commerce (Limely).
TikTok Shop has quickly emerged as the go-to shopping platform for Gen Z, with over 70% of this generation either willing to or already purchasing products directly through the app. If you haven’t explored TikTok Shop yet, now is a good time to consider it. Alternatively, hosting live streams on TikTok to showcase your products can be an effective way to engage Gen Z and drive traffic to your e-commerce site. This approach can also help you gain insights and build familiarity with the platform before fully committing.
In 2025, Smartphones made up almost 80% of all global visits to retail websites (Statista).
One of the most prominent trends in e-commerce is the surge in mobile device usage. By 2025, smartphones accounted for almost 80% of all retail website traffic globally and were responsible for the majority of online purchases, surpassing desktops and tablets. As mobile adoption continues to accelerate, particularly in regions with limited access to traditional digital infrastructure, mobile integration is set to play a key role in shaping the future of online shopping. Mobile commerce is especially dominant in Asia, where countries like China and South Korea generate over 70% of their online sales through mobile devices.
As of 2024, Amazon was the e-commerce Market leader (Statista).
Online shoppers today have a wide range of digital platforms at their fingertips for browsing, comparing, and purchasing products or services. While certain sites are tailored to serve business-to-business (B2B) needs, everyday consumers also have access to an expansive online shopping landscape. As of 2024, online marketplaces dominate global e-commerce sales, with Amazon topping the list as the most visited platform worldwide.
46% of retail professionals believe AI will improve visibility across the entire supply chain (Shopify).
Global supply chains are complex systems that stretch across numerous countries and involve a wide range of suppliers, manufacturers, and logistics providers. The COVID-19 pandemic revealed just how fragile these networks can be, underscoring the urgent need for more adaptable and resilient supply chain solutions.
Artificial intelligence is increasingly viewed as a key tool in addressing these challenges. With its ability to analyse large volumes of data in real time, AI offers retailers greater visibility and control over their supply chain operations. This includes monitoring inventory levels, anticipating disruptions, and optimising the movement and delivery of goods for maximum efficiency.
One in four online shoppers abandon their cart when prompted to create an account during checkout (Forbes).
Although offering customers the option to create an account on your website can be beneficial, making it mandatory can drive potential buyers away. Many shoppers prefer the convenience of guest checkout and may abandon their purchase if forced to register, as they want to avoid the extra steps of setting up a username and password. Forcing account creation risks losing sales to competitors with smoother, quicker checkout experiences.
In 2022, e-commerce fraud resulted in losses totalling $41 billion (Forbes).
E-commerce fraud involves deceptive activities on online shopping platforms, like purchasing with stolen or counterfeit credit cards. In 2022, such fraudulent actions caused e-commerce retailers to lose approximately $41 billion in revenue.
The discovery of new eCommerce brands and products differing by gender.
Women tend to place greater trust in recommendations from friends and family, with 37% saying they value this input compared to 31% of men. Additionally, women are more receptive to social media advertising, with 27% influenced by such ads, while only 19% of men report the same. This highlights a notable difference in how men and women respond to social influence and online marketing.
Great speakers, great networking, and great pizza, most importantly.
Brilliant night for Manchester DM#8! It was lovely to see so many people and hear from three great speakers, followed by a well-engaged Q&A session at the end!
A huge thank you to our speakers, Aliya Amachat, Nick Handley, and Callum Lockwood, as well as our sponsors and partners, ClickTech and Don’t Panic Events.
It was also our last Manchester DM in the Feel Good Club, so stay tuned for our next venue…
We have been shortlisted for 4 awards in the eCommerce Awards!
“The UK eCommerce Awards recognise, reward, and celebrate outstanding online retail websites, platforms, software, and campaigns, and the agencies and in-house teams that drive innovation.” – UK eCommerce Awards.
The first award is for the Best Ecommerce SEO Campaign. We have been nominated for our work with Vape Superstore, using data to drive success in a competitive environment.
The second award is for the best e-commerce PPC campaign. We have been nominated for our work with Salt of the Earth, driving a 150% increase in revenue for the D2C brand. The third nomination is for our work with Watches2U, for mastering granularity for competitive edge.
The third award is UK Ecommerce Medium Agency of The Year.
Last Friday our Director Amanda spoke at SEO Estonia, one of Europe’s leading digital marketing events. Her talk, discussing how Aristotle’s Ethos, Pathos and Logos can help to drive ROI was well-received by the 400 attendees and left them with some thought provoking and actionable takeaways around how they can improve CRO and ROI by tying their SEO approach into ancient rhetoric.
The main focus of SEO Estonia this year was on ROI – how do we get more ROI from our SEO campaigns, taking a step away from vanity metrics to ensure that we are focusing on what really matters. With this in mind, each speaker was tasked with really tying their talk back to ROI and how the approach they are suggesting could drive real change in SEO.
Amanda discussed how incorporating the principles of Ethos, Pathos and Logos can directly impact your ROI in many ways:
Improving your brand credibility and awareness means that when people are looking for you, they will be reassured, making them less likely to drop out of the conversion funnel and more likely to engage with your product/service
How to review online sentiment and media coverage to identify where your gaps are and plug them – ensuring that users see what you want them to see about your brand and if there are areas of weakness that these are addressed and dealt with from a reputational standpoint
Using Logos to align with user intent – making sure that your content and content format matches the audience so they can easily understand why it’s right for them and ensuring that you’re showcasing benefits rather than features to push a more emotional appeal with your audience.
Understanding how these ideas map back directly to ROI, for example that Pathos can improve dwell time on site, therefore making users more engaged, or that Ethos can lead to higher trust signals and therefore a better conversion rate.
Overall, the two day conference invited some of the world’s best speakers to share knowledge and learn from each other – leading to some great overall takeaways!
Last night we hosted our first-ever Manchester DM – and we couldn’t have asked for a better start.
Held at the Feel Good Club, the event brought together marketers from across the city for an evening of practical talks, casual networking and plenty of pizza. A huge thanks to everyone who came along, and to Evoluted for partnering with us to bring the event to life.
If you’ve been to our Sheffield or Nottingham DM events before, you’ll know what to expect: relaxed format, useful insight, and a real mix of experience levels in the room. Manchester’s first edition kept that same feel – and it’s safe to say the local marketing scene showed up.
The Line-Up
James Hayward-Browne (Co-Founder, Bottled Imagination) opened with a talk on building digital PR campaigns that work across channels – looking at what makes campaigns actually land, and how to spot the difference between noise and strategy.
Bethany Rathbone (Global Senior SEO Analyst, Dr Martens) followed with a deep dive into global ecommerce SEO – breaking down how to scale effectively without losing the detail that makes search work.
Chris Nightingale (Digital Marketing Director, ex-AO.com) wrapped things up with an honest look at moving from big-brand life to startup – full of lessons on agility, priorities, and where to focus when you’re building something new.
Why Manchester DM?
We started Manchester DM to create more space for digital marketers to connect without the usual pressure or polish. No hard sells, no overproduced presentations – just useful talks, honest discussion, and a community that learns from each other.
We’re planning to run these events every two months, bringing in speakers from different corners of digital marketing – from SEO, PPC and digital PR, to content, data, and brand strategy.
Whether you’re new to the industry or have been in it for years, we want Manchester DM to be a place where you can learn something new, meet people doing interesting work, and stay inspired.
We’ll be sharing dates for the next event soon – so keep an eye out, or sign up to our mailing list to stay in the loop.
Big thanks again to everyone who made the first event such a good one!
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