The way Britons shop for clothes has changed dramatically since the COVID-19 pandemic. When lockdowns forced people to stay at home, online shopping shifted from being a convenience to becoming part of everyday life. Years later, that habit has remained, with platforms such as Shein, Vinted and eBay competing directly with high street retailers including Primark, H&M and New Look.<\/p>\n
According to a July 2025 report by UniformMarket, 20.9% of consumers globally now prefer buying fashion online. Much of that growth has been driven by low-cost retailers offering thousands of styles at prices that many traditional shops struggle to match.<\/p>\n
Shein has been at the centre of that trend. The app was downloaded more than 85 million times between January and July 2025, after becoming the world's most downloaded shopping app in 2023 with 261 million downloads. Its website also attracts more than 175 million monthly visits.<\/p>\n
So why are so many shoppers choosing online retailers over the British high street?<\/p>\n
For many shoppers, the answer comes down to affordability and variety.<\/p>\n
Fashion writer Amelia Gates says Shein has become her first stop when shopping for new trends.<\/p>\n
'One of the biggest reasons I still end up on Shein is the variety. If I'm looking for something specific or want to try a trend without spending a lot, it's usually the first place I check. The prices are hard to ignore, and it's much easier to browse hundreds of styles online than spend an afternoon visiting different stores.'<\/p>\n
Social media has also played a significant role. Fashion influencers regularly share Shein hauls on TikTok and Instagram, exposing shoppers to thousands of products ranging from dresses and co-ords to homeware and accessories.<\/p>\n
Many consumers say inflation has made traditional shopping far less affordable.<\/p>\n
Joanne Avery, who frequently shops on Shein, believes prices on the high street have risen dramatically.<\/p>\n
'I am a big Shein shopper, especially for holiday clothing. It's cheap and good value for money.<\/p>\n
'I walked into Primark the other day and spent \u00a380 on just a few items. Eight or 10 years ago, you could easily leave with two full bags for that.'<\/p>\n
Founded in 2008 by entrepreneur Chris Xu, Shein has built its business around low prices and rapid product turnover, making it attractive to shoppers watching every penny.<\/p>\n
Busy lifestyles are another major reason shoppers are choosing online retailers.<\/p>\n
Jayne Hampson says long working hours and rising parking charges make online shopping far easier.<\/p>\n