Scurri research “shows the importance of responding in real-time to capitalise on sales”
UK and European ecommerce order volumes increased by +18% in the first quarter (Q2) of 2025, with a +25% spike in June, as exceptionally hot weather combined with Father’s Day gifting boosted online sales, according to data from Scurri Unpacked – Scurri’s quarterly review of ecommerce delivery trends based on over 200 million annual shipments processed through its delivery management platform.
With June 2025 confirmed by the Met Office as one of the UK’s warmest on record and much of Europe experiencing significantly higher-than-average temperatures, seasonal categories recorded the strongest performance. The rise in order volumes was led by garden and outdoor products (+48%), homewares (+46%), toys and fashion (both +33%), and sports equipment (+31%).
In the UK, ecommerce volumes increased by +6% YOY in Q2, driven in part by Father’s Day spending – which was predicted to have exceeded £1.12 billion this year according to GlobalData. The influence of this gifting occasion can be seen in the top performing UK categories during the quarter, which included food and drink, fashion, pet and animal and tools and DIY.
“May and June entered the record books as two of the hottest months seen across the UK and Europe. This, combined with Father’s Day trading, created ideal conditions for ecommerce growth. The uplift in outdoor, gifting and lifestyle categories shows how quickly consumer needs can shift and the importance of responding in real-time to capitalise on sales,” commented Rory O’Connor, Founder and CEO of Scurri.
While the UK saw steady growth, international shipping volumes were also strong. Germany posted a +37% increase in volumes YOY in Q2, followed by Poland (+28%) and Ireland (+21%). In contrast, volumes to the United States fell by -17%, reflecting the impact of 10% tariffs introduced on UK goods early in the quarter (5 April 2025).
In Q2, ecommerce brands continued to use delivery options as a lever for customer satisfaction and brand trust. Signature-on-delivery services saw a +21% increase quarter-on-quarter (QOQ), and a +28% increase YOY, indicating a growing demand for delivery assurance among shoppers, perhaps in response to ongoing growing concern around parcel fraud and theft.
Next Day delivery volumes were flat compared to Q1 but up +29% on the year, pointing to steady demand for speed. Almost all (98%) garden and outdoor orders placed in the quarter were delivered via Next Day services, as shoppers looked to make the most of warmer weather.
Weekend delivery volumes dropped by -26% compared to Q1, an expected decline given fewer gifting events, but year-on-year this service recorded the highest growth at +47%. Meanwhile two-day delivery saw a +19% QOQ rise as shoppers seek a balanced option between cost and speed.
