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Artificial intelligence is quietly transforming how the UK shops online, with new research from Worldpay revealing that AI-powered shopping assistants could account for £29 billion in UK e-commerce spending by the end of the decade.
The findings suggest that while consumers are keen to harness AI’s efficiency and personalisation, they also want clear guardrails to maintain trust and control over their purchases.
AI Agents Poised to Become Shopping Companion
UK embraces AI shopping assistants
The survey shows that nearly a third of UK shoppers (31%) are already comfortable with the idea of an AI agent browsing for deals on their behalf — a figure that rises to 45% among 18–34-year-olds.
Younger consumers, accustomed to algorithmic recommendations from platforms like TikTok and Spotify, appear particularly open to delegating their digital shopping.
If these trends continue, AI agents could represent around 7% of all UK online purchases by 2030, according to Worldpay’s projections.
With the UK’s e-commerce market forecast to reach £416.75 billion by the end of the decade, that translates into roughly £29 billion in AI-driven transactions.
“AI shopping assistants are more than a tech trend — they’re changing how we discover and buy the things we love,” said Nabil Manji, Head of FinTech Growth and Financial Partnerships at Worldpay.
“But shoppers still want to maintain control. As this shift accelerates, retailers need to offer trusted, flexible experiences that feel simple, secure and tailored to what consumers actually want.”
Smarter Shopping — But Still in Control
The findings suggest a nuanced relationship between consumers and automation. Most shoppers want AI to help — but not to decide.
Six in ten (60%) say they want to review every purchase before it goes through, while 58% want the ability to cancel within 24 hours. Only 6% would let an AI buy automatically without their approval, underscoring a widespread desire for oversight.
When it comes to what consumers want their digital assistants to prioritise, value for money tops the list.
61% of respondents want help finding the best balance between price and quality, and another 60% would rely on an AI to identify the lowest prices available.
Nearly half (43%) say they would like their AI to act like a digital personal shopper, tailoring recommendations to their individual tastes.
But shoppers are also looking for ethical and emotional intelligence from their digital assistants.
A third (32%) say they want their AI to favour trusted brands, while 31% look for loyalty rewards and 23% prefer assistants that prioritise sustainable or ethically sourced products.
Safety, Security and Transparency Still Matter Most
While excitement around AI is growing, consumer confidence will hinge on how secure and transparent these systems are.
Over half (54%) of respondents say fraud protection is essential for them to use an AI agent, while 46% want to set spending limits, and 44% insist on being able to speak to a human if something goes wrong.
Worldpay says it is working to help retailers and fintechs navigate this transition safely.
“The future of shopping will be built around trust,” the company said. “That means connecting merchants to AI platforms that are transparent, secure, and empower customers to stay in control.”
As the boundaries between human and machine commerce blur, one thing is clear: AI is becoming the newest member of Britain’s shopping household — but it will need to earn its place through trust, value, and accountability.
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