Wednesday 10th September | Join Free
Hello and welcome to your Wednesday Beyond the Basket brief. UK consumers are dropping €3,000+ online each year while Netflix cozies up to Amazon's ad machine. Chinese platforms are warehouse-shopping across Europe like it's Black Friday, and Primark's European slide just cost them 12% in share price. Between Pattern's $321M IPO ambitions and the streaming ad wars heating up, there's plenty to unpack. Let's jump in👇
In today’s beyond the basket:
🇬🇧 UK Online Shoppers Spend €3,000+ Each Year
📺 Netflix Ads Plug Into Amazon DSP
🚚 Chinese Platforms Ramp Up Warehouse Expansion in Europe
🛍️ Primark Sales Slide in Europe, Shares Tumble
📈 Pattern Seeks $321M in Nasdaq IPO
+plus four deep reads to help you keep ahead of the crowd.
🇬🇧 UK Online Shoppers Spend €3,000+ Each Year LINK
TL;DR: The average British consumer spends €3,013 annually online, making the UK one of the highest-value digital markets globally, according to a recent Landmark Global report (Sept 2025).
Why It Matters: With 27% of all UK retail sales taking place online, Britain is both digitally mature and spending-intensive. UK shoppers dedicate 8.8% of annual income to ecommerce, far above peers in the U.S. or France. That means customer acquisition costs may be high, but the lifetime value potential is unmatched.
Your Move: The UK is becoming a retention market, and not an acquisition play. With 90%+ penetration, growth comes from bigger baskets and repeat buys. Invest in loyalty, subscriptions, and post-purchase experience to capture more of the €3,000+ shoppers already spend each year.
📺 Netflix Ads Plug Into Amazon DSP LINK
TL;DR: Starting Q4, Netflix ads will be available through Amazon’s DSP in 12 markets, adding commerce data and pricing advantages to its programmatic mix.
Why It Matters: Netflix now completes its programmatic integration tour (already live on Google DV360, The Trade Desk, Yahoo, Microsoft). But Amazon brings a unique edge: commerce signals and in some cases cheaper buying economics. For Amazon, this cements its role as the connective tissue of streaming ad buying, with similar deals already in place with Disney and NBCU. For Netflix, still battling skepticism on CPMs and measurement, it’s less a leap forward than a shortcut to scale and legitimacy.
Your Move: If you’re investing in CTV, consider testing Netflix’s inventory through Amazon DSP, the combo of commerce data, potential fee discounts, and aggregated planning could shift ROI in your favor.
Wider Context: Amazon extends its CTV grip — At Cannes, Disney linked its DRAX exchange with Amazon DSP, giving advertisers access to Disney+, Hulu, and ESPN with added commerce insights. It’s part of Amazon’s broader push to be the default ad-buying hub for streaming media. Read More >
🚚 Chinese Platforms Ramp Up Warehouse Expansion in Europe LINK
TL;DR: Chinese ecommerce players like Shein, Temu, and JD.com are leasing significant warehouse space across Europe, including nearly 200,000 m² in the UK this year alone, to slash delivery times and boost competitiveness.
Why It Matters: Companies such as JD.com (via its Joybuy arm) have secured around 80,000 m² in UK warehouses, while real estate developer GLP has leased almost 400,000 m² across the UK, Germany, Poland, and Italy in recent years. Asian tenants now account for ~20% of new leases in the past 18 months, signaling a structural shift toward localized logistics. For European brands, this translates to heightened pressure: low prices plus fast fulfillment from these well-capitalized rivals is a potent combination.
Your Move: Invest in logistical differentiation and strategic partnerships. To stay competitive, European retailers must match speed and convenience, consider localized fulfillment, premium customer experience, or lean-in logistics partnerships to protect visibility and customer loyalty.
🛍️ Primark Sales Slide in Europe, Shares Tumble LINK
TL;DR: Primark expects like-for-like sales to fall ~2% in H2, with U.S. and UK gains offset by weak demand in continental Europe. Parent AB Foods’ shares dropped 12% on the news.
Why It Matters: Despite recent moves into click-and-collect, Primark’s online presence remains limited. That leaves it reliant on physical footfall at a time when European shoppers are pulling back. By contrast, rivals like Zara are seeing stronger digital-led recovery, highlighting the risks of a slower ecommerce transition.
Your Move: With European shoppers pulling back, expect Primark to defend share through aggressive pricing and in-store promotions. Competitors should counter by leaning into loyalty, convenience, and differentiated digital experiences, areas where Primark’s limited online presence leaves it exposed.
Wider Context: Inditex outpaces rivals with omnichannel edge — Zara’s parent Inditex posted €18.4bn in H1 sales, up 5.1% in constant currency, with strong store and online demand. Its ability to blend digital scale with fast-fashion execution shows why it’s outperforming peers in a tough European retail climate. Read More >
📈 Pattern Seeks $321M in Nasdaq IPO LINK
TL;DR: Ecommerce reseller Pattern Group filed to raise up to $321.4M in its IPO at a potential $2.64B valuation.
Why It Matters: Pattern ranks #2 among Amazon U.S. marketplace sellers and reported $1.1B in H1 2025 revenue. Unlike many brand aggregators that collapsed post-pandemic, Pattern’s profitability (+42% YoY net income growth) positions it as a standout consolidator. The IPO will test investor appetite for marketplace-native operators at scale.
Your Move: Reassess your brand’s marketplace strategy, partnering with well-capitalized resellers like Pattern could offer scale and efficiency, but it also risks ceding control over pricing, data, and customer relationships.
📚 The Reading List
Curated deep dives, longer reads and analysis shaping the future of retail and ecommerce.
Small Business, Big Media, Intuit rewires commerce for the B2B age
The Drum (5 min read) Read Here ›
On how Intuit is shifting its ecosystem to serve business buyers, not just consumers.
Taco Bell tested AI ordering, and backed off
Inc. (4 min read) Read Here ›
A candid look at the limits of automation in frontline retail.
Ad industry’s talent pipeline is drying up
Adweek (3 min read) Read Here ›
Infographic on the shrinking flow of new talent into agencies, and why it matters.
Holiday campaigns: why experience trumps exposure
Retail TouchPoints (6 min read) Read Here ›
Expert take on shifting from reach metrics to customer experience in peak season.
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