Chinese marketplaces UK consumer trends

The British retail landscape is undergoing a significant transformation, as data reveals that 70% of UK consumers now shop on Chinese marketplaces like Temu, Shein, TikTok Shop, and AliExpress. This represents a nearly 17% increase from the previous year, indicating a rapid adoption of these platforms by millions of shoppers.
The trend is not limited to casual or sporadic purchases; nearly one in five British shoppers (19%) make purchases on these sites at least weekly. This shift is reshaping the competitive dynamics of online retail, putting pressure on traditional UK retailers and legacy platforms such as Amazon and eBay, both of which have seen slight declines in user engagement (Omnisend, 2025). The primary driver behind this migration is price sensitivity.
Consumers are gravitating toward ultra low-cost products, often accompanied by free shipping and promotional giveaways, which these Chinese marketplaces aggressively offer. Temu leads the pack, with 55% of UK online shoppers having bought from it, and 12% shopping there weekly, translating to approximately 6.5 million regular users.
The ease of discovery through endless product scrolling, often fueled by social media trends, further accelerates engagement. Despite their growing popularity, loyalty to these marketplaces remains tenuous, heavily dependent on maintaining low prices (Omnisend, 2025).
What does this mean for UK retailers?
Competing purely on price is challenging for local players given the scale and cost advantages of Chinese marketplaces. However, British retailers still hold unique strengths in customer service, delivery speed, and brand authenticity that can be leveraged to retain and rebuild consumer trust. The future will likely favor a hybrid approach that blends competitive pricing with differentiated service and local brand connections.

subscription renewal email strategies

While marketplaces are disrupting retail, subscription-based businesses face their own challenges in maintaining revenue streams. Subscription renewal emails are critical tools for reducing churn, both voluntary and involuntary.
Voluntary churn occurs when customers consciously choose not to renew or simply forget, while involuntary churn arises from payment failures or expired credit cards. Effectively timed and crafted renewal emails can significantly reduce cancellations by reminding customers of upcoming charges, confirming payment details, and reinforcing the value of the subscription (Omnisend, 2025). Automating these emails and employing A/B testing can optimize conversion rates by identifying which messaging and timing resonate best with different customer segments.
Importantly, renewal communications do more than secure payments; they provide an opportunity to highlight features or benefits customers may have overlooked, strengthening the emotional and functional reasons for retention. For subscription businesses, saving a single renewal equates to months or years of recurring income without the acquisition costs associated with new customers.
How can businesses design effective renewal emails to maximize retention?

renewal email strategies examples

Several leading companies offer instructive examples of effective renewal email strategies. Grammarly, for instance, sends a friendly 60-day advance reminder that balances helpfulness without pressure.
It clearly outlines what premium features will be lost upon non-renewal, using icons for easy scanning, and transparently states the renewal price upfront. This approach minimizes surprise and positions the renewal as a value proposition rather than a mere payment request (Omnisend, 2025). Amazon adopts a celebratory tone by positioning renewal as a “Prime-versary,” personalizing the experience and emphasizing benefits through clear iconography and multiple “Manage your membership” links.
This creates a sense of belonging and ongoing value. AllTrails confronts price increases directly by explaining the rationale behind cost changes and accompanying them with emotive imagery and reminders of service benefits.
This transparency builds trust even when delivering potentially unwelcome news. Other notable tactics include combining shipment notifications with VIP pricing as Lume does, or highlighting loss aversion like YouTube Premium, which emphasizes what users will miss if they don’t renew—ad-free viewing, offline downloads, and background play. Red “Renew Now” buttons create urgency without overwhelming the recipient.
Each example demonstrates how clarity, personalization, transparency, and emotional connection are critical in renewal communications (Omnisend, 2025).
What specific elements should every subscription renewal email include to reduce churn effectively?

subscription renewal email best practices

Drawing from successful examples, subscription renewal emails should include several essential elements to maximize their impact: ① Clear subject lines that indicate the renewal timeline without pressuring the customer.

② Transparent pricing and renewal dates to eliminate surprises and foster trust. ④ Personalization that goes beyond the customer’s name, such as referencing anniversaries or tailored content.

⑤ Multiple, clearly visible calls to action like “Renew Now” or “Manage Subscription” to facilitate easy customer response.

⑥ Support options such as help center links or direct email replies to address concerns promptly.

⑦ Visual elements—icons, product images, or mockups—that make benefits tangible and the email aesthetically engaging without clutter. Including these components ensures renewal emails serve not just as transactional reminders but as relationship-building touchpoints that remind customers why they subscribed initially, thereby lowering churn rates and improving lifetime value (Omnisend, 2025).
How can businesses balance urgency and customer experience in renewal messaging?

renewal communication strategy

While creating urgency is important to prompt timely action, overly aggressive or repetitive renewal emails can alienate customers, potentially accelerating churn rather than preventing it. Effective renewal messaging strikes a balance by combining urgency with empathy and clarity.
For example, YouTube Premium’s use of two prominent but not intrusive “Renew Now” buttons paired with minimal explanatory text focuses attention without overwhelming. Similarly, Grammarly’s early 60-day reminders avoid last-minute pressure, giving customers ample time to consider renewal decisions comfortably (Omnisend, 2025). Employing a series of renewal emails spaced appropriately before and after the billing date is a best practice.
This approach catches payment failures early, allows customers to update billing information when necessary, and fosters a sense of ongoing dialogue rather than a one-off demand. Testing different email frequencies, subject lines, and content offers insights to optimize the cadence and tone according to audience preferences.
How can these principles translate into long-term subscription growth?

subscription renewal emails subscription

Renewal emails should be part of a comprehensive subscription growth strategy that combines acquisition, onboarding, engagement, and retention efforts. Preventing churn through effective renewal messaging preserves hard-won revenue and increases customer lifetime value, but it also signals the need to continuously demonstrate subscription value over time.
Ongoing communication that highlights new features, exclusive offers, and community engagement can reinforce the reasons customers subscribed initially. Offering flexible subscription options, loyalty rewards, or early access to new products can further deepen customer commitment. Integrating data from renewal email campaigns with overall customer analytics enables tailored marketing approaches and proactive problem-solving before customers consider leaving.
In the competitive retail and subscription markets, combining price competitiveness with quality engagement and service remains the winning formula. UK retailers facing the rise of Chinese marketplaces must leverage their local strengths, while subscription businesses must prioritize clear, empathetic communication to secure recurring revenue.
What steps can your business take today to strengthen customer retention and growth?

—

Sources: Omnisend Blog (The great haul of China: 70% of Brits now shop at Chinese marketplaces, 2025; 7 subscription renewal email examples + templates that work, 2025)