Online shoppers are buying British and annoying Amazon: presenting the retail technology week in numbers

Do you like numbers? Do you like retail systems news? Then this is the article for you. Including OnBuy, Walmart, Polytag, Citeo, Mashgin, IXI, Morrisons, Simbe, Cleveron, ICA Gruppen, Zippin, Amazon, and Merkle.

$155.67 billion…Amazon reported strong first quarter earnings for the 2025 fiscal year, with revenue of $155.67 billion.

Amazon shares took a sharp fall straight after the results dropped, on what looked like a slightly weaker AWS result than some had hoped.

Matt Britzman, Senior Equity Analyst, Hargreaves Lansdown, says: “Don’t forget, shares traded up into earnings on the hopes that Amazon could match its rivals Microsoft and Alphabet, who both saw better than expected cloud growth – AWS’s 17% growth hasn’t quite hit the mark. The key question to answer is whether Amazon, like we heard from Microsoft, is still seeing cloud growth limited by supply constraints.”

He adds: “The initial reaction might be a little harsh though, with Amazon’s second quarter revenue guide suggesting a 2% beat against consensus at the top of the range and a decent profit outlook too. This should really be seen as a vote of confidence in Amazon’s ability to navigate what are some especially choppy waters, especially for the retail business.”

£33 million...UK-based online marketplace OnBuy reports over £33 million in UK sales between 20th January and 28th April, fuelling revenue growth of 50% year-on-year during what are typically the company's quietest months.

This follows a record breaking year for the firm, which saw over £150 million worth of sales in 2024, driving gross profits of over £20 million. The strong start to 2025 coincides with shifting consumer sentiment away from US-based marketplaces like Amazon since President Trump took office, as tariffs and controversial foreign policy moves encourage many Brits to rally behind homegrown companies.

Cas Paton, CEO and Founder at OnBuy, says: “The data speaks for itself – the momentum behind OnBuy is undeniable. Our growth is being supercharged by US turmoil, as British consumers and businesses demand a marketplace that puts them first - one that is fair, provides constant value, and doesn’t compete with its own sellers or dictate unfair terms. It’s clear from our own customers that we are fast becoming a go to alternative to the status quo.”

2...Walmart Unlimited, a new, gamified mini-series, has returned with a second chapter.

This made its debut earlier in the year, brought to you by Walmart, Unity and Spatial in collaboration with animators and producers Martian Blueberry and game development studio PIGIAMA KASAMA.

The first episode introduced characters inspired by Walmart’s real-life suppliers, including A Dozen Cousins founder Ibraheem Basir.

It’s the US retail giant’s latest attempt to tap immersive commerce - a form of online shopping that combines VR with 3D visualisations and gamification - to connect with the next generation of consumers.

Following Milo’s quest in episode one, players can now journey with Raya as she leaps through the portal to meet the powerful mentor Shaira and embarks on a mission to recover the vibrant pigment stones scattered across the enchanted Luna Magic Island.

Fans can help Raya become ‘Unlimited’ by collecting Luna Magic stones, unlocking Ancient Wisdom, breaking open Power Crates with her voice and discovering rare Sparks of Inspiration for major score boosts and hidden surprises.

For the first time, fans can purchase the Luna Magic ‘Goddess Palette’ exclusively in-game after collecting each pigment stone inspired by the collection, or explore the full episode two beauty collection in the Walmart Commerce Hub, featuring brands like like BLK/OPL, Body by TPH, The Lip Bar, and The Shop.

Episode three drops in May.

100%...Polytag and Citeo are laying claim to a major breakthrough for the recycling industry, detecting 100% of UV tagged single use plastic bottles entering one of Europe’s busiest materials recycling facilities (MRF) in France.

This follows the recent announcement that UK supermarket chain Waitrose & Partners has joined Biffa, Ocado Retail and Marks & Spencer in supporting Polytag’s Ecotrace programme.

Through the programme, Polytag’s plastic detection units (PDUs) have been installed in MRFs across the UK. This enables brands and retailers to UV tag their packaging and obtain real-time insights into the collection and sorting of single use plastic at recycling centres nationwide.

Citeo detected UV tags printed using food safe fluorescent ink applied directly on packaging labels using standard printing methods, including digital, flexographic solvent-based and UV cure inks.

During its collaboration with Polytag, Citeo was able to access barcode level data captured as UV tagged items entered the recycling stream and were detected by Polytag’s detection units. Companies applying UV tags to their packaging will be able to view their own unique data in real-time via the Polytag dashboard, providing a comprehensive view of each item’s journey through the recycling process.

Combining this barcode level data with Polytag’s on pack QR codes, which are powered by GS1 standards, will prepare brands and retailers for the switch from traditional stripy barcodes to QR codes, while also enabling them to tailor consumer marketing initiatives, create loyalty programmes and deliver engaging on pack instructions.

$4 million...Solda.AI has raised a $4 million seed funding round to improve the phone sales process with multimodal AI voice agents that can close deals autonomously.

The round was led by Accel, with participation from AltaIR Capital. The funding will be used to develop Solda.AI’s AI agents, and partner with more enterprises worldwide.

Solda.AI was founded in 2023 by Sergey Shalaev, an AI and ML entrepreneur with more than 12 years experience and expertise in recommendation services, advertising technologies, and MedTech.

A remote first company, the team is based across Amsterdam, Berlin, London and Munich. It now provides AI voice sales agents for enterprises in sectors from finance and retail, to transport and telecoms, including tbi bank, Treatwell, InDrive, Plata Bank and Vivid Money.  

Sergey Shalaev, Co-founder and CEO at Solda.AI, says: “We believe that the future of telesales is AI. Our vision is for voice agent powered sales that generate revenue and provide real ROI, and we believe that we’re the first and only company to deliver this.”

“We have already seamlessly integrated our agents into 20 partners’ sales channels, and are delighted to announce this seed funding led by Accel to help us collaborate with more businesses and take phone sales into the age of AI.”

1 billion...Mashgin reports that its AI powered checkouts have processed over one billion transactions since the inception of the company.

Over 3,000 convenience stores, 150 sports venues, 50 airports, 50 college campuses, 30 cafes at ski resorts, and 100 hospitals now use its technology.

During the past three years, the company has seen growth in both location count and transaction volume, increasing monthly transactions by 1,233% – from three million transactions in March 2022 to 40 million in March 2025. In the calendar year 2024, Mashgin processed over 440 million transactions.

84%...New research from Merkle, a dentsu company, has revealed that UK consumers are actively seeking opportunities to engage with brands through connected technologies such as QR codes, visual search, augmented reality and NFC (near-field Communication) tags.  

The firm surveyed 1,000 people, with 84% of the population engaging with at least one of these technologies in the past month, with 32% having done so four or more times during the same period.  

The connected experiences that these technologies enable bridge the gap between a brand’s digital presence and physical touchpoints. They are growing in importance and popularity, with 37% of consumers more likely to purchase a product if it is tied to one. Moreover, the data reveals that 29% are willing to pay more for products that offer connected experiences. 

$36.5 million...Finnish startup IXI has raised $36.5 million in Series A funding to launch what is pitched as the world’s first autofocus glasses that reimagine specs not as a medical device, but as a tech enhanced lifestyle accessory fit for modern consumers.

The investment was led by London-based investment fund Plural, with participation from Finnish investment companies Tesi, Heartcore, FOV Ventures, and byFounders; French private equity firm Eurazeo; and German investment company Tiny Supercomputer.

XI’s existing backers, which include Amazon Alexa Fund, Maki.vc and First Fellow, firstminute capital, David Helgason, Ilkka Paananen, John Lindfors and Bragiel Brothers also participated in the round.

The cash will enable the product development of IXI Adaptive Eyewear; kicking off commercial operations and putting the product in the hands of consumers.

1...In a UK first, Morrisons is testing out Simbe’s Tally in-store shelf scanning robot.

Thanks to Toby Pickard, Retail Futures Senior Partner at IGD, and a member of the judging panels for the RTIH AI in Retail Awards and 2025 RTIH Innovation Awards, for bringing this to our attention.

In a LinkedIn post, he said: “Today, I saw a Tally robot from Simbe in a Morrisons. This is the first time Tally has been deployed in the UK.  It has only been in store for a few weeks, and there are two other stores trialling the technology.”

“The tech should help with price accuracy and stock availability, along with other benefits. It is great to see technology being tested in UK retail that can help store associates and improve the shopping experience.”

Seamus McHugh, Head of European Market Development at Simbe, commented: “Delighted to have Tally live in the UK and to be working with the innovative team at Morrisons on this project. This is a significant milestone for Simbe as we add another country and a new retailer to our growing list of deployments.”

100...Cleveron has officially installed its 100th parcel solution for ICA Gruppen, a Swedish retailer franchise with a focus on food and health.

In a LinkedIn post, the former said: "The Cleveron 402, a standout from our robotic solutions range, is now live at ICA Maxi Visby, bringing next level convenience to customers on Gotland.”

“It’s amazing to see how our partnership with ICA Gruppen transforms convenience across Sweden by making parcel pickup faster, smarter, and more sustainable. We’re honoured to support ICA Gruppen in shaping the future of retail, one store at a time."

5...Justin Breton, Head of Brand Marketing Innovation at Walmart, has taken to social media to discuss five years of working at the US retail giant.

Breton, who is included in the latest RTIH Top Retail Technology Influencers List, joined Walmart during the early stages of the Covid-19 pandemic.

In a LInkedIn post, he said: “Like so many others, I was navigating a new role and a new way of working, building relationships, earning trust, and learning the ropes, all from behind a screen. It wasn’t easy, but I showed up every day fuelled by excitement, optimism, and a genuine belief in the work we were doing.

He added: “Fast forward to today, I couldn’t be prouder of how far we’ve come. I’ve evolved my scope from a singular focus to both digital and emerging, with my team’s impact and reach expanding year after year as we tested, learned, optimised, and, most importantly, innovated.”

Seven in ten UK consumers believe retailers make it easy to abuse flexible return policies, according to a report released by Forter. 

A survey of 4,000 consumers was conducted in the UK and US by The Harris Poll, and uncovered a widespread pattern of abuse, with 52% of Brits admitting they have deliberately abused online retail policies in the last 12 months. 29% of people who have taken advantage of companies’ policies when shopping online in the last 12 months admitted to doing so to avoid paying full price. 

Common abuse tactics in the UK include:

• Abusing flexible return policies to try or use expensive items (31%).

• Deliberately over-purchasing to qualify for free shipping, intending to return extra items (22%).

• Creating their own unauthorised "try before you buy" service through bulk purchasing and free returns (21%).

• Creating multiple online accounts with the same retailer to receive promotions and perks (12%). 

The research reveals that overly restrictive policies can have serious unintended consequences for retailers as more consumers seek convenience and affordability. 

49% of UK consumers buy more from retailers with lenient return policies due to financial concerns. What’s more, 63% rely on retailers’ promotions and free perks more now than in the past. However, 18% have stopped shopping with a retailer altogether because they implemented stricter return policies. 

$3.60 billion...Deliveroo has received a proposal from DoorDash to buy all of its shares for $3.60 billion.

Deliveroo's shares have weakened nearly 50% since their 2021 debut as demand for online food delivery stagnated after the Covid-19 pandemic.

15 and 10...Autonomous stores specialist Zippin reports that it has launched 15 locations over a 10 week period.

In a LinkedIn post, Krishna Motukuri, Co-founder at Zippin, said: “Some of these were expansions in venues we already had Zippin stores, and some were in new venues. Some were indoors, some were outdoors. Many were Walk-ups or Lanes, and some others were markets. Nearly all of them were retrofits (very little new construction involved).”

He added: “For existing clients of ours, the new stores were a great opportunity to see how far our platform and underlying tech has come since three or four years ago when they got their first Zippins. Both the cost of the technology as well as the effort and time to install it is significantly lower now. But more notably, almost all of the newly launched stores started outperforming the older ones right from the get go, despite being, in many cases, smaller than the previous stores.”

By way of example, Motukuri highlighted a new Walk-up at Capital One arena, which already had two older drink markets powered by Zippin. Offering freshly made hot food along with popcorn, chips and soda, the new stand outperforms its larger sister stores, he observed.

100...Urban inventory management and logistics software company Ridelogix has expanded its partnership with Holland & Barrett to 100 stores following a pilot in London. 

Via an end-to-end platform, the retailer can now monitor stock levels in its London stores, identify when popular products are at risk of selling out, and receive recommendations on which stock to rapidly move to which store when. It can then redeploy stock from other stores or an urban distribution hub using zero-emissions e-cargo bikes.

Since May 2024, Holland & Barrett has completed over 5,700 zero-emissions deliveries through the Ridelogix platform, replenishing more than 75,000 units across its London stores. In-store availability across key product lines has improved by up to 100 basis points, translating into hundreds of additional sales opportunities each week. Switching to e-cargo bikes from diesel vans has also helped the retailer to avoid over 4.5 tonnes of CO₂e emissions to date.

John Jones, Head of Fulfilment Transformation at Holland & Barrett, comments: “Partnering with Ridelogix reinforces our commitment to delivering what our customers need, when they need it and with reduced environmental impact. he original pilot started with just ten stores and helped us restock faster and more efficiently, so we’re excited to be rolling it out across our wider London store network.”   

56%...Fluent Commerce, a provider of distributed order management system (OMS), Fluent Order Management, has released its second annual Retail Resilience study, which found that the cost-of-living crisis is the biggest challenge facing 56% of retailers.

Nearly a third of respondents said they were ‘concerned’ for their business this year, up from 15% in 2024. In addition, while 93% of retailers expected business growth in 2024, only 81% retailers now believe this is the case.

The survey of more than 100 retail professionals was conducted at Retail Technology Show 2025 in London last month, one week after Chancellor Rachel Reeves’ spring statement. In response, 64% of people said the government has not put enough measures in place to support retailers, with a quarter answering that government policies are harming the retail industry. 

“Buying behaviours have evolved, with consumers now prioritising essential purchases over discretionary spending. This shift is prompting retailers to adapt their strategies to remain aligned with their customers' needs,” says Rob Shaw, GM EMEA at Fluent Commerce.

“At the same time, businesses are navigating increased operational costs, including recent rises in national insurance contributions. While these changes present challenges, they also underscore the importance of innovation and agility in today’s retail environment.”

£8.8 billion...New data from Adobe, powered by Adobe Analytics, reveals UK online spending reached £8.8 billion in March,  a 3.5% increase on the £8.5 billion splashed out in March 2024 and bringing total online spending for the year-to-date to £26.2 billion (+2.75% YoY).    

With the UK enjoying the sunniest March on record, consumers started spending on warm-weather related items such as outdoor furniture earlier than usual, heading online to find the best deals. Mother’s Day, which fell almost three weeks later this year compared with 2024, also contributed to increased sales of flowers, hampers, and related gifts. 

“March brought a fresh sense of optimism for UK shoppers, with warmer weather and lower prices for essential items encouraging overall growth in online spending,” says Vivek Pandya, Lead Analyst, Adobe Digital Insights.

“As retailers enter a period of increased operating costs and uncertainty, they will need to find the right balance between protecting their margins and keeping prices low enough to maintain the healthy levels of demand and online spending we’ve seen since the start of the year.”