Buying Wedding Dresses Online UK: The Safe Shopping Guide

The average bride in the UK is now spending over £1,500 on a wedding dress. If you live in London, that average climbs even higher. It’s no wonder so many people are turning to the internet to find something spectacular without the four figure price tag.

But here is the hard truth nobody tells you: the online bridal market is currently flooded with scams. For every legitimate bargain, there are three sites stealing designer photos and shipping low quality knock offs.

We are cutting through the noise. Below is your curated guide on who to trust, who to block, and how to navigate British consumer rights so you don’t end up out of pocket.

The legitimate options: Where to actually buy

Ignore the endless Google Ads for a moment. Based on verified customer feedback and delivery reliability in late 2025, these are the vendors that actually deliver what they promise.

1. JJ’s House

JJ’s House remains one of the few reliable giants in the affordable bridal space. Unlike the scam sites listed later in this article, they have a proven track record.

• • The Price Reality: As of December 2025, their UK dresses start at approximately £84 ($107 USD). The sweet spot for a gown that looks expensive but isn’t sits between £85 and £250.

• • The Pro Tip: Look for their “Ready to Ship” section if you are on a tight timeline; some models offer 48-hour shipping.

2. LightInTheBox

LightInTheBox is another legitimate player, though you need to understand how they work to avoid frustration. They are a global marketplace, not a local boutique.

• • Cost: Current 2025 pricing ranges from £106 to £150 for standard bridal gowns.

• • Shipping Warning: While they offer “Global Expedited Express” (3-4 business days), this is international shipping. You must purchase duty and tax insurance at checkout, or you could be hit with unexpected customs fees upon delivery to the UK.

3. Specialized Indian Bridal Wear (London & Online)

If you are looking for South Asian bridal wear, avoid the generic marketplaces. The top rated retailers for 2025 are specialized boutiques that also have an online presence.

• • Pernia’s Pop-Up Studio (Mayfair): Stocks high-end designers like Seema Gujral.

• • BIBI London: The go-to for couture lehengas.

• • Budget Option: Look for “Asian Bridal Packages” online, which often bundle makeup, hair, and jewelry settings for around £350.

CRITICAL WARNING: The “Blacklist”

This is the most important part of this guide. Many blogs will blindly recommend the following sites because they look cheap. Do not buy from them.

As of late 2025, our research indicates these vendors are flagged for selling unauthorized knock offs using stolen designer images:

• • AGown (agown.co.uk): Flagged as a “Buyer Beware” scam. They hold a critical 1.2/5 Trustpilot score, with users reporting refusal of refunds and incorrect sizing.

• • Allagown.com: Listed on 2025 scam watch directories. Reviews describe materials as “cheap and nasty.”

• • Missydress.uk.com: Often advertises starting prices around £90, but is currently on multiple “Do Not Buy” fraud lists for poor quality and zero customer service.

If you are looking for budget fashion, stick to safer, established platforms. You can check our guide on buying clothes online in the UK for trusted general fashion retailers.

How to get the right fit (The practitioner’s guide)

Ordering a dress is not like ordering jeans from Zalando. Bridal sizing operates on its own confusing logic. Here is how to survive it:

The “Size Up” Rule

Standard bridal sizing in 2025 generally runs 1-2 sizes smaller than UK high street sizes. If you wear a size 10 at Next or M&S, you are likely a size 12 or 14 in bridal wear.

Do not guess. You need three numbers: Bust, Waist, and Hips. Compare these strictly to the specific vendor’s chart. A UK size 12 in bridal usually demands a 38-inch bust and 30-inch waist.

The Return Policy Trap

Under the UK Consumer Rights Act 2015, you have significant protection when shopping onlinebut there is a massive loophole you need to know about.

• • Standard Sizes: You have a legal 14-day “cooling off” period to return a standard sized dress for a full refund, no questions asked.

• • The “Custom” Danger: If you select “Custom Measurements” or “Bespoke” on sites like JJ’s House, you lose your right to return (unless the item is faulty). Bespoke items are legally exempt from the no fault return right.

Our Advice: Unless your proportions are unique, buy a standard size that fits your largest measurement and pay a local tailor to alter it. This keeps your right to a refund intact.

Buying Bundles and Accessories

A dress is rarely just a dress. You need the veil, the shoes, and the jewelry. Buying these individually adds up fast.

In 2025, the trend is bundling. Look for “Bridal Bundle Deals”—retailers like Wed2B or resale platforms like Bride2bride often offer sets (Dress + Veil + Tiara) for around £600, significantly under the retail value of £820+. It’s a smarter way to stretch your budget.

If you are exploring other international options for accessories or budget items, check our guide on Online shopping in the UK, or for even cheaper alternatives, you might look into cheap clothes shopping sites in Germany which often ship to the UK with competitive rates.