Just over half of UK consumers (51 per cent) now prefer to shop online than in-store, while 55 per cent said they are shopping more online this year than 2017.

This is according to research from EmpathyBroker, which surveyed more than 3,000 adults in the UK and Spain. It found that the average consumer shops online six times per month, with 25-34 year olds the most active, shopping on a retailer’s website eight times a month. Londoners are the most active online shoppers, averaging seven days a month.

Two-thirds of respondents said they like to browse each time they shop, with online stores increasingly becoming a source for shopping inspiration. Two in five consumers noted that they were more likely to make an unexpected purchase online than in-store.

The research also revealed that after the cost of the product (58 per cent), free delivery and return options (57 per cent), the search function (29 per cent) was the third most important aspect for consumers when choosing to shop on one website over another.

Angel Maldonado, founder of EmpathyBroker, said: “As we see more and more consumers going online, and more frequently, this presents a great opportunity for e-commerce retailers, but it also means more than ever they need to get the digital experience right.”

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