Multi-channel shoppers in the UK now make 80 per cent of their retail purchases online, up from 74 per cent last year, according to a new report from the Royal Mail.

Factors such as choice (54 per cent), price comparison (53 per cent) and convenience (49 per cent) were cited as the key reasons that shoppers head online instead of in-store, with older shoppers in particular being price and convenience driven.

The study, which surveyed 1,500 UK multi-channel shoppers, found that delivery is important when purchasing through marketplaces such as Amazon or eBay, with 84 per cent considering a seller’s delivery rating as a crucial factor when choosing where to buy from.

One in four shoppers now pays for delivery subscriptions, which allow unlimited next-day delivery on all orders within a prepaid period. The most common retailer that online shoppers have a delivery subscription with is Amazon (76 per cent).

According to the survey, Amazon (32 per cent) and eBay (22 per cent) were the most popular outlets for buying clothes online, followed by M&S and Next (both on 11 per cent) as the best performing retailers.

Nick Landon, managing director of Royal Mail Parcels, said: “Despite consumers tightening their purse strings, online shopping continues to grow. How you deliver is as important as what you sell and a quarter of shoppers are now paying an upfront fee for unlimited delivery. Businesses of all sizes need to make sure they respond to this demand or risk being left behind.”

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