T-shirts and tops are the most commonly purchased apparel in the United Kingdom with 46 per cent of online shoppers purchasing these items, according to e-commerce facilitator Royal Mail Group. Trainers (72 per cent) are the most commonly purchased item of footwear. Sandals (50 per cent), smart shoes (38 per cent) and boots (34 per cent) are also popular.

Almost half of online shoppers consider social media influential when buying clothes and accessories. Content on discounts and offers are the most influential, the group said. Jeans are also popular and 30 per cent of shoppers are planning on purchasing a pair in the next year, the group said. Digital content about discounts and offers is followed by friends’ recommendations (42 per cent) and retailer adverts (41 per cent).

The average fashion shopper spends £28 online compared to £27 spent in-store per month while the average footwear shopper spends £27 online compared to £22 spent in-store per month. The average fashion shopper is 46 years old, whereas the same for the footwear shopper is 42. Both are more likely to be female and live in the suburbs. Forty two per cent of shoppers are prepared to pay more for the convenience of a home delivery and 56 per cent would track every item they order, if the service was available.