A quarter of online shoppers are now on a subscription with their online shopping company according to new research from Royal Mail. Most of these are with Amazon, which has cornered 76% of that market.

Excluding groceries, online shoppers make 80% of their purchases online, which is up from 74% in 2016.

The research from Royal Mail approached 1500 UK online shoppers about their online shopping habits and preferences. It additionally found that delivery is an important factor in whether to abandon a shopping cart, with 84% of online shoppers surveyed considering a seller’s delivery rating as a crucial factor in choosing whom to buy from.

Nick Landon, Managing Director of Royal Mail Parcels, commented: “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. By selecting high quality services from Royal Mail, online sellers can ensure they set themselves up for success.”