New research from Royal Mail suggests that online shopping in the UK is rising 9% year-on-year. The postal operator now estimates that UK online shoppers make 87% of their retail purchases online as compared to 80% last year.

One of the reasons cited for online shopping preference is that shoppers can get good value for money and can compare the prices and products between competitor retailers.

The amount of money being spent online has increased too. On average shoppers spend £34 pounds per transaction.

Social media-led shopping is on the rise, with 22% of shoppers making a purchase after seeing an advert on social media. 48% of younger shoppers, 29% of women, and 38% of those living in urban areas are among those groups who are more likely to make a purchase after seeing something on social media.

The Royal Mail research also showed that men spend more money online than women. Over a period of three months, men spent £255 online while women spent £204. Younger people are more likely to spend more money online than those of an older age.

Laptops are the most commonly used device used when shopping online in the evening. Smartphones are more likely to be used at all other times. Smartphone online shopping has increased in all locations since 2017. Now 78% use a smart phone for online shopping while travelling or commuting, up from 71% in 2017.

A spokesperson for Royal Mail said “The growth of online retailing is driving a relentless pursuit of value for money. People continue to look online for the best deals and prices and this is driving the proportion of money being spent online, which has increased for the second year in a row. Retailers of all sizes must ensure they are responding to the ever changing digital landscape alongside trends in online shopping behaviour being led by younger shoppers.”