'More Complicated' UK Shoppers Buying From Overseas Sites

A third of UK internet shoppers are buying from overseas sites as consumers become 'ever more complicated'.

The findings are among the results of a PwC survey that found that the use of PCs for shopping dropped at a rate of 7 per cent last year.

Matthew Tod, UK retail and digital partner at PwC, told the Daily Telegraph: 'Retailers need to be more aware of online competition from outside the UK. Consumers will go outside their comfort zone to get the product they want rather than wait for a UK retailer to stock the item.'

He said: 'Consumers are becoming ever more complicated and retailers now have to figure out how to provide what they want in a profitable way. There’s an increasing requirement for retailers to transform their businesses, not just simply adding more channels.'

Todd said the decline in the use of PCs was faster than the rate of decline of the high street as people increasing turned online - and to mobile in particular - to buy goods.

It also found that a third of internet shoppers are buying online every week.