Demand from overseas shoppers searching for UK websites using their smartphones increased 64 per cent in the final quarter of last year as etailers improved their website capabilities.
The survey by the British Retail Consortium and Google found that Britain was second only to the US according to traffic volumes from overseas visitors. The organisations said retailers investing in cross-device experiences and foreign language sites were reaping 'instant rewards'.
The research found that the number of shoppers searching for fashion from smartphones increased at the fastest rate of 66 per cent, beauty by 56 per cent while department store searches increased by 78 per cent.
The countries most likely to be searching for UK products were Germany where searches increased 231 per cent, Russia (145 per cent), Argentina (137 per cent), the Netherlands (95 per cent) and France (89 per cent).
Searches on UK sites from tablets also saw significant increases globally but at the slower rate of 41 per cent. Searches on tablets from individual countries were led by Germany (130 per cent), France (78 per cent), Russia (66 per cent) and Ireland (56 per cent).
Helen Dickinson, director general at the British Retail Consortium, said: 'UK retailers are investing heavily in international online experiences, localised websites and faster delivery times to drive exports.'
She said: 'We’ve seen huge increases in searches from all of the most important [online export markets]. We will be working hard to make sure that these good trends are not undermined by proposals in these countries for import taxes targeted against cross-border internet sales.'
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