The power of British retail brands is helping to encourage people from all over the world to carry out safe shopping online using our top e-commerce sites. China is the biggest single customer of the UK’s web-based outlets, according to a survey conducted by Ipsos.

The study found that China accounts for about a quarter of all sales made at UK sites by overseas shoppers, with price being one of the key factors encouraging international consumers to sign up with British retailers.

Chinese shoppers can save up to a fifth if they are buying luxury goods from the UK, with Britain achieving third place overall when it comes to the popularity of its e-commerce services. America heads the chart, ahead of China itself, in second place.

Almost half of all Chinese shoppers questioned in the study said that they had carried out safe shopping online with a retailer based in another country at least once within the past year.

Clothing remains the most popular type of item purchased across international boundaries, ahead of consumer electronics. And PayPal, which commissioned the study, argues that retailers in the UK could do a lot more to court customers from overseas, since this is clearly a lucrative area of the market that has yet to be fully exploited.

Report spokesperson, Cameron McLean, argues that the demand for British goods from UK retailers is strong and still growing internationally, which could help companies to overcome any weakness in the domestic market.

Brits are definitely spoiled for choice when it comes to online shopping, with more sites and opportunities for savings available here than in almost any other country in the world. By exporting the quality e-commerce experience, the UK is helping to stimulate its own economy at the moment.