This news may be unsurprising to consumers who enjoy carrying out safe shopping online with a number of different retailers, but a study commissioned by eBay, has revealed that just 37 per cent of e-commerce purchases are centred around a specific brand identity, according to The Drum.

Experts are blaming things like price comparison tools and the sheer amount of choice with which modern shoppers are faced when they hit the web to find a deal. And this means that companies and advertisers will no doubt have a tough time coming up with a way to keep people committed only to their specific product selections.

Thirty seven per cent of respondents revealed that when they shop online, they tend to make a single brand, such as an electronics firm or fashion label, the sole focus of their search.

This means that many people who shop online to make purchases will tend to start off with a generic term for a product or item, then simply look for the best price or offer available, irrespective of the brand in question.

Brand loyalty does vary across different product categories, with electronics and technology firms mustering more fealty from consumers than most. But the overall trend is one which is leading to the power of brands being somewhat eroded.

Analysts are also pointing to the recent recession as being one of the key motivating factors in changing the way that Brits shop, since consumers have become much more price conscious and less willing to opt for a brand if it is more expensive than the alternatives available.

It seems likely that the rise of e-commerce will only continue to make it harder for brands to break through, but on the other hand, this means consumers have more power to choose than ever before.