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UK shoppers top online spending league: analysis

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Shoppers in the UK spend more online per person than those from any other country in the world, research reveals.

Analysis from Internet World Germany found that British shoppers spend an average of £1,050 a year, followed by the US, with £1,001. German shoppers came in third place, each spending an average of £915 via the internet each year.

Within Germany, found the analysis, the top 10 online retailers generate more than a third of total ecommerce sales. Amazon Amazon is the most popular online shop, with sales put at more than €6.5bn (£4.9bn), while fashion retailers Otto and Zalando recorded sales of almost €2bn (£1.5bn) and €872m (£659m) respectively. Online accounts for 15.3% of total retail sales, excluding food.

“The average ecommerce spend per head spend in Germany is not far off UK and US levels,” said Saskia Müller, head of Internet World Germany. “With domestic and international online brands continuing to understand what’s important to German consumers and adding value to their services, there’s a lot of room for growth in an already mature market.”

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