The study showed that the UK online retail market was the most reactive to changes brought about by pandemic restrictions and that the country has seen a sustained increase in the share of online clothing sales, while the figures have stagnated in the US.

That could well have been linked to the severity of the pandemic in the UK as cautious consumers avoided physical shops even when they were open. But it could also be connected to the fact that Britain was a very online-focused market even before the pandemic.

The pandemic impact not only helped e-specialists such as Boohoo and ASOS thrive but saw online laggards like M&S making a big leap forward.

The report’s authors said that with ongoing Covid fears, UK consumers may be more relaxed in terms of purchasing products off the shelf, but their feelings regarding trying on clothes in a physical store remain cautious. Via FashionNetwork