The growth in online searches continued apace last quarter, as shoppers from both the UK and overseas sought out British brands.
The total number of online searches for UK retail items grew by nine per cent year-on-year in the third quarter of 2017, according to research by the British Retail Consortium and Google.
The highest proportion of searches was made in London, with 27 per cent of searches taking place in the capital. The North and Yorkshire came in second place, with 23 per cent of searches taking place in these areas.
There is plenty of interest in UK products abroad as well. The highest growth in searches from the EU came from in Austria, which saw a 28 per cent increase in searches.
Fashion and beauty products are the most sought-after UK items online from non-EU nations. This sector of the industry recorded a 21 per cent growth in searches in the third quarter.
Helen Dickinson, chief executive of the BRC, said: "Beauty and clothing brands continue to attract the most interest from both overseas and UK consumers, which kept these categories firmly at the top of the growth rankings. At home, festivities over the summer months and into autumn, spurred a flurry of searches online for clothing, with wedding dresses and Halloween outfits high up on the shopping agenda."