Internet shopping has really taken off in recent years and many British consumers have been able to purchase goods from abroad for far less money than they would pay in the UK.

However, a new study conducted by TalkTalk has found that rising air freight costs are making foreign merchants far less attractive to UK shoppers.

The report suggested that domestic e-retailers are now offering the best deals, as they do not have to pay for air cargo services.

Indeed, British internet merchants are lowering their prices by one per cent every year, while at the same time the price of buying goods from international stores is rising by 3.4 per cent.

TalkTalk's Tristia Clarke said it pays to buy British when shopping via the web.

"Shopping online has never been more popular in the UK, with internet sales rising by 21 per cent in the last year," Clarke remarked.

Last week, major parcel distributor UK Mail said the e-commerce boom has led to "fundamental changes" in the logistics industry.