By Chloe Rigby

Most (62%) online fashion shoppers buy from a small group of favourite stores most of the time, a new study has found.

Some 63% of those shoppers who favour a few sites trust three or fewer sites. The Apptus Fashion Monitor, built on data from a YouGov survey, found that almost half (46%) venture beyond that circle of trust just once or twice a year, while 4% do so as often as once a fortnight.

Younger shoppers are more likely to stick to a small selection of sites: 78% of 18 to 24-year-olds said they did so, as did 70% of those aged between 25 and 34.

Apptus [IRDX VAPP] UK country manager Andrew Fowler said: “This is not good news for fashion retailers seeking to offset sluggish in-store sales with big growth online.