Online shoppers in the UK are becoming increasingly adept at playing online retail sites to get discounts, using fake details and abandoning baskets to grab bargains.

According to new research from email marketing platform Dotmailer, 39 per cent of online customers sign up to mailing lists to get better deals, while a further six per cent set up numerous customer accounts on the same sites to get multiple deals.

READ MORE:  Discounting encourages 19 per cent online sales growth

Seventeen per cent of those surveyed also admitted to abandoning carts on different sites to see which would get them the better deal.

“People will always try and game the system, and it is up to businesses to face the challenge by providing incentives and communications that will keep the customer engaged,” Dotmailer client services director Skip Fidura said.

Earlier this month, data from IMRG Capgemini revealed that online sales jumped 19 per cent in July.

This was boosted by heavy discounting across all retailers following post-Brexit fears and summer sales.

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