As many as two-thirds of consumers are much less likely to return items bought over the internet than in a physical shop.

A new study from research company One Poll, on behalf of the Department for Business, Innovation and Skills, reveals that 60 per cent of people said it was more probable they would take unsatisfactory goods back to a store.

This is despite there being a seven day 'cooling off' window for online purchases.

Although Britain was classed as Europe's biggest online shopping market by the Office for National Statistics recently, 13 per cent of people remain unaware of their consumer rights over the internet.

Consumer minister, Kevin Brennan responded to the study by saying he wants confident consumers, who can assert their rights, and get themselves a good deal.