According to research undertaken by PCA Predict, British ecommerce sales slumped on key Brexit dates sometimes by as much as 58% compared to the daily average. From 2016-2017,UK consumers made an average of 3,923,336 purchases online per day. However, on the day referendum results were announced this figure dropped to 1,642,100 and on the day Article 50 was triggered the figure fell to 1,688,450. Head of Marketing at PCA Predict Chris Boaz, said: “Currently British consumers spend more than any other shoppers in Europe, accounting for nearly one third of all online purchases. Yet as our data shows, Brexit has seemingly shook consumers’ confidence.”