"It has been a good option for customers who want to shop across many retailers at one shipping rate, " a spokeswoman said.

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Still, even small businesses are often able to negotiate prime rates with major shipping companies, or take advantage of flat rate shipping options through the post office.

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But no sooner had they been formed than the shipping lines began to announce rate rises one by one.

ECONOMIST: Shipping

That combination makes Xiaomi a brand to watch, as while it is not shipping handsets at the same rate other locals like Lenovo, Huawei and ZTE have achieved, the research suggests its social media presence means it has captured the Chinese zeitgeist.

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Ground shipping, accounting for a fourth of sales, is growing at 8% to 10%, twice the rate of express.

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In the past, says Drewry Shipping Consultants, the container trade has increased by between two-and-a-half and three times the rate of GDP growth.

ECONOMIST: On a roll