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Especially as it costs more to import from the UK now for a lot of EU countries. Not to mention having to pay ~20% VAT on UK products for the first time.
From the EU trade web site:
The same charges that apply to goods bought online from non-EU retailers now apply to online shopping from the UK. To avoid unwelcome surprises when you order online from the UK, always read the sales terms and conditions and the delivery information carefully.
I think what we see now (43% majority) is the effect of the Remain side having previously done a poor job of making their point.
The fact that trade with the EU is down 30% doesn't scream problem to me, instead it shows just how inflexible the EU is as a trading block.