Transaction fees on bitcoin are silly. I ended up paying £7 for something that cost £3.50

Why is this happening, is it because of the network being full and the network increases network fee or is it due to miners not accepting lower fees?
I don't mind because I think that bitcoin is good for big purchases and litecoin will be the normal currency to shop with, but still the fees on bitcoin kind of take out what bitcoin was perceived to actually trying to solve and that is friction free transfer without high fees. The problem is compounded though because technologically illiterate organizations think let us be forward thinking and accept bitcoin, but don't realize that they may be better to consider litecoin, dogecoin and a lot of other crypto's because it is not just bitcoin out there.