The UK is home to the largest online shopping market in Europe, according to new data.
Forrester Research found that the UK is to sustain a double-digit growth over the next five years, with the number of people using the internet to find and buy products rising from 31 million to 40 million in that time. This will see online retail hit £36.4 billion pounds in this country alone.
Furthermore, the research found that 48 per cent of UK consumers currently use the internet to make monthly online purchases. This is the highest number in Europe, with the average for the rest of the continent sitting at 32 per cent.
Sucharita Mulpuru, vice president and principal analyst at Forrester, said: "The retail innovators over the next five years will demonstrate customer enablement across all touchpoints, not just via a PC-based web browser."
It was revealed earlier this year in a study by the British Retail Consortium that online growth has risen by four per cent on 2009.