The latest edition of the eRetail Benchmark Study from eDigitalResearch showed that traditional stores are consistently scoring higher than their internet-only counterparts.

 

Better customer service and the advantage of multi-channel technology were cited as reasons why these shops are doing better on the web, with John Lewis, Marks & Spencer and Next found to be the top three strongest performers online.

 

However, 'pure play' retailers that only trade via websites have the edge when it comes to functionality, the study revealed, with Amazon being praised for its predictive text search, quick transaction process and product review, while clothing retailer ASOS scoring highly for its information and videos.

 

"Ten years ago the 'pure play' ecommerce operators ruled when it came to selling online," remarked head of research at eDigitalResearch Derek Eccleston.

 

"However, slowly but surely, multi channel retailers have chipped away at their advantage," he remarked.

 

Last month, figures from eBay Advertising suggested that online purchasing is set to increase over the Christmas period, with 37 per cent of those surveyed stating that they will spend more this year than they did in 2008.