E-Commerce Continues to Grow but Competition Becomes More Sophisticated

Online shoppers are still flocking to the internet in search of best buys, although one survey has suggested that customer service is the key to successful e-commerce.

A new study from Kelkoo shows the UK is a core market for many internet-based firms, as consumers spent around £38 billion online last year alone, eMarketer reports.

This is expected to rise even further to top £42.7 billion this year, suggesting that retailers will have to set themselves apart from the crowds in order to succeed.

eMarketer senior analyst Karin von Abrams commented: "Online merchants need to look beyond price and convenience.

"These have been key drivers of online shopping growth in the past, along with the rising number of consumers using the internet and having positive experiences online."

She anticipates that, in the future, stores will be differentiated in terms of the level of service they offer customers, so it is important for them to take a step back and consider how their operations are faring at the moment.

Latest figures from the IMRG Capgemini e-Retail Sales Index show that online retailers are continuing to draw in consumers, with 15 per cent more spent in March compared to last year.