Online shopping growth reported

The latest IMRG Capgemini eRetail Sales Index has confirmed that in 2011, online shopping sales increased by 14 per cent in Britain.

This means that more and more UK shoppers are spending time on the internet; demonstrating just how important online marketing activities are for retailers.

What's more, the industry is only set to grow more in the coming months; with the rise in popularity of mobile and tablet devices a driving factor. IMRG revealed that some £77 billion will be spent by UK shoppers online this year, potentially encouraging retailers to step up their game when it comes to their marketing efforts; improving their television advertising or email marketing, for example.

IMRG's chief executive, James Roper, made a statement regarding the results. Cited by Internetretailing.net, he said: "Despite the fact that consumers are finding themselves with less and less disposable income, the e-retail market keeps defying the general retail trend to record double-digit growth.

"Online is such an integral part of the shopping experience now that it generally plays at least some part in most purchases, whether through research and comparison or social media and product reviews."

It was also revealed that online shopping is now accountable for 17 per cent of Britain's entire retail market; meaning there is a fairly large audience out there just waiting to be marketed to. Location-based marketing will be particularly key this year, according to Capgemini representative Chris Webster.

Speaking to Ibtimes.co.uk, he revealed that the world of ecommerce opens up a new realm of possibilities for marketers and retailers alike.