Shoppers using more features of e-commerce sites

A recent study by IMRG found consumers in the U.K. are browsing, researching and comparing products on more engaging retailer sites, and no longer view the internet as just another purchasing channel.

Tina Spooner, CIO at IMRG, said the purchasing behaviour of consumers has changed, leading to an increase in visits to e-retailer sites.

"The average online shopper today is making more considered purchases, often visiting several websites in order to compare products before deciding to buy," Spooner said. "With the advent of mobile shopping and the popularity of tablet devices, consumers now have the freedom to browse online stores at any time of day, even while on the move."

According to Chris Webster, head of retail consulting and technology at Capgemini, the growth of multi-channel retailers and the recession has encouraged shoppers to research items before purchasing.

"Retailers need to draw the window-shopper in to buy, by developing a customer experience which is personal and provides relevant offers based on their shopping habits," Webster said.

An example of a successful e-commerce site can be seen in DiscountVouchers.co.uk, which reported its online membership has grown from 2.6 million subscribers to 5.2 million in the past nine months. The site, which offers redeemable discounts for over 800 retailers, has helped customers save over £3.8 million while generating more than £25 million in revenue in the past 12 months.