Online affects one-third of shopping decisions

Sonali de Rycker, ecommerce specialist at Accel Partners, told the BBC that one-third of offline buying decisions in physical stores are influenced by online behaviour. Plus, more U.K. shoppers are not only purchasing from online stores, but using their mobile devices to make selections and find discounts.

Shopping is a social activity that friends like to do together. Now, in a world that is always connected, friends can go shopping together online, de Rycker pointed out. Shoppers are looking at what products and brands their friends are following or liking on social media sites, as well as reading peer reviews from online stores, to help make purchasing decisions. The online marketplace has transformed the social aspect of shopping, thus retailers must develop an online presence to remain relevant.

Entrepreneurs like Ian Ding, Paul Newberry and Toby Hargrave have noted the evolution of shopping, and have started an online retail businesses to be on the cutting edge of ecommerce trends. Ding, Newberry and Hargrave decided to not open a physical retail store when they launched their company, Oliveira, but rather focus on ecommerce to capture a portion of the growing population of U.K. online shoppers, the Evening Telegraph reported.

Now, the online store has nine distinct shoe designs for shoppers to choose from, and the options range from relaxing sandals to elegant heels. The company uses social media sites such as Twitter to introduce new designs to the public, discuss which celebrities are wearing the styles and provide fashion advice from the experts, the source reported.