Ecommerce enters a new stage

For more than 10 years, U.K. shoppers have been purchasing from online stores safely and efficiently. As the ecommerce industry becomes more popular, retailers are finding innovative ways to stand out from the competition, attract new customers and increase the convenience associated with shopping online.

According to ShopSafe, the ecommerce industry has entered a "third age," as shoppers are able to interact with products, brands and fellow customers online, reflecting the social aspect of shopping in a store. With features such as virtual mirrors, live customer service chat and social media campaigns, online retailers are able to offer an interactive customer experience to enhance or replace in-store activities.

In addition, the birth of the smartphone and tablet has increased the number of shoppers visiting online stores from mobile devices. The latest research from Informa Telecoms and Media predicted the tablet market will increase significantly over the next five years. In anticipation of this growth, More retailers are launching mcommerce solutions to enable shoppers to browse items, compare prices, receive customer service and purchase directly from their mobile device, Fierce Mobile Content reported.