Online retail is more popular in the UK than in the rest of Europe because of a number of factors that make transactions and deliveries easier, according to one industry analyst.
David Smith, director of operations at the Interactive Media in Retail Group, pointed out that credit cards are commonplace in the country, which makes internet transactions simpler and more secure.
As well as payment mediums being easier, he suggested that many established companies have chosen to adopt web marketing tactics such as SEO services, which has encouraged mainstream spending online.
Mr Smith explained: "A lot of the big high street names are now going online and there is a lot there from a consumer point of view because they are shopping with traditional high street brands."
He claimed that deliveries are also easier in the UK, because houses are not particularly spread out.
Recent research by Kelkoo showed that the UK accounted for nearly one-third of all online sales in Europe during 2009.
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