Online commerce was the highlight of the Christmas season for Britain's retail industry. While in-store sales were largely a disappointment, online purchases surged to record highs. Poor weather might have dissuaded some shoppers from venturing out, but increased confidence in online purchasing, as well as enticing deals, brought much of the holiday traffic to the web. 

"People trusted [online purchasing] this year," Christine Cross, an independent retail adviser, told the Financial Times. "They knew it would get there. In previous years, it has always been a bit of a wing and a prayer."

The development of click and collect systems, where customers can buy online and then pick up their item from a retail location, helped inspire confidence in online purchases, The Telegraph reported. This can help consumers avoid having to wait for deliveries.

In addition to enhanced delivery methods, the early presence of online deals were a game changer for many consumers. According to Cross, discounts appeared online before they reached the stores, allowing websites to draw spending first. Online sales accounted for over 20 percent of total retail revenue for Britain this holiday season, up from 15 percent in 2012.

With growing confidence in online shopping, as well as an increased prevalence of digital technology, the trend toward online sales is likely to continue. Businesses can be more competitive by improving their online presence with ecommerce software and online marketing.

This entry was posted by Retail Pro on Tuesday, January 7th, 2014 at 9:51 am .