A Fifth Of Shoppers Spending More Online Than In Stores

A fifth of shoppers in the UK spend more online than they do in stores, according to a survey by online marketplace and Play.com owner Ratuken.

A further 18 per cent say they spend about the same online as they do on the high street.

Unless we are missing something, we think these figures seem rather high with only 10 per cent of retail sales being made online currently (he only explanation is the survey was skewed towards Play shoppers - ie committed online shoppers). But it was, after all, was done by an online shopping portal which arguably has a point to prove.

But the survey results get a little more interesting after the top-line figures. It also confirms our suspicions and the growing evidence, for example, that clothing is leading the way this year.

It says 66 per cent of UK customers are now buying clothes online and one in four recommending items to family and friends. The top reason given for shopping online was that items are easier to find.

In the UK the top three categories are clothing and accessories, CDs and DVDs (including digital downloading) and then books and magazines. Globally, clothing is the top online shopping category followed by books and magazines then consumer electronics.

'Retailers around the world are clamouring for a piece of this $1.2 trillion market. Our research highlights the fashion industry is well ahead of the curve when it comes to engaging the online shopping community. That’s no small feat for an industry where the importance of “fit” would seem like a natural obstacle to online sales. However, fashion retailers have become excellent online storytellers, creating interactive and highly visual online stores in combination with social media to fuel customer conversations, setting an example which other industries would do well to follow,' said David Rimmer, trading director at Play.com.

Ease of payment and the ability to ask shop assistants for help were key reasons given for visiting stores. Ratuken suggests that indicates online shoppers would benefit from a wider selection of payment methods and provision of 'virtual' assistants.