The rise of online shopping has coincided with increasing broadband access. More than 60% of UK households are now online, and 50% have broadband (The Times, 29 December 2007). Where high street sales have been flat, online sales have shown a staggering growth. The Interactive Media in Retail Group (IMRG) estimates online sales for 2007 at £53.3bn, an increase of 75% from the previous year, with a similar growth rate predicted for 2008.

The IMRG reports that consumers spent nearly £18bn over the Christmas period, with around £84m spent online on Christmas Day alone. Record-breaking online sales during the 2007 holiday season underscore the urgency of maintaining a competitive advantage in ecommerce in the year ahead.

According to Forrester Research, convoluted ecommerce sites can lose up to half of their potential sales, but a good design can keep them coming back. When consumers find a site that works, they’re much more inclined to return, recommend the site to others and take a positive view of the brand. In addition, repeat customers typically spend almost twice as much as new customers. (nma.co.uk 07/02/08)

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