Brits 'embracing online shopping'

An increasing number of Brits are choosing to shop online when looking to get hold of the products they are after, new research has shown.

According to the Kenshoo 2011 UK Online Retail Christmas Shopping Season Report, people are becoming more comfortable purchasing goods via the web, with the nation as a whole going through a transition that will see it fully embrace the medium.

Chris Ward, managing director of Europe for Kenshoo - which delivers more than four billion adverts on social networking site Facebook every week - stated: "UK consumers now shop more often online but they spend less per transaction in an effort to get the best deals."

The industry figure pointed out retailers are also beginning to realise the benefits to be had through internet-based deals, with companies placing greater emphasis on search advertising, as well as generating higher conversion rates and creating ads of an improved quality.