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Massive rise in 'online influenced' retail sales predicted Expert predicts 90 per cent of retail sales will be 'online influenced' by 2020.
Following news that Britain spends more online than any other European nation, an expert has said that the influence of the internet on retail will grow rapidly.
David Smith, director of operations at the Interactive Media in Retail Group (IMRG), claims that 90 per cent of retail sales will be 'online influenced' by 2020.
"By the end of this decade we should be looking at around 50 per cent [of sales being] e-commerce – not just retail, but including travel and ticketing and all that sort of thing as well," Mr Smith added.
If correct, his prediction could see a significant growth in the importance and reach of online marketing such as video productions.
Indeed, Mr Smith said that one of the drivers of this growth is the ability of broadband to offer a greater range of media.
"The use of rich media on broadband is a much better experience, from a usability point of view, than if you were doing it on a dial-up," he said.
His comments follow a report from Kelkoo, conducted by the Centre for Retail Research, that shows the UK accounted for almost a third of all European sales in 2009 equating to £38 billion of online spend.
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