E-commerce survey reveals happy eChristmas

An early poll done by retail specialist Actinic into Christmas trading results has found continued growth in shopping online.

Respondents reported a 27 per cent rise in the number of customers buying online at Christmas compared to the same period in 2006.

They also reported an even greater increase in internet revenues at 46 per cent - indicating that not only are more people shopping online, but they are spending more as well.

The poll also found e-commerce making a greater proportional contribution to the bottom line compared with other channels.

Companies trading both online and offline, reported that on average, just over 50 per cent of sales in November and December were made online, compared with only 30 per cent in 2006.

According to Actinic CEO Chris Barling, the results show that growth in online spending remains remarkably buoyant.

"Considering the effects of the US credit crunch, the Northern Rock crisis and the general overall decline in confidence, 46 per cent is remarkable growth and continues the rise and rise of online retailing," he said.

In all, over half of retailers who responded were very confident that online sales would continue to increase in 2008.

Less than a quarter expressed the same level of confidence that conventional retail sales would grow.

Jason Beer of Quality Silver is one retailer who is very certain of continuing acceleration into 2008.

"The number of people purchasing online is growing faster than the number of internet retailers," he said.

He also cited increased consumer confidence in online security as a reason for the sustained growth.

"Two years ago, every other email we received was to do with security, or the customer needing assurances prior to ordering - now people seem to think nothing of it.

"Confidence in the internet is very strong".

Some 34 retailers responded to Actinic's survey.

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