Europe's consumers will continue shunning the high street in favour of the internet over the next few years, a new report from Forrester Research has predicted.
According to the market research firm's latest data, ecommerce sales across the continent look set to grow at an annual rate of 11 per cent between now and the end of 2017, potentially presenting a major online security challenge to e-commerce providers.
Notably, the UK will continue to be one of the countries leading the way, with around 15 per cent of all retail sales expected to be made over the internet within the next four years, compared to a rate of just ten per cent in the United States.
At the same time, however, the Forrester figures show that both Spain and Italy continue to lag behind much of the rest of western Europe, with online transactions there accounting for just two per cent of all retail sales.
Earlier in the month, research carried out by IDS found that e-commerce specialists are now enjoying higher average salaries than many other IT workers as the importance of online retail to many major businesses continues to grow.