Investment in the online shopping experience paying dividends for retailers

The research, conducted by the Center for Retail Research for RetailMeNot reveals that online retail sales will hit £52.25 billion ($78.9 billion) in 2015, a 16.5% rise on 2014's £44.97 billion ($68 billion).

Growth is forecast globally. Online sales in Europe are predicted to grow by 18.4%, the U.S. 13.8% and Canada 13.2%.

The U.K. leads the way in average online spend with shoppers predicted to shell out £1,174 ($1,773) in 2015, a 9.6% increase on last year. In Europe that average spend is forecast to rise 11.1% to £820 ($1,238) and in the U.S. a rise of 7.4% to £1,120 ($1,691).

According to Giulio Montemagno, senior VP of international at RetailMeNot, improvement in the online shopping experience due to retailer investment is "clearly paying dividends".

"In the UK, consumers are now shopping online more frequently and spending more overall, helping to increase online retailers' market share," added Montemagno. "This is being bolstered by a growing number of online shoppers; 65.5% of Brits now shop on the web."

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Tags: consumer experience, ecommerce, online shopping, retail