In September 2010, just under £415m was spent online, the equivalent of 7.7 per cent of total retail sales.  Non-store sales, which include internet sales, rose by 15.5% in volume in September.

The e-Retail Sales Index from IMRG-Capgemini meanwhile reported significant online sales growth of 15 per cent year-on-year in September, with clothing and home and garden showing the strongest growth during the month. 

PureNet’s chief executive, Dr Paul Gibson, said: “To minimise the effects of the current economic gloom, many households are turning to the internet to get the best value for their money, with discount vouchers and retailer reward schemes popular methods of saving cash.

“Although forecasts for 2011 are being revised down, the online market as a whole is still predicted to rise by 16 per cent by the end of the year, which is excellent news for online retailers.

“As we approach the key Christmas buying season, retailers need to implement sound digital marketing strategies to drive shoppers to their websites, and ensure visitors have a positive experience when they arrive on their sites.”