By 2020, it is thought that '90 per cent of retailing is going to be influenced by' the internet, according to David Smith, director of operations at the Interactive Media in Retail Group (IMRG).
He added: 'There are a number of key drivers. You've got the rise of broadband. Ever since the wider introduction of broadband in 2005-6 that has driven a lot of online shopping, because of the way in which people can react with the retailers' websites.
'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's comments came after it was revealed that the UK accounted for a third of all European online sales in the past year.
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