Over 29m 'shop online'

New research has revealed that firms without an online retail presence may be missing major sales opportunities.

The figures from comScore found that over 29 million people in the UK now shop online both at work and home, which equates to 79 per cent of the total population.

In addition, it was also found that those who choose to look at the sites at work are more likely to buy products than those browsing at home, which could impact on the design and timing of email marketing campaigns.

Mike Read, senior vice-president and managing director of comScore Europe, said people tend to be more "task-oriented and transaction-minded" at work.

He added: "By understanding such differences, online retailers can better optimise their online marketing and advertising strategies to reach consumers when they are closer to the point of purchase."

The online retail sector is predicted to grow by 137 per cent by 2011, according to figures from PayPal.

Written by Mark Hainsby