The internet will influence 90 per cent of overall retail sales by the end of the current decade, according to IMRG.

David Smith, director of operations at the online retail industry group, added that after strong growth in the UK in recent years, 50 per cent of all sales would be e-influenced.

The comments come after figures from the Centre for Retail Research (CRR) showed that the UK was the biggest online spender in Europe last year.

The study, conducted on behalf of Kelkoo, also revealed that online transactions now account for ten per cent of UK retailers' income.