Online retailers are being urged to be ready for a rise in difficult market conditions, according to Bigmouthmedia.

The internet marketing specialists claim the sector will face fresh challenges as online shopping trends keep changing and adapting.

Chief influence to this will be the surge in new technological advances as well as the emergence of new competition from foreign shores.

Senior retail strategist for Bigmouthmedia, Finlay Clark, says that overseas companies are looking to invest in the 'sophisticated' UK online shopper.

While this increases choice for the customer, it also adds to the amount of challenges for British retailers.

He added that new niches such as eBay developing its own fashion site, show how far ecommerce has come.