In depth research by analysts Martec, has revealed there to be stand out differences between multi-channel retailing, found in North America and Britain.

Carried out for BT and software retailer Epicor, the study found that websites designed for transactions, are now carried by the majority of retailers.

94 per cent of businesses investigated now carry such sites, although the use of kiosk pages and mobile retail was significantly higher across the Atlantic.

Retailers disclosed that aspects of online commerce they were most troubled about included closing the deal with customers, and retaining useful data on shopping habits.

Perhaps most significantly however, multi-channel enterprises from North-America have a much stronger sense, of a single customer perception.