Last month there was an impressive 19.8 per cent uptick in sales made via safe shopping online, according to the latest figures from the British Retail Consortium.

Web-based sales now represent 16.5 per cent of the total non-food retail expenditure in the UK, with report spokesperson, Helen Dickinson, stating that consumers are being wooed by impressive e-commerce sites and online shopping experiences that are getting better by the month.

August was a busy period for buying because of parents preparing their kids for the start of the new school year. And analysts are confident that things will continue to look up for retailers as the year progresses, with the run-up to Christmas always helping to boost sales further.

Twenty two per cent of all fashion purchases were made through sites offering safe shopping online last month, indicating that a little over a fifth of sales are now being made, even if the buyer is incapable of trying on an item first. This is being seen as a significant milestone and one which is indicative of the real change that e-commerce is creating in shopping habits.

Industry analyst, David McCorquodale, said that the summer months have allowed retailers to really see just how robust their online offerings are, according to InternetRetailing. This is especially important as big chains steel themselves for the busy festive period, at which point real strain will be put on their online infrastructures.

McCorquodale emphasised the importance of multichannel retail in the modern world, with consumers expecting to have an array of delivery options at their disposal, as well as looking for the ability to place orders online before picking them up in store.

Adverse weather conditions can impact home deliveries during the winter, but hopefully, retailers will be prepared for all eventualities.