Stats published last week by IMRG suggest that there was an 18.8 per cent increase in the number of purchases made via safe shopping online last month, with this stellar year on year growth painting a positive picture of the market at the moment.

Analysts pointed out that it has been almost a year and a half since a higher monthly growth was reported, with study spokesperson, Andy Mulcahy, confirming that sales are rising faster than anyone had predicted.

He said that consumer confidence, which has been weaker in recent months, seems to be returning and could help 2018 to be yet another strong year for safe shopping online.

Another factor which is fuelling this growth is the drop off in footfall levels seen on the high street, meaning millions of consumers are steering clear of bricks and mortar stores and instead choosing to shop from their computers, smartphones and tablets in greater numbers.

Mulcahy said that even with Easter falling earlier than usual, leaving April in a less strong position in terms of retail sales, it was clear that shoppers were still keen to spend cash, even if they did not choose to do so on the high street.

Some believe that the current economic and political climate is actually helping to accelerate the adoption of e-commerce shopping habits, pushing people to seek out deals on the web rather than having to wander through real world outlets looking for bargains.

There is a call for retailers with a significant bricks and mortar presence to boost their visitor numbers by embracing digital platforms within their stores. Catering to smartphone users is just one way to achieve this, but could help to stem the exodus and bring the two spheres of the retail sector closer together.