People who browse websites that offer safe shopping online from their smartphones are now more likely to make a purchase than ever before, according to new figures published by Salesforce.

The latest Shopping Index suggests that smartphones are dominating the e-commerce market, with 57 per cent of all traffic handled by shopping sites in the past three months originating from portable handsets.

Buying intent is generally higher amongst those using a tablet computer than a smartphone, with the same ringing true for traditional PCs and laptops. But mobiles are quickly closing the gap as consumers become more comfortable with the convenience and security they offer.

Annually there has been a 23 per cent increase in mobile traffic in the world of safe shopping online. The study also assessed the extent to which social media is influencing shopping habits and stimulating site visits, with some interesting findings emerging.

For Brits, platforms including Instagram and Snapchat are proving to be surprisingly effective in terms of generating traffic for e-commerce sites. Eight per cent of visits in the second quarter of 2017 came from these types of social services, which has a range of implications going forwards.

If social media solutions can prove to advertisers that they are able to engage with consumers and convince them to click through to shopping sites, then they will be able to further monetise the services they offer without ever having to charge users upfront.

The UK seems to be leading the way with regards to social media engagement and e-commerce, suggesting that the focus for many users is not just on communicating with others but also on seeking out the best deals and the latest products, no matter what platform or device they are using. The country remains a proving ground for web-based technologies as a result.