Fashion chain, New Look, has been one of the beneficiaries of the rise in safe shopping online, with the latest figures from the firm showing that its e-commerce sales have increased by 34 per cent in the past 12 months, according to Internet Retailing.

Sales made via its own website were up by 30.4 per cent over this period, but total growth was even higher, as a result of partnerships that the firm has formed with third party e-commerce sites.

This includes major player, Asos, which is one of a number of online-only outlets to offer New Look products outside of the firm’s standalone online presence.

The use of smartphones to shop online also played a part, with m-commerce sales up by 115 per cent in 2014. Forty five per cent of people who visit New Look’s website now do so from a smartphone or tablet, while about a third of orders placed online involve customers selecting the click & collect delivery option.

Click & collect is a valuable asset for New Look in more ways than one, since about a fifth of people who do decide to pick up the items they order online by visiting their local bricks and mortar New Look store then make additional purchases during the trip.

New Look’s success in the UK is mirrored by its overseas expansion, particularly in China, where by this time next year, it will have opened 100 stores.

British consumers are still amongst the biggest supporters of e-commerce in the world and high street retailers, like New Look, are showing that it is possible to succeed in both arenas as long as there is a willingness to innovate and make the most of online platforms, rather than simply shunning them.