A new report from Juniper Research has estimated that by 2018 the number of purchases carried out via safe shopping online, both using desktop and mobile platforms, will hit 125 billion a year. This represents a 60 per cent increase in annual transactions when compared with the total that is anticipated for 2015.

There are a number of factors that are expected to contribute to such growth, with improved mobile connectivity encouraging more consumers to shop online while they are on the move, according to IT Pro Portal.

Report spokesperson Dr Windsor Holden said that there are still problems facing the e-commerce industry when it comes to maintaining current levels of growth, with security being a particular sticking point.

When data theft occurs, it is usually followed by a lot of media coverage, since consumers only want to shop with sites that can definitely provide them with safe shopping online. Any companies which fall short of expectations will find it hard to keep operating successfully.

Consumers are also concerned about the extent to which private data will be shared with third parties as an active part of a retailer’s strategy. So knowing that information is kept private by companies will be a big reassurance.

Meanwhile, retailers are also advised to think about the way they engage with consumers and make sure that the way that they present themselves is cohesive and consistent across all platforms, both in terms of message and site design.

The peaks and troughs of online transaction activity can lead to periods of intense pressure being put on underlying infrastructures, at which point visitor numbers can overwhelm e-commerce sites. This is another element which analysts believe retailers need to address if they are to win over shoppers in the coming years.