Figures from CBI published this week suggest that the UK’s e-commerce market is continuing to see lower levels of growth than ever before, with November proving to be something of a struggle for the industry.

Of course, with Black Friday just around the corner, the end-of-month performance statistics will surely paint a different picture, but it is still troubling to see analysts reporting that just a quarter of retailers have enjoyed an uptick in sales in the past 30 days.

When bricks and mortar retail is factored into the equation, overall growth has been flat, which is seen as a silver lining given that sales have been slipping for the past half year.

December is anticipated to be a better month for retailers, with growth forecast as the Christmas spending spree gets under way.

Report spokesperson Anna Leach said that outlets of all types could be optimistic about the next few weeks of trading, in part because of the festive season’s expected boost to consumer spending but also due to other factors, such as better employment levels nationally.

The impending general election could throw a spanner in the works for some, although the general uncertainty surrounding Brexit means that consumer confidence is already at a low ebb, and so the impact of this could be relatively minor in the broader political and economic context facing the country today.

Another knock-on effect of the election and Brexit is that retailers themselves are cautious about making investments in new services and solutions. This stifles innovation in the market and means that it is tougher for companies to try new tactics that might in turn lead to improved sales.

While online growth is falling, there are still more people turning to safe shopping online to make purchases than ever before.