Growth in online sales is set to slow down in the coming quarters, according to information and broadband consultancy Point Click.
Research carried out by the company has shown a four per cent drop in online sales in the UK in the last six months.
It also states that the proportion of the population who say they utilise online sales has remained steady at 69 per cent over the last year and a half.
Pamela Varley, research analyst at Point Topic, said: "It appears that a ceiling has been reached under the current conditions and retailers will need to ensure their business models reflect this reality. Historically this hasn't always been the case."
A report by the consumer product and market research company Mintel has said that the UK is "streets ahead" of other EU countries when it comes to consumers purchasing online. It found that UK consumers spent €18.5 billion online with the nearest other big spenders being Germany (€13 billion) and France (€7 billion).
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