Online shopping 'good for the consumer'

Customers have the upper hand in the sphere of internet shopping, one industry expert has said.

As price comparison is so much easier online, consumer relations have moved to the forefront of retailers' priorities, commented David Smith, director of operations with IMRG.

While driving down prices is one method of staving off competition in e-commerce, Mr Smith explains that marketing practices are also a key aspect of success.

He commented: "When retailers are online they have to be very consumer-centric because the consumer has the power now."

The IMRG Capgemini e-retail sales index for May indicated "robust" online spending during the month, with £4.5 billion spent - 1.6 per cent more than in April.

Mr Smith points to the travel industry as one area where e-commerce has boomed due to the ease of comparing prices, noting that companies can harness consumers at the point of comparison and encourage them to spend more.

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