The value of the online market could reach almost £35 billion, nearly three times current spending, by 2011. The projection is based on PricewaterhouseCoopers survey of 1500 consumers and analysis of online penetration by category of goods. In four years time internet shopping is likely to account for up to 10% of the entire retail market and will still be increasing its share.

According to PricewaterhouseCoopers research and interviews with industry leaders, the growth of the online retail channel over the next four years will be fuelled by three key factors. Firstly, the proportion of the shopping population that is web-savvy will increase as today's young people become active consumers and as broadband penetration continues into UK households.