Online shopping growth outstripped that of the high street by a factor of 40 in May, despite widespread aggressive discounting by bricks-and-mortar retailers.
UK shoppers spent more than£1.5 billion online in the month, 35.6 per cent (£408 million) more than last year and 13 per cent (£180 million) more than April.
'The internet is a great trading medium for retailers - it gives them real-time feedback on consumers' buying moods, enabling them to continually optimise their offers,' said IMRG managing director Jo Tucker.
However, IMRG believes there is still strong growth potential. 'While there are strong online merchants in many sectors, there are still large gaps in the supply market, such as high-end fashion and real estate - indicating that broad scope exists for further industry growth,' said IMRG chief executive officer James Roper.