The latest findings from an Evening Standard-commissioned survey show that, although 81 per cent of Londoners said the capital offers the best in shopping selection, the web will lead the way in future.
When asked, more than half said that there will be a time when they will conduct most of their shopping online.
Evening Standard research manager Louise Horner said: 'These findings prove that London is still perceived as the best place to shop - the breadth of choice on offer is second to none.' However, she added: 'Consumers are using the internet to shop more smartly - convenience and speed play major factors in shopping motivations of London's time-starved population.'
About 40 per cent of Londoners described themselves as 'spontaneous shoppers' when out shopping. Nearly three quarters of the 3,000 respondents said they would not be prepared to pay for better service.
Some 14 per cent of the respondents said their latest big-ticket purchases had been impulse-driven - citing price, geographical convenience and best delivery service for choosing a particular store from which to buy.