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By Karen Moss

The UK's online retail market will be worth £28.6bn in 2011, nine per cent of the overall retail market, according to Forrester. The figures are almost double the online penetration of any other European country.

Groceries represent 20 per cent, consumer electronics 19 per cent, and clothing 19 per cent, by far the largest categories online. Forrester research found that almost all major supermarkets and High Street brands are now maintaining a strong Internet presence.

Pureplayers such as Amazon, ASOS, and Play.com, helped build initial consumer confidence in e-commerce, but the most frequently visited UK websites are now part of broader multi-channel brands such as Tesco, Argos, and Marks & Spencer.



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