One in four people will regularly use interactive TV to shop by the end of 2014, generating direct sales worth an estimated £750 million, according to an eBay-commissioned study carried out by Conlumino. Smart devices was also ranked as one of the top five predicted influential technologies for retail.

WorldPay's recently launched Global Online Shopper Report, a study of 19,000 e-shoppers globally, found that already five per cent of global shoppers have purchased online using a next generation interactive TV.

Twenty-one per cent of respondents own an internet-ready TV and of those who do own one, 24 per cent have used it to purchase goods and services. The highest users were e-shoppers in India (63 per cent), Brazil (39 per cent) and China (33 per cent).

Smart device usage is also high particularly among ‘heavy spenders’ – those who have spent 30 per cent of their disposable income online in the past year. Globally, 55 per cent of heavy spenders have used a smartphone and 67 per cent a tablet in the last three months to buy online.

Phil McGriskin, chief product officer, WorldPay comments: "The way consumers shop is evolving in line with technological developments and the Global Online Shopper Report shows many consumers are already using some of these technologies that are expected to be influential in the next three years.

"Retailers need to understand which channels are being used by their customers and what services they need to offer to effectively maximise the revenue opportunities now and in the future so they can stay ahead of their competitors."

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