Britain sees major surge in online sales

LONDON, Dec. 31 (UPI) -- This holiday season, Britain saw a major increase in goods being bought online as shoppers turned away from crowded retail stores.

The Independent reported on the surge in online business, which jumped by 50 percent to more 7 billion pounds ($13.7 billion dollars).

According to retail experts, customers in Britain are becoming increasingly comfortable with online shopping. Analysts reportedly believe lower prices to be a main factor in the surge in online shopping.

The Independent reported an estimated 180 million parcels were delivered to homes in Britain in the weeks leading up to Christmas.

James Roper, the chief executive of IMRG, the online retailing trade body, said the next step is to up the ante on the physical delivery of parcels.

"Physical delivery is now the serious weak link of online shopping," he said. "That is our priority for the next year. We've got to get the delivery industry to raise its game."