Digital business analytics firm comScore recently conducted a survey to identify the top 10 online retail markets in Europe.
The UK ranked first in 2 categories: site penetration (94.2 percent reach) and engagement (101.1 minutes per user on average).
Separate research, conducted by Forrester, reveals that UK online buyers prefer plastic cards to other payment tools. This is true for more than 90 percent of shoppers who own both a credit and a debit card. Because many UK merchants charge fees for online retail credit card use, debit cards are more popular.
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