While lower prices, avoiding crowds and a more comprehensive product range were among the important reasons for shopping online, one of the most significant changes seen was in the improvement of online delivery services.

“Although delivery has represented a significant barrier for the uptake of online shopping, recent improvements in local delivery service is also instilling greater confidence amongst consumers,” the report stated.

“Advancements in technology, such as high resolution imagery, video content, detailed descriptions, product recommendations and reviews are also bridging the gap between shopping online and the in-store experience.”

So what can consumers expect in the future?

According to the report, while half of online shoppers are likely to maintain their level of spending in the next 12 months, an impressive 37 per cent plan to spend even more.

And it looks as though online shopping will continue to go from strength to strength – total expenditure in Australia is expected to reach $26.9 billion by 2016, up from $16 billion in 2012.

The report suggests that “the only constant is the rate of change and the ever increasing level of change” and that consumers will be more than happy to embrace new offers and ideas from online retailers.