Ecommerce shops 'allow consumers to shop guilt-free'

Bronagh Meere, style writer for Heat magazine, said that many consider online stores to be a good way to kill boredom and to pass the time.

She said that people often hate shopping on the high street because there can be large queues.

Shopping in bricks and mortar stores is usually a more stressful activity than sitting at the computer and purchasing goods, the expert explained.

"The best bit is that it feels like it's not real because no physical money is exchanging hands giving you a sense of guilt-free shopping," Ms Meere commented.

Online fashion retailer ASOS's recent success demonstrates the popularity of ecommerce among UK consumers.

The firm recently revealed that it has experienced a 93 per cent rise in annual profits and a 63 per cent increase in the number of active customers it has.

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