However there may be light at the end of the tunnel as online sales continue to defy the general trend, according to ecommerce company Actinic, who provide the sales technology for more than 10% of online stores in the UK. In its third end of year survey among a sample of its users, the company found that most web stores who responded saw rises of 10-30% in online sales compared with the same period last year. The highest increase in the sample, recorded by arts and crafts specialist, e-Pastimes (www.e-pastimes.co.uk) was 400%. The growing confidence of shoppers in the internet as a medium for purchasing is increasingly matched by retailers benefiting from the convenience and reliability of todays ecommerce technology.
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