Online retailer Amazon experienced a 2.1 per cent increase in UK visitor numbers between last year's peak in web traffic and this year's equivalent week, according to online competitive intelligence service Experian Hitwise.
The busiest day for online retailers this year was December 7th, compared to November 30th last year - and Amazon appeared to benefit more than its rivals.
Between the two annual peaks, it grew its UK online shopping market share from 6.1 to 8.2 per cent.
Aside from Amazon, Experian Hitwise suggests that it is department stores and supermarkets which "have been the biggest beneficiaries of the shift towards later online shopping this Christmas".
"Most of the top ten websites that experienced the largest increases in visits when comparing this year's peak in traffic to last year's were either department stores or supermarkets," a company blog states.
The websites of Marks and Spencer, Play.com, Littlewoods and John Lewis were all in the top four chart in terms of growing their market share.
Earlier this week, Jonathan De Mello, director of retail consultancy at Experian, said "Retailers have been determined to learn from mistakes made last year by investing in a more focused multi-channel strategy this year - offering both online and off-line order fulfilment."
