The online sites of High Street retailers have, for the first time, seen more visitors than their online cousins, according to traffic monitors Hitwise.
It monitored the Top 50 High Street and non-High Street retailers during October and found that 51.1 per cent of all visits were to the online counterpart of a bricks and mortar establishment such as Argos, Marks & Spencer and Next.
The other 48.9 per cent of all web traffic monitors went to the online only retailers such as Amazon, Dell and ASOS.
Speaking about the findings, Hitwise's research director, Robin Goad said: "Traditionally high street retailers receive less online traffic than their pure play online competitors, except during the Christmas and January sales period.
"In 2006 High Street retailers only overtook their online rivals during the peak month of December, but this year they overtook in September and have been widening the gap ever since. It looks like this year will be a bumper Christmas online for traditional bricks and mortar brands."