According to research from Dyn, more than half of UK consumers believe their overall online purchasing experience would improve if retailers delivered a consistent service across all platforms.
The internet performance firm found 56% of consumers believe e-commerce would be more accessible if a seamless experience was offered in-store and online, via mobile devices.
Purchasing through social media was encouraged by consumers globally last year, with 45% claiming they would be willing to use a "buy now" button when on another site.
Paul Heywood, European managing director at Dyn said: "If new ways to shop are hassle-free, secure and fast, then consumers will be willing to try them.
"The introduction of buy now buttons by Twitter and Facebook are good examples of brands tapping into new technologies to make shopping easier and more instantaneous."
The trend is set to develop over time, with Twitter trialling the use of a "buy now" button early last year; which enabled selected suppliers to sell products directly through the social media platform.
This builds on the concept of the multi-platform experience that has seen many retailers including John Lewis, House of Fraser and Asda offer services through a number of platforms.
Less than 40% of global respondents said they receive a good online experience when shopping, and 42% said a poor quality retail website damages their trust in the overall brand.
Those surveyed said mobile shopping was not fast enough, with half of them admitting they would turn to a competitor's website if completing a purchase proved troublesome.
Worldwide almost 30% of consumers said the main reason for abandoning a purchase was because a website was too slow. More than a third of UK consumers said they do not plan to use mobile devices to make purchases this year.
Return to internet news headlines
View Internet News Archive