A new campaign is set to encourage small companies to use parcel delivery services and other ecommerce services to increase their potential sales base and boost the British economy, with digital champion Martha Lane Fox spearheading the initiative.
It comes as part of the Go On UK partnership, which aims to encourage organisations, communities and individuals to enjoy the benefits of internet access while increasing awareness of the role it can play in improving efficiency and driving growth.
The new organisation will work with partners such as Age UK, the BBC, Talk Talk and Lloyds Banking Group to put its plan into action.
Ms Lane Fox told the Financial Times she was "surprised" to see how few websites have transaction sites that allow consumers to purchase goods and have them delivered to their homes.
"We will still be helping individuals go online, but it will be part of a broader mix including companies and charities as well," explained the digital champion.
She added the perception that internet usage and growth will occur organically is flawed and stressed the importance of encouraging organisations and businesses to see the full advantages of online sales and customer engagement.
This campaign follows the Race Online initiative, also headed up by Ms Lane Fox, which helped cut the number of people who had never been online from more than 10 million in 2009 to 8.2 million at the end of 2011.
However, the web expert and entrepreneur claimed there is still a long way to go before the UK is fully able to make use of its new digital infrastructure.
The importance of online sales for businesses was recently emphasised by the Office of National Statistics' retail sales publication, which found that internet sales values increased by 15.2 per cent on a year-on-year basis over the course of March.
Author: Paul Burn