New research shows that consumers are using a variety of shopping techniques, rather than sticking to either traditional shopping on online sales.
The study, carried out by Deloitte for eBay, finds that online shopping complements High Street fashion stores.
The research analysed sales data from 21 European retailers.
"People aren't just shopping online or just shopping offline," said Steve Hayward of eBay.ie.
"They're checking a price on their mobile and then going into a store, or they're in a store and then doing their research later.
"People are shopping in many different ways, and it's a little more complicated than one versus the other."
"What we found, actually, [was that] if retailers are offering a great shopping experience online and offline, then they capture more saes than they would do if they were not offering all of those services."