The rise in popularity of social media websites is having a significant effect on the e-commerce world, one expert has claimed.

Alex Pratt, author and entrepreneur, believes that online social interaction is changing how people buy things. Rather than simply visiting bricks-and-mortar stores, shoppers are researching products online and listening to the opinions of web users.

"The old days of going to a store, having a look and buying a product there are long gone now. "What people do now is go and find out what other people think on the internet and they'll search online," he said. Mr Pratt believes that online retailers should adjust their marketing strategy accordingly.