Businesses that sell products on their websites have been told of the growing popularity of mashop retail experiences among buyers.
Communications executive at the Interactive Media in Retail Group Andy Mulcahy said retailers are beginning to combine their services in order to keep up with the technology-savvy customer.
Mashops enable consumers to access information about the products online using interactive digital displays, video assistants and social networking sites, while still having a physical shopping experience.
Mr Mulcahy stated that companies are going to have to adapt to the new software if they are to stay ahead, saying: "Consumer behaviour has got like that already, retail is just going to have to adapt to it."
He added that technology is becoming an increasingly part of shopping, noting that "people love gadgets".
The retail expert went on to say there is a "real revolution" going on in terms of communication and social commerce, encouraging businesses to develop their online buying facilities in order to keep up with the market.