Value-for-money is the biggest priority for most online shoppers, says BT Tradespace.
Research by the social networking site for businesses also revealed that next on list of priorities for those buying online was having nice or unusual products, while only seven percent rated fast delivery times as the prime concern when shopping on the web.
More worryingly, only 10 percent of online consumers consider secure payment facilities an important priority. The survey also identified that brand loyalty or supporting a local business was the least important concern when buying online, with only 5 percent rating this as important.
"This Christmas, consumers are after a bargain. The web enables them to find attractive deals and unusual gifts they wouldn't find on the high street or from larger sellers" said Ivan Croxford, head of BT Tradespace.
See also: Mega Monday will see £320m in online purchases