More than 100 million people have visited the official online footwear marketplace and more than 3 million people buy their own shoes online, according to figures from research firm Brandmetrix.
Footwear sales, which account for about a third of the market, are set to grow by more than 8 per cent this year, according the figures.
Brandmetrix, which is tracking footwear trends, said online shopping accounted for around 4 per cent of total retail sales in the UK.
The online shoe market is growing at a healthy rate and the growth in demand from men, with an average of 2.6 per cent a year, is a key factor driving the growth, said Brandmetrics chief economist Matthew Hirsch.
“It’s a market that we’re seeing as a new normal,” he said.
Brand Metrix research shows online shoe sales have more than tripled since 2009, and in 2015, online shoe purchases topped £1bn.
It said the growing interest in footwear was driven by a wide range of consumer behaviours, from people wanting a new pair of shoes and wanting to try new styles.
“People are really looking for quality,” Brandmetric chief economist Luke Wylie said.
“They’re looking for a quality pair of footwear and they’re finding them online.”
Footwear online has become so popular that brands have become more than just a retailer.
Some online retailers such as Foot Locker and Zappos have partnered with brands to sell shoes online.
Footwares are sold through websites such as Boots and Foot Locks, but most retail sites sell them direct from brands.
The majority of the retail industry, including online retailers, rely on online retailers to drive sales.
But it is becoming increasingly difficult for online retailers like Foot Lock and Boots to sell their shoes online and there is concern about the impact online retailers are having on the economy.
BrandMetrix’s figures show online sales accounted for nearly £11bn of retail sales worldwide in 2016.