The proportion of households in the UK shopping online has been flat, according to the latest Point Topic survey.   Even though the percentage of UK households who reported shopping online is relatively high—69% in January 2008—this figure has remained largely unchanged over the past 18 months.   Furthermore, in the past six months the number of households in the UK reporting using auction sites actually declined by 4%.   “It is easy to get carried along by the enthusiasm for a dynamic sales channel like the Internet but it’s important to take note of the limits of what is achievable,” said Pamela Varley, research analyst at Point Topic, in a statement released with the survey. “It appears that a ceiling has been reached under the current conditions and retailers will need to ensure their business models reflect this reality. Historically this hasn’t always been the case.”