The Government is to fast-track visa applications for foreign e-commerce specialists in an effort to help firms beat a chronic skills shortage in the sector.
New proposals on work permits, due in the spring, are seen as crucial to maintain the UK's e-commerce boom.
Firms are struggling to recruit e-commerce skills in the UK jobs market, but face delays bringing in staff from abroad because of complicated visa rules.
"There is an absolute free-for-all for resources because everyone is going on-line in every conceivable way," said Clive Jefferys, e-commerce strategist at recruitment agency e3span.
Under the new plans, which are part of a government consultation paper, companies will not have to prove they have advertised for staff in the UK first.
Employers in health, construction, electronic engineering and other sectors suffering skill shortages are also likely to benefit from the move.
Michaela Burr, head of recruitment at Cap Gemini, called for cooperation across Europe to ensure staff could work on international projects. "Although we can get a permit to work in the UK, that person cannot then work on an project in the rest of Europe," she explained.
The consultation period on the changes to work permit regulations ends at the end of January.