The profile of IT within businesses is rising with growth in online trading, according to six skills councils, including technology's own e-Skills UK.

The e-commerce boom is prompting non-IT sectors to create new technology-related jobs throughout their organisations, which are collaborating more closely with IT staff to boost success.

IT has a new role in aligning itself with the culture and operation of the company, said Ian Wheeler, research manager at retail skills council Skillsmart Retail, which led the research.

"Online trading is in fact now an integral part of many businesses' work, and IT must be woven throughout the business to make sure that it can provide an online presence that fits in with the company’s culture, aims and strategies," he said.

Online trading is creating new job titles, ranging from e-commerce directors and online marketing specialists, to pickers - who hand pick orders made online - and business analysts.

And the trend for interactive Web 2.0 and social networking sites is replacing "brochure web sites", allowing traditional IT specialists to working more closely with interactive media specialists.