Online order growth up 18.2% in August according to new data


E-retail expert, IMRG (Interactive Media in Retail Group), has announced that its data shows online retail order growth was up 18.2% year-on-year in August.

Further to this, it said that shopper confidence appears to be showing some resilience following the Brexit decision.

IMRG said that since the EU referendum on June 23, it has tracked an increase in the percentage of orders going cross-border – most likely due to a sharp fall in the valuation of sterling. This continued to be the case in August, with 27.8% of UK orders going to international destinations, it added.

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There was also a notable development in the delivery options that shoppers are selecting, according to the company’s data. For the first time in the history of the Index, the percentage of orders using ‘next day’ (36.7%) as the fulfillment option was higher than those using ‘economy’ (33.8%).

Andrew Starkey, head of e-logistics at IMRG, said: “We’ve been tracking a general increase in the percentage of ‘next day’ orders for a while now, and in August it became the most popular option domestically for the first time. There are a number of factors potentially influencing this – some retailers see delivery as a differentiator and are offering next day as standard, others offer it if the customer’s basket value is above a specific threshold and for others the charge for next day is smaller than it has been on average in previous years.

“A move toward faster delivery is not unexpected and, for carriers, it doesn’t represent a capacity issue during most of the year – but during peaks such as the Black Friday period, promotion of next day delivery should be handled more cautiously.”

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Joe Peskett

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