Online sales of non-food products in the UK grew 17.6% in June versus a year earlier, with almost one fifth of all non-food purchases being made online.
Growth in June follows a 10.6% increase in online performance in the same month from 2013 to 2014, and the best online performance since August 2014, according to the BRC-KPMG Online Retail Sales Monitor.
June 2015 also outperformed the three month and 12 month averages of 14.6% and 12.6% respectively.
Additionally, in June 2015 online sales represented 18.4% of total non-food sales, against 16.9% in June 2014, the highest penetration rate since January.
Compared to stores, online now consistently contributes more to the three-month average non-food sales growth, and over the three months to June 2015 made its greatest percentage contribution since December 2013.
Helen Dickinson, Director General, British Retail Consortium, said: “Online retail sales have experienced the best growth since August 2014, largely driven by fashion promotions. As ever, websites are popular during the sales, providing greater clarity of stock availability for consumers.
For retailers, online is an increasingly useful tool to reach customers selectively and showcase their offer. Online sales strength is also shown in the fact its contribution to three month non-food sales growth has reached its highest proportion since December 2013. This highlights the variety of digitally focused roles in the retail industry. It also shows the increasing demand for skilled people to develop sophisticated online operations and a seamless connection between physical and digital space.”
David McCorquodale, Head of Retail, KPMG, said: “Non-food online sales soared to record levels in June, up 17.6% – the highest level of growth this year – as the real benefits of the virtual aisle shone through. With temperatures soaring, consumers chose to click for summer fashion and festival chic rather than swelter on the high street.”