Sales made via a mobile device increased by 33% in August, but the balance of sales from a tablet or mobile phone has shifted dramatically in smartphones’ favour, according to the IMRG Capgemini e-Retail Sales Index.

In 2014, smartphones accounted for 20% of m-retail sales, compared to 80% made via a tablet device. In 2015, the balance has shifted, with 28% of sales made via a smartphone, compared to 72% made on a tablet.

This suggests that a mobile phone-friendly website and simple transactions via mobile phones are essential for UK brands and retailers to capitalise on sales.


The latest figures from the IMRG Capgemini e-Retail Sales Index have revealed that UK online retail sales were up just 5% year-on-year (YoY) last month and down 6% on July. Whilst it follows a particularly strong August 2014 (18%), it does mark the weakest performing August since the launch of the Index in 2000; potentially the result of a later Bank Holiday (which will be included in the September Index results this year) and a delay in back-to-school shopping. Despite this dip however, the Index has seen a solid year-to-date increase of 10%.