Shoppers continued to flock online in July as clothing, home and garden purchases combined with heavy discounting drove up sales.
Online sales soared 19% in July, recording the highest year-on-year growth since November 2014 according to the IMRG Capgemini eRetail Sales Index.
Discounted products contributed to last month’s rising sales, as the average basket order value fell £2.13 month-on-month to £78.39.
“Online Multichannel retailers drove the rise in online purchases, recording a 19% increase in sales and the greatest year-on-year growth since June last year”
Online clothing sales continued its upward trajectory, rising 22% year-on-year, whilst warm weather boosted garden purchases 39%.
However, home sales recorded the biggest sector growth overall, up 50%, whilst the only sector to report a fall was beer, wines and spirits, which dipped 1%.
Online multichannel retailers drove the rise in online purchases, recording a 19% increase in sales and the greatest year-on-year growth since June last year.
Capgemini’s management consultant in retail customer engagement design Bhavesh Unadkat said: “Impressive sales from the multichannel retailers saw them drive growth and undoubtedly helped the month’s figures.
Indeed, many of these retailers had reactive plans in place to match the discounts offered by Amazon Prime Day, which goes some way to explaining the drop in basket value.
IMRG chief information officer Tina Spooner added: “While we typically see average transaction values fall during the summer sale period, the latest Index results suggest multichannel retailers were discounting more heavily last month, with this group recording a -6% fall in average basket values from June, while the online-only merchants saw no change in average customer spend.”