Etail giant eBay has reported a strong fourth quarter in the UK. Sales rose 170%, led by fashion as sales of clothes, shoes and accessories outperformed.

Across the entire UK site, eBay sold 25% more items and the value sales rose 19%.

Last year eBay launched its Fashion Outlet in the UK. It has since grown to include 30 retailers and more than 180 brands including Superdry and Firetrap.

Although historically an auction site, 60% of all items sold on eBay are now via the ‘buy it now’ option.

Clare Gilmartin, vice-president of eBay Europe said of the UK performance:  “While other retailers have suffered from the tough trading conditions and arctic weather, eBay UK has outperformed both the online and offline markets. 

“These results are the clearest indication to date that we have become a serious fashion player in the UK. In the run up to Christmas, up to 5 million people a day logged onto the site with shoppers snapping up nearly 1.4 million gifts in a single day. 

“Our strong performance has been driven by eBay business sellers who have seen a year-on-year fourth quarter growth of more than 20 percent.”

EBay’s fourth quarter sales rose 170% on the previous quarter. During the period, the company for the first time ran a seven-week programme of daily and weekly price comparison offers in categories including toys and fashion.