Online sales of non-food products in the UK grew 10.6% in June versus a year earlier, according to the latest BRC-KPMG UK Online Retail Sales Monitor.
Although this is the lowest online growth recorded since July 2013, online sales in June represented 17.2% of total non-food sales, against 15.9% in June 2013.
“Despite online growth of non-food items having increased at its lowest rate since July 2013, the proportion of online sales keeps increasing," says Helen Dickinson, director general of the British Retail Consortium (BRC).
"This is due to the enhanced online shopping experience which retailers have worked hard to provide for their customers. Retailers' sophisticated multichannel propositions are especially convenient for shoppers who do not want to brave busy stores during the summer sale season. This means that people can browse leisurely for goods online, through their mobiles, desktops or tablets, in the comfort of their own home or on the move.
"Online sales also include shoppers buying online and collecting in-store, which often incorporates the best of both worlds as customers can collect at their convenience instead of waiting at home for the delivery and will often take the opportunity of a top-up purchase.
“Scale is becoming a key differentiating factor for the online market. Large retailers with a more advanced online services proposition and able to utilise efficient distribution and logistics can now offer on their website brands from other retailers who don’t have sufficient scale online.”
"Large retailers with a more advanced online services proposition and able to utilise efficient distribution and logistics can now offer on their website brands from other retailers who don’t have sufficient scale online"
David McCorquodale, head of retail, KPMG, adds: “The blazing summer sun proved too much of a distraction for shoppers in June and online sales growth slowed to the lowest level seen in a year. However, the summer months are traditionally a weaker time for online sales and this slowdown will not give retailers too much cause for concern.
"The onus is on retailers to better connect with consumers online and deliver innovative, personalised campaigns which will capture the average shopper’s imagination and encourage them to spend online and in store. With a summer of sport, festivals and local events taking place across the country, there are numerous opportunities for retailers to link online campaigns with the great outdoors and regain the attention of shoppers.”
During May, furniture was the worst performing category, reporting its lowest growth in 2014 so far – excluding the negative Easter distortion. The proportion of furniture sales online was 31.5% in June, just 1% point greater than last year. Nevertheless, this category avoided a return to the flat contribution to online growth reported in June 2013. The warmer weather at the beginning of June favoured outdoor furniture sales, which slowed when the cooler weather took hold.
