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Online sales continue to grow as a result of increasing mobile retail spend

Tyrone Stewart

Higher average basket values through mobile devices for both multichannel and online-only retailers are driving positive growth for online retail sales.

UK online retail sales were up 13 per cent year-on-year (YoY) in March, according to IMRG Capgemini’s e-Retail Sales Index. This growth was helped greatly by the 18 per cent increase in average basket values on mobile versus March 2016 – the seventh straight month where this value has increased.

“Over the past few years we have recorded very strong online retail sales growth through smartphone devices and it seems shoppers are getting more confident about checking out with higher baskets through these devices,” said Justin Opie, managing director at IMRG. “The reasons for this are most likely related to better-performing mobile sites, with many retailers focusing on making the experience as convenient and straightforward as possible on these devices, but it will also no doubt be being influenced by next-day delivery – it has become fairly common for online retailers to offer next-day for free if the total spend is above a set threshold.”

The home and garden sector, which is usually strong during the Easter period, was up 10 per cent YoY – though March 2016 saw growth of 26 per cent, as Easter fell in March last year. In particular, the garden sector was up 14 per cent YoY in March 2017.