Footwear was the only category across the entire retail sector to register a decline last month, when online non-food sales grew by 10.2% on the same month last year.
Non-food online sales grew by 9.3% from July to September, compared with the same three-month period in 2015, according to the BRC-KPMG online sales monitor.
Online penetration was 21.1% for the sector, up from 19.8% in September 2015.
“Compared to a dreary performance on the high-street, women’s fashion performed well online,” said Paul Martin, the newly-appointed head of retail at KPMG. “However, footwear didn’t stand up to the success observed in-store, notably the only category which saw a decline online this month.
“Nevertheless, all eyes will be fixed on maintaining online sales momentum between now and Black Friday - the next major etail moment in the 2016 calendar.”
Helen Dickinson, chief executive of the British Retail Consortium (BRC), added that shoppers are increasingly using a combination of the internet and high-street stores for the whole shopping journey.
“The result is that shops are increasingly becoming a destination to experience products rather than just to buy them,” she said.