Online clothing sales increased by 14% in July compared with the previous year, marking the second consecutive month of double-digit growth and outperforming the ecommerce sector as a whole.
Accessories and footwear sales were the best performing categories, according to the latest figures from the IMRG Capgemini Index, which tracks online sales from more than 100 retailers including Topshop, Dorothy Perkins, Asos.com, Ben Sherman, Boden, New Look, Next, Very and JD Sports.
Total online sales grew by 12% during the month, while sales made using a mobile device increased by 42%.
The conversion rate of 5.1% was the highest recorded this year and the average basket value reached £78. July was the only month since January not to record a decrease in basket value on the same period in 2014.
“During the early part of the year we saw fairly unpredictable growth rates in etail, but higher conversion rates and lower average basket values have been consistent trends,” said Tina Spooner, chief information officer for IMRG.
“However, while the percentage of online browsers converting to shoppers hit a high for the year in July, the average basket value remained unchanged from July 2014 – this follows five consecutive months of annual decline in average basket values.
“With the slow start to the year, it may be that retailers felt pressured into longer and deeper Sales campaigns to stimulate activity, and that we are now in a summer season where shopping has ‘normalised’ to an extent before we enter the festive trading period.”