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Smartphone retail sales growth slows in February

UK online retail sales rose 15% year-on-year in February and the average basket value was at a seven-year high for that month of the year, new research has showed.

But the IMRG Capgemini e-Retail Sales Index found retail sales made via smartphones slowed from a 96% year-on-year growth in February 2016 to 57% this year.

This slowdown in sales growth through mobile devices (smartphones and tablets) only applied to online-only retailers.

The research showed that for multichannel retailers, which have both an online and in-store offering, growth in sales made on mobile devices was up slightly year on year, while the average basket value of online retail sales in general rose by nearly £20.

“It was positive to see a solid growth rate for online retail in February 2017, building on a strong February 2016 growth rate of 16%,” said Bhavesh Unadkat, principal consultant in retail customer engagement design at Capgemini. “The slight dip in the growth rate this month could be attributed to a knock in consumer confidence triggered by higher prices.”

Justin Opie, managing director at ecommerce organisation IMRG, said the smartphone slowdown seemed dramatic but that the growth over the past two years has been very high and could not continue indefinitely.

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