Online sales increased to a record £10.1bn in November as shoppers are increasingly shunning the high street in favour of shopping online.
Shoppers spent 20% more than a year ago while sales grew 30% compared to the previous month, according to the latest IMRG Capgemini e-Retail Sales Index.
Mobile sales jumped 81%.
IMRG said multichannel retailers reported annual growth of 23%, while pureplay online retailers saw sales rise 16%.
It comes as the British Retail Consortium revealed this week that footfall dropped 2.9% in November.
Capgemini vice president and head of retail consulting and technology Chris Webster said the figures gave “a clear indication of what we can expect to see during the peak shopping weeks in December”.
IMRG chief information officer Tina Spooner said: “While the overall Index performance was ahead of our expectations during November, it seems the strong online growth recorded by the high street retailers is being driven by the prominent promotion of their multichannel offering. We often see ‘online, mobile, in-store’ as the potential channels for engagement in retailer adverts.”