<img height="1" width="1" src="https://www.facebook.com/tr?id=1269148126497016&amp;ev=PageView &amp;noscript=1">

The Biggest Trends for Online Retail in 2016

According to the latest report released by IMRG, online retailers saw sales grow by 11.3% in December 2016 compared with the same period of the previous year.

For the third consecutive month, multichannel retailers have outperformed online only merchants with reported growth of 13.3%. Online only retailers recorded only a 3.8% increase in sales. Interestingly, December 2015 was significantly different - multichannel retailers reported 11.1% growth while online only merchants saw a whopping 19.3% increase in sales.

Sector Performance

The report also revealed that in December 2016 the clothing sector had year on year growth (YoY) of 12.8%.

IMRG report graphic The Electrical sector didn’t fare so well in December 2016 and reported a large decrease in sales compared with the same period of 2015 – down 19.3%. This was due to the fact that most shoppers purchased the electrical items they desired during Black Friday in November.

The best performing sector was Lingerie, reporting a 37.5% YoY growth. Gifts also reported a large uplift - 32.7%.

Over the whole month of December, Britons spent an estimated £11.71bn shopping online.

General December Trends

The average December 2016 basket value was £76, the lowest value of the year but in line with market trends for the month.

Smartphone mobile retail sales broke a new record in December and reported a 54% share of the total online sales. The average basket value for mobile transactions was £77. During the same period in 2015, it was £65.

2016 Overview

Across the whole of 2016, total online sales grew 15.9%, almost exactly matching the IMRG estimate of 16% growth for online retail. By comparison, in 2015, the sector reported a growth rate of 10.9% while in 2014 the industry grew by 14%.

The most successful product category in 2016 was Apparel with a total growth of 18%.

Mobile sales via smartphones reported an overall growth of 79.1% in 2016. In the previous year, the sector had a 92.7% growth rate.

Multichannel retailers fared better when it comes to m-commerce as well, outperforming online only retailers by 55.7%.

Finally, the clothing sector ended 2016 with a total YoY growth of 28.6% for sales made via a mobile device.

The estimated total spend of online shopping in 2016 was £133 bn, up from £114 bn in 2015.

IMRG report graphic 2

Feel as though you should’ve had a better 2016? Prepare for the year ahead with our Peak Periods Countdown Guide.

Want to learn more about growing your B2C sales?

Get in touch with one of our expert consultants today.

TALK TO AN EXPERT
COMMENTS