According to the IMRG Capgemini E-retail Sales Index, online retail sales increased by 14% over the last year, showing that online retailing really is bucking the downward trend that the high street has been witness to.
The report states that UK online shoppers spent an average of £10 more per visit in April 2009 compared to the same time a year ago. In fact, the average online shopping basket value increased from £121.69 in April 08 to £131.76 in April 09. So, does this mean people are spending more? It indicates that consumers are rejecting the high street in favour of the convenience of shopping online. With fuel prices still high and car costs mounting, it is understandable why many people are turning to the Internet to spend their hard earned cash, as opposed to trailing round the high street.
Indeed, spending online means that you are more likely to find things to complement your initial purchase. For example, in the world of clothing and accessories, many online shops now make sure they feature a garment with a “complete the look” style guide next to it so you can find matching items at your fingertips, or links through to similar items. This add-on sale might occur at the checkout of the high street store, but online it is so much easier to sway your consumers into believing they need a certain item to match another item. An online retailer can manage to increase their profits this way.
The director of information at IMRG, Tina Spooner, has reportedly claimed that Internet shopping is the “bright spot” in the UK retail sector and yet this industry is still young and has significant potential for further growth.
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