By Paul Skeldon

UK online retail figures for July show that average order value on mobile devices was markedly higher in July, with the ABV on smartphones up 21% while for tablets it was up 17%.

So finds the latest figures from IMRG CapGemini, which suggest that Amazon Prime Day – and the subsequent discounting and offers from other retailers had an impact. The multi-context nature of mobile devices means they are well suited to the kind of impulse shopping that is stimulated by major discounting periods such as when retailers launch their summer sales.

The overall online retail sales figures tell a similar story, with traffic up, but revenue growing more slowly than in any July on record.

According to the figures, UK online retail sales were up +11% year-on-year (YoY) in July – the lowest July growth rate for the Index in four years (since July 2013), although it was building on a high growth rate recorded in July last year (when it was +18.6%). Growth…