Shoppers are increasingly turning to smart devices to shop, rather than stores
Shoppers are increasingly turning to smart devices to shop, rather than stores

Despite it reportedly being another difficult month for sales and footfall on the high street, UK online retail sales went from strength to strength in April, with use of smartphones, wearables and in-home smart assistants becoming part of everyday life, according to the latest figures from the IMRG Capgemini e-Retail Sales Index.

While online sales were up +18.8% year-on-year (YoY), there was a fall in the overall market conversion rate (down 4.15% from 4.3% YoY) marking the fifth consecutive decline this year. This is likely to be due to the increasing penetration of sales made through smartphones, which have lower conversion rates generally.

Meanwhile average basket values (ABV) increased – jumping £14 (month on month) to £117.12 for Multichannel retailers, and by £3.5 to £87.16 for online-only.

April featured the first really warm weather of the year, which may have had an impact on almost all sectors seeing growth in April. In Clothing sales increased +15.6% YoY,…