As demand for eCommerce remains buoyed and online remains the channel of choice for shoppers, website visits rose +2.9 per cent month-on-month in July, the latest data from Wunderkind, formerly BounceX’s Marketing Pulse revealed.
However, while website sales fell slightly, down 5 per cent, on the previous month, and average order value (AOV) dipped marginally by -1.33 per cent, according to Wunderkind’s data, eCommerce revenues in July remained up +34 per cent since the start of the year.
This, Wunderkind suggests, shows that post-lockdown eCommerce performance is starting to plateau at its new normal – with online revenues since the end of March up on average 39 per cent each month, compared to pre-lockdown levels.
Rob Delijani, senior director of growth strategy at Wunderkind EMEA, commented: “There’s no doubt online continues to boom and remains the channel of choice for shoppers, but we are now seeing some stabilisation, albeit at a heightened level, since the beginning of the year. The slight dip in online revenues in July maybe due to this normalisation, with shoppers continuing to buy predominantly online but also becoming more comfortable with heading back into store, meaning we’re beginning to see more channel mix when it comes to spend.”
While High Street footfall remained down -39 per cent year-on-year, shopper traffic in July rose +20 per cent on June’s figures according to Springboard, with the reopening of hospitality and increasing consumer confidence around safety measures in-store attributed to the month-on-month improvement in bricks-and-mortar performance. Meanwhile, 17.2million UK consumers say they will now switch permanently to online shopping, which is forecast to generate an additional £4.5bn of UK online sales in 2020, according to Retail Economics latest predictions.
However, the further easing of UK lockdown restrictions combined with heatwaves in August saw online traffic and revenues dip. Web traffic in the first two weeks of August fell by 5 per cent on the last week in July, and web revenues dropped by 9 per cent on the same period, as Brits spent an estimated £31bn on staycations and alfresco dining as temperatures soared.
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