Despite an expected seasonal month on month dip of 10% from July, the figure is ahead of expectations and shows that e-commerce is withstanding the economic downturn.
Fashion e-tailers performed ahead of other sectors with conversation rates of visitors to buyers increasing as a result of competitive pricing and improved customer experience.
Footwear sales, electricals and gifts were the only sectors to enjoy monthly gains in sales, with footwear up 3% boosted by back to school uniform sales.
Online sales of alcohol and lingerie also continued to suffer as consumers avoid spending on luxury items.
Capgemini head of consulting for retail Mike Petevinos says: “Consumers continue to see the benefits of greater choice, price competitiveness and convenience from buying online. Retailers in these sectors are making the greatest strides to improve their retail offer.”
Tim Spooner IMRG director of information adds: “Retailers that continue to expand and improve their online presence will no doubt reap the benefits during the festive season.”
High street like for like sales fell 0.1% in august, raising doubts over the revival seen in July.