BRC-KPMG Online Retail Sales Monitor June 2015

BRC-KPMG Online Retail Sales Monitor June 2015

The online retail sales are the best since August 2014 and outperformed the 3-month and 12-month averages.

Also on

  • Online sales of Non-Food products in the UK grew 17.6% in June versus a year earlier, when it had risen by 10.6% over the previous year. This is the best online performance since August 2014 and outperformed the 3-month and 12-month averages of 14.6% and 12.6%, respectively.
  • In June 2015, online sales represented 18.4% of total Non-Food sales, against 16.9% in June 2014, the highest penetration rate since January.
  • Online growth in the Clothing and Footwear categories ranked among the top three in June, while Toys & Baby Equipment also had a successful month, reporting their fastest online growth since January.
  • Online sales contributed 2.1 percentage points to the growth of Non-Food total sales in June. Compared to Stores, Online now consistently contributes more to 3-month average Non-Food sales growth, and over the three months to June 2015, made its greatest percentage contribution since December 2013.

Helen Dickinson, Director General, British Retail Consortium, said: “Online retail sales have experienced the best growth since August 2014, largely driven by fashion promotions. As ever, websites are popular during the sales, providing greater clarity of stock availability for consumers. For retailers, online is an increasingly useful tool to reach customers selectively and showcase their offer. Online sales strength is also shown in the fact its contribution to three month non-food sales growth has reached its highest proportion since December 2013. This highlights the variety of digitally focused roles in the retail industry. It also shows the increasing demand for skilled people to develop sophisticated online operations and a seamless connection between physical and digital space.”

David McCorquodale, Head of Retail, KPMG, said: “Non-food online sales soared to record levels in June, up 17.6% - the highest level of growth this year - as the real benefits of the virtual aisle shone through. With temperatures soaring, consumers chose to click for summer fashion and festival chic rather than swelter on the high street.

“Unsurprisingly online sales in the Health & Beauty sector saw a particular boost as shoppers topped up on sun cream and beauty essentials to stay safe from the sun's rays.”


- ENDS -


Notes to Editors:

The Online BRC-KPMG Retail Sales Monitor measures changes in the actual value (including VAT) of online retail sales, excluding automotive fuel. The Monitor measures the value of spending and hence does not adjust for price or VAT changes. If prices are rising, sales volumes will increase by less than sales values. In times of price deflation, sales volumes will increase by more than sales values.

Retailers report the value of their online sales for the current period and the equivalent period a year ago.

Total Non-Food sales growth is the percentage change in the value of all retail sales with the exception of food sales compared to the same period a year earlier. The total Non-Food sales measure is used to assess market level trends in Non-Food retail sales. Non-Food retail spending represents approximately 55% of total retail sales.

Online (including mail order and phone) sales of Non-Food are transactions which take place over the internet, or via mail order or phone. Online sales growth is the percentage change in the value of online sales compared to those in the same period a year earlier. It is a guide to the growth of sales made by all non-store channels.

Penetration is the proportion of sales attributed to the online channel (including mail order and phone). Penetrations are calculated category by category as online sales submitted by participating retailers relative to total sales those retailers submit to the BRC-KPMG Retail Sales Monitor. Participants who do not sell online (or through non-store channels) are included but participants who do sell online but do not submit their online sales are excluded.

The responses provided by retailers within each sales category are weighted* to reflect the contribution of each category to total retail sales, thus making it representative of UK retail sales as a whole. The rates used are derived from the Office of National Statistics Family Spending Survey and revised every year. Because the figures compare sales this month with the comparable period last year, a seasonal adjustment is not made. However, changes in the timing of Bank Holidays and Easter can create distortions, which should be considered in the interpretation of the data.

In its role as sponsor of the BRC-KPMG Retail Sales Monitor, KPMG is responsible for the aggregation of the retail sales data provided by the retailers on a weekly basis. This data consists of the relevant current week’s sales data and comparative sales figures for the same period in the prior year. The aggregation has been performed by KPMG on data for periods following 2 April 2000 and equivalent prior periods. The accuracy of the data is entirely the responsibility of the retailers providing it. The sponsorship role has been performed by KPMG since 10 April 2000 and the same for the aggregation of comparative sales figures for the period from 2 April 2000 it is not responsible for the aggregation of any data included in this Monitor relating to any period prior to 2 April 2000.

* The aggregation and weighting of data for the ‘online’ monitor has been performed by the BRC and KPMG for periods starting 25 November 2012 and equivalent prior year periods. Prior to that date, the online figures in this monitor refer to the unweighted Non-Food non store indicator, as published in the BRC-KPMG Retail Sales Monitor until July 2013.

The commentary from the BRC is intended to be of general interest to readers but is not advice or a recommendation and should not be relied upon without first taking professional advice. Anyone choosing to rely on it does so at his or her own risk. To the fullest extent permitted by law, KPMG will accept no responsibility or liability in connection with its sponsorship of the Monitor and its aggregation work to any party other than the BRC.


For media enquiries, please contact:

British Retail Consortium

21 Dartmouth Street

London SW1H 9BP

T: +44 (0)207 854 8900

Media: +44 (0)207 854 8924




15 Canada Square

London E14 5GL

T: +44 (0)207 311 1000

Jessica Liebmann

T: +44 (0)207 311 3245

M: +44 (0)7551 135 778


KPMG Press office: +44 (0)207 694 8773

Follow us on twitter: @kpmguk


The July 2015 Monitor, covering the four weeks 5 July – 1 August, will be released at 00.01am Tuesday 11 August 2015.

The British Retail Consortium (BRC) is the UK's leading retail trade association. It represents the full range of retailers, large and small, multiples and independents, food and non-food, online and store based.

Sponsored and Administered by

KPMG LLP, a UK limited liability partnership, operates from 22 offices across the UK with approximately 12,000 partners and staff. The UK firm recorded a turnover of £1.9 billion in the year ended September 2014. KPMG is a global network of professional firms providing Audit, Tax, and Advisory services. It operates in 155 countries and has 162,000 professionals working in member firms around the world. The independent member firms of the KPMG network are affiliated with KPMG International Cooperative ("KPMG International"), a Swiss entity. Each KPMG firm is a legally distinct and separate entity and describes itself as such.

Detailed weekly data by category is available to retailers who contribute to the monitor. If you would like to participate in the Retail Sales Monitor, please contact:

Anne Alexandre

T: 0207 854 8960


This article represents the views of the author only, and does not necessarily represent the views or professional advice of KPMG in the UK.

Connect with us


Request for proposal



KPMG’s new-look website

KPMG’s new-look website