Knowledge Centre
5th November 2008
A new indicator is set to measure the growth in online sales for the first time, according to the British Retail Consortium.
The group launches the measure next week, in conjunction with professional services provider KPMG. It is due to track online, telephone and mail order sales of goods on a monthly basis.
It will be produced alongside the BRC/KPMG Retail Sales Monitor, which has previously included these non-store sales, and is being released in response to BRC members' call for an accurate guide to non-store, non-food 'distance' retail spending.
These sales are part of a small but rapidly growing area of the market, according to director general Stephen Robertson, accounting for between 2 and 4% of total UK non-food spending.
Dr Jonathan Reynolds of the University of Oxford's Institute of Retail Management welcomed the development and said it is important to put the non-store sales in context, as many of the biggest online retailers are also store-based.
"There's a lot of hype about the growth in online sales," he added.
"They are growing quickly, but it's important to recognise that over nine pounds in every 10 is still spent in traditional shops."
New measure for non-store sales
The group launches the measure next week, in conjunction with professional services provider KPMG. It is due to track online, telephone and mail order sales of goods on a monthly basis.
It will be produced alongside the BRC/KPMG Retail Sales Monitor, which has previously included these non-store sales, and is being released in response to BRC members' call for an accurate guide to non-store, non-food 'distance' retail spending.
These sales are part of a small but rapidly growing area of the market, according to director general Stephen Robertson, accounting for between 2 and 4% of total UK non-food spending.
Dr Jonathan Reynolds of the University of Oxford's Institute of Retail Management welcomed the development and said it is important to put the non-store sales in context, as many of the biggest online retailers are also store-based.
"There's a lot of hype about the growth in online sales," he added.
"They are growing quickly, but it's important to recognise that over nine pounds in every 10 is still spent in traditional shops."
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