Year-on-year growth in the online sales market has slowed to its lowest rate since January 2010, according to the latest IMRG Capgemini e-retail sales index.
The report showed that British shoppers spent £5.58bn online in July, five per cent more than in the previous month.
Capgemini reckons slowdown was caused by good weather which encouraged shoppers to the high street, negative growth in the travel sector, and the electricals sector which declined three per cent compared with the previous year.
High street sales grew by 2.5 per cent compared to the month of June.
Tina Spooner, chief information officer at IMRG, said: “While the Index performed ahead of expectation during the first six months of the year, a slowdown in e-retail growth during the second half was always going to be a possibility. Between July and December last year the Index recorded strong growth, with sales up 21 per cent year-on-year, and therefore over the coming months sales may well be slower, having come from a stronger base last year.”