More Brits shopped online in July header image

The number of people using their broadband connection to shop online increased in July.

New figures from the British Retail Consortium and KPMG show sales of non-food products over the web increased by 14.9 per cent during the month compared to a year earlier.

This means online sales accounted for 16.7 per cent of total web-based trade, which is up from 15.3 per cent in July 2013.

Helen Dickinson, British Retail Consortium director general, stated: "July has seen good online growth and, for non-food products, one in every six pounds is now spent online."

David McCorquodale, KPMG head of retail, said retailers managed to capture shoppers' attention, despite the warm weather, through the use targeted and innovative digital marketing campaigns.

Overall, online sales contributed 1.6 percentage points to the rise in non-food sales in July. Over the last three months the web has accounted for nearly as much growth as high-street stores.