Online retailing fluctuates

Online shopping is fluctuating this year, which a growth of 15.7% in July compared to June, but a 10% fall in August to a value of £3.8bn. The goods given as the drivers of these rises and falls show which items we buy most online: the main reason for the August drop was lower sales of alcohol due to the wet weather causing barbecues to be cancelled (and also lingerie – can anyone suggest a seasonal reason for that one?) although online sales of shoes were up by 3%, thought to be due to parents buying back-to-school shoes ready for September. July’s increase was largely down to clothing with internet stores becoming better at converting browsers to shoppers – retail research showed that one in every 15 visits to a clothing shopping site resulted in a purchase – and electrical online sales were up by 11%. However, the increases were probably driven by heaving discounting and promotions so don’t necessarily indicate a boost to the profits of the providers. On the other hand, as we head towards a difficult Christmas retailing period for the second year, those who are establishing their online presence through discounting to penetrate the market may be using clever tactics.

Q&A - What goes into the “marketing mix”?

The marketing mix deals with the way in which a business uses price, product, distribution and promotion to market and sell its product.

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