Online retail deliveries grew by 10.1% in April, compared to the same time last year, new figures suggest.
The rise, shown in the latest issue of the IMRG MetaPack UK Delivery Index, means that year-to-date growth comes in at 11.8% – in line with IMRG predictions of 12% growth in 2016.
Delivery accuracy and parcel order values are also improving as order numbers rise, the analysis suggests. Some 94.7% of orders were delivered on time, while average parcel order values rose by more than 20% on last year.
The rise in order values is also being seen in the IMRG Capgemini eRetail Sales Index, where average basket value is up by 3% in the year-to-date. That suggests, says IMRG, that retailers are taking steps away from discounting and towards full price sales.
Andrew Starkey, head of e-logistics at IMRG , said: “So far in 2016 online retail delivery volumes have been pretty steady with growth broadly in line with established trends. We are perhaps seeing something quite significant happen in relation to order values, however, which are up over 20% compared with April 2015.
“Last year, retailers felt pressured into running discounting activity that was more prolonged and deeper than they would have liked – as they found it difficult to scale back sales campaigns without losing shopper engagement following Black Friday 2014. The increasing order values may be a reflection of less widespread discounting now, although we are fast approaching the EU referendum which may have some impact upon shopper confidence.”
Kees de Vos, chief product officer at MetaPack , said: “The increase in order values is a very positive trend, suggesting that retailers have implemented strategies such as crossselling, bundling or setting purchasing thresholds for free delivery. This consistent monthly rise, together with the growth in delivery volumes, should now be making its impact on ecommerce retail balance sheets.”
