Online retail delivery volumes were up 10.1% in April compared to the same period last year, as order growth continued its steady start to the year, a new report shows.

Delivery volumes also grew 3% on March, according to the IMRG MetaPack UK Delivery Index.

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Over the past year, IMRG has recorded a consistently high rate of on-time delivery performance and April was no exception.

Where the established trend is for a month-on-month fall between March and April, the UK’s industry association for online retail saw a slight improvement, with 94.7% of orders being fulfilled in line with shopper expectations.

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Another area where IMRG is seeing improvements is in average parcel order values, which were recorded as being over 20% higher than the same time last year for the second month in a row.

This trend is also being reflected in the IMRG Capgemini e-Retail Sales Index although at a lesser rate, where the average basket value is up +3% year-to-date after consistently falling throughout 2015.

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.”