Online lingerie sales rocketed by 44% in August, outperforming the clothing and home sectors.
The hot weather ensured shoppers continued to splash out on summer outfits, with consumers adding intimate apparel to their purchases, according to the latest IMRG Capgemini eRetail Sales Index.
Overall, online sales climbed 16% year-on-year in August; equating to £9.8 billion spent online.
The strong performance is in stark contrast to August 2015, during which the Index recorded a growth of just 5%.
The clothing sector grew 20% YOY while accessories sales climbed 48%.
Last month marked a significant milestone for smartphone penetration. The Index revealed that for online sales made via a mobile device, 49.5% were made on a smartphone, compared to 50.5% for tablet.
This is a YoY increase of 18.5% for smartphones, which in August 2015 accounted for just 31% of mobile sales, compared to the 69% made on a tablet.
Tina Spooner, chief information officer at IMRG said: “Following the initial turbulence reported by some retailers during the week following the EU referendum vote, the latest Index results suggest e-retailers had a successful summer, with many reporting normal trading patterns for this time of year. It appears the weak pound has helped boost international sales for some merchants who have reported buoyant sales from customers outside the UK, with countries within the Eurozone showing particularly strong growth.
“The shift towards smartphones as the preferred device for online shopping continues, with almost half of all mobile commerce sales now completed on these devices and annual growth rates on smartphones around 14x higher than those recorded on tablets year-to-date.”