{"id":538134,"date":"2021-12-10T10:45:00","date_gmt":"2021-12-10T10:45:00","guid":{"rendered":"https:\/\/www.capgemini.com\/gb-en\/?post_type=press-release&#038;p=538134"},"modified":"2025-03-10T10:23:07","modified_gmt":"2025-03-10T10:23:07","slug":"online-retail-experienced-its-worst-month-of-sales-growth-ever-in-november","status":"publish","type":"press-release","link":"https:\/\/www.capgemini.com\/gb-en\/news\/press-releases\/online-retail-experienced-its-worst-month-of-sales-growth-ever-in-november\/","title":{"rendered":"Online retail experienced its worst month of sales growth ever in november"},"content":{"rendered":"\t\t<div class=\"wp-block-cg-blocks-hero-press-release\">\n\t\t\t<header class=\"header-hero-press-release\" role=\"main\" id=\"main-content-press-release\">\n\t\t\t\t<div class=\"container\">\n\t\t\t\t\t<div class=\"hero-press-release\">\n\t\t\t\t\t\t<div class=\"hero-press-release-content-wrapper\">\n\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t\t<div class=\"col-12\">\n\t\t\t\t\t\t\t\t\t<div class=\"header-title\">\n\t\t\t\t\t\t\t\t\t\t<h1>\n\t\t\t\t\t\t\t\t\t\t\tOnline retail experienced its worst month of sales growth ever in november\t\t\t\t\t\t\t\t\t\t<\/h1>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"header-description\">\n\t\t\t\t\t\t\t\t\t\t<p><\/p>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"header-date\">\n\t\t\t\t\t\t\t\t\t\t<span>Dec 10, 2021<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/header>\n\t\t<\/div>\n\t\t\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<ul class=\"wp-block-list\">\n<li><strong>Online retail sales fell by -19.8% Year-on-Year (YoY) last month \u2013 the lowest recorded growth in 21 years of the Index<\/strong><\/li>\n\n\n\n<li><strong>Though Month-on-Month sales grew by +40.4%, this was significantly lower than the +50% growth that is expected for this time of year<\/strong><\/li>\n\n\n\n<li><strong>November\u2019s result was slightly below the 3-month (-14.97%) and 6-month (-12.64%) averages, but heavily so for the 12-month average (+6.30%)<\/strong><\/li>\n\n\n\n<li><strong>Every category, bar clothing, saw double-digit negative growth<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>LONDON UK \u2013 10 December 2021:&nbsp;<\/strong>As the threat of Christmas lockdown drove consumers out of their houses to socialise and shop last month, online retail sales recorded their lowest ever growth \u2013 falling by a staggering -19.8% Year-on-Year (YoY). That is according to the latest IMRG Capgemini Online Retail Index, which tracks the online sales performance of over 200 retailers. While this does compare to a strong November 2020 (+36.2%), the Month-on-Month (MoM) figures were equally negative \u2013 showing a rise of only 40.4% versus the +50% that would typically be expected for the October to November timeframe.<\/p>\n\n\n\n<p>Digging into the results further, there is evidence that consumers are both buying less often and spending less when they do, with the conversion rate down by -20% YoY to +3.3% and average basket value (ABV) falling to \u00a3123 (versus its 2021 peak of \u00a3149). With high street sales up, it is perhaps unsurprising that of the retailer types, multichannel brands suffered the most \u2013 with their sales plummeting by -23.4% compared to only -13.4% for online only retailers.<\/p>\n\n\n\n<p>Meanwhile, every category bar clothing saw double-digit negative growth \u2013 with gifts in particular down a huge -46.4%. In a month where previously Black Friday spend would be focused on electricals, that category recorded the second lowest result at -29.2%.<\/p>\n\n\n\n<p><strong>Lucy Gibbs, managing consultant \u2013 Retail Lead for Analytics &amp; AI,<\/strong>&nbsp;<strong>Capgemini: <\/strong><em>\u201c<\/em><em>The drop in online sales this year is not unexpected however the Month-on-Month figures suggest that spending overall has been even more subdued. Multichannel retailers were hit the hardest, down -23.4%, but online only retailers also suffered, down -13.4% due to the drop in overall traffic online.<\/em><\/p>\n\n\n\n<p><em>\u201cWhile a return to in-person shopping has taken a large share of the spend, other factors such as supplier shortages and delivery disruption have also caused retailers to spread and dilute some of the offers, which could be behind the decrease in conversion by 20% across November.<\/em><em>\u201d<\/em><\/p>\n\n\n\n<p><strong>Andy Mulcahy, strategy and insight director, IMRG<\/strong>: \u201c<em>In retail we are often prone to focusing on the negatives, but there is no escaping that November\u2019s performance was very poor. The most concerning thing is that traffic was the problem, shoppers were just not visiting retailers\u2019 sites in their usual volumes. To an extent, that could be explained by people taking to big high street locations again, but the next few weeks will be very interesting in that respect. There does seem to be an attitude of \u2018getting it in before we get locked down\u2019 at the moment, but from next week people will not want to go anywhere to avoid having to isolate over Christmas. We will, from a retail perspective, be in a lockdown in all but name which will really skew trading figures.\u201d<\/em><\/p>\n\n\n\n<p><strong>-ENDS-<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-disclaimer\">Disclaimer<\/h3>\n\n\n\n<p>The IMRG Capgemini Sales Index was adjusted in August 2020 to reflect updated historic figures from our retail panel. Previously reported results have been recalibrated to provide a more accurate view of the market index.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-about-the-imrg-capgemini-online-retail-index\">About the \u2018IMRG Capgemini Online Retail Index\u2019<\/h3>\n\n\n\n<p>The IMRG Capgemini Online Retail Index, which was started in April 2000, tracks \u2018online sales\u2019, which we define as \u2018transactions completed fully, including payment, via interactive channels\u2019 from any location, including in-store.<\/p>\n\n\n\n<p><em>*Please note from January 2020 the Index no longer includes data from the travel sector<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-about-imrg\">About IMRG<\/h3>\n\n\n\n<p>For over 20 years, IMRG (Interactive Media in Retail Group) has been the voice of e-retail in the UK. We are a membership community comprising businesses of all sizes \u2013 multichannel and pureplay, SME and multinational, and solution providers to industry. We support our members through a range of activities \u2013 including market tracking and insight, benchmarking and best practice sharing. Our indexes provide in-depth intelligence on online sales, mobile sales, delivery trends and over 40 additional KPIs. Our goal is to ensure our members have the information and resources they need to succeed in rapidly-evolving markets \u2013 both domestically and internationally. <a href=\"http:\/\/www.imrg.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">www.imrg.org<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-about-capgemini\">About Capgemini<\/h3>\n\n\n\n<p>Capgemini is a global leader in partnering with companies to transform and manage their business by harnessing the power of technology. The Group is guided everyday by its purpose of unleashing human energy through technology for an inclusive and sustainable future. It is a responsible and diverse organisation of over 300,000 team members in nearly 50 countries. With its strong 50 year heritage and deep industry expertise, Capgemini is trusted by its clients to address the entire breadth of their business needs, from strategy and design to operations, fuelled by the fast evolving and innovative world of cloud, data, AI, connectivity, software, digital engineering and platforms. 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