Summer Heatwave Hit UK Online Sales

According to the Daily Telegraph newspaper, talking about the weather is the number one ‘typically British’ trait.

Talking about the weather, sarcasm and an abilty to queue have been found to be the traits which many people believe defines the British.”

Now there’s one more reason to talk about the weather in England. The summer heatwave not only caused chaos on rail networks and sent Brits to the beaches, it had a big effect on e-commerce.

The hot British summer caused the first ever monthly drop in online sales in the UK, with July’s online sales in the UK 2% lower than June. According to analyst firm IMRG this breaks a 13-year trend of increasing online sales.

The decline is being attributed to the weather; “The warm weather encouraged shoppers to leave their homes and shop on the high-street,” wrote one commentator.

There is no doubt that the heatwave had a detrimental effect.”

Despite the June-to-July decrease, it’s definitely not doom or gloom for e-commerce. July’s online  sales were in fact 9% higher than July 2012, far stronger growth than the rest of the retail sector, and in August UK online sales bounced back strongly, up 18% on August 2012. IMRG reports that year-to-date UK online sales are up 15% on last year.

World Wide Access sells online in the UK through and its own webstore


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