The latest figures from the IMRG Capgemini e-Retail Sales Index have revealed a better-than-expected performance for online sales during the first six months of 2011. British shoppers have spent £31.5 billion online so far this year; a significant 19 per cent increase on the same period last year and one per cent ahead of IMRG and Capgemini’s growth forecast back in January.

Growth is due to several key factors: a struggling economy and high-street has driven shoppers online for better deals; a scorching April saw shoppers jump online early to add to their summer wardrobes, while summer downpours have increased the appeal of in-doors shopping; and the Royal Wedding encouraged Brits to get into the party spirit with massive alcohol spend online.

In June a total of £5.3 billion was spent online, 21 per cent more than June 2010, and equivalent to £86 per person. This growth far exceeds that witnessed on the high-street, which reported a like-for-like drop of 0.6 per cent on the same period last year.

Clothing in particular saw strong growth in June, reporting a 31 per cent increase on June 2010. This significant result for e-retail is in contrast to the stagnant sales of clothing witnessed offline.

Travel also saw continued growth last month, leaping 14 per cent year-on-year and four per cent on May. This is likely to be attributed to a very mild June, the coolest since 2001, which encouraged Brits to travel abroad this summer in hunt of warmer climes.

Alcohol was another sector that recorded a solid performance last month, with year-on-year growth of 10 per cent, as did the gift sector, which reported a 14 per cent increase from May, driven largely by Father’s Day. The Index supported this finding, indicating that e-retail sales peaked in the two weeks prior to Father’s Day.

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