The average weekly online expenditure reached £931 million in September, an increase of 22 per cent when compared with September 2015 and 2.8 per cent compared with August 2016.

This is according to the latest UK retail sales figures from the Office for National Statistics (ONS), which estimated that the volume of total retail sales increased 4.1 per cent year-on-year, with all store types excluding textile, clothing and footwear stores witnessing growth. This is the 41st consecutive period of year-on-year growth.

Average store prices (including petrol stations) fell 1.1 per cent in September, while the amount spent in the retail industry increased by 2.9 per cent year-on-year to £36 billion. This equates to an average weekly spend of £7.2 billion – unchanged from August 2016.

The total amount spent online in September accounted for 15 per cent of all retail spending (excluding automotive fuel), compared with 12.6 per cent a year ago.

Hugh Fletcher, digital business consultant at e-commerce firm Salmon, commented: “The ONS figures demonstrate the push retailers are making towards digitally-led services, as year-on-year online spending increased by a huge 22 per cent.

“The stats show the focus is moving away from the high-street and towards online, emphasising the changing nature of consumer behaviour. Amazon’s recent foray into the high-street shows why it remains important to have a strong omnichannel offering, and why embracing new technologies is now a must.”

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