UK online retailers saw a marked surge in July, with e-commerce spending reaching £10.7 billion, according to figures from Adobe Analytics.

This represents a 7.2 per cent increase year-on-year and a sharp 17.6 per cent rise from June’s total of £9.1 billion. The robust performance has brought year-to-date online spending up to £62.1 billion, 2.6 per cent higher than the same period last year.

The main driver behind July’s growth was the four-day Prime Day event, which saw shoppers spend £2.08 billion across the UK e-commerce landscape, up 11.1 per cent compared to last year. The first day of Prime Day (8 July) became the highest spending day of the year so far, with £676.5 million spent.

Retailers offered deep discounts, with prices across all categories averaging 14 per cent below typical levels. Apparel and televisions stood out, both discounted by 18 per cent.

Sport also played a role in boosting online retail. The Lionesses’ success in the Women’s Euros led to a dramatic spike in merchandise sales. England shirt sales soared by 750 per cent after the semi-final win over Italy, and by 325 per cent following the final, compared to normal levels.

Vivek Pandya, lead analyst at Adobe, commented, “Major sales moments like Prime Day and Cyber Weekend always drive significant levels of spending as price-conscious shoppers take advantage of the time limited big discounts on offer. After a difficult few months, UK retailers will be hoping that July’s figures are the start of a strong second half and the return of a more confident consumer.”

Artificial intelligence is becoming an increasingly important factor in UK e-commerce. Referrals to retail sites from AI sources grew by 4 per cent compared with June, contributing to a 215 per cent increase since the start of the year. Since August 2024, AI-driven referrals have risen by 1,200 per cent.

---