While online growth from 2014e to 2019e is set to be slower than that of the previous five years, expenditure is increasing significantly faster than total retail. This will result in online spend as a proportion of total retail growing from just 7.1% in 2009 to 15.7% in 2019e, and we expect this to continue to grow.
Customers at the 10 most used shopping websites all pointed to the pre-purchase shopping experience being the biggest factor encouraging them to shop with that retailer again. At a total market level, 54.3% of shoppers pointed to the pre-purchase experience being key, compared to just 41.8% citing the post-purchase experience.
The forecast 81.9% growth in the click & collect market means that, in the five years to 2019, it will outperform the total online market by 36.4 percentage points. This growth partly reflects the greater number of retailers that will start offering this service, enabling them to make their offer more convenient for customers.