Month-on-month sales spiralled down 5.7%. The performance was below three-, six- and 12-month rolling growth averages of 4.9%, 4.9% and 6.5% respectively, online retail organisation IMRG and Capgemini’s eRetail Sales Index revealed.

The disappointing performance followed hopes that an improvement in sales in June would be sustained and that warm weather and the Prime Day promotion by Amazon – which does not report sales to the IMRG survey – would have boosted sales across online generally.