Report Summary

Period covered: 06 April – 03 May 2025

3 minute read

Note: This report summary is one or two months behind the current month as standard reporting practice. The content is indicative only and incomplete with certain data undisclosed. Become a member to access this data or take out a free 30 day membership trial now.

Online performance

Online retail sales rose by xx% year-on-year in April, the strongest result so far this year and a sharp improvement from the xx% decline in the same month last year.

Despite this growth, the online share of total retail sales edged down to xx%, from xx% a year earlier, reflecting stronger relative growth in store-based spending during the period.

Key drivers

April's trading environment was shaped by two core influences: a late Easter and the sunniest April on record.

The timing of Easter, which fell in April this year compared to March a year ago, pushed a wave of seasonal demand into the month, lifting online sales across food, fashion, gifting and leisure categories.

Online channels saw heightened traffic as households prepared for spring holidays and get-togethers.

Warm, dry weather further energised online demand for spring fashion, garden accessories, and seasonal gifts.

Promotional activity remained high, with retailers pushing mid-season sales and bundling offers to drive volume.

A heightened focus on fast, reliable fulfilment helped secure conversion as consumers increasingly use online as a tool for last-minute event-driven purchases.

The split between online-only and multichannel retailers shifted in April. Non-Store Retailing, used as a proxy for pure online players, rose by xx%, its best performance since May 2024 and outpacing multichannel peers (xx%) for the first time in nine months.

This suggests some rebalancing as digital-first retailers regained ground through sharper pricing and targeted promotions.

Search to Sale: How AI drives consumer discovery

Today, consumer attention is fragmented across many channels, devices and platforms with retail brands facing unprecedented challenges in engaging customers in meaningful ways.

Search engines are the most influential digital channel in today’s retail landscape, directly impacting £xxbn in annual spend.

Consumers rely on them more than any other platform to discover new products.

Yet our recent research with Upp.ai reveals that many retailers continue to under prioritise them, focusing instead on owned websites or social media. This disconnect risks leaving a £xx sales opportunity untapped.

Read on to explore how search engines shape the entire customer journey, from discovery to decision-making,  and why aligning strategy with different shopper behaviours is key to driving results.

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Proportion of online retail sales by category