The BRC-Google online retail monitor (ORM), which measures trends in retail search terms, has reported a growth in interest for British retail brands internationally during Q2 of 2016.
The monitor assesses search queries on how likely they are to be a retail search, based on the history of previous searches for that term, then weighs it accordingly. It measures a number of metrics, such as the growth of mobile retail searches.
The report shows a number of countries outside the EU reporting double-digit growth in searches for UK retailers, with the highest search volumes coming from countries in the Middle East, Asia, and North America. Beauty and Apparel showed the highest increase in search volumes, at 52% and 49% respectively. Home and Garden showed a 33% increase, with top trending subcategories including garden furniture, washing machines and beds.
Helen Dickinson OBE, chief executive, British Retail Consortium (BRC) commented: “The UK retail industry has long led the world in online retailing so today’s figures should come as no surprise. It’s clear that there are exciting growth opportunities for UK retailers wishing to explore global export markets. Today’s numbers show that international customers are increasingly using mobile devices to research their purchases. British retail businesses are remaining at the cutting edge by tailoring their e-commerce offer to make the journey from search to shop as mobile friendly as possible.”
Martijn Bertisen, retail director at Google said: “As the UK moves into the second half of the year and makes the first steps towards Brexit, it is reassuring for our UK retailers to note the continued international interest in the ‘Best of British’. Clothing and beauty brands are seeing growing interest year-over- year, particularly on mobile. In fact, we see the majority of search growth globally from smartphone devices, proof of the increasing consumer confidence in shopping via mobile.
“Looking outside the EU, we see growth from our North American neighbours in Canada and the US. However, it is in the Middle East and Asia where increasing mobile adoption rates have driven the strongest growth in interest in our UK retail brands.”