By Daniel Hunter

Online retail sales grew at their slowest pace for 14 months in September, according to the British Retail Consortium (BRC).

Online sales of non-food product grew by 8.2% in September, compared with the same month in 2013. It's the slowest year-on-year rise since July 2013. In September 2013, online sales had grown by 13.4%.

Despite the slower growth, it appears that online shopping is accounting for more retail sales than ever before. The BRC said online sales represented 17.5% of all non-food purchases during September. It's the highest penetration rate since February.

Overall retail sales were down 2.1% compared with September 2013 and there was particularly bad news for the fashion industry, with clothing and footwear retailers recording their worst ever performance on the BRC's monitor.

Helen Dickinson, Director General, British Retail Consortium, said: “September saw the lowest online growth since July 2013. For the first time Clothing and Footwear contributed to an overall decline of the non-food category sales online. That said there was still growth of online sales at 8.2% year-on-year but the rate of growth was notably slowed compared to August 2014 when it was 19.5%.

“Online sales continued to represent an increased proportion of UK non-food sales, at 17.5%, up 1.3% from last year. For the first time, the growth of total UK non-food sales over the last three months has owed more to the online purchases than in store buying. This promises another record Christmas to come for online sales.”

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