Online sales of non-food products in the UK has increased by 14.3% in January 2014, compared to 12.3% growth reported in February 2013, according to British Retail Consortium (BRC)-KPMG online retail sales monitor.

For the period, online sales accounted for 17.5% of total non-food sales, as against 15.4% in February 2013.

BRC director general Helen Dickinson said overall, the 17.8% sales growth average from the last three months is significantly higher than the 12 month average of 12.7%.

"These figures underline the importance of retailers’ omnichannel offers, with online sales boosting what would otherwise have been declining sales figures for half of all categories," Dickinson added.

The figures note that online and omnichannel retailing have witnessed strong growth with most of the consumers increasingly using smartphones and tablets to research and buy almost every type of product.

Retailers are also increasingly investing in technology to provide a seamless customer experience.

KPMG retail head David McCorquodale said after suffering one of the wettest winters on record it’s perhaps unsurprising that shoppers preferred to shop from the comfort of their homes in February.

"Online played a crucial role this month, and without internet sales, non-food sales would have fallen into negative territory. Online sales remain a key pillar of retailers’ revenues and this absolutely justifies the extensive investment being made to improve multichannel operations and the experience retailers deliver to customers both online and in store," McCorquodale added.