Total web sales in June for 300 retailer clients of MyBuys Inc. increased 4.0% compared with June 2010, driven largely by a 16.0% increase in revenues from full-priced items and a 12% drop in the number of products sold at a discount for the same period, finds the MyBuys E-commerce Health and Wellness Index.

Further, the average depth of discount in June decreased 2.0% compared with June 2010, according to the index.

As a result, the overall health of e-commerce for the 300 retailers increased 13.8% in June 2011, says the personalization and product recommendations vendor. These results continue to demonstrate the strong health of e-commerce this year as the index showed a monthly average improvement of 16.0%, it adds.

MyBuys also measures the effect personalization has on e-commerce. The average order value for transactions where a consumer used personalization, such as a product recommendation, jumped 18.3% in June compared with June 2010.

“June marked the 17th straight month of e-commerce growth, and personalization strategies have been a key contributor to this streak,” says Robert Cell, CEO of MyBuys. “Shoppers are increasingly expecting enhanced personalization in their shopping experiences across channels, whether they’re shopping in your store, on the web site, from their smartphones or reading their e-mail.”