Despite the online retail market maturing, growth rates have slowed down in the last eight years. In 2015, online retail in the UK grew by 12.6 percent. Mobile e-commerce is a key growth sector. The mobile share of online sales in the UK grew from 0.4 at the beginning of 2010 to 50 percent in the first quarter of 2016. The m-commerce user numbers grew steadily for three years since mid 2013. Click-and-collect, or reserve-and-collect, also plays a key role in the UK online retail market, with 23 percent of online retail sales falling in this category during the third quarter of 2015.