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Ecommerce Market Data and Ecommerce Benchmarks

CURRENT GROWTH PROJECTIONS
TODAY'S GROWTH %
MARCH 2023 GROWTH + %
2023 YEARLY GROWTH + %
Time Frame v

Ecommerce Market Data February 2023

Ecommerce Metric February 2023 February 2022 Difference Growth
Sales Growth Withheld Withheld Withheld 3.76%
Cost Per Acquisition 8.98% 9.19% -0.21% -2.25%
Visitors Withheld Withheld Withheld 0.65%
Conversion Rate 1.64% 1.65% -0.02% -0.91%
Average Order Value £100.77 £87.65 £13.12 14.97%
Average Sale Price of Item £50.42 £45.93 £4.49 9.77%
Revenue Per Visitor £1.28 £1.24 £0.04 3.10%
Cost Per Visitor £0.10 £0.11 -£0.01 -7.82%

Ecommerce Traffic Data February 2023

Rank   Traffic Source February 2023 February 2022 Growth % Participating % CPA %
1st Google PPC Withheld Withheld -6.19% Withheld 11.24%
2nd IRP Email Marketing Withheld Withheld 49.12% Withheld 0.98%
3rd AWIN Withheld Withheld -2.48% Withheld 6.96%
4th Bing & Yahoo PPC Withheld Withheld -14.50% Withheld 13.13%
5th Webgains Withheld Withheld -59.36% Withheld 13.09%
6th Facebook Paid Withheld Withheld -29.38% Withheld 65.22%
7th Conectia Withheld Withheld 0.00% Withheld 13.55%
8th Commission Junction Withheld Withheld -31.83% Withheld 4.40%

Ecommerce Service Provider Data February 2023

Traffic Source:
Rank
Sales Growth
CPA %
Rank Service Provider February 2023 February 2022 Growth % Source CPA % Overall CPA %
1st Withheld Withheld Withheld 31.24% 9.52% 6.55%
2nd Withheld Withheld Withheld 27.57% 14.50% 11.14%
3rd Withheld Withheld Withheld 5.26% 9.08% 5.85%
4th Withheld Withheld Withheld 2.84% 20.06% 13.50%
5th Withheld Withheld Withheld -0.40% 23.32% 9.38%
6th Withheld Withheld Withheld -12.50% 8.88% 5.44%
7th Withheld Withheld Withheld -18.32% 22.06% 12.76%
8th Withheld Withheld Withheld -31.37% 20.97% 10.22%
9th Withheld Withheld Withheld -36.19% 20.02% 6.70%
10th Withheld Withheld Withheld -40.92% 19.21% 12.79%
11th Withheld Withheld Withheld -54.26% 61.27% 25.70%

Historical Ecommerce Market Data February 2023

Ecommerce Sales Growth Data

Summary

Sales Growth in the Ecommerce Market increased by 112.19% from -30.88% to 3.76% in February 2023 compared to February 2022.

Ecommerce Sales Data

Summary

Sales in the Ecommerce Market increased by an average of 3.76% in February 2023 compared to February 2022.

Ecommerce Cost Per Acquisition Data

Summary

The average CPA in the Ecommerce Market decreased by 2.25% from 9.19% to 8.98% in February 2023 compared to February 2022.

Ecommerce Conversion Rate Data

Summary

The average conversion rate in the Ecommerce Market decreased by 0.91% from 1.65% to 1.64% in February 2023 compared to February 2022.

Ecommerce Average Order Value Data

Summary

Average Order Values in the Ecommerce Market increased by 14.97% from £87.65 to £100.77 in February 2023 compared to February 2022.

Ecommerce Visitors Data

Summary

Visitors in the Ecommerce Market increased by an average of 0.65% in February 2023 compared to February 2022.

Ecommerce Revenue Per Visitor Data

Summary

Revenue Per Visitor in the Ecommerce Market increased by 3.10% from £1.24 to £1.28 in February 2023 compared to February 2022.

Ecommerce Cost Per Visitor Data

Summary

Cost Per Visitor in the Ecommerce Market decreased by 7.82% from £0.11 to £0.10 in February 2023 compared to February 2022.

Ecommerce Bounce Rate Data

Summary

The bounce rate in the Ecommerce Market increased by 6.59% from 53.55% to 57.08% in February 2023 compared to February 2022.

Ecommerce Traffic Channel Data

Summary

In February 2023 the sales breakdown in the ecommerce market by Traffic Channel is Paid Search Marketing 53%, Direct 26.8%, Email Marketing 10.5%, Affiliate Marketing 8.4% and Paid Social Media Marketing 1.3%.

Ecommerce Revenue by Location

Summary

In February 2023 the sales breakdown in the ecommerce market by Location is Domestic 53.1% and International 46.9%.

Ecommerce Revenue by Device

Summary

In February 2023 the sales breakdown in the ecommerce market by Device is Mobile 55.2%, Desktop 42.2% and Tablet 2.6%.

International Sales Data

Summary

International sales percentage of total sales in the Ecommerce Market increased by an average of 8.78% in February 2023 compared to February 2022.

Ecommerce Average Sale Price Data

Summary

Average Sale Price of Item sales in the Ecommerce Market increased by an average of 9.77% from £45.93 to £50.42 in February 2023 compared to February 2022.

Ecommerce Agency Performance Data February 2023

Rank   Agency February 2023 February 2022 Growth % CPA %
1st Withheld Withheld Withheld 11.77% 7.39%
2nd Withheld Withheld Withheld 9.04% 8.96%
3rd Withheld Withheld Withheld 1.32% 6.86%
4th Withheld Withheld Withheld 0.22% 5.56%
5th Withheld Withheld Withheld -6.77% 10.41%

Ecommerce Markets Risers & Fallers February 2023

Ecommerce Sales Data

RankEcommerce MarketFeb 2023Feb 2022DifferenceGrowth
1Pet CareWithheldWithheldWithheld61.87%
2Toys, Games & CollectablesWithheldWithheldWithheld32.40%
3Cars and MotorcyclingWithheldWithheldWithheld23.85%
4Arts and CraftsWithheldWithheldWithheld19.52%
5Fashion Clothing & AccessoriesWithheldWithheldWithheld7.84%
6Electrical & Commercial EquipmentWithheldWithheldWithheld0.74%
7Baby & ChildWithheldWithheldWithheld-2.96%
8Kitchen & Home AppliancesWithheldWithheldWithheld-10.51%
9Sports and RecreationWithheldWithheldWithheld-11.49%
10Food & DrinkWithheldWithheldWithheld-13.21%
11Health and WellbeingWithheldWithheldWithheld-27.26%
12Home Accessories and GiftwareWithheldWithheldWithheld-30.68%

Ecommerce Cost Per Acquisition Data

RankEcommerce MarketFeb 2023Feb 2022DifferenceGrowth
1Home Accessories and Giftware12.76%8.22%4.54%55.28%
2Baby & Child8.84%6.42%2.43%37.83%
3Food & Drink5.67%4.71%0.96%20.41%
4Toys, Games & Collectables11.14%9.83%1.31%13.33%
5Health and Wellbeing18.29%16.47%1.82%11.07%
6Arts and Crafts1.62%1.47%0.15%9.84%
7Cars and Motorcycling6.69%7.20%-0.51%-7.07%
8Sports and Recreation7.08%8.04%-0.96%-11.91%
9Pet Care6.82%7.94%-1.12%-14.11%
10Kitchen & Home Appliances5.31%6.30%-0.99%-15.68%
11Fashion Clothing & Accessories8.96%10.75%-1.78%-16.61%
12Electrical & Commercial Equipment7.16%8.91%-1.75%-19.69%

Conversion Rate

RankEcommerce MarketFeb 2023Feb 2022DifferenceGrowth
1Pet Care1.98%1.31%0.67%50.83%
2Sports and Recreation1.47%1.22%0.26%21.05%
3Cars and Motorcycling1.14%1.06%0.08%8.00%
4Fashion Clothing & Accessories1.53%1.46%0.07%4.55%
5Baby & Child0.83%0.84%0.00%-0.40%
6Arts and Crafts4.04%4.17%-0.13%-3.12%
7Kitchen & Home Appliances2.47%2.64%-0.17%-6.46%
8Food & Drink1.34%1.51%-0.17%-11.19%
9Health and Wellbeing2.89%3.46%-0.57%-16.51%
10Electrical & Commercial Equipment1.16%1.47%-0.31%-21.32%
11Toys, Games & Collectables1.10%1.98%-0.89%-44.66%
12Home Accessories and Giftware0.27%0.98%-0.70%-72.01%

Ecommerce Average Order Value Data

RankEcommerce MarketFeb 2023Feb 2022DifferenceGrowth
1Pet Care£86.09£40.89£45.20110.53%
2Electrical & Commercial Equipment£170.52£110.33£60.1954.55%
3Cars and Motorcycling£173.71£140.60£33.1123.55%
4Toys, Games & Collectables£63.43£52.30£11.1321.28%
5Fashion Clothing & Accessories£87.33£73.88£13.4518.20%
6Arts and Crafts£107.93£94.37£13.5614.37%
7Baby & Child£187.29£171.06£16.249.49%
8Health and Wellbeing£44.18£40.76£3.428.39%
9Home Accessories and Giftware£80.78£77.37£3.414.41%
10Sports and Recreation£103.47£106.62-£3.14-2.95%
11Food & Drink£107.19£114.70-£7.51-6.55%
12Kitchen & Home Appliances£25.47£45.73-£20.27-44.31%

Ecommerce Market Commentary for February 2023

Ecommerce Data for February 2023

February 2023 Ecommerce sales increased by 3.76% YOY the month started off positively with the first two weeks off the month showing positive growth of over 15%. This plateaued and then tailed off towards the end of the month, however ending the month on a positive is a shows there are opportunities out there. Rising interest rates and the impact of global inflation are continuing to take a toll on consumer sentiment.

Ecommerce Gross Profits falling & Ecommerce costs of Sales under control in February 2023

CPA% & COS (the percentage cost paid directly to marketing channels) was 8.93%, this is nearly a 2.78% drop in spend compared to February 2022. This CPA% is very similar to January 2023 showing that cost of sales are stabilsing as we move forward in 2023.

February 2023 average ecommerce conversion rates decreased slightly YOY from 1.65% to 1.62%. 

Sales through mobile channels continue to increase as a percentage of revenue share to 55.2%, but this varies by market and customer segmentation. This is the first month in a while that mobile revenue has been under 60%.

The average ecommerce order value was £100.77 - which is 14.97% up on Febraury 2022.

IRP's 2023 prediction for 2023 is a fairly positive outlook for the year ahead, there are plenty of merchants continuing to grow revenue by increasing customer return rate and acquiring new customers at the right cost.

We are watching the markets carefully and see that the European Central Bank has raised eurozone interest rates by 50bp (0.5%) from 3% to 3.5%. This is going to further impact customers however March is showing positive growth and currently sitting north of 20% with St Patricks and Mother's Day activity still to come.

 

- 20 March 2023
 

IRP Definitions & Calculations

All figures shown include VAT (Tax). Growth figures, if positive, are coloured green; if negative they are coloured red.

For consistency, this convention applies also to Cost Per Acquisition figures. Growth figures are calculated using the formula: (Difference between Most Recent Month & Earlier Month / Earlier Month) * 100. The formulae are applied to the underlying data and then rounded off; thus re-applying the formulae to the rounded off figures may produce very slightly different figures.

Sales Forecasts
These are based on machine learning to calculate what the Growth YOY is for the current month and year.  These are updated every 30 minutes based on Live IRP Market Data.

Sales Growth
This is the percentage difference (positive or negative) between the Total Revenue (£) for the selected months. Monthly monetary values are not shown.

Cost Per Acquisition
This indicates how much it costs in terms of marketing spend to acquire sales, expressed as a percentage. For each month, the CPA% is calculated using the formula: Total Marketing Cost / Total Revenue (£) * 100.  It can be thought of as the ecommerce cost of sale.

Conversion Rate
The Conversion Rate is the number of buyers by session - and is calculated using the formula: Total Transactions / Total Sessions * 100. Note that sessions are used in this calculation and not visitors. So if a visitor comes back 3 times it is 3 sessions - this lowers conversion rate but is the most consistent measurement to use.

Average Order Value
This is defined as the average monetary value of all orders in a single month. For each month, the AOV is calculated using the formula: Total Revenue (£) / Number of Orders.

Average Sale Price of Item
This is defined as the average price that products are sold for within a particular market or across all markets. For each month, the Average Sale Price is calculated using the formula: Total Revenue (£) / Number of Units Sold.

Traffic Channels
The pie chart shows the percentage contribution made by individual traffic channels to overall sales. The figures are calculated using the formula: Revenue from Traffic Channel (£) / Total Revenue (£) * 100.

* The ecommerce market data information is provided as is and is free to use provided the source is cited.  On citation please reference IRP Commerce as the source.

Service Market Opening
Live Market Data
Today v Yesterday -0.10%
March 2023 v March 2022 +5.62%
YTD 2023 v 2022 +1.60%
Arts and Crafts -0.07%
Baby & Child -0.15%
Cars and Motorcycling +0.21%
Electrical & Commercial Equipment -0.59%
Fashion Clothing & Accessories -0.30%
Food & Drink +0.41%
Health and Wellbeing -0.01%
Home Accessories and Giftware +0.48%
Kitchen & Home Appliances -0.87%
Pet Care -0.10%
Sports and Recreation +0.12%
Toys, Games & Collectables +0.01%

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