Ecommerce Market Data and Ecommerce Benchmarks

CURRENT GROWTH PROJECTIONS

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Ecommerce Market Data
Markets Risers & Fallers
Commentary

Time Frame v

Ecommerce Market Data August 2023

Ecommerce Metric	August 2023	August 2022	Difference	Growth
Sales Growth	Withheld	Withheld	Withheld	-3.45%
Cost Per Acquisition	8.85%	8.88%	-0.03%	-0.34%
Visitors	Withheld	Withheld	Withheld	-20.70%
Conversion Rate	2.04%	1.65%	0.40%	24.02%
Average Order Value	£95.38	£88.85	£6.52	7.34%
Average Sale Price of Item	£47.54	£44.55	£2.99	6.71%
Revenue Per Visitor	£1.49	£1.23	£0.27	21.76%
Cost Per Visitor	£0.12	£0.09	£0.03	32.66%

Ecommerce Traffic Data August 2023

Rank	Traffic Source	August 2023	August 2022	Growth %	Participating %	CPA %
1st	Google PPC	Withheld	Withheld	-8.10%	Withheld	11.38%
2nd	IRP Email Marketing	Withheld	Withheld	3.42%	Withheld	1.57%
3rd	AWIN	Withheld	Withheld	-35.25%	Withheld	7.05%
4th	Bing & Yahoo PPC	Withheld	Withheld	-32.24%	Withheld	12.49%
5th	Facebook Paid	Withheld	Withheld	-5.94%	Withheld	86.19%
6th	Webgains	Withheld	Withheld	-79.38%	Withheld	6.26%
7th	Conectia	Withheld	Withheld	0.00%	Withheld	16.28%

Ecommerce Service Provider Data August 2023

Traffic Source:

Rank

Sales Growth

CPA %

Rank	Service Provider	August 2023	August 2022	Growth %	Source CPA %	Overall CPA %
1st	Withheld	Withheld	Withheld	43.68%	12.50%	8.61%
2nd	Withheld	Withheld	Withheld	32.27%	16.18%	11.45%
3rd	Withheld	Withheld	Withheld	9.11%	39.74%	27.80%
4th	Withheld	Withheld	Withheld	4.78%	10.63%	7.70%
5th	Withheld	Withheld	Withheld	-11.68%	11.28%	6.87%
6th	Withheld	Withheld	Withheld	-13.43%	12.32%	10.93%
7th	Withheld	Withheld	Withheld	-14.03%	11.53%	7.89%
8th	Withheld	Withheld	Withheld	-29.64%	21.59%	11.82%
9th	Withheld	Withheld	Withheld	-33.12%	20.07%	12.67%
10th	Withheld	Withheld	Withheld	-34.45%	28.17%	5.72%

Historical Ecommerce Market Data August 2023

Ecommerce Sales Growth Data

Summary

Sales Growth in the Ecommerce Market decreased by 512.72% from 0.83% to -3.45% in August 2023 compared to August 2022.

Ecommerce Sales Data

Summary

Sales in the Ecommerce Market decreased by an average of 3.45% in August 2023 compared to August 2022.

Ecommerce Cost Per Acquisition Data

Summary

The average CPA in the Ecommerce Market decreased by 0.34% from 8.88% to 8.85% in August 2023 compared to August 2022.

Ecommerce Conversion Rate Data

Summary

The average conversion rate in the Ecommerce Market increased by 24.02% from 1.65% to 2.04% in August 2023 compared to August 2022.

Ecommerce Average Order Value Data

Summary

Average Order Values in the Ecommerce Market increased by 7.34% from £88.85 to £95.38 in August 2023 compared to August 2022.

Ecommerce Visitors Data

Summary

Visitors in the Ecommerce Market decreased by an average of 20.70% in August 2023 compared to August 2022.

Ecommerce Revenue Per Visitor Data

Summary

Revenue Per Visitor in the Ecommerce Market increased by 21.76% from £1.23 to £1.49 in August 2023 compared to August 2022.

Ecommerce Cost Per Visitor Data

Summary

Cost Per Visitor in the Ecommerce Market increased by 32.66% from £0.09 to £0.12 in August 2023 compared to August 2022.

Ecommerce Bounce Rate Data

Summary

The bounce rate in the Ecommerce Market decreased by 37.75% from 58.67% to 36.52% in August 2023 compared to August 2022.

Ecommerce Traffic Channel Data

Summary

In August 2023 the sales breakdown in the ecommerce market by Traffic Channel is Paid Search Marketing 56.1%, Direct 27.3%, Email Marketing 8.8%, Affiliate Marketing 6.7% and Paid Social Media Marketing 1.1%.

Ecommerce Revenue by Location

Summary

In August 2023 the sales breakdown in the ecommerce market by Location is International 100% and Domestic 0%.

Ecommerce Revenue by Device

Summary

In August 2023 the sales breakdown in the ecommerce market by Device is Mobile 57.4%, Desktop 40.6% and Tablet 1.9%.

International Sales Data

Summary

International sales percentage of total sales in the Ecommerce Market increased by an average of 11.14% from 34.44% to 38.27% in August 2023 compared to August 2022.

Ecommerce Average Sale Price Data

Summary

Average Sale Price of Item sales in the Ecommerce Market increased by an average of 6.71% from £44.55 to £47.54 in August 2023 compared to August 2022.

Ecommerce Agency Performance Data August 2023

Rank	Agency	August 2023	August 2022	Growth %	CPA %
1st	Withheld	Withheld	Withheld	10.29%	5.36%
2nd	Withheld	Withheld	Withheld	5.36%	10.79%
3rd	Withheld	Withheld	Withheld	-6.61%	6.78%
4th	Withheld	Withheld	Withheld	-10.15%	13.92%
5th	Withheld	Withheld	Withheld	-11.98%	6.81%

Ecommerce Markets Risers & Fallers August 2023

Ecommerce Sales Data

Rank	Ecommerce Market	Aug 2023	Aug 2022	Difference	Growth
1	Pet Care	Withheld	Withheld	Withheld	60.91%
2	Toys, Games & Collectables	Withheld	Withheld	Withheld	44.91%
3	Kitchen & Home Appliances	Withheld	Withheld	Withheld	42.93%
4	Arts and Crafts	Withheld	Withheld	Withheld	22.12%
5	Electrical & Commercial Equipment	Withheld	Withheld	Withheld	9.81%
6	Home Accessories and Giftware	Withheld	Withheld	Withheld	7.88%
7	Cars and Motorcycling	Withheld	Withheld	Withheld	0.84%
8	Fashion Clothing & Accessories	Withheld	Withheld	Withheld	-1.37%
9	Food & Drink	Withheld	Withheld	Withheld	-2.43%
10	Health and Wellbeing	Withheld	Withheld	Withheld	-5.25%
11	Sports and Recreation	Withheld	Withheld	Withheld	-20.68%
12	Baby & Child	Withheld	Withheld	Withheld	-34.52%

Ecommerce Cost Per Acquisition Data

Rank	Ecommerce Market	Aug 2023	Aug 2022	Difference	Growth
1	Toys, Games & Collectables	11.45%	5.87%	5.58%	94.96%
2	Health and Wellbeing	19.70%	12.98%	6.71%	51.71%
3	Baby & Child	10.07%	7.34%	2.73%	37.23%
4	Kitchen & Home Appliances	5.10%	3.81%	1.29%	33.90%
5	Electrical & Commercial Equipment	9.60%	7.57%	2.04%	26.94%
6	Pet Care	8.79%	6.94%	1.86%	26.75%
7	Cars and Motorcycling	6.95%	5.83%	1.11%	19.09%
8	Fashion Clothing & Accessories	9.34%	8.55%	0.78%	9.18%
9	Food & Drink	4.33%	4.88%	-0.54%	-11.16%
10	Home Accessories and Giftware	10.46%	11.87%	-1.41%	-11.84%
11	Sports and Recreation	5.53%	6.70%	-1.17%	-17.52%
12	Arts and Crafts	1.45%	1.91%	-0.47%	-24.47%

Conversion Rate

Rank	Ecommerce Market	Aug 2023	Aug 2022	Difference	Growth
1	Arts and Crafts	5.46%	2.85%	2.61%	91.84%
2	Pet Care	2.15%	1.42%	0.73%	51.52%
3	Home Accessories and Giftware	1.48%	1.00%	0.48%	48.29%
4	Sports and Recreation	1.79%	1.29%	0.50%	38.53%
5	Kitchen & Home Appliances	3.23%	2.35%	0.88%	37.52%
6	Electrical & Commercial Equipment	1.65%	1.24%	0.41%	33.29%
7	Fashion Clothing & Accessories	1.88%	1.53%	0.35%	22.73%
8	Cars and Motorcycling	1.36%	1.12%	0.24%	21.00%
9	Baby & Child	0.83%	0.75%	0.08%	10.44%
10	Health and Wellbeing	3.58%	3.72%	-0.14%	-3.67%
11	Toys, Games & Collectables	1.42%	1.57%	-0.15%	-9.61%
12	Food & Drink	0.76%	1.18%	-0.41%	-35.20%

Ecommerce Average Order Value Data

Rank	Ecommerce Market	Aug 2023	Aug 2022	Difference	Growth
1	Cars and Motorcycling	£182.54	£138.69	£43.85	31.61%
2	Toys, Games & Collectables	£74.75	£62.58	£12.17	19.45%
3	Baby & Child	£175.06	£153.28	£21.79	14.21%
4	Fashion Clothing & Accessories	£84.81	£76.50	£8.32	10.87%
5	Sports and Recreation	£102.08	£94.66	£7.43	7.84%
6	Arts and Crafts	£105.50	£103.56	£1.94	1.87%
7	Electrical & Commercial Equipment	£123.11	£121.16	£1.95	1.61%
8	Food & Drink	£111.06	£116.17	-£5.11	-4.40%
9	Health and Wellbeing	£43.12	£45.26	-£2.14	-4.73%
10	Home Accessories and Giftware	£73.74	£77.78	-£4.04	-5.19%
11	Kitchen & Home Appliances	£46.50	£49.06	-£2.57	-5.23%
12	Pet Care	£83.65	£100.86	-£17.21	-17.06%

Ecommerce Market Commentary for August 2023

Ecommerce Data for August 2023

August2023 Ecommerce sales decreased by 5.45% YOY the month started off positively with initial positive growth of over 10%. This plateaued and then tailed off towards the end of the month, however some industries are continuing to grow, such as pets, toys and the car and motorcycle industy. This 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 costs of Sales decreasing in August 2023

CPA% & COS (the percentage cost paid directly to marketing channels) was 8.61%, this is over a 3% decrease in spend compared to August 2022. This CPA% is also slightly higher than July 2023, acquiring customers profitability is still a challenge.

August 2023 average ecommerce conversion rates increases slightly YOY from 1.65% to 2.00%.

Sales through mobile channels continue to increase as a percentage of revenue share to 57%, this varies by market and customer segmentation.

The average ecommerce order value was £94.38which is 6.23% up on August 2022.

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

We are watching the markets as we move through Septmber to see how this is going to impact the longer term of ecommerce.

David D.

- 25 September 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.

Note Googles Bounce Rate Definition changed to "anyone leaving before 10 seconds on a single page view" in GA4 in August 2023. This affected the Bounce Rates from August 2023 onwards.

* 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.