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Ecommerce Market Data and Ecommerce Benchmarks

CURRENT GROWTH PROJECTIONS
TODAY'S GROWTH %
DECEMBER 2024 GROWTH + %
2024 YEARLY GROWTH + %
Time Frame v

Ecommerce Market Data October 2024

Ecommerce Metric October 2024 October 2023 Difference Growth
Sales Growth Withheld Withheld Withheld 0.21%
Cost Per Acquisition 8.83% 8.03% 0.80% 9.96%
Visitors Withheld Withheld Withheld 26.87%
Conversion Rate 1.61% 2.10% -0.49% -23.37%
Average Order Value £114.25 £106.47 £7.78 7.31%
Average Sale Price of Item £61.01 £54.42 £6.59 12.11%
Revenue Per Visitor £1.31 £1.65 -£0.34 -20.55%
Cost Per Visitor £0.11 £0.13 -£0.02 -15.58%

Ecommerce Traffic Data October 2024

Rank   Traffic Source October 2024 October 2023 Growth % % of Total Sales Participating % CPA %
1st Google PPC Withheld Withheld 2.49% 54.57% 94.6% 12.58%
2nd IRP Email Marketing Withheld Withheld 16.42% 10.41% 100% 1.21%
3rd AWIN Withheld Withheld -34.24% 5.22% 27% 6.22%
4th Bing & Yahoo PPC Withheld Withheld 29.93% 2.34% 40.5% 11.78%
5th Webgains Withheld Withheld 1.88% 1.04% 5.4% 12.06%
6th Facebook Paid Withheld Withheld -36.49% 0.44% 24.3% 92.28%
7th Conectia Withheld Withheld -14.97% 0.11% 2.7% 5.72%

Ecommerce Service Provider Data October 2024

Traffic Source:
Rank Service Provider October 2024 October 2023 Growth % Source CPA % Overall CPA %
1st Withheld Withheld Withheld 43.05% 15.83% 6.64%
2nd Withheld Withheld Withheld 42.76% 15.01% 9.50%
3rd Withheld Withheld Withheld 18.64% 11.56% 8.54%
4th Withheld Withheld Withheld 1.76% 12.08% 6.87%
5th Withheld Withheld Withheld 0.25% 12.63% 8.72%
6th Withheld Withheld Withheld -4.47% 19.65% 10.88%
7th Withheld Withheld Withheld -11.02% 36.09% 20.78%
8th Withheld Withheld Withheld -25.50% 15.31% 6.41%
9th Withheld Withheld Withheld -33.26% 15.89% 9.80%

Historical Ecommerce Market Data October 2024

Ecommerce Sales Growth Data

Summary

Sales Growth in the Ecommerce Market decreased by 98.80% from 17.64% to 0.21% in October 2024 compared to October 2023.

Ecommerce Sales Data

Summary

Sales in the Ecommerce Market increased by an average of 0.21% in October 2024 compared to October 2023.

Ecommerce Cost Per Acquisition Data

Summary

The average CPA in the Ecommerce Market increased by 9.92% from 8.03% to 8.83% in October 2024 compared to October 2023.

Ecommerce Conversion Rate Data

Summary

The average conversion rate in the Ecommerce Market decreased by 23.32% from 2.10% to 1.61% in October 2024 compared to October 2023.

Ecommerce Average Order Value Data

Summary

Average Order Values in the Ecommerce Market increased by 7.31% from £106.47 to £114.25 in October 2024 compared to October 2023.

Ecommerce Visitors Data

Summary

Visitors in the Ecommerce Market increased by an average of 26.87% in October 2024 compared to October 2023.

Ecommerce Revenue Per Visitor Data

Summary

Revenue Per Visitor in the Ecommerce Market decreased by 21.01% from £1.65 to £1.31 in October 2024 compared to October 2023.

Ecommerce Cost Per Visitor Data

Summary

Cost Per Visitor in the Ecommerce Market decreased by 16.67% from £0.13 to £0.11 in October 2024 compared to October 2023.

Ecommerce Bounce Rate Data

Summary

The bounce rate in the Ecommerce Market increased by 10.98% from 35.87% to 39.81% in October 2024 compared to October 2023.

Ecommerce Traffic Channel Data

Summary

In October 2024 the sales breakdown in the ecommerce market by Traffic Channel is Paid Search Marketing 56.9%, Direct 24.3%, Email Marketing 10.4%, Affiliate Marketing 6.8%, Other 1.1% and Paid Social Media Marketing 0.4%.

Ecommerce Revenue by Location

Summary

In October 2024 the sales breakdown in the ecommerce market by Location is Domestic 58% and International 42%.

Ecommerce Revenue by Device

Summary

In October 2024 the sales breakdown in the ecommerce market by Device is Mobile 60.3%, Desktop 37.9% and Tablet 1.8%.

International Sales Data

Summary

International sales percentage of total sales in the Ecommerce Market increased by an average of 13.34% from 37.03% to 41.97% in October 2024 compared to October 2023.

Ecommerce Average Sale Price Data

Summary

Average Sale Price of Item sales in the Ecommerce Market increased by an average of 12.12% from £54.42 to £61.01 in October 2024 compared to October 2023.

Ecommerce Agency Performance Data October 2024

Rank   Agency October 2024 October 2023 Growth % CPA %
1st Withheld Withheld Withheld 28.97% 9.47%
2nd Withheld Withheld Withheld 25.20% 8.46%
3rd Withheld Withheld Withheld 14.79% 10.61%
4th Withheld Withheld Withheld 8.99% 8.14%
5th Withheld Withheld Withheld 2.29% 8.58%
6th Withheld Withheld Withheld -0.89% 8.97%
7th Withheld Withheld Withheld -7.02% 7.57%
8th Withheld Withheld Withheld -20.59% 6.23%

Ecommerce Markets Risers & Fallers October 2024

Ecommerce Sales Data

RankEcommerce MarketOct 2024Oct 2023DifferenceGrowth
1Toys, Games & CollectablesWithheldWithheldWithheld51.26%
2Baby & ChildWithheldWithheldWithheld24.38%
3Pet CareWithheldWithheldWithheld14.65%
4Arts and CraftsWithheldWithheldWithheld13.12%
5Fashion Clothing & AccessoriesWithheldWithheldWithheld10.17%
6Kitchen & Home AppliancesWithheldWithheldWithheld6.26%
7Cars and MotorcyclingWithheldWithheldWithheld-7.64%
8Food & DrinkWithheldWithheldWithheld-16.60%
9Sports and RecreationWithheldWithheldWithheld-27.29%
10Health and WellbeingWithheldWithheldWithheld-27.59%
11Electrical & Commercial EquipmentWithheldWithheldWithheld-29.12%

Ecommerce Cost Per Acquisition Data

RankEcommerce MarketOct 2024Oct 2023DifferenceGrowth
1Cars and Motorcycling8.61%7.02%1.59%22.62%
2Sports and Recreation8.11%6.70%1.41%21.06%
3Food & Drink5.26%4.37%0.89%20.30%
4Toys, Games & Collectables6.01%5.00%1.01%20.28%
5Health and Wellbeing15.31%13.52%1.79%13.20%
6Kitchen & Home Appliances5.32%4.76%0.57%11.91%
7Arts and Crafts1.67%1.49%0.18%11.80%
8Baby & Child10.20%9.16%1.03%11.28%
9Fashion Clothing & Accessories8.14%7.54%0.59%7.88%
10Pet Care8.54%8.69%-0.14%-1.66%
11Electrical & Commercial Equipment11.57%12.05%-0.47%-3.93%

Conversion Rate

RankEcommerce MarketOct 2024Oct 2023DifferenceGrowth
1Kitchen & Home Appliances3.36%3.01%0.35%11.47%
2Toys, Games & Collectables1.62%1.57%0.05%3.17%
3Arts and Crafts5.28%5.25%0.04%0.68%
4Pet Care1.96%2.32%-0.36%-15.57%
5Food & Drink1.05%1.27%-0.22%-17.25%
6Sports and Recreation1.22%1.55%-0.33%-21.16%
7Health and Wellbeing3.12%4.00%-0.88%-22.07%
8Electrical & Commercial Equipment1.26%1.77%-0.52%-29.15%
9Fashion Clothing & Accessories1.33%1.89%-0.57%-29.95%
10Baby & Child0.64%0.96%-0.31%-32.67%
11Cars and Motorcycling0.96%1.57%-0.61%-38.90%

Ecommerce Average Order Value Data

RankEcommerce MarketOct 2024Oct 2023DifferenceGrowth
1Baby & Child£282.94£193.96£88.9845.88%
2Electrical & Commercial Equipment£145.42£114.39£31.0327.12%
3Pet Care£97.43£83.14£14.2917.19%
4Arts and Crafts£104.44£102.38£2.062.01%
5Fashion Clothing & Accessories£104.43£105.42-£0.99-0.94%
6Food & Drink£116.04£117.46-£1.42-1.21%
7Sports and Recreation£99.21£100.94-£1.74-1.72%
8Health and Wellbeing£45.82£48.00-£2.19-4.56%
9Kitchen & Home Appliances£44.59£48.79-£4.20-8.61%
10Cars and Motorcycling£158.73£198.00-£39.27-19.83%
11Toys, Games & Collectables£89.89£120.59-£30.70-25.46%

Ecommerce Market Commentary for October 2024

Ecommerce Data Commentary: October 2024

Overall Performance

eCommerce sales on the IRP platform saw a modest 0.21% year-over-year (YOY) increase in October 2024. According to IMRG (The UK ecommerce Accosiation), the wider UK market declined -4.8% YoY.

Noteworthy sector growth includes:

  • Toys, Games & Collectibles: +51.26%
  • Baby & Child: +24.38%

Strong conversion rates were observed in:

  • Kitchen & Home Appliances: 3.36%
  • Arts & Crafts: 5.28%

Economic Influences

October sales trends on IRP reflected the broader UK eCommerce market, which experienced slight declines.

  • Consumer Caution: Increased apprehension ahead of the UK's Autumn Budget contributed to weaker sales in the latter half of the month.
  • Macroeconomic Pressures: Budget reflections and potential cuts to UK interest rates, combined with rising employer National Insurance contributions and minimum wage increases, are expected to tighten profit margins.

Key Challenges for 2025:

  • Merchants will need to grow sales simply to maintain profitability.
  • Businesses lacking real-time visibility on margins risk significant financial strain.

Opportunities for Growth

  • International Sales: A weaker pound presents opportunities for merchants targeting global markets, where IRP merchants are well-positioned.

Dan Loughlin, IRP CEO, emphasised, “With markets shifting and merchants battling unpredictable traffic costs, PROFIT remains the core challenge in eCommerce. IRP’s technology eliminates guesswork, delivering clarity on Net Profit.”

Cost and Conversion Trends

  • Cost of Sales (COS): CPA% (percentage spent on marketing channels) reached 8.68%, marking a 9.96% YOY increase. The higher CPA% reflects challenges in converting cautious consumers.
  • Conversion Rates: October 2024 rates fell YOY from 2.10% to 1.61% (-23.37%), highlighting increased price sensitivity.

Positive Metrics

Despite market tightening, there are bright spots:

  • Average Order Value (AOV): £114.25, up 7.31% YOY.
  • Average Sale Price per Item: Increased 12.11% YOY.
  • Mobile Channel Growth: Revenue share from mobile devices reached 57%, varying by market and segment.

Looking Ahead: Black Friday and Beyond

The coming months, including Black Friday and the critical ‘Golden Quarter,’ will be pivotal. Merchants should prepare for:

  • Macroeconomic Shifts: UK/EU interest rates and the budget will shape both consumer sentiment and merchant confidence.
  • Customer Acquisition Strategies: For merchants acquiring customers at sustainable costs, significant opportunities remain to grow and capture market share.

IRP’s Forecast:

While tightening conditions will challenge many, merchants who adapt with data-driven strategies and cost-efficient operations can thrive despite economic headwinds.

- 15 November 2024
 

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.

Click here for Northern Ireland eCcommerce Benchmarks and KPIs

* 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.

Live Market Data
Today v Yesterday 0.07%
December 2024 v December 2023 43.39%
YTD 2024 v 2023 8.74%
Arts and Crafts 0.08%
Baby & Child 0.22%
Cars and Motorcycling 0.01%
Electrical & Commercial Equipment 0.39%
Fashion Clothing & Accessories 0.01%
Food & Drink 0.10%
Health and Wellbeing 0.10%
Kitchen & Home Appliances 0.14%
Pet Care 0.01%
Sports and Recreation 0.05%
Toys, Games & Collectables 1.20%

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