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Ecommerce Market Data and Ecommerce Benchmarks

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

Ecommerce Market Data August 2024

Ecommerce Metric August 2024 August 2023 Difference Growth
Sales Growth Withheld Withheld Withheld 8.33%
Cost Per Acquisition 9.71% 8.98% 0.73% 8.13%
Visitors Withheld Withheld Withheld 23.57%
Conversion Rate 1.65% 1.99% -0.34% -17.05%
Average Order Value £107.62 £97.60 £10.02 10.27%
Average Sale Price of Item £55.96 £50.31 £5.65 11.23%
Revenue Per Visitor £1.28 £1.46 -£0.18 -12.37%
Cost Per Visitor £0.10 £0.11 -£0.01 -8.85%

Ecommerce Traffic Data August 2024

Rank   Traffic Source August 2024 August 2023 Growth % % of Total Sales Participating % CPA %
1st Google PPC Withheld Withheld 5.09% 54.58% 91.9% 12.20%
2nd IRP Email Marketing Withheld Withheld 19.49% 9.20% 97.3% 1.36%
3rd AWIN Withheld Withheld -14.99% 4.26% 27% 7.12%
4th Bing & Yahoo PPC Withheld Withheld 38.20% 2.13% 35.1% 12.09%
5th Webgains Withheld Withheld -2.95% 0.89% 8.1% 5.85%
6th Facebook Paid Withheld Withheld -44.20% 0.38% 18.9% 84.74%
7th Conectia Withheld Withheld 15.84% 0.08% 2.7% 7.02%

Ecommerce Service Provider Data August 2024

Traffic Source:
Rank Service Provider August 2024 August 2023 Growth % Source CPA % Overall CPA %
1st Withheld Withheld Withheld 60.61% 21.97% 9.43%
2nd Withheld Withheld Withheld 60.12% 11.85% 8.37%
3rd Withheld Withheld Withheld 53.86% 21.25% 11.58%
4th Withheld Withheld Withheld 30.58% 12.60% 9.35%
5th Withheld Withheld Withheld -0.10% 21.31% 14.49%
6th Withheld Withheld Withheld -2.61% 11.51% 5.99%
7th Withheld Withheld Withheld -18.20% 18.87% 12.02%
8th Withheld Withheld Withheld -22.12% 36.42% 21.02%
9th Withheld Withheld Withheld -26.63% 17.81% 7.37%

Historical Ecommerce Market Data August 2024

Ecommerce Sales Growth Data

Summary

Sales Growth in the Ecommerce Market increased by 1384.41% from -0.65% to 8.33% in August 2024 compared to August 2023.

Ecommerce Sales Data

Summary

Sales in the Ecommerce Market increased by an average of 8.33% in August 2024 compared to August 2023.

Ecommerce Cost Per Acquisition Data

Summary

The average CPA in the Ecommerce Market increased by 8.13% from 8.98% to 9.71% in August 2024 compared to August 2023.

Ecommerce Conversion Rate Data

Summary

The average conversion rate in the Ecommerce Market decreased by 17.34% from 1.99% to 1.65% in August 2024 compared to August 2023.

Ecommerce Average Order Value Data

Summary

Average Order Values in the Ecommerce Market increased by 10.26% from £97.60 to £107.62 in August 2024 compared to August 2023.

Ecommerce Visitors Data

Summary

Visitors in the Ecommerce Market increased by an average of 23.57% in August 2024 compared to August 2023.

Ecommerce Revenue Per Visitor Data

Summary

Revenue Per Visitor in the Ecommerce Market decreased by 12.33% from £1.46 to £1.28 in August 2024 compared to August 2023.

Ecommerce Cost Per Visitor Data

Summary

Cost Per Visitor in the Ecommerce Market decreased by 9.05% from £0.11 to £0.10 in August 2024 compared to August 2023.

Ecommerce Bounce Rate Data

Summary

The bounce rate in the Ecommerce Market increased by 12.80% from 36.54% to 41.22% in August 2024 compared to August 2023.

Ecommerce Traffic Channel Data

Summary

In August 2024 the sales breakdown in the ecommerce market by Traffic Channel is Paid Search Marketing 56.7%, Direct 26.8%, Email Marketing 9.2%, Affiliate Marketing 5.7%, Other 1.1% and Paid Social Media Marketing 0.5%.

Ecommerce Revenue by Location

Summary

In August 2024 the sales breakdown in the ecommerce market by Location is Domestic 60.8% and International 39.2%.

Ecommerce Revenue by Device

Summary

In August 2024 the sales breakdown in the ecommerce market by Device is Mobile 60.9%, Desktop 37.5% and Tablet 1.6%.

International Sales Data

Summary

International sales percentage of total sales in the Ecommerce Market increased by an average of 7.71% from 36.32% to 39.12% in August 2024 compared to August 2023.

Ecommerce Average Sale Price Data

Summary

Average Sale Price of Item sales in the Ecommerce Market increased by an average of 11.23% from £50.31 to £55.96 in August 2024 compared to August 2023.

Ecommerce Agency Performance Data August 2024

Rank   Agency August 2024 August 2023 Growth % CPA %
1st Withheld Withheld Withheld 20.01% 7.70%
2nd Withheld Withheld Withheld 15.72% 8.22%
3rd Withheld Withheld Withheld 3.67% 9.33%
4th Withheld Withheld Withheld -0.72% 6.32%
5th Withheld Withheld Withheld -3.47% 10.67%
6th Withheld Withheld Withheld -3.74% 7.74%
7th Withheld Withheld Withheld -3.84% 12.57%

Ecommerce Markets Risers & Fallers August 2024

Ecommerce Sales Data

RankEcommerce MarketAug 2024Aug 2023DifferenceGrowth
1Toys, Games & CollectablesWithheldWithheldWithheld73.35%
2Electrical & Commercial EquipmentWithheldWithheldWithheld67.89%
3Baby & ChildWithheldWithheldWithheld51.64%
4Pet CareWithheldWithheldWithheld25.08%
5Kitchen & Home AppliancesWithheldWithheldWithheld19.86%
6Arts and CraftsWithheldWithheldWithheld17.94%
7Fashion Clothing & AccessoriesWithheldWithheldWithheld8.82%
8Cars and MotorcyclingWithheldWithheldWithheld6.34%
9Food & DrinkWithheldWithheldWithheld-5.75%
10Sports and RecreationWithheldWithheldWithheld-14.70%
11Health and WellbeingWithheldWithheldWithheld-22.46%

Ecommerce Cost Per Acquisition Data

RankEcommerce MarketAug 2024Aug 2023DifferenceGrowth
1Food & Drink5.51%4.33%1.17%27.11%
2Electrical & Commercial Equipment10.90%9.54%1.36%14.30%
3Fashion Clothing & Accessories9.69%8.67%1.01%11.70%
4Pet Care9.69%8.79%0.89%10.15%
5Sports and Recreation5.58%5.33%0.25%4.74%
6Baby & Child10.33%10.07%0.26%2.55%
7Arts and Crafts1.40%1.45%-0.05%-3.25%
8Kitchen & Home Appliances5.33%5.57%-0.24%-4.26%
9Cars and Motorcycling6.14%6.95%-0.80%-11.54%
10Health and Wellbeing16.57%19.70%-3.12%-15.85%
11Toys, Games & Collectables7.20%11.45%-4.25%-37.12%

Conversion Rate

RankEcommerce MarketAug 2024Aug 2023DifferenceGrowth
1Toys, Games & Collectables2.11%1.42%0.69%48.65%
2Food & Drink1.04%0.76%0.28%36.50%
3Electrical & Commercial Equipment1.20%1.18%0.02%2.02%
4Pet Care2.06%2.15%-0.09%-4.19%
5Kitchen & Home Appliances3.49%3.65%-0.16%-4.41%
6Arts and Crafts5.11%5.46%-0.35%-6.33%
7Sports and Recreation1.48%1.63%-0.16%-9.58%
8Baby & Child0.70%0.83%-0.13%-15.47%
9Cars and Motorcycling1.09%1.36%-0.27%-19.80%
10Health and Wellbeing2.85%3.58%-0.73%-20.52%
11Fashion Clothing & Accessories1.30%1.84%-0.54%-29.41%

Ecommerce Average Order Value Data

RankEcommerce MarketAug 2024Aug 2023DifferenceGrowth
1Baby & Child£275.15£175.06£100.0957.17%
2Arts and Crafts£118.63£105.50£13.1312.45%
3Food & Drink£121.56£111.06£10.509.45%
4Cars and Motorcycling£199.08£182.54£16.559.06%
5Health and Wellbeing£46.82£43.12£3.708.58%
6Kitchen & Home Appliances£48.15£46.52£1.633.50%
7Sports and Recreation£106.68£104.35£2.332.24%
8Fashion Clothing & Accessories£87.38£86.75£0.630.73%
9Pet Care£83.81£83.65£0.170.20%
10Toys, Games & Collectables£66.67£74.75-£8.08-10.81%
11Electrical & Commercial Equipment£83.27£122.53-£39.26-32.04%

Ecommerce Market Commentary for August 2024

Ecommerce Data for August 2024

August 2024 Ecommerce sales increased by 8.07% YOY. August was a mixed month but certainly time of the year of peak summer sales before AW24 stock was launched.  A number of sectors are continuing to grow such as Toys, Games and Collectables, Electrical and Commercial Equipment and Baby and Child.. This shows there are opportunities out there. Bank of England Interest Rates dropped to 5% in August.

Ecommerce costs of Sales decreasing in August 2024

CPA% & COS (the percentage cost paid directly to marketing channels) was 9.59%, this was a 8.23% increase in spend compared to August 2023. This CPA% is slightly higher than July 2024, acquiring customers profitability is still a challenge.

August 2024 average ecommerce conversion rates decreased YOY from 2.02% to 1.67%.  (-17%)

Sales through mobile channels continue to increase as a percentage of revenue share to 61%, this varies by market and customer segmentation.

The average ecommerce order value was £106.27 which is 10.44% up on August 2023.

IRP is predicting a tightening of customer spend however for merchants acquiring customers at the right cost, there is lot of potential to grow and take marketshare.

The release of IRP Commerce Cloud Version 9.3 is comning soon with some exciting enhancements to IRP Marketing Cloud and IRP Trader,

September 2024 has got off to a positive start with stonger growth expected through the month.

- 16 September 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 0.08%
October 2024 v October 2023 21.34%
YTD 2024 v 2023 11.59%
Arts and Crafts 0.04%
Baby & Child 0.11%
Cars and Motorcycling 0.12%
Electrical & Commercial Equipment 0.73%
Fashion Clothing & Accessories 0.08%
Food & Drink 0.31%
Health and Wellbeing 0.02%
Kitchen & Home Appliances 0.05%
Pet Care 0.13%
Sports and Recreation 0.07%
Toys, Games & Collectables 1.14%

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