Northern Ireland Ecommerce Benchmark KPIs 2023

Northern Ireland eCommerce

KPIs for the eCommerce Community

Unlock Profits for Your Business and Your Merchants

2023 Northern Ireland eCommerce KPIs

IRP crunched its data points to provide eCommerce KPIs for Northern Ireland. IRP has transacted £2 Billion in eCommerce sales for Northern Ireland companies - and these 2023 KPIs provide a snapshot about NI Merchants.

KPIs on Growth, Conversion, Traffic Costs, Channels, Markets and many more data points provide useful insights into eCommerce trading. Read on to find out what the Benchmarks were in 2023 and what it says about the future.

Enjoy & share our Northern Ireland eCommerce KPIs and check out IRP Market Data for a live snapshot at any time.

2023 Sales Growth

+11.29%

NI Merchant Growth

7.38%

NI Traffic Cost

Merchants reported targeting an 8% Net Profit Margin

Northern Ireland Merchant KPIs

Average Order Value

£106.39

Conversion Rate

1.78%

Traffic Cost

7.38%

Session Conversion Rate ranged from 0.65% to 5.46%

Top Export Countries

2nd

Ireland

25%

1st

United
Kingdom

60%

3rd

United States

Merchants on IRP exported to 109 countries in 2023

Top Marketing Channels

2nd

IRP Email Marketing

1st

Google PPC

51%

3rd

AWIN

Facebook was 6th with 1.36%

Visitor Statistics

Cost Per Visitor

£0.11

Revenue Per Visitor

£1.46

UK v International

60% v 40%

Average Item Price

£32.96

Dropped Basket %

67%

Bounce Rate

52.29%

International sales drive NI's growth

Sales by Device

Mobile

62%

Desktop

38%

Mobile shopping continued to grow

NI Traffic Spend 7.78% CPA

Traffic spend largely dictated merchant profit. NI merchants spent an average of 7.78% on traffic

1st Email Marketing - 1.75% CPA 🏆
2nd AWIN - 6.73% CPA 🏅
3rd Webgains - 8.37% CPA 🏅
4th Bing & Yahoo PPC - 10.97% CPA
5th Google PPC - 11.13% CPA
6th Facebook Paid - 146.95% CPA

NI merchants spent £7.78 on traffic for every £100 of sales

Top eCommerce Markets

2nd

Cars &
Motorcycling

1st

Fashion Clothing
& Accessories

3rd

Pet Care

Thousands of Brands and Categories sold online in a wide variety of both large and niche markets

Category Sales Growth

2nd

Bikes & Tyres

+46%

1st

Footwear

+186%

3rd

Jewellery

+146%

Weather appeared to impact NI consumption

NI v Ireland Growth Comparison

Ireland Grows Faster

Ireland's eCommerce growth outperformed Northern Ireland by 8.1%

2023 saw significant increases in eCommerce sales between Ireland and Northern Ireland due to new trading conditions. IRP Data shows that Ireland's growth is notably higher than Northern Ireland partly due to the Irish Government's strong strategic support of the eCommerce sector.

2024 NI Growth Projection

15 - 20% PREDICTION

As of June 2024 - NI eCommerce Sales growth is 12.83% YOY

However IRP predicts that the overall NI eCommerce market will grow between 15% to 20% YOY in 2024. International sales and increased trade with Ireland will drive growth.

A £10 Billion Opportunity
Northern Ireland as an eCommerce Hub

17%

of the economy

180,000

Jobs by 2030

DOWNLOAD REPORT

Northern Ireland eCommerce sales continue to grow becoming a larger percentage of the economy. Growth was highly variable by Merchant. Individual rates were driven by the market but also very much by the Strategy, Technology and Service Providers selected by Merchants. Ultimately markets, data and ambition dictate eCommerce success.

Look out for next year's KPIs - it will be bigger and better. In the meantime IRP Market Data is published here every month.

IRP Market Data

NICEe - Northern Ireland Centre of eCommerce?

Hidden in Plain Sight? NI eCommerce Report

IRP believes that a Service Marketplace delivers efficiencies and competition by allowing merchants to choose the best service providers based on performance.

IRP Service Marketplace

How can we help you?

Benchmarks 2023

2023 Northern Ireland eCommerce KPIs

2023 Sales Growth

Northern Ireland Merchant KPIs

Top Export Countries

Top Marketing Channels

Visitor Statistics

Sales by Device

NI Traffic Spend 7.78% CPA

Top eCommerce Markets

Category Sales Growth

NI v Ireland Growth Comparison

2024 NI Growth Projection

A £10 Billion Opportunity
Northern Ireland as an eCommerce Hub

Key Takeaways & Resources

How can we help you?

Benchmarks 2023

2023 Northern Ireland eCommerce KPIs

2023 Sales Growth

Northern Ireland Merchant KPIs

Top Export Countries

Top Marketing Channels

Visitor Statistics

Sales by Device

NI Traffic Spend 7.78% CPA

Top eCommerce Markets

Category Sales Growth

NI v Ireland Growth Comparison

2024 NI Growth Projection

A £10 Billion Opportunity Northern Ireland as an eCommerce Hub

Key Takeaways & Resources

A £10 Billion Opportunity
Northern Ireland as an eCommerce Hub