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Northern Ireland eCommerce

Benchmarks 2023

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
Average Order Value
£106.39
Conversion Rate
Conversion Rate
1.78%
Traffic Cost
Traffic Cost
7.38%
Session Conversion Rate ranged from 0.65% to 5.46% 

Top Export Countries

2nd
Flag
Ireland
25%
1st
Flag
United
Kingdom
60%
3rd
Flag
United States
8%
Flags
Merchants on IRP exported to 109 countries in 2023

Top Marketing Channels 

2nd
Channel
IRP Email Marketing
9%
1st
Channel
Google PPC
51%
3rd
Channel
AWIN
6%
Facebook was 6th with 1.36%

Visitor Statistics

Average Order Value
Cost Per Visitor
£0.11
Conversion Rate
Revenue Per Visitor
£1.46
Traffic Cost
UK v International
60% v 40%
Average Order Value
Average Item Price
£32.96
Conversion Rate
Dropped Basket %
67%
Traffic Cost
Bounce Rate
52.29%
International sales drive NI's growth 

Sales by Device

Device Icon
Mobile
62%
Device Icon
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
Growth Forecast
  • 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
Product
Cars &
Motorcycling
1st
Product
Fashion Clothing
& Accessories
3rd
Product
Pet Care
Thousands of Brands and Categories sold online in a wide variety of both large and niche markets

Category Sales Growth

2nd
Product
Bikes & Tyres
+46%
1st
Product
Footwear
+186%
3rd
Product
Jewellery
+146%
Weather appeared to impact NI consumption

NI v Ireland Growth Comparison

Growth Forecast
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

Growth Forecast
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

Economy Report
17%
of the economy
180,000
Jobs by 2030
NICEe

Key Takeaways & Resources

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 believes that a Service Marketplace delivers efficiencies and competition by allowing merchants to choose the best service providers based on performance.
Live Market Data
Today v Yesterday 0.09%
July 2024 v July 2023 11.35%
YTD 2024 v 2023 15.40%
Arts and Crafts 0.11%
Baby & Child 0.28%
Cars and Motorcycling 0.14%
Electrical & Commercial Equipment 0.30%
Fashion Clothing & Accessories 0.04%
Food & Drink 0.37%
Health and Wellbeing 0.30%
Kitchen & Home Appliances 0.02%
Pet Care 0.08%
Sports and Recreation 0.11%
Toys, Games & Collectables 0.17%
NORTHERN IRELAND ECOMMERCE BENCHMARKS & KPIs
NI ECOMMERCE KPIs
VIEW

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