ECOMMERCE MARKET DATA
  • Jan 2017 Sales Growth: 77.78%
  • Jan 2017 Conversion: 1.65%
  • Jan 2017 AOV: £116.48
  • Jan 2017 Average Sale Price of Item: £43.92
  • Jan 2017 CPA: 9.43%
Time Frame:  v

1. Select a market:

2. Select a market segment:

Summary data for all markets and segments - January 2016 v January 2017

Measure Jan 2016 Jan 2017 Difference Growth
Sales Growth Withheld Withheld Withheld 77.78%
Average Order Value £110.45 £116.48 £6.03 5.46%
Cost Per Acquisition 9.26% 9.43% 0.16% 1.76%
Conversion Rate 1.56% 1.65% 0.10% 6.29%
Average Sale Price of Item £41.55 £43.92 £2.38 5.72%

Historical comparison data for all markets and segments - January 2016 v January 2017

Sales Growth - Historical

Total Sales (Dec 2016) Total Sales (Nov 2016) Total Sales (Oct 2016) Total Sales (Sep 2016) Total Sales (Aug 2016) Total Sales (Jul 2016) Total Sales (Jun 2016) Total Sales (May 2016) Total Sales (Apr 2016) Total Sales (Mar 2016) Total Sales (Feb 2016) Total Sales (Jan 2016) Total Sales (Jan 2017) Total Sales (Dec 2016) Total Sales (Dec 2016) Total Sales (Nov 2016) Total Sales (Nov 2016) Total Sales (Oct 2016) Total Sales (Oct 2016) Total Sales (Sep 2016) Total Sales (Sep 2016) Total Sales (Aug 2016) Total Sales (Aug 2016) Total Sales (Jul 2016) Total Sales (Jul 2016) Total Sales (Jun 2016) Total Sales (Jun 2016) Total Sales (May 2016) Total Sales (May 2016) Total Sales (Apr 2016) Total Sales (Apr 2016) Total Sales (Mar 2016) Total Sales (Mar 2016) Total Sales (Feb 2016) Total Sales (Feb 2016)

Summary

Sales in all segments of all ecommerce markets increased by an average of 77.78% in January 2017 compared to January 2016.

Cost Per Acquisition (CPA) - Historical

Average CPA (Dec 2016)
8.23% Average CPA (Nov 2016)
8.26% Average CPA (Oct 2016)
7.94% Average CPA (Sep 2016)
9.50% Average CPA (Aug 2016)
9.21% Average CPA (Jul 2016)
8.66% Average CPA (Jun 2016)
9.70% Average CPA (May 2016)
7.28% Average CPA (Apr 2016)
6.95% Average CPA (Mar 2016)
6.76% Average CPA (Feb 2016)
7.21% Average CPA (Jan 2016)
9.26% Average CPA (Jan 2017)
9.43% Average CPA (Dec 2016)
8.23% Average CPA (Dec 2016)
8.23% Average CPA (Nov 2016)
8.26% Average CPA (Nov 2016)
8.26% Average CPA (Oct 2016)
7.94% Average CPA (Oct 2016)
7.94% Average CPA (Sep 2016)
9.50% Average CPA (Sep 2016)
9.50% Average CPA (Aug 2016)
9.21% Average CPA (Aug 2016)
9.21% Average CPA (Jul 2016)
8.66% Average CPA (Jul 2016)
8.66% Average CPA (Jun 2016)
9.70% Average CPA (Jun 2016)
9.70% Average CPA (May 2016)
7.28% Average CPA (May 2016)
7.28% Average CPA (Apr 2016)
6.95% Average CPA (Apr 2016)
6.95% Average CPA (Mar 2016)
6.76% Average CPA (Mar 2016)
6.76% Average CPA (Feb 2016)
7.21% Average CPA (Feb 2016)
7.21%

Summary

The average CPA in all segments of all ecommerce markets increased by 1.76% to 9.43% in January 2017 compared to January 2016.

Conversion Rate - Historical

Average Conversion Rate (Dec 2016)
2.08% Average Conversion Rate (Nov 2016)
1.95% Average Conversion Rate (Oct 2016)
1.79% Average Conversion Rate (Sep 2016)
1.77% Average Conversion Rate (Aug 2016)
1.77% Average Conversion Rate (Jul 2016)
1.83% Average Conversion Rate (Jun 2016)
1.74% Average Conversion Rate (May 2016)
1.84% Average Conversion Rate (Apr 2016)
1.86% Average Conversion Rate (Mar 2016)
1.81% Average Conversion Rate (Feb 2016)
1.82% Average Conversion Rate (Jan 2016)
1.56% Average Conversion Rate (Jan 2017)
1.65% Average Conversion Rate (Dec 2016)
2.08% Average Conversion Rate (Dec 2016)
2.08% Average Conversion Rate (Nov 2016)
1.95% Average Conversion Rate (Nov 2016)
1.95% Average Conversion Rate (Oct 2016)
1.79% Average Conversion Rate (Oct 2016)
1.79% Average Conversion Rate (Sep 2016)
1.77% Average Conversion Rate (Sep 2016)
1.77% Average Conversion Rate (Aug 2016)
1.77% Average Conversion Rate (Aug 2016)
1.77% Average Conversion Rate (Jul 2016)
1.83% Average Conversion Rate (Jul 2016)
1.83% Average Conversion Rate (Jun 2016)
1.74% Average Conversion Rate (Jun 2016)
1.74% Average Conversion Rate (May 2016)
1.84% Average Conversion Rate (May 2016)
1.84% Average Conversion Rate (Apr 2016)
1.86% Average Conversion Rate (Apr 2016)
1.86% Average Conversion Rate (Mar 2016)
1.81% Average Conversion Rate (Mar 2016)
1.81% Average Conversion Rate (Feb 2016)
1.82% Average Conversion Rate (Feb 2016)
1.82%

Summary

The average conversion rate in all segments of all ecommerce markets increased by 6.29% to 1.65% in January 2017 compared to January 2016.

Traffic Channels

Email Marketing
(5.3 %) Paid Social Media Marketing
(9.8 %) Affiliate Marketing
(9.9 %) Direct
(16.1 %) Paid Search Marketing
(58.9 %)

Summary

Paid Search Marketing was the best-performing Traffic Channel in terms of sales in January 2017. Email Marketing was the worst-performing Traffic Channel in terms of sales in January 2017.

Average Order Value - Historical

Average Order Value (Dec 2016)
£110.94 Average Order Value (Nov 2016)
£109.61 Average Order Value (Oct 2016)
£110.71 Average Order Value (Sep 2016)
£118.73 Average Order Value (Aug 2016)
£98.56 Average Order Value (Jul 2016)
£92.92 Average Order Value (Jun 2016)
£104.44 Average Order Value (May 2016)
£104.05 Average Order Value (Apr 2016)
£106.90 Average Order Value (Mar 2016)
£105.68 Average Order Value (Feb 2016)
£104.99 Average Order Value (Jan 2016)
£110.45 Average Order Value (Jan 2017)
£116.48 Average Order Value (Dec 2016)
£110.94 Average Order Value (Dec 2016)
£110.94 Average Order Value (Nov 2016)
£109.61 Average Order Value (Nov 2016)
£109.61 Average Order Value (Oct 2016)
£110.71 Average Order Value (Oct 2016)
£110.71 Average Order Value (Sep 2016)
£118.73 Average Order Value (Sep 2016)
£118.73 Average Order Value (Aug 2016)
£98.56 Average Order Value (Aug 2016)
£98.56 Average Order Value (Jul 2016)
£92.92 Average Order Value (Jul 2016)
£92.92 Average Order Value (Jun 2016)
£104.44 Average Order Value (Jun 2016)
£104.44 Average Order Value (May 2016)
£104.05 Average Order Value (May 2016)
£104.05 Average Order Value (Apr 2016)
£106.90 Average Order Value (Apr 2016)
£106.90 Average Order Value (Mar 2016)
£105.68 Average Order Value (Mar 2016)
£105.68 Average Order Value (Feb 2016)
£104.99 Average Order Value (Feb 2016)
£104.99

Summary

Average Order Values in all segments of all ecommerce markets increased by 5.46% in January 2017 compared to January 2016.

Average Sale Price of Item - Historical

Average Sale Price of Item (Dec 2016)
£40.25 Average Sale Price of Item (Nov 2016)
£41.70 Average Sale Price of Item (Oct 2016)
£42.49 Average Sale Price of Item (Sep 2016)
£38.10 Average Sale Price of Item (Aug 2016)
£36.67 Average Sale Price of Item (Jul 2016)
£37.33 Average Sale Price of Item (Jun 2016)
£36.95 Average Sale Price of Item (May 2016)
£36.46 Average Sale Price of Item (Apr 2016)
£41.59 Average Sale Price of Item (Mar 2016)
£40.53 Average Sale Price of Item (Feb 2016)
£39.45 Average Sale Price of Item (Jan 2016)
£41.55 Average Sale Price of Item (Jan 2017)
£43.92 Average Sale Price of Item (Dec 2016)
£40.25 Average Sale Price of Item (Dec 2016)
£40.25 Average Sale Price of Item (Nov 2016)
£41.70 Average Sale Price of Item (Nov 2016)
£41.70 Average Sale Price of Item (Oct 2016)
£42.49 Average Sale Price of Item (Oct 2016)
£42.49 Average Sale Price of Item (Sep 2016)
£38.10 Average Sale Price of Item (Sep 2016)
£38.10 Average Sale Price of Item (Aug 2016)
£36.67 Average Sale Price of Item (Aug 2016)
£36.67 Average Sale Price of Item (Jul 2016)
£37.33 Average Sale Price of Item (Jul 2016)
£37.33 Average Sale Price of Item (Jun 2016)
£36.95 Average Sale Price of Item (Jun 2016)
£36.95 Average Sale Price of Item (May 2016)
£36.46 Average Sale Price of Item (May 2016)
£36.46 Average Sale Price of Item (Apr 2016)
£41.59 Average Sale Price of Item (Apr 2016)
£41.59 Average Sale Price of Item (Mar 2016)
£40.53 Average Sale Price of Item (Mar 2016)
£40.53 Average Sale Price of Item (Feb 2016)
£39.45 Average Sale Price of Item (Feb 2016)
£39.45

Summary

Average Sale Price of Item sales in all segments of all ecommerce markets increased by an average of 5.72% in January 2017 compared to January 2016.

Revenue by Location

International
(42.6 %) Domestic
(57.4 %)

Summary

Domestic was the best-performing Location in terms of sales in January 2017. International was the worst-performing Location in terms of sales in January 2017.

Revenue by Device

Tablet
(11.4 %) Mobile
(27.0 %) Desktop
(61.6 %)

Summary

Desktop was the best-performing Device in terms of sales in January 2017. Tablet was the worst-performing Device in terms of sales in January 2017.

Markets Risers & Fallers - January 2016 v January 2017

Sales

RankNameJan 2016Jan 2017DifferenceGrowth
1Kitchen & Home AppliancesWithheldWithheldWithheld3369.24%
2Health and WellbeingWithheldWithheldWithheld589.48%
3Electrical & Commercial EquipmentWithheldWithheldWithheld252.38%
4Cars and MotorcyclingWithheldWithheldWithheld132.62%
5Agricultural SuppliesWithheldWithheldWithheld85.30%
6Fashion Clothing & AccessoriesWithheldWithheldWithheld78.32%
7Sports and RecreationWithheldWithheldWithheld49.70%
8Pet CareWithheldWithheldWithheld48.86%
9Food & DrinkWithheldWithheldWithheld43.43%
10Arts and CraftsWithheldWithheldWithheld27.67%
11Baby & ChildWithheldWithheldWithheld-17.38%

Cost Per Acquisition (CPA)

RankNameJan 2016Jan 2017DifferenceGrowth
1Arts and Crafts1.06%1.67%0.61%57.07%
2Pet Care3.91%5.65%1.74%44.61%
3Baby & Child5.18%6.37%1.19%23.02%
4Food & Drink6.58%6.98%0.40%6.11%
5Sports and Recreation6.60%6.66%0.06%0.93%
6Cars and Motorcycling6.60%5.64%-0.96%-14.53%
7Electrical & Commercial Equipment9.84%8.07%-1.77%-18.00%
8Fashion Clothing & Accessories11.80%9.55%-2.25%-19.05%
9Health and Wellbeing8.27%5.98%-2.28%-27.60%
10Agricultural Supplies14.02%6.41%-7.61%-54.26%
11Kitchen & Home Appliances24.57%9.79%-14.77%-60.14%

Conversion Rate

RankNameJan 2016Jan 2017DifferenceGrowth
1Kitchen & Home Appliances0.71%1.74%1.02%142.75%
2Cars and Motorcycling0.92%1.21%0.29%31.79%
3Electrical & Commercial Equipment2.39%2.98%0.59%24.66%
4Fashion Clothing & Accessories1.45%1.72%0.27%18.54%
5Agricultural Supplies0.60%0.66%0.07%10.89%
6Sports and Recreation1.39%1.51%0.11%8.23%
7Food & Drink1.00%1.02%0.02%2.05%
8Pet Care2.45%2.38%-0.08%-3.07%
9Arts and Crafts3.65%3.42%-0.23%-6.42%
10Health and Wellbeing2.13%1.92%-0.22%-10.08%
11Baby & Child1.01%0.36%-0.65%-64.10%

Average Order Value (AOV)

RankNameJan 2016Jan 2017DifferenceGrowth
1Fashion Clothing & Accessories£67.67£112.0644.40%65.61%
2Electrical & Commercial Equipment£40.71£60.7920.08%49.32%
3Agricultural Supplies£62.39£76.3313.94%22.34%
4Kitchen & Home Appliances£36.02£39.993.97%11.01%
5Arts and Crafts£71.64£77.555.91%8.25%
6Sports and Recreation£146.62£156.7210.10%6.89%
7Pet Care£66.80£68.041.24%1.85%
8Cars and Motorcycling£110.48£109.91-0.57%-0.52%
9Health and Wellbeing£41.75£40.93-0.83%-1.98%
10Food & Drink£105.16£102.88-2.28%-2.17%
11Baby & Child£276.38£128.78-147.61%-53.41%

Segments Risers & Fallers - January 2016 v January 2017

Sales

RankNameJan 2016Jan 2017DifferenceGrowth
1Racking, Cabling & LightingWithheldWithheldWithheld1602.40%
2Men's & Women's ClothingWithheldWithheldWithheld508.06%
3Wedding & Bridal WearWithheldWithheldWithheld469.21%
4Sporting GoodsWithheldWithheldWithheld259.87%
5Pet SuppliesWithheldWithheldWithheld172.06%
6Motorcycle SuppliesWithheldWithheldWithheld132.62%
7HockeyWithheldWithheldWithheld125.35%
8Health ProductsWithheldWithheldWithheld105.12%
9Electrical & Security SuppliesWithheldWithheldWithheld98.96%
10FishingWithheldWithheldWithheld91.21%
11Farm & Tractor PartsWithheldWithheldWithheld85.30%
12CyclingWithheldWithheldWithheld61.51%
13JewelleryWithheldWithheldWithheld55.06%
14Mountain & OutdoorWithheldWithheldWithheld54.03%
15Dog & Pet GroomingWithheldWithheldWithheld45.99%
16Gaelic SportsWithheldWithheldWithheld45.29%
17CampingWithheldWithheldWithheld45.18%
18Wine and Spirit MerchantsWithheldWithheldWithheld43.43%
19Home Security ItemsWithheldWithheldWithheld37.88%
20Physio SuppliesWithheldWithheldWithheld31.80%
21Pottery & Art SuppliesWithheldWithheldWithheld27.67%
22Sailing & Marine ChandleryWithheldWithheldWithheld13.84%
23RugbyWithheldWithheldWithheld7.84%
24Hair & Beauty ProductsWithheldWithheldWithheldN/A
25Coffee Machine SuppliesWithheldWithheldWithheldN/A
26GolfWithheldWithheldWithheld-14.14%
27Baby Pram & Nursery SuppliesWithheldWithheldWithheld-17.38%

Cost Per Acquisition (CPA)

RankNameJan 2016Jan 2017DifferenceGrowth
1Pet Supplies8.78%25.13%16.34%186.07%
2Home Security Items24.57%53.85%29.28%119.20%
3Racking, Cabling & Lighting2.53%4.62%2.09%82.41%
4Fishing5.02%8.16%3.15%62.73%
5Physio Supplies8.07%12.68%4.61%57.13%
6Pottery & Art Supplies1.06%1.67%0.61%57.07%
7Rugby16.63%23.31%6.68%40.18%
8Dog & Pet Grooming3.79%4.80%1.01%26.67%
9Golf6.69%8.36%1.67%24.90%
10Baby Pram & Nursery Supplies5.18%6.37%1.19%23.02%
11Gaelic Sports6.62%7.35%0.73%10.99%
12Electrical & Security Supplies10.67%11.43%0.76%7.08%
13Camping3.94%4.20%0.26%6.58%
14Wine and Spirit Merchants6.58%6.98%0.40%6.11%
15Men's & Women's Clothing5.32%5.58%0.26%4.90%
16Hair & Beauty ProductsN/A4.53%4.53%N/A
17Coffee Machine SuppliesN/A7.97%7.97%N/A
18Hockey5.93%5.64%-0.28%-4.79%
19Sailing & Marine Chandlery5.73%5.39%-0.34%-5.96%
20Mountain & Outdoor11.96%10.61%-1.35%-11.27%
21Jewellery12.12%10.38%-1.73%-14.31%
22Motorcycle Supplies6.60%5.64%-0.96%-14.53%
23Health Products9.20%7.76%-1.44%-15.66%
24Cycling5.22%4.27%-0.96%-18.30%
25Sporting Goods22.34%16.57%-5.77%-25.82%
26Farm & Tractor Parts14.02%6.41%-7.61%-54.26%
27Wedding & Bridal Wear26.03%7.66%-18.37%-70.58%

Conversion Rate

RankNameJan 2016Jan 2017DifferenceGrowth
1Wedding & Bridal Wear0.08%0.25%0.17%209.80%
2Racking, Cabling & Lighting0.89%2.10%1.21%136.49%
3Sporting Goods0.73%1.58%0.85%116.16%
4Rugby0.83%1.20%0.36%43.79%
5Health Products1.74%2.42%0.68%38.87%
6Motorcycle Supplies0.92%1.21%0.29%31.79%
7Men's & Women's Clothing1.72%2.13%0.41%23.66%
8Cycling1.87%2.28%0.41%21.94%
9Mountain & Outdoor1.14%1.27%0.13%11.19%
10Farm & Tractor Parts0.60%0.66%0.07%10.89%
11Pet Supplies1.54%1.63%0.09%5.56%
12Wine and Spirit Merchants1.00%1.02%0.02%2.05%
13Gaelic Sports1.81%1.84%0.03%1.93%
14Hair & Beauty ProductsN/A1.62%1.62%N/A
15Coffee Machine SuppliesN/A3.10%3.10%N/A
16Electrical & Security Supplies3.90%3.86%-0.03%-0.80%
17Jewellery1.86%1.83%-0.03%-1.47%
18Golf0.77%0.74%-0.04%-4.70%
19Pottery & Art Supplies3.65%3.42%-0.23%-6.42%
20Dog & Pet Grooming3.36%3.12%-0.24%-7.05%
21Sailing & Marine Chandlery1.51%1.40%-0.11%-7.24%
22Hockey1.84%1.69%-0.16%-8.45%
23Camping0.68%0.57%-0.12%-17.11%
24Physio Supplies2.52%2.00%-0.52%-20.61%
25Fishing1.71%1.03%-0.68%-39.78%
26Home Security Items0.71%0.37%-0.34%-47.66%
27Baby Pram & Nursery Supplies1.01%0.36%-0.65%-64.10%

Average Order Value (AOV)

RankNameJan 2016Jan 2017DifferenceGrowth
1Wedding & Bridal Wear£123.87£235.03111.16%89.74%
2Men's & Women's Clothing£67.10£114.1847.08%70.17%
3Racking, Cabling & Lighting£47.30£76.0328.73%60.74%
4Fishing£50.56£78.8728.31%55.98%
5Electrical & Security Supplies£34.12£45.5511.43%33.50%
6Camping£160.03£196.7136.68%22.92%
7Cycling£340.64£418.1677.52%22.76%
8Farm & Tractor Parts£62.39£76.3313.94%22.34%
9Hockey£55.92£66.5210.60%18.95%
10Mountain & Outdoor£90.03£106.5116.48%18.30%
11Jewellery£40.14£47.417.27%18.11%
12Gaelic Sports£45.26£51.706.44%14.23%
13Health Products£36.55£41.414.86%13.30%
14Dog & Pet Grooming£88.15£96.087.93%9.00%
15Pottery & Art Supplies£71.64£77.555.91%8.25%
16Sporting Goods£55.12£59.434.31%7.81%
17Rugby£45.14£48.393.25%7.20%
18Physio Supplies£46.95£49.392.44%5.20%
19Sailing & Marine Chandlery£72.85£74.331.48%2.02%
20Hair & Beauty ProductsN/A£36.4536.45%N/A
21Coffee Machine SuppliesN/A£47.2147.21%N/A
22Motorcycle Supplies£110.48£109.91-0.57%-0.52%
23Wine and Spirit Merchants£105.16£102.88-2.28%-2.17%
24Home Security Items£36.02£32.76-3.26%-9.05%
25Pet Supplies£45.45£39.99-5.46%-12.01%
26Golf£155.60£130.51-25.09%-16.12%
27Baby Pram & Nursery Supplies£276.38£128.78-147.61%-53.41%

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 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 a customer, expressed as a percentage. For each month, the CPA% is calculated using the formula: Total Marketing Cost / Total Revenue (£) * 100. Conversion Rate This is defined as the percentage of visitors who become customers or, more precisely, the percentage of sessions that result in a sale. For each month, the Conversion Rate is calculated using the formula: Total Transactions / Total Sessions * 100. Note that sessions are used in this calculation and not visitors. 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.




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