ECOMMERCE MARKET DATA
  • Aug 2017 Sales Growth: 31.22%
  • Aug 2017 Conversion: 1.58%
  • Aug 2017 AOV: £141.48
  • Aug 2017 Average Sale Price of Item: £43.87
  • Aug 2017 CPA: 7.97%
Time Frame:  v

1. Select a market:

2. Select a market segment:

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

Measure Aug 2016 Aug 2017 Difference Growth
Sales Growth Withheld Withheld Withheld 31.22%
Average Order Value £106.63 £141.48 £34.85 32.68%
Cost Per Acquisition 8.70% 7.97% -0.73% -8.44%
Conversion Rate 1.82% 1.58% -0.24% -13.17%
Average Sale Price of Item £38.67 £43.87 £5.19 13.42%

Traffic Source Summary Data - August 2016 v August 2017

  Traffic Source August 2016 August 2017 Growth % Participating % CPA %
Google PPC Withheld Withheld 38.77% Withheld 11.26%
Facebook Paid Withheld Withheld 244.13% Withheld 8.79%
Affiliate Window Withheld Withheld 38.25% Withheld 7.57%
IRP Email Marketing Withheld Withheld 64.20% Withheld 0.10%
Bing & Yahoo PPC Withheld Withheld -35.59% Withheld 10.78%

Historical comparison data for all markets and segments - August 2016 v August 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 (Aug 2017) Total Sales (Jul 2017) Total Sales (Jun 2017) Total Sales (May 2017) Total Sales (Apr 2017) Total Sales (Mar 2017) Total Sales (Feb 2017) 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) Total Sales (Aug 2017) Total Sales (Aug 2017) Total Sales (Jul 2017) Total Sales (Jul 2017) Total Sales (Jun 2017) Total Sales (Jun 2017) Total Sales (May 2017) Total Sales (May 2017) Total Sales (Apr 2017) Total Sales (Apr 2017) Total Sales (Mar 2017) Total Sales (Mar 2017) Total Sales (Feb 2017) Total Sales (Feb 2017)

Summary

Sales in all segments of all ecommerce markets increased by an average of 31.22% in August 2017 compared to August 2016.

Cost Per Acquisition (CPA) - Historical

Average CPA (Dec 2016)
7.28% Average CPA (Nov 2016)
7.58% Average CPA (Oct 2016)
7.32% Average CPA (Sep 2016)
9.03% Average CPA (Aug 2016)
8.70% Average CPA (Jul 2016)
7.88% Average CPA (Jun 2016)
7.89% Average CPA (May 2016)
6.66% Average CPA (Apr 2016)
6.80% Average CPA (Mar 2016)
6.40% Average CPA (Feb 2016)
7.33% Average CPA (Jan 2016)
8.97% Average CPA (Aug 2017)
7.97% Average CPA (Jul 2017)
8.39% Average CPA (Jun 2017)
8.36% Average CPA (May 2017)
8.38% Average CPA (Apr 2017)
8.30% Average CPA (Mar 2017)
8.18% Average CPA (Feb 2017)
8.57% Average CPA (Jan 2017)
9.10% Average CPA (Dec 2016)
7.28% Average CPA (Dec 2016)
7.28% Average CPA (Nov 2016)
7.58% Average CPA (Nov 2016)
7.58% Average CPA (Oct 2016)
7.32% Average CPA (Oct 2016)
7.32% Average CPA (Sep 2016)
9.03% Average CPA (Sep 2016)
9.03% Average CPA (Aug 2016)
8.70% Average CPA (Aug 2016)
8.70% Average CPA (Jul 2016)
7.88% Average CPA (Jul 2016)
7.88% Average CPA (Jun 2016)
7.89% Average CPA (Jun 2016)
7.89% Average CPA (May 2016)
6.66% Average CPA (May 2016)
6.66% Average CPA (Apr 2016)
6.80% Average CPA (Apr 2016)
6.80% Average CPA (Mar 2016)
6.40% Average CPA (Mar 2016)
6.40% Average CPA (Feb 2016)
7.33% Average CPA (Feb 2016)
7.33% Average CPA (Aug 2017)
7.97% Average CPA (Aug 2017)
7.97% Average CPA (Jul 2017)
8.39% Average CPA (Jul 2017)
8.39% Average CPA (Jun 2017)
8.36% Average CPA (Jun 2017)
8.36% Average CPA (May 2017)
8.38% Average CPA (May 2017)
8.38% Average CPA (Apr 2017)
8.30% Average CPA (Apr 2017)
8.30% Average CPA (Mar 2017)
8.18% Average CPA (Mar 2017)
8.18% Average CPA (Feb 2017)
8.57% Average CPA (Feb 2017)
8.57%

Summary

The average CPA in all segments of all ecommerce markets decreased by -8.44% to 7.97% in August 2017 compared to August 2016.

Conversion Rate - Historical

Average Conversion Rate (Dec 2016)
2.09% 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)
1.82% Average Conversion Rate (Jul 2016)
1.80% Average Conversion Rate (Jun 2016)
1.82% Average Conversion Rate (May 2016)
1.85% Average Conversion Rate (Apr 2016)
1.86% Average Conversion Rate (Mar 2016)
1.81% Average Conversion Rate (Feb 2016)
1.84% Average Conversion Rate (Jan 2016)
1.58% Average Conversion Rate (Aug 2017)
1.58% Average Conversion Rate (Jul 2017)
1.51% Average Conversion Rate (Jun 2017)
1.54% Average Conversion Rate (May 2017)
1.54% Average Conversion Rate (Apr 2017)
1.50% Average Conversion Rate (Mar 2017)
1.52% Average Conversion Rate (Feb 2017)
1.56% Average Conversion Rate (Jan 2017)
1.68% Average Conversion Rate (Dec 2016)
2.09% Average Conversion Rate (Dec 2016)
2.09% 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)
1.82% Average Conversion Rate (Aug 2016)
1.82% Average Conversion Rate (Jul 2016)
1.80% Average Conversion Rate (Jul 2016)
1.80% Average Conversion Rate (Jun 2016)
1.82% Average Conversion Rate (Jun 2016)
1.82% Average Conversion Rate (May 2016)
1.85% Average Conversion Rate (May 2016)
1.85% 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)
1.84% Average Conversion Rate (Feb 2016)
1.84% Average Conversion Rate (Aug 2017)
1.58% Average Conversion Rate (Aug 2017)
1.58% Average Conversion Rate (Jul 2017)
1.51% Average Conversion Rate (Jul 2017)
1.51% Average Conversion Rate (Jun 2017)
1.54% Average Conversion Rate (Jun 2017)
1.54% Average Conversion Rate (May 2017)
1.54% Average Conversion Rate (May 2017)
1.54% Average Conversion Rate (Apr 2017)
1.50% Average Conversion Rate (Apr 2017)
1.50% Average Conversion Rate (Mar 2017)
1.52% Average Conversion Rate (Mar 2017)
1.52% Average Conversion Rate (Feb 2017)
1.56% Average Conversion Rate (Feb 2017)
1.56%

Summary

The average conversion rate in all segments of all ecommerce markets decreased by -13.17% to 1.58% in August 2017 compared to August 2016.

Traffic Channels

Email Marketing
(5.1 %) Affiliate Marketing
(8.5 %) Direct
(12.0 %) Paid Social Media Marketing
(16.6 %) Paid Search Marketing
(57.8 %)

Summary

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

Average Order Value - Historical

Average Order Value (Dec 2016)
£117.44 Average Order Value (Nov 2016)
£115.56 Average Order Value (Oct 2016)
£117.01 Average Order Value (Sep 2016)
£124.40 Average Order Value (Aug 2016)
£106.63 Average Order Value (Jul 2016)
£98.88 Average Order Value (Jun 2016)
£114.94 Average Order Value (May 2016)
£107.73 Average Order Value (Apr 2016)
£111.04 Average Order Value (Mar 2016)
£110.36 Average Order Value (Feb 2016)
£111.19 Average Order Value (Jan 2016)
£117.75 Average Order Value (Aug 2017)
£141.48 Average Order Value (Jul 2017)
£126.74 Average Order Value (Jun 2017)
£112.83 Average Order Value (May 2017)
£107.21 Average Order Value (Apr 2017)
£131.09 Average Order Value (Mar 2017)
£112.45 Average Order Value (Feb 2017)
£118.04 Average Order Value (Jan 2017)
£122.73 Average Order Value (Dec 2016)
£117.44 Average Order Value (Dec 2016)
£117.44 Average Order Value (Nov 2016)
£115.56 Average Order Value (Nov 2016)
£115.56 Average Order Value (Oct 2016)
£117.01 Average Order Value (Oct 2016)
£117.01 Average Order Value (Sep 2016)
£124.40 Average Order Value (Sep 2016)
£124.40 Average Order Value (Aug 2016)
£106.63 Average Order Value (Aug 2016)
£106.63 Average Order Value (Jul 2016)
£98.88 Average Order Value (Jul 2016)
£98.88 Average Order Value (Jun 2016)
£114.94 Average Order Value (Jun 2016)
£114.94 Average Order Value (May 2016)
£107.73 Average Order Value (May 2016)
£107.73 Average Order Value (Apr 2016)
£111.04 Average Order Value (Apr 2016)
£111.04 Average Order Value (Mar 2016)
£110.36 Average Order Value (Mar 2016)
£110.36 Average Order Value (Feb 2016)
£111.19 Average Order Value (Feb 2016)
£111.19 Average Order Value (Aug 2017)
£141.48 Average Order Value (Aug 2017)
£141.48 Average Order Value (Jul 2017)
£126.74 Average Order Value (Jul 2017)
£126.74 Average Order Value (Jun 2017)
£112.83 Average Order Value (Jun 2017)
£112.83 Average Order Value (May 2017)
£107.21 Average Order Value (May 2017)
£107.21 Average Order Value (Apr 2017)
£131.09 Average Order Value (Apr 2017)
£131.09 Average Order Value (Mar 2017)
£112.45 Average Order Value (Mar 2017)
£112.45 Average Order Value (Feb 2017)
£118.04 Average Order Value (Feb 2017)
£118.04

Summary

Average Order Values in all segments of all ecommerce markets increased by 32.68% in August 2017 compared to August 2016.

Average Sale Price of Item - Historical

Average Sale Price of Item (Dec 2016)
£41.41 Average Sale Price of Item (Nov 2016)
£42.57 Average Sale Price of Item (Oct 2016)
£44.28 Average Sale Price of Item (Sep 2016)
£39.58 Average Sale Price of Item (Aug 2016)
£38.67 Average Sale Price of Item (Jul 2016)
£39.19 Average Sale Price of Item (Jun 2016)
£39.62 Average Sale Price of Item (May 2016)
£36.08 Average Sale Price of Item (Apr 2016)
£40.46 Average Sale Price of Item (Mar 2016)
£41.16 Average Sale Price of Item (Feb 2016)
£40.17 Average Sale Price of Item (Jan 2016)
£41.48 Average Sale Price of Item (Aug 2017)
£43.87 Average Sale Price of Item (Jul 2017)
£41.39 Average Sale Price of Item (Jun 2017)
£43.08 Average Sale Price of Item (May 2017)
£44.31 Average Sale Price of Item (Apr 2017)
£42.03 Average Sale Price of Item (Mar 2017)
£44.30 Average Sale Price of Item (Feb 2017)
£41.19 Average Sale Price of Item (Jan 2017)
£44.27 Average Sale Price of Item (Dec 2016)
£41.41 Average Sale Price of Item (Dec 2016)
£41.41 Average Sale Price of Item (Nov 2016)
£42.57 Average Sale Price of Item (Nov 2016)
£42.57 Average Sale Price of Item (Oct 2016)
£44.28 Average Sale Price of Item (Oct 2016)
£44.28 Average Sale Price of Item (Sep 2016)
£39.58 Average Sale Price of Item (Sep 2016)
£39.58 Average Sale Price of Item (Aug 2016)
£38.67 Average Sale Price of Item (Aug 2016)
£38.67 Average Sale Price of Item (Jul 2016)
£39.19 Average Sale Price of Item (Jul 2016)
£39.19 Average Sale Price of Item (Jun 2016)
£39.62 Average Sale Price of Item (Jun 2016)
£39.62 Average Sale Price of Item (May 2016)
£36.08 Average Sale Price of Item (May 2016)
£36.08 Average Sale Price of Item (Apr 2016)
£40.46 Average Sale Price of Item (Apr 2016)
£40.46 Average Sale Price of Item (Mar 2016)
£41.16 Average Sale Price of Item (Mar 2016)
£41.16 Average Sale Price of Item (Feb 2016)
£40.17 Average Sale Price of Item (Feb 2016)
£40.17 Average Sale Price of Item (Aug 2017)
£43.87 Average Sale Price of Item (Aug 2017)
£43.87 Average Sale Price of Item (Jul 2017)
£41.39 Average Sale Price of Item (Jul 2017)
£41.39 Average Sale Price of Item (Jun 2017)
£43.08 Average Sale Price of Item (Jun 2017)
£43.08 Average Sale Price of Item (May 2017)
£44.31 Average Sale Price of Item (May 2017)
£44.31 Average Sale Price of Item (Apr 2017)
£42.03 Average Sale Price of Item (Apr 2017)
£42.03 Average Sale Price of Item (Mar 2017)
£44.30 Average Sale Price of Item (Mar 2017)
£44.30 Average Sale Price of Item (Feb 2017)
£41.19 Average Sale Price of Item (Feb 2017)
£41.19

Summary

Average Sale Price of Item sales in all segments of all ecommerce markets increased by an average of 13.42% in August 2017 compared to August 2016.

Revenue by Location

International
(42.7 %) Domestic
(57.3 %)

Summary

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

Revenue by Device

Tablet
(11.1 %) Mobile
(30.1 %) Desktop
(58.9 %)

Summary

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

Markets Risers & Fallers - August 2016 v August 2017

Sales

RankNameAug 2016Aug 2017DifferenceGrowth
1Food & DrinkWithheldWithheldWithheld108.59%
2Cars and MotorcyclingWithheldWithheldWithheld81.96%
3Baby & ChildWithheldWithheldWithheld75.17%
4Agricultural SuppliesWithheldWithheldWithheld47.15%
5Arts and CraftsWithheldWithheldWithheld36.64%
6Pet CareWithheldWithheldWithheld35.51%
7Kitchen & Home AppliancesWithheldWithheldWithheld35.45%
8Sports and RecreationWithheldWithheldWithheld31.67%
9Electrical & Commercial EquipmentWithheldWithheldWithheld30.61%
10Fashion Clothing & AccessoriesWithheldWithheldWithheld16.49%
11Health and WellbeingWithheldWithheldWithheld7.33%
12Home Accessories and GiftwareWithheldWithheldWithheldN/A

Cost Per Acquisition (CPA)

RankNameAug 2016Aug 2017DifferenceGrowth
1Arts and Crafts0.83%1.93%1.10%132.40%
2Health and Wellbeing6.23%9.81%3.58%57.54%
3Pet Care4.61%6.96%2.35%50.98%
4Fashion Clothing & Accessories9.54%14.24%4.69%49.17%
5Cars and Motorcycling3.72%5.03%1.31%35.14%
6Food & Drink5.72%7.25%1.53%26.83%
7Baby & Child7.45%9.35%1.90%25.53%
8Sports and Recreation6.65%8.32%1.67%25.03%
9Electrical & Commercial Equipment5.93%6.98%1.05%17.76%
10Home Accessories and GiftwareN/A13.80%13.80%N/A
11Agricultural Supplies8.72%6.94%-1.78%-20.40%
12Kitchen & Home Appliances6.53%1.05%-5.48%-83.94%

Conversion Rate

RankNameAug 2016Aug 2017DifferenceGrowth
1Agricultural Supplies0.56%0.68%0.13%22.97%
2Pet Care2.38%2.55%0.17%6.98%
3Baby & Child0.92%0.93%0.01%0.94%
4Home Accessories and GiftwareN/A0.94%0.94%N/A
5Health and Wellbeing1.99%1.89%-0.10%-5.08%
6Electrical & Commercial Equipment3.02%2.82%-0.20%-6.53%
7Fashion Clothing & Accessories1.15%1.04%-0.11%-9.56%
8Cars and Motorcycling1.26%1.14%-0.12%-9.68%
9Sports and Recreation1.70%1.50%-0.21%-12.07%
10Arts and Crafts3.71%3.25%-0.46%-12.31%
11Kitchen & Home Appliances2.57%1.87%-0.70%-27.19%
12Food & Drink1.34%0.79%-0.55%-40.95%

Average Order Value (AOV)

RankNameAug 2016Aug 2017DifferenceGrowth
1Sports and Recreation£128.26£193.2664.99%50.67%
2Baby & Child£170.83£227.0356.20%32.90%
3Agricultural Supplies£59.94£77.6717.73%29.58%
4Cars and Motorcycling£121.00£144.3923.39%19.33%
5Food & Drink£101.57£120.4918.92%18.63%
6Kitchen & Home Appliances£41.20£48.116.91%16.77%
7Electrical & Commercial Equipment£62.50£65.703.20%5.12%
8Pet Care£65.51£68.402.90%4.42%
9Health and Wellbeing£40.27£40.810.55%1.36%
10Home Accessories and GiftwareN/A£72.7772.77%N/A
11Arts and Crafts£81.23£77.46-3.77%-4.64%
12Fashion Clothing & Accessories£143.23£128.25-14.98%-10.46%

Segments Risers & Fallers - August 2016 v August 2017

Sales

RankNameAug 2016Aug 2017DifferenceGrowth
1Pet SuppliesWithheldWithheldWithheld269.61%
2Wine and Spirit MerchantsWithheldWithheldWithheld108.59%
3FishingWithheldWithheldWithheld106.81%
4HockeyWithheldWithheldWithheld98.46%
5Sporting GoodsWithheldWithheldWithheld91.08%
6Motorcycle SuppliesWithheldWithheldWithheld81.96%
7Baby Pram & Nursery SuppliesWithheldWithheldWithheld75.17%
8CampingWithheldWithheldWithheld72.36%
9Health ProductsWithheldWithheldWithheld47.52%
10Farm & Tractor PartsWithheldWithheldWithheld47.15%
11Gaelic SportsWithheldWithheldWithheld41.27%
12Men's & Women's ClothingWithheldWithheldWithheld37.26%
13Pottery & Art SuppliesWithheldWithheldWithheld36.64%
14Physio SuppliesWithheldWithheldWithheld36.50%
15Coffee Machine SuppliesWithheldWithheldWithheld36.30%
16Racking, Cabling & LightingWithheldWithheldWithheld35.96%
17Dog & Pet GroomingWithheldWithheldWithheld28.36%
18RugbyWithheldWithheldWithheld25.30%
19Mountain & OutdoorWithheldWithheldWithheld23.74%
20Home Security ItemsWithheldWithheldWithheld22.33%
21Electrical & Security SuppliesWithheldWithheldWithheld20.73%
22JewelleryWithheldWithheldWithheld10.07%
23CyclingWithheldWithheldWithheld2.12%
24SkateboardingWithheldWithheldWithheldN/A
25FootwearWithheldWithheldWithheldN/A
26Pottery, Crystal, Ceramic & Porcelain GoodsWithheldWithheldWithheldN/A
27Hair & Beauty ProductsWithheldWithheldWithheld-0.88%
28Sailing & Marine ChandleryWithheldWithheldWithheld-3.71%
29GolfWithheldWithheldWithheld-4.28%

Cost Per Acquisition (CPA)

RankNameAug 2016Aug 2017DifferenceGrowth
1Home Security Items5.67%15.61%9.94%175.28%
2Pottery & Art Supplies0.83%1.93%1.10%132.40%
3Men's & Women's Clothing5.74%12.61%6.88%119.85%
4Hair & Beauty Products5.16%9.93%4.78%92.59%
5Golf4.63%8.70%4.07%87.81%
6Racking, Cabling & Lighting2.58%4.78%2.20%85.22%
7Dog & Pet Grooming3.68%6.42%2.74%74.44%
8Cycling3.99%6.95%2.96%74.13%
9Camping5.80%9.07%3.28%56.56%
10Jewellery9.91%14.84%4.94%49.81%
11Motorcycle Supplies3.72%5.03%1.31%35.14%
12Wine and Spirit Merchants5.72%7.25%1.53%26.83%
13Baby Pram & Nursery Supplies7.45%9.35%1.90%25.53%
14Sailing & Marine Chandlery7.19%8.37%1.18%16.36%
15SkateboardingN/AN/AN/AN/A
16FootwearN/A3.94%3.94%N/A
17Pottery, Crystal, Ceramic & Porcelain GoodsN/A13.80%13.80%N/A
18Mountain & Outdoor8.87%8.75%-0.12%-1.39%
19Physio Supplies10.17%9.91%-0.26%-2.56%
20Electrical & Security Supplies12.10%11.55%-0.55%-4.53%
21Sporting Goods16.71%15.92%-0.79%-4.71%
22Farm & Tractor Parts8.72%6.94%-1.78%-20.40%
23Gaelic Sports10.91%8.06%-2.86%-26.17%
24Hockey4.92%3.35%-1.57%-31.97%
25Health Products10.58%7.10%-3.47%-32.84%
26Rugby22.15%13.75%-8.40%-37.93%
27Fishing32.26%13.13%-19.13%-59.31%
28Pet Supplies35.04%13.10%-21.94%-62.61%
29Coffee Machine Supplies6.58%0.20%-6.38%-96.98%

Conversion Rate

RankNameAug 2016Aug 2017DifferenceGrowth
1Pet Supplies1.26%2.23%0.98%77.66%
2Sporting Goods1.02%1.51%0.50%48.90%
3Fishing0.54%0.78%0.24%44.81%
4Hockey1.49%2.13%0.64%42.60%
5Health Products1.75%2.34%0.58%33.07%
6Rugby0.96%1.25%0.29%30.54%
7Farm & Tractor Parts0.56%0.68%0.13%22.97%
8Racking, Cabling & Lighting2.24%2.71%0.47%20.99%
9Mountain & Outdoor1.41%1.54%0.13%9.29%
10Gaelic Sports1.66%1.80%0.13%7.98%
11Baby Pram & Nursery Supplies0.92%0.93%0.01%0.94%
12SkateboardingN/A0.60%0.60%N/A
13FootwearN/A1.15%1.15%N/A
14Pottery, Crystal, Ceramic & Porcelain GoodsN/A0.94%0.94%N/A
15Physio Supplies2.51%2.39%-0.12%-4.95%
16Jewellery2.05%1.86%-0.19%-9.38%
17Motorcycle Supplies1.26%1.14%-0.12%-9.68%
18Sailing & Marine Chandlery1.65%1.48%-0.17%-10.13%
19Golf0.46%0.40%-0.06%-12.05%
20Pottery & Art Supplies3.71%3.25%-0.46%-12.31%
21Hair & Beauty Products1.69%1.41%-0.28%-16.65%
22Home Security Items1.17%0.97%-0.20%-17.07%
23Men's & Women's Clothing0.70%0.57%-0.12%-17.73%
24Dog & Pet Grooming3.50%2.86%-0.64%-18.39%
25Electrical & Security Supplies3.80%2.93%-0.86%-22.78%
26Camping0.80%0.58%-0.22%-27.91%
27Coffee Machine Supplies3.97%2.77%-1.20%-30.18%
28Cycling3.42%2.04%-1.38%-40.35%
29Wine and Spirit Merchants1.34%0.79%-0.55%-40.95%

Average Order Value (AOV)

RankNameAug 2016Aug 2017DifferenceGrowth
1Cycling£328.44£613.44285.00%86.77%
2Camping£128.22£188.1059.88%46.70%
3Baby Pram & Nursery Supplies£170.83£227.0356.20%32.90%
4Farm & Tractor Parts£59.94£77.6717.73%29.58%
5Fishing£67.82£85.3217.50%25.80%
6Pet Supplies£38.37£47.138.76%22.83%
7Electrical & Security Supplies£35.90£42.866.96%19.39%
8Motorcycle Supplies£121.00£144.3923.39%19.33%
9Wine and Spirit Merchants£101.57£120.4918.92%18.63%
10Coffee Machine Supplies£40.42£47.887.46%18.46%
11Home Security Items£41.97£48.336.36%15.15%
12Hockey£71.11£80.649.53%13.39%
13Gaelic Sports£43.18£48.395.21%12.07%
14Health Products£36.28£39.963.68%10.14%
15Physio Supplies£51.34£55.474.13%8.04%
16Jewellery£50.24£53.663.42%6.81%
17Rugby£49.88£52.462.58%5.17%
18Mountain & Outdoor£64.51£67.032.52%3.90%
19Hair & Beauty Products£33.18£33.910.73%2.20%
20Sailing & Marine Chandlery£67.48£68.280.80%1.18%
21SkateboardingN/A£117.44117.44%N/A
22FootwearN/A£93.8193.81%N/A
23Pottery, Crystal, Ceramic & Porcelain GoodsN/A£72.7772.77%N/A
24Racking, Cabling & Lighting£89.10£88.54-0.56%-0.63%
25Golf£121.33£118.93-2.40%-1.98%
26Dog & Pet Grooming£92.64£89.67-2.97%-3.21%
27Men's & Women's Clothing£189.73£182.77-6.96%-3.67%
28Sporting Goods£56.91£54.29-2.63%-4.61%
29Pottery & Art Supplies£81.23£77.46-3.77%-4.64%

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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