ECOMMERCE MARKET DATA
  • Dec 2016 Sales Growth: 62.74%
  • Dec 2016 Conversion: 2.08%
  • Dec 2016 AOV: £111.56
  • Dec 2016 Average Sale Price of Item: £40.70
  • Dec 2016 CPA: 7.94%
Time Frame:  v

1. Select a market:

2. Select a market segment:

Summary data for all markets and segments - December 2015 v December 2016

Measure Dec 2015 Dec 2016 Difference Growth
Sales Growth Withheld Withheld Withheld 62.74%
Average Order Value £105.64 £111.56 £5.92 5.60%
Cost Per Acquisition 7.81% 7.94% 0.13% 1.64%
Conversion Rate 1.99% 2.08% 0.09% 4.76%
Average Sale Price of Item £38.99 £40.70 £1.72 4.40%

Historical comparison data for all markets and segments - December 2015 v December 2016

Sales Growth - Historical

Summary

Sales in all segments of all ecommerce markets increased by an average of 62.74% in December 2016 compared to December 2015.

Cost Per Acquisition (CPA) - Historical

Summary

The average CPA in all segments of all ecommerce markets increased by 1.64% to 7.94% in December 2016 compared to December 2015.

Conversion Rate - Historical

Summary

The average conversion rate in all segments of all ecommerce markets increased by 4.76% to 2.08% in December 2016 compared to December 2015.

Traffic Channels

Free Social Media Marketing
(0.0 %) Email Marketing
(4.1 %) Paid Social Media Marketing
(7.1 %) Affiliate Marketing
(11.4 %) Direct
(15.1 %) Paid Search Marketing
(62.3 %)

Summary

Paid Search Marketing was the best-performing Traffic Channel in terms of sales in December 2016. Free Social Media Marketing was the worst-performing Traffic Channel in terms of sales in December 2016.

Average Order Value - Historical

Summary

Average Order Values in all segments of all ecommerce markets increased by 5.60% in December 2016 compared to December 2015.

Average Sale Price of Item - Historical

Summary

Average Sale Price of Item sales in all segments of all ecommerce markets increased by an average of 4.40% in December 2016 compared to December 2015.

Revenue by Location

International
(35.4 %) Domestic
(64.6 %)

Summary

Domestic was the best-performing Location in terms of sales in December 2016. International was the worst-performing Location in terms of sales in December 2016.

Revenue by Device

Tablet
(12.7 %) Mobile
(29.8 %) Desktop
(57.5 %)

Summary

Desktop was the best-performing Device in terms of sales in December 2016. Tablet was the worst-performing Device in terms of sales in December 2016.

Markets Risers & Fallers - December 2015 v December 2016

Sales

RankNameDec 2015Dec 2016DifferenceGrowth
1Kitchen & Home AppliancesWithheldWithheldWithheld2735.54%
2Health and WellbeingWithheldWithheldWithheld956.87%
3Electrical & Commercial EquipmentWithheldWithheldWithheld314.15%
4Cars and MotorcyclingWithheldWithheldWithheld133.33%
5Food & DrinkWithheldWithheldWithheld57.89%
6Sports and RecreationWithheldWithheldWithheld49.99%
7Agricultural SuppliesWithheldWithheldWithheld45.89%
8Fashion Clothing & AccessoriesWithheldWithheldWithheld32.70%
9Pet CareWithheldWithheldWithheld20.74%
10Baby & ChildWithheldWithheldWithheld-6.13%
11Arts and CraftsWithheldWithheldWithheld-13.39%

Cost Per Acquisition (CPA)

RankNameDec 2015Dec 2016DifferenceGrowth
1Baby & Child6.52%9.87%3.35%51.39%
2Pet Care5.47%7.56%2.09%38.28%
3Arts and Crafts1.28%1.72%0.43%33.55%
4Sports and Recreation5.58%6.03%0.45%8.01%
5Fashion Clothing & Accessories9.57%10.27%0.70%7.28%
6Food & Drink5.27%5.52%0.25%4.82%
7Agricultural Supplies5.30%4.10%-1.20%-22.60%
8Cars and Motorcycling6.66%4.83%-1.83%-27.47%
9Health and Wellbeing8.02%5.22%-2.80%-34.89%
10Kitchen & Home Appliances22.72%13.89%-8.83%-38.86%
11Electrical & Commercial Equipment13.65%7.93%-5.71%-41.86%

Conversion Rate

RankNameDec 2015Dec 2016DifferenceGrowth
1Kitchen & Home Appliances0.76%2.17%1.41%184.98%
2Cars and Motorcycling1.09%1.43%0.34%31.41%
3Electrical & Commercial Equipment2.23%2.75%0.53%23.70%
4Arts and Crafts3.28%3.70%0.42%12.79%
5Sports and Recreation1.90%1.98%0.08%3.96%
6Fashion Clothing & Accessories2.11%2.10%-0.01%-0.32%
7Baby & Child1.34%1.33%-0.01%-1.10%
8Health and Wellbeing2.18%2.11%-0.07%-3.28%
9Agricultural Supplies1.38%1.28%-0.11%-7.60%
10Pet Care2.89%2.65%-0.24%-8.23%
11Food & Drink2.12%1.72%-0.40%-18.89%

Average Order Value (AOV)

RankNameDec 2015Dec 2016DifferenceGrowth
1Fashion Clothing & Accessories£64.11£94.6630.54%47.64%
2Electrical & Commercial Equipment£46.75£65.0318.29%39.12%
3Food & Drink£67.99£82.6214.63%21.52%
4Agricultural Supplies£56.94£69.1612.22%21.46%
5Cars and Motorcycling£95.63£106.1410.51%10.99%
6Sports and Recreation£147.27£155.528.25%5.60%
7Kitchen & Home Appliances£38.42£39.861.44%3.74%
8Health and Wellbeing£44.95£43.40-1.55%-3.44%
9Pet Care£66.15£58.21-7.94%-12.00%
10Arts and Crafts£80.17£67.72-12.45%-15.53%
11Baby & Child£154.40£114.18-40.22%-26.05%

Segments Risers & Fallers - December 2015 v December 2016

Sales

RankNameDec 2015Dec 2016DifferenceGrowth
1Racking, Cabling & LightingWithheldWithheldWithheld4587.83%
2Sporting GoodsWithheldWithheldWithheld350.94%
3Men's & Women's ClothingWithheldWithheldWithheld303.46%
4Wedding & Bridal WearWithheldWithheldWithheld302.48%
5Home Security ItemsWithheldWithheldWithheld235.87%
6Motorcycle SuppliesWithheldWithheldWithheld133.33%
7FishingWithheldWithheldWithheld131.33%
8Electrical & Security SuppliesWithheldWithheldWithheld128.95%
9RugbyWithheldWithheldWithheld112.29%
10HockeyWithheldWithheldWithheld94.85%
11Pet SuppliesWithheldWithheldWithheld80.04%
12CampingWithheldWithheldWithheld72.81%
13Gaelic SportsWithheldWithheldWithheld70.37%
14Mountain & OutdoorWithheldWithheldWithheld59.82%
15Wine and Spirit MerchantsWithheldWithheldWithheld57.89%
16Physio SuppliesWithheldWithheldWithheld46.14%
17Farm & Tractor PartsWithheldWithheldWithheld45.89%
18CyclingWithheldWithheldWithheld34.40%
19JewelleryWithheldWithheldWithheld26.22%
20Sailing & Marine ChandleryWithheldWithheldWithheld24.17%
21Dog & Pet GroomingWithheldWithheldWithheld18.08%
22Health ProductsWithheldWithheldWithheld13.96%
23Hair & Beauty ProductsWithheldWithheldWithheldN/A
24Coffee Machine SuppliesWithheldWithheldWithheldN/A
25Baby Pram & Nursery SuppliesWithheldWithheldWithheld-6.13%
26GolfWithheldWithheldWithheld-9.91%
27Pottery & Art SuppliesWithheldWithheldWithheld-13.39%

Cost Per Acquisition (CPA)

RankNameDec 2015Dec 2016DifferenceGrowth
1Pet Supplies4.18%23.09%18.91%452.32%
2Health Products5.08%10.45%5.37%105.74%
3Men's & Women's Clothing3.52%5.66%2.13%60.56%
4Hockey3.56%5.48%1.92%53.98%
5Baby Pram & Nursery Supplies6.52%9.87%3.35%51.39%
6Pottery & Art Supplies1.28%1.72%0.43%33.55%
7Gaelic Sports6.11%7.96%1.85%30.19%
8Sailing & Marine Chandlery5.14%6.39%1.25%24.28%
9Dog & Pet Grooming5.53%6.50%0.97%17.61%
10Camping3.66%4.07%0.41%11.27%
11Jewellery9.71%10.60%0.90%9.24%
12Mountain & Outdoor8.26%8.80%0.54%6.58%
13Wine and Spirit Merchants5.27%5.52%0.25%4.82%
14Fishing9.85%9.92%0.07%0.73%
15Rugby12.59%12.64%0.05%0.43%
16Hair & Beauty ProductsN/A4.67%4.67%N/A
17Coffee Machine SuppliesN/A14.42%14.42%N/A
18Racking, Cabling & LightingN/A4.40%4.40%N/A
19Cycling3.76%3.58%-0.18%-4.75%
20Physio Supplies8.89%8.46%-0.43%-4.83%
21Wedding & Bridal Wear26.87%21.90%-4.97%-18.51%
22Electrical & Security Supplies14.24%11.07%-3.17%-22.27%
23Farm & Tractor Parts5.30%4.10%-1.20%-22.60%
24Golf6.74%5.01%-1.72%-25.58%
25Motorcycle Supplies6.66%4.83%-1.83%-27.47%
26Sporting Goods22.41%11.23%-11.18%-49.91%
27Home Security Items22.72%9.98%-12.74%-56.08%

Conversion Rate

RankNameDec 2015Dec 2016DifferenceGrowth
1Sporting Goods0.97%2.18%1.21%125.50%
2Rugby1.10%2.11%1.01%91.79%
3Racking, Cabling & Lighting1.08%2.07%0.99%91.33%
4Home Security Items0.76%1.27%0.51%66.90%
5Motorcycle Supplies1.09%1.43%0.34%31.41%
6Camping0.77%0.98%0.21%27.82%
7Jewellery2.56%2.92%0.35%13.86%
8Pottery & Art Supplies3.28%3.70%0.42%12.79%
9Health Products1.83%2.05%0.22%11.99%
10Sailing & Marine Chandlery1.67%1.80%0.13%7.74%
11Gaelic Sports2.41%2.51%0.10%4.30%
12Electrical & Security Supplies3.37%3.44%0.07%2.06%
13Hair & Beauty ProductsN/A2.13%2.13%N/A
14Coffee Machine SuppliesN/A3.07%3.07%N/A
15Baby Pram & Nursery Supplies1.34%1.33%-0.01%-1.10%
16Cycling2.97%2.89%-0.08%-2.63%
17Mountain & Outdoor1.63%1.58%-0.05%-3.29%
18Hockey2.49%2.39%-0.10%-4.16%
19Pet Supplies2.66%2.53%-0.13%-4.76%
20Farm & Tractor Parts1.38%1.28%-0.11%-7.60%
21Dog & Pet Grooming3.12%2.77%-0.35%-11.18%
22Men's & Women's Clothing2.50%2.15%-0.36%-14.24%
23Physio Supplies2.54%2.13%-0.41%-16.06%
24Wedding & Bridal Wear0.42%0.34%-0.08%-17.96%
25Golf1.29%1.05%-0.24%-18.56%
26Wine and Spirit Merchants2.12%1.72%-0.40%-18.89%
27Fishing1.34%0.97%-0.37%-27.77%

Average Order Value (AOV)

RankNameDec 2015Dec 2016DifferenceGrowth
1Wedding & Bridal Wear£55.82£93.6137.79%67.70%
2Fishing£50.13£75.6525.52%50.91%
3Men's & Women's Clothing£82.53£124.3741.85%50.71%
4Electrical & Security Supplies£29.96£44.3214.36%47.93%
5Racking, Cabling & Lighting£63.53£85.7422.21%34.96%
6Physio Supplies£43.58£55.5311.95%27.42%
7Cycling£369.92£454.4684.54%22.85%
8Wine and Spirit Merchants£67.99£82.6214.63%21.52%
9Farm & Tractor Parts£56.94£69.1612.22%21.46%
10Mountain & Outdoor£86.78£103.8417.06%19.65%
11Sporting Goods£45.32£53.528.20%18.08%
12Gaelic Sports£41.03£47.446.41%15.62%
13Motorcycle Supplies£95.63£106.1410.51%10.99%
14Home Security Items£38.42£41.132.71%7.05%
15Rugby£42.13£43.721.59%3.77%
16Jewellery£49.85£50.600.75%1.50%
17Camping£131.69£132.360.67%0.51%
18Hair & Beauty ProductsN/A£40.0640.06%N/A
19Coffee Machine SuppliesN/A£38.5838.58%N/A
20Hockey£58.88£58.45-0.44%-0.74%
21Sailing & Marine Chandlery£66.43£64.92-1.52%-2.28%
22Dog & Pet Grooming£91.39£87.05-4.34%-4.75%
23Golf£114.28£96.99-17.29%-15.13%
24Pottery & Art Supplies£80.17£67.72-12.45%-15.53%
25Health Products£46.31£37.94-8.37%-18.07%
26Baby Pram & Nursery Supplies£154.40£114.18-40.22%-26.05%
27Pet Supplies£40.90£29.37-11.53%-28.19%

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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