ECOMMERCE MARKET DATA
  • Mar 2017 Sales Growth: 49.80%
  • Mar 2017 Conversion: 1.51%
  • Mar 2017 AOV: £109.55
  • Mar 2017 Average Sale Price of Item: £45.13
  • Mar 2017 CPA: 8.61%
Time Frame:  v

1. Select a market:

2. Select a market segment:

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

Measure Mar 2016 Mar 2017 Difference Growth
Sales Growth Withheld Withheld Withheld 49.80%
Average Order Value £105.67 £109.55 £3.89 3.68%
Cost Per Acquisition 6.98% 8.61% 1.63% 23.38%
Conversion Rate 1.81% 1.51% -0.30% -16.51%
Average Sale Price of Item £40.53 £45.13 £4.60 11.34%

Historical comparison data for all markets and segments - March 2016 v March 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 (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 (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 49.80% in March 2017 compared to March 2016.

Cost Per Acquisition (CPA) - Historical

Average CPA (Dec 2016)
8.27% Average CPA (Nov 2016)
8.25% Average CPA (Oct 2016)
7.98% Average CPA (Sep 2016)
9.57% Average CPA (Aug 2016)
9.25% Average CPA (Jul 2016)
8.67% Average CPA (Jun 2016)
9.71% Average CPA (May 2016)
7.31% Average CPA (Apr 2016)
7.01% Average CPA (Mar 2016)
6.98% Average CPA (Feb 2016)
7.55% Average CPA (Jan 2016)
9.58% Average CPA (Mar 2017)
8.61% Average CPA (Feb 2017)
8.74% Average CPA (Jan 2017)
9.35% Average CPA (Dec 2016)
8.27% Average CPA (Dec 2016)
8.27% Average CPA (Nov 2016)
8.25% Average CPA (Nov 2016)
8.25% Average CPA (Oct 2016)
7.98% Average CPA (Oct 2016)
7.98% Average CPA (Sep 2016)
9.57% Average CPA (Sep 2016)
9.57% Average CPA (Aug 2016)
9.25% Average CPA (Aug 2016)
9.25% Average CPA (Jul 2016)
8.67% Average CPA (Jul 2016)
8.67% Average CPA (Jun 2016)
9.71% Average CPA (Jun 2016)
9.71% Average CPA (May 2016)
7.31% Average CPA (May 2016)
7.31% Average CPA (Apr 2016)
7.01% Average CPA (Apr 2016)
7.01% Average CPA (Mar 2016)
6.98% Average CPA (Mar 2016)
6.98% Average CPA (Feb 2016)
7.55% Average CPA (Feb 2016)
7.55% Average CPA (Mar 2017)
8.61% Average CPA (Mar 2017)
8.61% Average CPA (Feb 2017)
8.74% Average CPA (Feb 2017)
8.74%

Summary

The average CPA in all segments of all ecommerce markets increased by 23.38% to 8.61% in March 2017 compared to March 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)
1.82% Average Conversion Rate (Jul 2016)
1.83% Average Conversion Rate (Jun 2016)
1.79% 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 (Mar 2017)
1.51% Average Conversion Rate (Feb 2017)
1.57% Average Conversion Rate (Jan 2017)
1.70% 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)
1.82% Average Conversion Rate (Aug 2016)
1.82% Average Conversion Rate (Jul 2016)
1.83% Average Conversion Rate (Jul 2016)
1.83% Average Conversion Rate (Jun 2016)
1.79% Average Conversion Rate (Jun 2016)
1.79% 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% Average Conversion Rate (Mar 2017)
1.51% Average Conversion Rate (Mar 2017)
1.51% Average Conversion Rate (Feb 2017)
1.57% Average Conversion Rate (Feb 2017)
1.57%

Summary

The average conversion rate in all segments of all ecommerce markets decreased by -16.51% to 1.51% in March 2017 compared to March 2016.

Traffic Channels

Email Marketing
(4.5 %) Affiliate Marketing
(8.4 %) Paid Social Media Marketing
(8.6 %) Direct
(21.7 %) Paid Search Marketing
(56.8 %)

Summary

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

Average Order Value - Historical

Average Order Value (Dec 2016)
£110.96 Average Order Value (Nov 2016)
£109.69 Average Order Value (Oct 2016)
£110.72 Average Order Value (Sep 2016)
£118.76 Average Order Value (Aug 2016)
£101.15 Average Order Value (Jul 2016)
£92.96 Average Order Value (Jun 2016)
£107.22 Average Order Value (May 2016)
£104.04 Average Order Value (Apr 2016)
£106.86 Average Order Value (Mar 2016)
£105.67 Average Order Value (Feb 2016)
£104.99 Average Order Value (Jan 2016)
£110.45 Average Order Value (Mar 2017)
£109.55 Average Order Value (Feb 2017)
£114.48 Average Order Value (Jan 2017)
£119.36 Average Order Value (Dec 2016)
£110.96 Average Order Value (Dec 2016)
£110.96 Average Order Value (Nov 2016)
£109.69 Average Order Value (Nov 2016)
£109.69 Average Order Value (Oct 2016)
£110.72 Average Order Value (Oct 2016)
£110.72 Average Order Value (Sep 2016)
£118.76 Average Order Value (Sep 2016)
£118.76 Average Order Value (Aug 2016)
£101.15 Average Order Value (Aug 2016)
£101.15 Average Order Value (Jul 2016)
£92.96 Average Order Value (Jul 2016)
£92.96 Average Order Value (Jun 2016)
£107.22 Average Order Value (Jun 2016)
£107.22 Average Order Value (May 2016)
£104.04 Average Order Value (May 2016)
£104.04 Average Order Value (Apr 2016)
£106.86 Average Order Value (Apr 2016)
£106.86 Average Order Value (Mar 2016)
£105.67 Average Order Value (Mar 2016)
£105.67 Average Order Value (Feb 2016)
£104.99 Average Order Value (Feb 2016)
£104.99 Average Order Value (Mar 2017)
£109.55 Average Order Value (Mar 2017)
£109.55 Average Order Value (Feb 2017)
£114.48 Average Order Value (Feb 2017)
£114.48

Summary

Average Order Values in all segments of all ecommerce markets increased by 3.68% in March 2017 compared to March 2016.

Average Sale Price of Item - Historical

Average Sale Price of Item (Dec 2016)
£40.30 Average Sale Price of Item (Nov 2016)
£41.76 Average Sale Price of Item (Oct 2016)
£42.54 Average Sale Price of Item (Sep 2016)
£38.13 Average Sale Price of Item (Aug 2016)
£37.65 Average Sale Price of Item (Jul 2016)
£37.36 Average Sale Price of Item (Jun 2016)
£37.92 Average Sale Price of Item (May 2016)
£36.45 Average Sale Price of Item (Apr 2016)
£41.57 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)
£41.54 Average Sale Price of Item (Mar 2017)
£45.13 Average Sale Price of Item (Feb 2017)
£43.08 Average Sale Price of Item (Jan 2017)
£45.09 Average Sale Price of Item (Dec 2016)
£40.30 Average Sale Price of Item (Dec 2016)
£40.30 Average Sale Price of Item (Nov 2016)
£41.76 Average Sale Price of Item (Nov 2016)
£41.76 Average Sale Price of Item (Oct 2016)
£42.54 Average Sale Price of Item (Oct 2016)
£42.54 Average Sale Price of Item (Sep 2016)
£38.13 Average Sale Price of Item (Sep 2016)
£38.13 Average Sale Price of Item (Aug 2016)
£37.65 Average Sale Price of Item (Aug 2016)
£37.65 Average Sale Price of Item (Jul 2016)
£37.36 Average Sale Price of Item (Jul 2016)
£37.36 Average Sale Price of Item (Jun 2016)
£37.92 Average Sale Price of Item (Jun 2016)
£37.92 Average Sale Price of Item (May 2016)
£36.45 Average Sale Price of Item (May 2016)
£36.45 Average Sale Price of Item (Apr 2016)
£41.57 Average Sale Price of Item (Apr 2016)
£41.57 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 Average Sale Price of Item (Mar 2017)
£45.13 Average Sale Price of Item (Mar 2017)
£45.13 Average Sale Price of Item (Feb 2017)
£43.08 Average Sale Price of Item (Feb 2017)
£43.08

Summary

Average Sale Price of Item sales in all segments of all ecommerce markets increased by an average of 11.34% in March 2017 compared to March 2016.

Revenue by Location

International
(40.5 %) Domestic
(59.5 %)

Summary

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

Revenue by Device

Tablet
(11.4 %) Mobile
(27.8 %) Desktop
(60.8 %)

Summary

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

Markets Risers & Fallers - March 2016 v March 2017

Sales

RankNameMar 2016Mar 2017DifferenceGrowth
1Health and WellbeingWithheldWithheldWithheld477.63%
2Kitchen & Home AppliancesWithheldWithheldWithheld218.14%
3Electrical & Commercial EquipmentWithheldWithheldWithheld91.94%
4Fashion Clothing & AccessoriesWithheldWithheldWithheld84.00%
5Cars and MotorcyclingWithheldWithheldWithheld83.52%
6Arts and CraftsWithheldWithheldWithheld56.41%
7Food & DrinkWithheldWithheldWithheld36.15%
8Agricultural SuppliesWithheldWithheldWithheld30.85%
9Pet CareWithheldWithheldWithheld28.37%
10Sports and RecreationWithheldWithheldWithheld15.93%
11Baby & ChildWithheldWithheldWithheld-8.47%

Cost Per Acquisition (CPA)

RankNameMar 2016Mar 2017DifferenceGrowth
1Arts and Crafts0.99%1.76%0.77%77.46%
2Pet Care4.11%6.41%2.29%55.73%
3Electrical & Commercial Equipment5.04%6.93%1.89%37.44%
4Baby & Child5.51%7.53%2.01%36.48%
5Sports and Recreation5.30%6.81%1.51%28.47%
6Agricultural Supplies5.05%5.99%0.94%18.51%
7Fashion Clothing & Accessories9.47%10.64%1.18%12.45%
8Food & Drink5.59%6.04%0.45%8.04%
9Kitchen & Home AppliancesN/A8.89%8.89%N/A
10Cars and Motorcycling5.84%5.14%-0.70%-12.01%
11Health and Wellbeing9.27%7.33%-1.93%-20.87%

Conversion Rate

RankNameMar 2016Mar 2017DifferenceGrowth
1Agricultural Supplies0.63%0.67%0.04%7.05%
2Cars and Motorcycling1.05%1.10%0.05%5.12%
3Kitchen & Home Appliances1.96%2.03%0.07%3.70%
4Health and Wellbeing1.93%1.92%0.00%-0.24%
5Electrical & Commercial Equipment3.11%2.91%-0.20%-6.32%
6Arts and Crafts3.55%3.20%-0.35%-9.82%
7Sports and Recreation1.63%1.34%-0.29%-18.08%
8Food & Drink1.36%1.08%-0.28%-20.60%
9Pet Care2.58%2.02%-0.56%-21.61%
10Fashion Clothing & Accessories1.76%1.36%-0.39%-22.37%
11Baby & Child1.03%0.49%-0.53%-51.82%

Average Order Value (AOV)

RankNameMar 2016Mar 2017DifferenceGrowth
1Fashion Clothing & Accessories£85.69£129.0143.32%50.56%
2Food & Drink£92.56£110.0217.46%18.86%
3Pet Care£62.24£68.546.30%10.12%
4Electrical & Commercial Equipment£59.23£61.332.10%3.55%
5Kitchen & Home Appliances£43.50£44.280.78%1.78%
6Agricultural Supplies£76.92£77.910.99%1.29%
7Cars and Motorcycling£122.26£120.25-2.01%-1.64%
8Arts and Crafts£74.29£73.01-1.28%-1.72%
9Sports and Recreation£135.08£126.90-8.18%-6.05%
10Baby & Child£218.78£199.47-19.31%-8.83%
11Health and Wellbeing£44.10£40.18-3.92%-8.88%

Segments Risers & Fallers - March 2016 v March 2017

Sales

RankNameMar 2016Mar 2017DifferenceGrowth
1Sporting GoodsWithheldWithheldWithheld465.84%
2Men's & Women's ClothingWithheldWithheldWithheld316.86%
3Coffee Machine SuppliesWithheldWithheldWithheld249.84%
4Pet SuppliesWithheldWithheldWithheld135.24%
5Racking, Cabling & LightingWithheldWithheldWithheld107.32%
6Motorcycle SuppliesWithheldWithheldWithheld83.52%
7HockeyWithheldWithheldWithheld79.63%
8Electrical & Security SuppliesWithheldWithheldWithheld75.42%
9JewelleryWithheldWithheldWithheld71.95%
10Pottery & Art SuppliesWithheldWithheldWithheld56.41%
11Health ProductsWithheldWithheldWithheld53.05%
12FishingWithheldWithheldWithheld49.84%
13Gaelic SportsWithheldWithheldWithheld49.42%
14Wine and Spirit MerchantsWithheldWithheldWithheld36.15%
15Physio SuppliesWithheldWithheldWithheld35.30%
16Farm & Tractor PartsWithheldWithheldWithheld30.85%
17Dog & Pet GroomingWithheldWithheldWithheld26.02%
18Wedding & Bridal WearWithheldWithheldWithheld20.75%
19Mountain & OutdoorWithheldWithheldWithheld20.46%
20CyclingWithheldWithheldWithheld11.42%
21GolfWithheldWithheldWithheld8.61%
22RugbyWithheldWithheldWithheld4.38%
23Home Security ItemsWithheldWithheldWithheld2.41%
24Hair & Beauty ProductsWithheldWithheldWithheldN/A
25SkateboardingWithheldWithheldWithheldN/A
26Sailing & Marine ChandleryWithheldWithheldWithheld-2.87%
27CampingWithheldWithheldWithheld-4.42%
28Baby Pram & Nursery SuppliesWithheldWithheldWithheld-8.47%

Cost Per Acquisition (CPA)

RankNameMar 2016Mar 2017DifferenceGrowth
1Men's & Women's Clothing1.83%9.93%8.09%441.95%
2Fishing5.46%11.77%6.31%115.71%
3Racking, Cabling & Lighting1.55%2.99%1.44%93.25%
4Pottery & Art Supplies0.99%1.76%0.77%77.46%
5Cycling4.39%6.70%2.31%52.57%
6Dog & Pet Grooming3.67%5.57%1.90%51.68%
7Baby Pram & Nursery Supplies5.51%7.53%2.01%36.48%
8Electrical & Security Supplies8.80%11.94%3.14%35.66%
9Physio Supplies9.03%12.05%3.03%33.56%
10Hockey5.19%6.55%1.36%26.23%
11Golf5.55%6.67%1.12%20.23%
12Farm & Tractor Parts5.05%5.99%0.94%18.51%
13Sailing & Marine Chandlery3.88%4.49%0.61%15.73%
14Pet Supplies24.10%26.69%2.59%10.74%
15Jewellery9.79%10.78%0.99%10.16%
16Wine and Spirit Merchants5.59%6.04%0.45%8.04%
17Rugby19.42%19.56%0.14%0.71%
18Gaelic Sports7.17%7.20%0.04%0.51%
19Home Security ItemsN/A12.05%12.05%N/A
20Hair & Beauty ProductsN/A5.96%5.96%N/A
21Wedding & Bridal Wear23.72%N/A-23.72%N/A
22Coffee Machine SuppliesN/A8.76%8.76%N/A
23SkateboardingN/AN/AN/AN/A
24Camping3.96%3.84%-0.12%-3.07%
25Health Products10.51%10.12%-0.38%-3.65%
26Mountain & Outdoor8.92%8.53%-0.38%-4.28%
27Motorcycle Supplies5.84%5.14%-0.70%-12.01%
28Sporting Goods14.89%12.57%-2.32%-15.55%

Conversion Rate

RankNameMar 2016Mar 2017DifferenceGrowth
1Sporting Goods0.72%1.49%0.76%105.68%
2Wedding & Bridal Wear0.10%0.20%0.10%94.93%
3Health Products1.59%2.16%0.57%35.68%
4Hockey1.22%1.51%0.29%23.61%
5Racking, Cabling & Lighting1.90%2.28%0.39%20.38%
6Home Security Items0.89%1.05%0.16%18.10%
7Farm & Tractor Parts0.63%0.67%0.04%7.05%
8Gaelic Sports1.69%1.79%0.10%5.80%
9Motorcycle Supplies1.05%1.10%0.05%5.12%
10Rugby0.77%0.80%0.02%2.99%
11Hair & Beauty ProductsN/A1.71%1.71%N/A
12SkateboardingN/A0.82%0.82%N/A
13Coffee Machine Supplies3.02%3.00%-0.02%-0.56%
14Mountain & Outdoor1.33%1.28%-0.05%-3.75%
15Physio Supplies2.26%2.11%-0.15%-6.74%
16Pottery & Art Supplies3.55%3.20%-0.35%-9.82%
17Jewellery2.12%1.77%-0.35%-16.44%
18Electrical & Security Supplies4.32%3.54%-0.78%-18.05%
19Wine and Spirit Merchants1.36%1.08%-0.28%-20.60%
20Pet Supplies1.88%1.48%-0.40%-21.27%
21Dog & Pet Grooming3.27%2.56%-0.71%-21.80%
22Sailing & Marine Chandlery1.96%1.47%-0.49%-24.87%
23Golf0.74%0.56%-0.19%-24.94%
24Cycling2.62%1.92%-0.70%-26.83%
25Camping0.79%0.54%-0.25%-31.62%
26Men's & Women's Clothing2.22%1.48%-0.74%-33.33%
27Fishing1.73%0.87%-0.86%-49.63%
28Baby Pram & Nursery Supplies1.03%0.49%-0.53%-51.82%

Average Order Value (AOV)

RankNameMar 2016Mar 2017DifferenceGrowth
1Men's & Women's Clothing£85.62£157.2571.63%83.66%
2Fishing£49.02£77.6328.61%58.36%
3Pet Supplies£32.14£42.3510.21%31.77%
4Sporting Goods£54.15£66.8012.65%23.35%
5Wedding & Bridal Wear£170.30£205.6235.32%20.74%
6Rugby£41.81£50.268.45%20.21%
7Wine and Spirit Merchants£92.56£110.0217.46%18.86%
8Home Security Items£38.23£44.906.67%17.45%
9Jewellery£43.45£48.354.90%11.28%
10Gaelic Sports£45.66£50.214.55%9.96%
11Mountain & Outdoor£81.43£87.035.60%6.88%
12Racking, Cabling & Lighting£76.73£80.874.14%5.40%
13Camping£234.23£243.529.29%3.97%
14Cycling£282.51£293.5411.03%3.90%
15Golf£124.09£128.804.71%3.80%
16Dog & Pet Grooming£92.33£94.722.39%2.59%
17Farm & Tractor Parts£76.92£77.910.99%1.29%
18Electrical & Security Supplies£41.73£41.790.06%0.14%
19Hair & Beauty ProductsN/A£38.9038.90%N/A
20SkateboardingN/A£38.8938.89%N/A
21Sailing & Marine Chandlery£79.75£79.51-0.24%-0.30%
22Motorcycle Supplies£122.26£120.25-2.01%-1.64%
23Pottery & Art Supplies£74.29£73.01-1.28%-1.72%
24Physio Supplies£49.28£47.69-1.59%-3.23%
25Hockey£78.51£71.63-6.89%-8.77%
26Baby Pram & Nursery Supplies£218.78£199.47-19.31%-8.83%
27Health Products£38.92£35.24-3.68%-9.46%
28Coffee Machine Supplies£48.77£43.65-5.12%-10.50%

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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