Ecommerce Data and Benchmarks for the Pet Supplies Market Segment

ECOMMERCE MARKET DATA FOR THE PET CARE MARKET > PET SUPPLIES

Nov 2018 Sales Growth: 96.47%
Nov 2018 Conversion: 2.46%
Nov 2018 AOV: £43.87
Nov 2018 Average Sale Price of Item: £27.35
Nov 2018 CPA: 16.23%

Ecommerce Market Data
Markets Risers & Fallers
Segments Risers & Fallers

Time Frame: v

1. Select a market:

2. Select a market segment:

Summary data for the Pet Supplies segment of the Pet Care market - November 2017 v November 2018

Measure	Nov 2017	Nov 2018	Difference	Growth
Sales Growth	Withheld	Withheld	Withheld	96.47%
Average Order Value	£47.49	£43.87	£-3.62	-7.62%
Cost Per Acquisition	15.04%	16.23%	1.19%	7.90%
Conversion Rate	1.95%	2.46%	0.51%	26.24%
Average Sale Price of Item	£28.32	£27.35	£-0.96	-3.40%

Traffic Source Summary Data for the Pet Supplies segment of the Pet Care market - November 2017 v November 2018

Traffic Source	November 2017	November 2018	Growth %	Participating %	CPA %
IRP Email Marketing	Withheld	Withheld	555.06%	Withheld	0.00%
Bing & Yahoo PPC	Withheld	Withheld	519.32%	Withheld	24.29%
Google PPC	Withheld	Withheld	112.23%	Withheld	12.43%
AWIN	Withheld	Withheld	65.56%	Withheld	10.44%
Facebook Paid	Withheld	Withheld	-6.05%	Withheld	61.67%

IRP Visitor Value Index:

£1.22

IRP Visitor Cost:

£0.08

Historical comparison data for the Pet Supplies segment of the Pet Care market - November 2017 v November 2018

Sales Growth - Historical

Summary

Sales in the Pet Supplies segment of the Pet Care ecommerce market increased by an average of 96.47% in November 2018 compared to November 2017.

Cost Per Acquisition (CPA) - Historical

Summary

The average CPA in the Pet Supplies segment of the Pet Care ecommerce market increased by 7.90% to 16.23% in November 2018 compared to November 2017.

Conversion Rate - Historical

Summary

The average conversion rate in the Pet Supplies segment of the Pet Care ecommerce market increased by 26.24% to 2.46% in November 2018 compared to November 2017.

Traffic Channels

Summary

Paid Search Marketing was the best-performing Traffic Channel in terms of sales in November 2018. Paid Social Media Marketing was the worst-performing Traffic Channel in terms of sales in November 2018.

Average Order Value - Historical

Summary

Average Order Values in the Pet Supplies segment of the Pet Care ecommerce market decreased by -7.62% in November 2018 compared to November 2017.

Average Sale Price of Item - Historical

Summary

Average Sale Price of Item sales in the Pet Supplies segment of the Pet Care ecommerce market decreased by an average of -3.40% in November 2018 compared to November 2017.

Revenue by Location

Summary

Domestic was the best-performing Location in terms of sales in November 2018. International was the worst-performing Location in terms of sales in November 2018.

Revenue by Device

Summary

Desktop was the best-performing Device in terms of sales in November 2018. Tablet was the worst-performing Device in terms of sales in November 2018.

Visitors

Summary

Visitors in the Pet Supplies segment of the Pet Care ecommerce market increased by an average of 69.63% in November 2018 compared to November 2017.

Bounce

Summary

The bounce rate in the Pet Supplies segment of the Pet Care ecommerce market decreased by -8.84% to 54.52% in November 2018 compared to November 2017.

Sales

Rank	Name	Nov 2017	Nov 2018	Difference	Growth
1	Electrical & Commercial Equipment	Withheld	Withheld	Withheld	110.66%
2	Baby & Child	Withheld	Withheld	Withheld	94.95%
3	Kitchen & Home Appliances	Withheld	Withheld	Withheld	86.65%
4	Health and Wellbeing	Withheld	Withheld	Withheld	54.40%
5	Fashion Clothing & Accessories	Withheld	Withheld	Withheld	48.15%
6	Home Accessories and Giftware	Withheld	Withheld	Withheld	47.33%
7	Agricultural Supplies	Withheld	Withheld	Withheld	37.08%
8	Cars and Motorcycling	Withheld	Withheld	Withheld	35.05%
9	Arts and Crafts	Withheld	Withheld	Withheld	31.32%
10	Pet Care	Withheld	Withheld	Withheld	30.18%
11	Sports and Recreation	Withheld	Withheld	Withheld	20.47%
12	Food & Drink	Withheld	Withheld	Withheld	17.68%

Cost Per Acquisition (CPA)

Rank	Name	Nov 2017	Nov 2018	Difference	Growth
1	Electrical & Commercial Equipment	5.99%	8.47%	2.47%	41.26%
2	Pet Care	5.91%	6.76%	0.85%	14.42%
3	Baby & Child	7.31%	8.32%	1.01%	13.88%
4	Health and Wellbeing	7.97%	7.75%	-0.22%	-2.77%
5	Kitchen & Home Appliances	4.98%	4.64%	-0.34%	-6.75%
6	Sports and Recreation	5.90%	5.46%	-0.44%	-7.50%
7	Arts and Crafts	2.37%	1.98%	-0.39%	-16.57%
8	Cars and Motorcycling	5.51%	4.59%	-0.93%	-16.80%
9	Agricultural Supplies	6.49%	4.78%	-1.71%	-26.33%
10	Home Accessories and Giftware	6.70%	4.30%	-2.40%	-35.86%
11	Food & Drink	7.76%	4.71%	-3.04%	-39.22%
12	Fashion Clothing & Accessories	11.63%	6.72%	-4.91%	-42.22%

Conversion Rate

Rank	Name	Nov 2017	Nov 2018	Difference	Growth
1	Food & Drink	0.90%	1.30%	0.40%	43.94%
2	Home Accessories and Giftware	2.07%	2.69%	0.62%	30.11%
3	Cars and Motorcycling	1.07%	1.28%	0.21%	19.77%
4	Agricultural Supplies	1.09%	1.30%	0.21%	19.46%
5	Pet Care	2.60%	2.99%	0.39%	15.00%
6	Health and Wellbeing	2.57%	2.94%	0.37%	14.41%
7	Electrical & Commercial Equipment	2.71%	2.98%	0.27%	10.08%
8	Kitchen & Home Appliances	1.88%	1.94%	0.06%	3.19%
9	Arts and Crafts	3.75%	3.84%	0.09%	2.28%
10	Fashion Clothing & Accessories	1.43%	1.45%	0.02%	1.11%
11	Sports and Recreation	1.66%	1.46%	-0.21%	-12.41%
12	Baby & Child	1.02%	0.76%	-0.26%	-25.95%

Average Order Value (AOV)

Rank	Name	Nov 2017	Nov 2018	Difference	Growth
1	Baby & Child	£150.96	£189.63	38.68%	25.62%
2	Health and Wellbeing	£54.60	£56.22	1.62%	2.96%
3	Pet Care	£78.17	£79.85	1.69%	2.16%
4	Arts and Crafts	£75.59	£76.48	0.89%	1.18%
5	Kitchen & Home Appliances	£55.01	£55.61	0.61%	1.10%
6	Agricultural Supplies	£64.23	£63.95	-0.28%	-0.44%
7	Food & Drink	£115.42	£113.92	-1.50%	-1.30%
8	Home Accessories and Giftware	£78.13	£76.25	-1.88%	-2.41%
9	Cars and Motorcycling	£134.67	£130.97	-3.70%	-2.75%
10	Electrical & Commercial Equipment	£69.12	£60.36	-8.76%	-12.67%
11	Fashion Clothing & Accessories	£143.69	£116.84	-26.85%	-18.69%
12	Sports and Recreation	£227.81	£94.35	-133.46%	-58.59%

Sales

Rank	Name	Nov 2017	Nov 2018	Difference	Growth
1	Electrical & Security Supplies	Withheld	Withheld	Withheld	271.09%
2	Men's & Women's Clothing	Withheld	Withheld	Withheld	193.00%
3	Home Security Items	Withheld	Withheld	Withheld	151.72%
4	Pet Supplies	Withheld	Withheld	Withheld	96.47%
5	Baby Pram & Nursery Supplies	Withheld	Withheld	Withheld	94.95%
6	Fishing	Withheld	Withheld	Withheld	85.48%
7	Coffee Machine Supplies	Withheld	Withheld	Withheld	82.30%
8	Footwear	Withheld	Withheld	Withheld	61.25%
9	Hair & Beauty Products	Withheld	Withheld	Withheld	58.33%
10	Pottery, Crystal, Ceramic & Porcelain Goods	Withheld	Withheld	Withheld	47.33%
11	Farm & Tractor Parts	Withheld	Withheld	Withheld	37.08%
12	Cycling	Withheld	Withheld	Withheld	36.99%
13	Motorcycle Supplies	Withheld	Withheld	Withheld	35.05%
14	Pottery & Art Supplies	Withheld	Withheld	Withheld	31.32%
15	Jewellery	Withheld	Withheld	Withheld	30.14%
16	Dog & Pet Grooming	Withheld	Withheld	Withheld	25.62%
17	Wine and Spirit Merchants	Withheld	Withheld	Withheld	17.68%
18	Racking, Cabling & Lighting	Withheld	Withheld	Withheld	17.34%
19	Gaelic Sports	Withheld	Withheld	Withheld	16.02%
20	Physio Supplies	Withheld	Withheld	Withheld	15.69%
21	Camping	Withheld	Withheld	Withheld	15.66%
22	Sailing & Marine Chandlery	Withheld	Withheld	Withheld	14.10%
23	Mountain & Outdoor	Withheld	Withheld	Withheld	7.67%
24	Golf	Withheld	Withheld	Withheld	5.17%
25	Women's Clothing	Withheld	Withheld	Withheld	N/A
26	Hockey	Withheld	Withheld	Withheld	-5.29%
27	Sporting Goods	Withheld	Withheld	Withheld	-8.92%
28	Health Products	Withheld	Withheld	Withheld	-15.36%
29	Rugby	Withheld	Withheld	Withheld	-96.93%

Cost Per Acquisition (CPA)

Rank	Name	Nov 2017	Nov 2018	Difference	Growth
1	Hockey	3.03%	4.56%	1.53%	50.64%
2	Camping	3.56%	5.31%	1.75%	49.20%
3	Racking, Cabling & Lighting	4.24%	5.74%	1.50%	35.48%
4	Baby Pram & Nursery Supplies	7.31%	8.32%	1.01%	13.88%
5	Electrical & Security Supplies	9.01%	9.95%	0.94%	10.40%
6	Coffee Machine Supplies	4.27%	4.67%	0.40%	9.48%
7	Dog & Pet Grooming	5.28%	5.74%	0.46%	8.75%
8	Pet Supplies	15.04%	16.23%	1.19%	7.90%
9	Cycling	4.27%	4.59%	0.32%	7.45%
10	Golf	3.96%	4.12%	0.16%	4.06%
11	Hair & Beauty Products	7.79%	7.89%	0.10%	1.25%
12	Rugby	15.56%	N/A	-15.56%	N/A
13	Women's Clothing	N/A	1.15%	1.15%	N/A
14	Sailing & Marine Chandlery	5.99%	5.96%	-0.03%	-0.53%
15	Mountain & Outdoor	10.46%	10.01%	-0.45%	-4.32%
16	Gaelic Sports	10.10%	9.17%	-0.93%	-9.18%
17	Pottery & Art Supplies	2.37%	1.98%	-0.39%	-16.57%
18	Motorcycle Supplies	5.51%	4.59%	-0.93%	-16.80%
19	Men's & Women's Clothing	6.49%	4.84%	-1.65%	-25.46%
20	Farm & Tractor Parts	6.49%	4.78%	-1.71%	-26.33%
21	Health Products	6.89%	4.64%	-2.25%	-32.71%
22	Pottery, Crystal, Ceramic & Porcelain Goods	6.70%	4.30%	-2.40%	-35.86%
23	Wine and Spirit Merchants	7.76%	4.71%	-3.04%	-39.22%
24	Jewellery	12.46%	7.41%	-5.05%	-40.54%
25	Footwear	4.38%	2.30%	-2.08%	-47.40%
26	Physio Supplies	10.81%	5.59%	-5.22%	-48.31%
27	Home Security Items	15.63%	4.33%	-11.30%	-72.31%
28	Fishing	9.28%	2.32%	-6.96%	-74.98%
29	Sporting Goods	16.65%	3.05%	-13.60%	-81.68%

Conversion Rate

Rank	Name	Nov 2017	Nov 2018	Difference	Growth
1	Wine and Spirit Merchants	0.90%	1.30%	0.40%	43.94%
2	Physio Supplies	2.42%	3.47%	1.05%	43.58%
3	Racking, Cabling & Lighting	2.30%	3.17%	0.87%	37.94%
4	Jewellery	2.41%	3.23%	0.83%	34.29%
5	Pottery, Crystal, Ceramic & Porcelain Goods	2.07%	2.69%	0.62%	30.11%
6	Pet Supplies	1.95%	2.46%	0.51%	26.24%
7	Gaelic Sports	2.20%	2.71%	0.51%	23.10%
8	Motorcycle Supplies	1.07%	1.28%	0.21%	19.77%
9	Farm & Tractor Parts	1.09%	1.30%	0.21%	19.46%
10	Fishing	0.84%	1.00%	0.16%	19.17%
11	Sporting Goods	1.16%	1.36%	0.20%	17.10%
12	Health Products	2.45%	2.81%	0.36%	14.79%
13	Cycling	1.42%	1.55%	0.13%	8.97%
14	Dog & Pet Grooming	3.25%	3.52%	0.27%	8.25%
15	Footwear	1.05%	1.12%	0.07%	6.30%
16	Golf	0.92%	0.98%	0.05%	5.77%
17	Hair & Beauty Products	2.66%	2.81%	0.15%	5.46%
18	Coffee Machine Supplies	2.87%	2.98%	0.11%	3.83%
19	Pottery & Art Supplies	3.75%	3.84%	0.09%	2.28%
20	Home Security Items	0.89%	0.90%	0.01%	1.13%
21	Sailing & Marine Chandlery	1.24%	1.25%	0.00%	0.36%
22	Women's Clothing	N/A	N/A	N/A	N/A
23	Electrical & Security Supplies	3.12%	2.79%	-0.33%	-10.44%
24	Camping	1.08%	0.89%	-0.19%	-17.43%
25	Men's & Women's Clothing	1.13%	0.85%	-0.28%	-25.11%
26	Baby Pram & Nursery Supplies	1.02%	0.76%	-0.26%	-25.95%
27	Mountain & Outdoor	1.74%	1.25%	-0.49%	-28.12%
28	Hockey	3.55%	2.36%	-1.20%	-33.72%
29	Rugby	1.47%	0.34%	-1.13%	-76.62%

Average Order Value (AOV)

Rank	Name	Nov 2017	Nov 2018	Difference	Growth
1	Sporting Goods	£51.71	£72.78	21.07%	40.75%
2	Camping	£143.97	£190.73	46.76%	32.48%
3	Baby Pram & Nursery Supplies	£150.96	£189.63	38.68%	25.62%
4	Mountain & Outdoor	£71.25	£86.90	15.65%	21.96%
5	Physio Supplies	£51.73	£58.55	6.82%	13.18%
6	Sailing & Marine Chandlery	£72.64	£81.59	8.95%	12.32%
7	Electrical & Security Supplies	£45.02	£49.82	4.80%	10.66%
8	Dog & Pet Grooming	£108.84	£115.83	6.99%	6.42%
9	Footwear	£145.70	£151.09	5.39%	3.70%
10	Coffee Machine Supplies	£43.08	£44.20	1.12%	2.60%
11	Health Products	£42.92	£43.51	0.59%	1.37%
12	Pottery & Art Supplies	£75.59	£76.48	0.89%	1.18%
13	Hair & Beauty Products	£59.45	£59.67	0.23%	0.38%
14	Gaelic Sports	£50.54	£50.68	0.14%	0.28%
15	Home Security Items	£66.93	£67.02	0.09%	0.13%
16	Women's Clothing	N/A	£108.59	108.59%	N/A
17	Farm & Tractor Parts	£64.23	£63.95	-0.28%	-0.44%
18	Wine and Spirit Merchants	£115.42	£113.92	-1.50%	-1.30%
19	Pottery, Crystal, Ceramic & Porcelain Goods	£78.13	£76.25	-1.88%	-2.41%
20	Motorcycle Supplies	£134.67	£130.97	-3.70%	-2.75%
21	Pet Supplies	£47.49	£43.87	-3.62%	-7.62%
22	Golf	£136.62	£126.19	-10.43%	-7.63%
23	Hockey	£68.97	£62.42	-6.56%	-9.50%
24	Jewellery	£58.35	£49.44	-8.92%	-15.28%
25	Men's & Women's Clothing	£185.35	£153.10	-32.25%	-17.40%
26	Rugby	£49.57	£38.74	-10.83%	-21.85%
27	Racking, Cabling & Lighting	£93.21	£70.89	-22.32%	-23.95%
28	Fishing	£88.15	£26.03	-62.12%	-70.47%
29	Cycling	£771.44	£146.94	-624.51%	-80.95%

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.