Ecommerce Data and Benchmarks for the Pet Supplies Market Segment

ECOMMERCE MARKET DATA FOR THE PET CARE MARKET > PET SUPPLIES

Jan 2019 Sales Growth: 273.23%
Jan 2019 Conversion: 2.89%
Jan 2019 AOV: £44.90
Jan 2019 Average Sale Price of Item: £20.94
Jan 2019 CPA: 14.25%

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Summary data for the Pet Supplies segment of the Pet Care market - January 2018 v January 2019

Measure	Jan 2018	Jan 2019	Difference	Growth
Sales Growth	Withheld	Withheld	Withheld	273.23%
Average Order Value	£49.52	£44.90	£-4.62	-9.33%
Cost Per Acquisition	19.00%	14.25%	-4.74%	-24.97%
Conversion Rate	1.55%	2.89%	1.34%	86.93%
Average Sale Price of Item	£31.41	£20.94	£-10.47	-33.34%

Traffic Source Summary Data for the Pet Supplies segment of the Pet Care market - January 2018 v January 2019

Traffic Source	January 2018	January 2019	Growth %	Participating %	CPA %
Bing & Yahoo PPC	Withheld	Withheld	891.82%	Withheld	14.35%
IRP Email Marketing	Withheld	Withheld	699.41%	Withheld	0.00%
Facebook Paid	Withheld	Withheld	413.32%	Withheld	9.99%
AWIN	Withheld	Withheld	400.58%	Withheld	6.00%
Google PPC	Withheld	Withheld	254.27%	Withheld	13.04%

IRP Visitor Value Index:

£1.02

IRP Visitor Cost:

£0.07

Historical comparison data for the Pet Supplies segment of the Pet Care market - January 2018 v January 2019

Sales Growth - Historical

Summary

Sales in the Pet Supplies segment of the Pet Care ecommerce market increased by an average of 273.23% in January 2019 compared to January 2018.

Cost Per Acquisition (CPA) - Historical

Summary

The average CPA in the Pet Supplies segment of the Pet Care ecommerce market decreased by -24.97% to 14.25% in January 2019 compared to January 2018.

Conversion Rate - Historical

Summary

The average conversion rate in the Pet Supplies segment of the Pet Care ecommerce market increased by 86.93% to 2.89% in January 2019 compared to January 2018.

Traffic Channels

Summary

Paid Search Marketing was the best-performing Traffic Channel in terms of sales in January 2019. Email Marketing was the worst-performing Traffic Channel in terms of sales in January 2019.

Average Order Value - Historical

Summary

Average Order Values in the Pet Supplies segment of the Pet Care ecommerce market decreased by -9.33% in January 2019 compared to January 2018.

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 -33.34% in January 2019 compared to January 2018.

Revenue by Location

Summary

Domestic was the best-performing Location in terms of sales in January 2019. International was the worst-performing Location in terms of sales in January 2019.

Revenue by Device

Summary

Mobile was the best-performing Device in terms of sales in January 2019. Tablet was the worst-performing Device in terms of sales in January 2019.

Visitors

Summary

Visitors in the Pet Supplies segment of the Pet Care ecommerce market increased by an average of 124.63% in January 2019 compared to January 2018.

Bounce

Summary

The bounce rate in the Pet Supplies segment of the Pet Care ecommerce market decreased by -16.77% to 50.81% in January 2019 compared to January 2018.

Sales

Rank	Name	Jan 2018	Jan 2019	Difference	Growth
1	Health and Wellbeing	Withheld	Withheld	Withheld	188.79%
2	Electrical & Commercial Equipment	Withheld	Withheld	Withheld	107.33%
3	Food & Drink	Withheld	Withheld	Withheld	67.24%
4	Cars and Motorcycling	Withheld	Withheld	Withheld	66.81%
5	Home Accessories and Giftware	Withheld	Withheld	Withheld	53.11%
6	Agricultural Supplies	Withheld	Withheld	Withheld	51.97%
7	Kitchen & Home Appliances	Withheld	Withheld	Withheld	42.78%
8	Arts and Crafts	Withheld	Withheld	Withheld	42.03%
9	Pet Care	Withheld	Withheld	Withheld	40.06%
10	Baby & Child	Withheld	Withheld	Withheld	26.51%
11	Fashion Clothing & Accessories	Withheld	Withheld	Withheld	19.81%
12	Sports and Recreation	Withheld	Withheld	Withheld	5.92%

Cost Per Acquisition (CPA)

Rank	Name	Jan 2018	Jan 2019	Difference	Growth
1	Health and Wellbeing	3.92%	6.78%	2.86%	72.87%
2	Sports and Recreation	4.76%	6.22%	1.46%	30.66%
3	Pet Care	5.87%	7.40%	1.53%	26.04%
4	Kitchen & Home Appliances	4.98%	6.26%	1.29%	25.82%
5	Cars and Motorcycling	6.65%	8.29%	1.63%	24.58%
6	Baby & Child	7.62%	8.04%	0.42%	5.50%
7	Home Accessories and Giftware	8.55%	8.46%	-0.09%	-1.08%
8	Electrical & Commercial Equipment	9.50%	9.26%	-0.24%	-2.48%
9	Food & Drink	9.94%	7.53%	-2.41%	-24.23%
10	Fashion Clothing & Accessories	12.99%	8.59%	-4.39%	-33.82%
11	Arts and Crafts	2.85%	1.74%	-1.11%	-38.90%
12	Agricultural Supplies	10.29%	4.01%	-6.28%	-61.05%

Conversion Rate

Rank	Name	Jan 2018	Jan 2019	Difference	Growth
1	Food & Drink	0.66%	1.05%	0.39%	59.02%
2	Pet Care	2.28%	2.98%	0.70%	30.66%
3	Health and Wellbeing	1.92%	2.35%	0.43%	22.36%
4	Agricultural Supplies	0.63%	0.74%	0.11%	16.68%
5	Electrical & Commercial Equipment	2.10%	2.41%	0.31%	14.85%
6	Home Accessories and Giftware	1.14%	1.31%	0.17%	14.85%
7	Cars and Motorcycling	0.91%	1.03%	0.13%	14.01%
8	Kitchen & Home Appliances	2.02%	2.27%	0.26%	12.73%
9	Arts and Crafts	3.48%	3.54%	0.06%	1.68%
10	Sports and Recreation	1.33%	1.16%	-0.17%	-12.55%
11	Baby & Child	0.76%	0.66%	-0.11%	-13.88%
12	Fashion Clothing & Accessories	1.45%	1.14%	-0.31%	-21.56%

Average Order Value (AOV)

Rank	Name	Jan 2018	Jan 2019	Difference	Growth
1	Arts and Crafts	£71.20	£83.87	12.67%	17.79%
2	Agricultural Supplies	£69.94	£77.64	7.70%	11.01%
3	Pet Care	£69.68	£73.93	4.25%	6.09%
4	Baby & Child	£212.43	£222.07	9.64%	4.54%
5	Health and Wellbeing	£48.81	£50.36	1.55%	3.18%
6	Home Accessories and Giftware	£72.38	£73.00	0.62%	0.86%
7	Cars and Motorcycling	£119.67	£118.92	-0.75%	-0.63%
8	Electrical & Commercial Equipment	£57.87	£55.49	-2.38%	-4.10%
9	Kitchen & Home Appliances	£42.17	£39.87	-2.30%	-5.44%
10	Food & Drink	£116.00	£106.24	-9.76%	-8.41%
11	Fashion Clothing & Accessories	£109.97	£93.91	-16.06%	-14.60%
12	Sports and Recreation	£241.20	£93.39	-147.81%	-61.28%

Sales

Rank	Name	Jan 2018	Jan 2019	Difference	Growth
1	Pet Supplies	Withheld	Withheld	Withheld	273.23%
2	Home Security Items	Withheld	Withheld	Withheld	225.17%
3	Hair & Beauty Products	Withheld	Withheld	Withheld	217.73%
4	Electrical & Security Supplies	Withheld	Withheld	Withheld	131.89%
5	Fishing	Withheld	Withheld	Withheld	120.23%
6	Men's & Women's Clothing	Withheld	Withheld	Withheld	114.70%
7	Racking, Cabling & Lighting	Withheld	Withheld	Withheld	84.58%
8	Wine and Spirit Merchants	Withheld	Withheld	Withheld	67.24%
9	Motorcycle Supplies	Withheld	Withheld	Withheld	66.81%
10	Pottery, Crystal, Ceramic & Porcelain Goods	Withheld	Withheld	Withheld	53.11%
11	Farm & Tractor Parts	Withheld	Withheld	Withheld	51.97%
12	Pottery & Art Supplies	Withheld	Withheld	Withheld	42.03%
13	Camping	Withheld	Withheld	Withheld	37.44%
14	Coffee Machine Supplies	Withheld	Withheld	Withheld	33.64%
15	Baby Pram & Nursery Supplies	Withheld	Withheld	Withheld	26.51%
16	Dog & Pet Grooming	Withheld	Withheld	Withheld	23.46%
17	Hockey	Withheld	Withheld	Withheld	11.70%
18	Mountain & Outdoor	Withheld	Withheld	Withheld	6.31%
19	Physio Supplies	Withheld	Withheld	Withheld	1.08%
20	Women's Clothing	Withheld	Withheld	Withheld	N/A
21	Footwear	Withheld	Withheld	Withheld	-1.72%
22	Sailing & Marine Chandlery	Withheld	Withheld	Withheld	-3.82%
23	Cycling	Withheld	Withheld	Withheld	-4.33%
24	Gaelic Sports	Withheld	Withheld	Withheld	-5.39%
25	Health Products	Withheld	Withheld	Withheld	-9.76%
26	Jewellery	Withheld	Withheld	Withheld	-13.47%
27	Sporting Goods	Withheld	Withheld	Withheld	-18.13%
28	Golf	Withheld	Withheld	Withheld	-18.56%
29	Rugby	Withheld	Withheld	Withheld	-98.99%

Cost Per Acquisition (CPA)

Rank	Name	Jan 2018	Jan 2019	Difference	Growth
1	Golf	1.94%	6.01%	4.07%	210.32%
2	Hair & Beauty Products	2.93%	6.88%	3.95%	134.52%
3	Cycling	3.38%	5.95%	2.58%	76.39%
4	Sailing & Marine Chandlery	4.52%	7.21%	2.68%	59.35%
5	Coffee Machine Supplies	3.87%	5.72%	1.85%	47.79%
6	Footwear	4.92%	7.09%	2.16%	43.94%
7	Gaelic Sports	9.32%	13.04%	3.72%	39.93%
8	Motorcycle Supplies	6.65%	8.29%	1.63%	24.58%
9	Racking, Cabling & Lighting	8.27%	10.02%	1.75%	21.21%
10	Dog & Pet Grooming	4.94%	5.93%	0.99%	20.03%
11	Sporting Goods	8.10%	8.95%	0.85%	10.45%
12	Camping	3.86%	4.10%	0.25%	6.38%
13	Baby Pram & Nursery Supplies	7.62%	8.04%	0.42%	5.50%
14	Hockey	3.91%	3.95%	0.04%	1.08%
15	Rugby	14.22%	N/A	-14.22%	N/A
16	Women's Clothing	N/A	9.00%	9.00%	N/A
17	Pottery, Crystal, Ceramic & Porcelain Goods	8.55%	8.46%	-0.09%	-1.08%
18	Men's & Women's Clothing	5.24%	5.17%	-0.07%	-1.38%
19	Mountain & Outdoor	12.04%	11.63%	-0.40%	-3.35%
20	Fishing	4.34%	3.46%	-0.88%	-20.23%
21	Electrical & Security Supplies	10.83%	8.62%	-2.22%	-20.47%
22	Wine and Spirit Merchants	9.94%	7.53%	-2.41%	-24.23%
23	Pet Supplies	19.00%	14.25%	-4.74%	-24.97%
24	Jewellery	15.85%	11.01%	-4.84%	-30.52%
25	Pottery & Art Supplies	2.85%	1.74%	-1.11%	-38.90%
26	Health Products	9.30%	5.20%	-4.10%	-44.11%
27	Physio Supplies	10.69%	4.57%	-6.12%	-57.25%
28	Home Security Items	27.05%	10.70%	-16.34%	-60.42%
29	Farm & Tractor Parts	10.29%	4.01%	-6.28%	-61.05%

Conversion Rate

Rank	Name	Jan 2018	Jan 2019	Difference	Growth
1	Pet Supplies	1.55%	2.89%	1.34%	86.93%
2	Home Security Items	1.05%	1.67%	0.62%	59.07%
3	Wine and Spirit Merchants	0.66%	1.05%	0.39%	59.02%
4	Fishing	0.60%	0.90%	0.30%	50.47%
5	Physio Supplies	2.06%	3.08%	1.01%	49.18%
6	Hair & Beauty Products	1.69%	2.09%	0.40%	23.48%
7	Electrical & Security Supplies	2.22%	2.69%	0.48%	21.42%
8	Farm & Tractor Parts	0.63%	0.74%	0.11%	16.68%
9	Pottery, Crystal, Ceramic & Porcelain Goods	1.14%	1.31%	0.17%	14.85%
10	Motorcycle Supplies	0.91%	1.03%	0.13%	14.01%
11	Golf	0.66%	0.76%	0.09%	13.84%
12	Racking, Cabling & Lighting	1.97%	2.12%	0.15%	7.46%
13	Hockey	1.93%	1.98%	0.05%	2.62%
14	Dog & Pet Grooming	3.01%	3.07%	0.05%	1.78%
15	Pottery & Art Supplies	3.48%	3.54%	0.06%	1.68%
16	Women's Clothing	N/A	N/A	N/A	N/A
17	Health Products	2.47%	2.41%	-0.06%	-2.40%
18	Men's & Women's Clothing	1.12%	1.09%	-0.03%	-2.81%
19	Coffee Machine Supplies	2.98%	2.88%	-0.10%	-3.51%
20	Sporting Goods	0.95%	0.90%	-0.06%	-5.87%
21	Gaelic Sports	1.78%	1.66%	-0.13%	-7.08%
22	Jewellery	2.00%	1.74%	-0.27%	-13.45%
23	Baby Pram & Nursery Supplies	0.76%	0.66%	-0.11%	-13.88%
24	Sailing & Marine Chandlery	1.26%	1.07%	-0.18%	-14.69%
25	Camping	0.72%	0.61%	-0.11%	-14.95%
26	Cycling	1.59%	1.33%	-0.26%	-16.13%
27	Footwear	1.54%	1.21%	-0.33%	-21.64%
28	Mountain & Outdoor	1.79%	1.21%	-0.58%	-32.19%
29	Rugby	1.01%	0.18%	-0.83%	-82.38%

Average Order Value (AOV)

Rank	Name	Jan 2018	Jan 2019	Difference	Growth
1	Camping	£187.17	£258.11	70.94%	37.90%
2	Mountain & Outdoor	£67.76	£80.33	12.57%	18.55%
3	Pottery & Art Supplies	£71.20	£83.87	12.67%	17.79%
4	Health Products	£34.32	£40.29	5.97%	17.40%
5	Dog & Pet Grooming	£89.84	£102.95	13.11%	14.59%
6	Sailing & Marine Chandlery	£69.60	£77.60	8.00%	11.49%
7	Farm & Tractor Parts	£69.94	£77.64	7.70%	11.01%
8	Home Security Items	£40.91	£43.02	2.11%	5.16%
9	Racking, Cabling & Lighting	£69.08	£72.64	3.56%	5.15%
10	Baby Pram & Nursery Supplies	£212.43	£222.07	9.64%	4.54%
11	Hair & Beauty Products	£51.80	£52.71	0.92%	1.77%
12	Pottery, Crystal, Ceramic & Porcelain Goods	£72.38	£73.00	0.62%	0.86%
13	Women's Clothing	N/A	£70.68	70.68%	N/A
14	Footwear	£109.80	£109.71	-0.09%	-0.08%
15	Motorcycle Supplies	£119.67	£118.92	-0.75%	-0.63%
16	Physio Supplies	£54.33	£53.36	-0.97%	-1.79%
17	Jewellery	£46.61	£45.10	-1.52%	-3.25%
18	Gaelic Sports	£49.54	£46.31	-3.23%	-6.52%
19	Wine and Spirit Merchants	£116.00	£106.24	-9.76%	-8.41%
20	Men's & Women's Clothing	£141.73	£128.92	-12.81%	-9.04%
21	Pet Supplies	£49.52	£44.90	-4.62%	-9.33%
22	Fishing	£26.51	£23.21	-3.30%	-12.45%
23	Coffee Machine Supplies	£43.42	£36.72	-6.70%	-15.43%
24	Golf	£169.84	£140.93	-28.91%	-17.02%
25	Electrical & Security Supplies	£46.65	£38.34	-8.31%	-17.81%
26	Hockey	£68.05	£54.89	-13.16%	-19.34%
27	Sporting Goods	£65.38	£52.70	-12.68%	-19.39%
28	Rugby	£53.40	£33.78	-19.62%	-36.74%
29	Cycling	£827.31	£135.72	-691.60%	-83.60%

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.