Ecommerce Market Data and Ecommerce Benchmarks for the Baby & Child market

CURRENT GROWTH PROJECTIONS

+ %

Ecommerce Market Data
Markets Risers & Fallers
Commentary

Time Frame v

Ecommerce Market Data for the Baby & Child market February 2023

Ecommerce Metric	February 2023	February 2022	Difference	Growth
Sales Growth	Withheld	Withheld	Withheld	-2.96%
Cost Per Acquisition	8.84%	6.42%	2.43%	37.83%
Visitors	Withheld	Withheld	Withheld	3.66%
Conversion Rate	0.83%	0.84%	0.00%	-0.40%
Average Order Value	£187.29	£171.06	£16.24	9.49%
Average Sale Price of Item	£153.06	£139.86	£13.20	9.44%
Revenue Per Visitor	£1.70	£1.82	-£0.12	-6.39%
Cost Per Visitor	£0.15	£0.12	£0.03	29.02%

Ecommerce Traffic Data for the Baby & Child market February 2023

Rank	Traffic Source	February 2023	February 2022	Growth %	Participating %	CPA %
1st	IRP Email Marketing	Withheld	Withheld	398.35%	Withheld	2.24%
2nd	Google PPC	Withheld	Withheld	-24.32%	Withheld	12.97%
3rd	AWIN	Withheld	Withheld	-33.40%	Withheld	8.07%

Ecommerce Service Provider Data for the Baby & Child market February 2023

Traffic Source:

Rank

Sales Growth

CPA %

Rank	Service Provider	February 2023	February 2022	Growth %	Source CPA %	Overall CPA %
1st	Withheld	Withheld	Withheld	-24.32%	19.00%	11.51%

Historical Ecommerce Market Data for the Baby & Child market February 2023

Ecommerce Sales Growth Data

Summary

Sales Growth in the Baby & Child ecommerce market increased by 92.67% from -40.37% to -2.96% in February 2023 compared to February 2022.

Ecommerce Sales Data

Summary

Sales in the Baby & Child ecommerce market decreased by an average of 2.96% in February 2023 compared to February 2022.

Ecommerce Cost Per Acquisition Data

Summary

The average CPA in the Baby & Child ecommerce market increased by 37.83% from 6.42% to 8.84% in February 2023 compared to February 2022.

Ecommerce Conversion Rate Data

Summary

The average conversion rate in the Baby & Child ecommerce market decreased by 0.40% from 0.84% to 0.83% in February 2023 compared to February 2022.

Ecommerce Average Order Value Data

Summary

Average Order Values in the Baby & Child ecommerce market increased by 9.49% from £171.06 to £187.29 in February 2023 compared to February 2022.

Ecommerce Visitors Data

Summary

Visitors in the Baby & Child ecommerce market increased by an average of 3.66% in February 2023 compared to February 2022.

Ecommerce Revenue Per Visitor Data

Summary

Revenue Per Visitor in the Baby & Child ecommerce market decreased by 6.39% from £1.82 to £1.70 in February 2023 compared to February 2022.

Ecommerce Cost Per Visitor Data

Summary

Cost Per Visitor in the Baby & Child ecommerce market increased by 29.02% from £0.12 to £0.15 in February 2023 compared to February 2022.

Ecommerce Bounce Rate Data

Summary

The bounce rate in the Baby & Child ecommerce market decreased by 0.09% from 73.05% to 72.98% in February 2023 compared to February 2022.

Ecommerce Traffic Channel Data

Summary

In February 2023 the sales breakdown in the Baby & Child ecommerce market by Traffic Channel is Paid Search Marketing 51.2%, Direct 22.9%, Affiliate Marketing 22.5% and Email Marketing 3.4%.

Ecommerce Revenue by Location

Summary

In February 2023 the sales breakdown in the Baby & Child ecommerce market by Location is Domestic 58.1% and International 41.9%.

Ecommerce Revenue by Device

Summary

In February 2023 the sales breakdown in the Baby & Child ecommerce market by Device is Mobile 66.3%, Desktop 32.4% and Tablet 1.3%.

International Sales Data

Summary

International sales percentage of total sales in the Baby & Child ecommerce market increased by an average of 46.58% in February 2023 compared to February 2022.

Ecommerce Average Sale Price Data

Summary

Average Sale Price of Item in the Baby & Child ecommerce market increased by an average of 9.44% from £139.86 to £153.06 in February 2023 compared to February 2022.

Ecommerce Agency Performance Data for the Baby & Child market February 2023

Rank		Agency	February 2023	February 2022	Growth %	CPA %
1st		Withheld	Withheld	Withheld	-2.96%	11.51%

Ecommerce Markets Risers & Fallers February 2023

Ecommerce Sales Data

Rank	Ecommerce Market	Feb 2023	Feb 2022	Difference	Growth
1	Pet Care	Withheld	Withheld	Withheld	61.87%
2	Toys, Games & Collectables	Withheld	Withheld	Withheld	32.40%
3	Cars and Motorcycling	Withheld	Withheld	Withheld	23.85%
4	Arts and Crafts	Withheld	Withheld	Withheld	19.52%
5	Fashion Clothing & Accessories	Withheld	Withheld	Withheld	7.84%
6	Electrical & Commercial Equipment	Withheld	Withheld	Withheld	0.74%
7	Baby & Child	Withheld	Withheld	Withheld	-2.96%
8	Kitchen & Home Appliances	Withheld	Withheld	Withheld	-10.51%
9	Sports and Recreation	Withheld	Withheld	Withheld	-11.49%
10	Food & Drink	Withheld	Withheld	Withheld	-13.21%
11	Health and Wellbeing	Withheld	Withheld	Withheld	-27.26%
12	Home Accessories and Giftware	Withheld	Withheld	Withheld	-30.68%

Ecommerce Cost Per Acquisition Data

Rank	Ecommerce Market	Feb 2023	Feb 2022	Difference	Growth
1	Home Accessories and Giftware	12.76%	8.22%	4.54%	55.28%
2	Baby & Child	8.84%	6.42%	2.43%	37.83%
3	Food & Drink	5.67%	4.71%	0.96%	20.41%
4	Toys, Games & Collectables	11.14%	9.83%	1.31%	13.33%
5	Health and Wellbeing	18.29%	16.47%	1.82%	11.07%
6	Arts and Crafts	1.62%	1.47%	0.15%	9.84%
7	Cars and Motorcycling	6.69%	7.20%	-0.51%	-7.07%
8	Sports and Recreation	7.08%	8.04%	-0.96%	-11.91%
9	Pet Care	6.82%	7.94%	-1.12%	-14.11%
10	Kitchen & Home Appliances	5.31%	6.30%	-0.99%	-15.68%
11	Fashion Clothing & Accessories	8.96%	10.75%	-1.78%	-16.61%
12	Electrical & Commercial Equipment	7.16%	8.91%	-1.75%	-19.69%

Conversion Rate

Rank	Ecommerce Market	Feb 2023	Feb 2022	Difference	Growth
1	Pet Care	1.98%	1.31%	0.67%	50.83%
2	Sports and Recreation	1.47%	1.22%	0.26%	21.05%
3	Cars and Motorcycling	1.14%	1.06%	0.08%	8.00%
4	Fashion Clothing & Accessories	1.53%	1.46%	0.07%	4.55%
5	Baby & Child	0.83%	0.84%	0.00%	-0.40%
6	Arts and Crafts	4.04%	4.17%	-0.13%	-3.12%
7	Kitchen & Home Appliances	2.47%	2.64%	-0.17%	-6.46%
8	Food & Drink	1.34%	1.51%	-0.17%	-11.19%
9	Health and Wellbeing	2.89%	3.46%	-0.57%	-16.51%
10	Electrical & Commercial Equipment	1.16%	1.47%	-0.31%	-21.32%
11	Toys, Games & Collectables	1.10%	1.98%	-0.89%	-44.66%
12	Home Accessories and Giftware	0.27%	0.98%	-0.70%	-72.01%

Ecommerce Average Order Value Data

Rank	Ecommerce Market	Feb 2023	Feb 2022	Difference	Growth
1	Pet Care	£86.09	£40.89	£45.20	110.53%
2	Electrical & Commercial Equipment	£170.52	£110.33	£60.19	54.55%
3	Cars and Motorcycling	£173.71	£140.60	£33.11	23.55%
4	Toys, Games & Collectables	£63.43	£52.30	£11.13	21.28%
5	Fashion Clothing & Accessories	£87.33	£73.88	£13.45	18.20%
6	Arts and Crafts	£107.93	£94.37	£13.56	14.37%
7	Baby & Child	£187.29	£171.06	£16.24	9.49%
8	Health and Wellbeing	£44.18	£40.76	£3.42	8.39%
9	Home Accessories and Giftware	£80.78	£77.37	£3.41	4.41%
10	Sports and Recreation	£103.47	£106.62	-£3.14	-2.95%
11	Food & Drink	£107.19	£114.70	-£7.51	-6.55%
12	Kitchen & Home Appliances	£25.47	£45.73	-£20.27	-44.31%

Ecommerce Market Commentary for February 2023

Ecommerce Data for February 2023

February 2023 Ecommerce sales increased by 3.76% YOY the month started off positively with the first two weeks off the month showing positive growth of over 15%. This plateaued and then tailed off towards the end of the month, however ending the month on a positive is a shows there are opportunities out there. Rising interest rates and the impact of global inflation are continuing to take a toll on consumer sentiment.

Ecommerce Gross Profits falling & Ecommerce costs of Sales under control in February 2023

CPA% & COS (the percentage cost paid directly to marketing channels) was 8.93%, this is nearly a 2.78% drop in spend compared to February 2022. This CPA% is very similar to January 2023 showing that cost of sales are stabilsing as we move forward in 2023.

February 2023 average ecommerce conversion rates decreased slightly YOY from 1.65% to 1.62%.

Sales through mobile channels continue to increase as a percentage of revenue share to 55.2%, but this varies by market and customer segmentation. This is the first month in a while that mobile revenue has been under 60%.

The average ecommerce order value was £100.77 - which is 14.97% up on Febraury 2022.

IRP's 2023 prediction for 2023 is a fairly positive outlook for the year ahead, there are plenty of merchants continuing to grow revenue by increasing customer return rate and acquiring new customers at the right cost.

We are watching the markets carefully and see that the European Central Bank has raised eurozone interest rates by 50bp (0.5%) from 3% to 3.5%. This is going to further impact customers however March is showing positive growth and currently sitting north of 20% with St Patricks and Mother's Day activity still to come.

David D.

- 20 March 2023

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 Forecasts
These are based on machine learning to calculate what the Growth YOY is for the current month and year. These are updated every 30 minutes based on Live IRP Market Data.

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 sales, expressed as a percentage. For each month, the CPA% is calculated using the formula: Total Marketing Cost / Total Revenue (£) * 100. It can be thought of as the ecommerce cost of sale.

Conversion Rate
The Conversion Rate is the number of buyers by session - and is calculated using the formula: Total Transactions / Total Sessions * 100. Note that sessions are used in this calculation and not visitors. So if a visitor comes back 3 times it is 3 sessions - this lowers conversion rate but is the most consistent measurement to use.

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.

* The ecommerce market data information is provided as is and is free to use provided the source is cited. On citation please reference IRP Commerce as the source.