Ecommerce Market Data and Ecommerce Benchmarks for the Kitchen & Home Appliances market

CURRENT GROWTH PREDICTIONS
SEPTEMBER 2021 GROWTH + %
2021 YEARLY GROWTH + %
Time Frame v

Ecommerce Market Data for the Kitchen & Home Appliances market August 2021

Ecommerce Metric August 2020 August 2021 Difference Growth
Sales Growth Withheld Withheld Withheld 1.40%
Average Order Value £47.47 £50.50 £3.03 6.38%
Cost Per Acquisition 5.14% 5.55% 0.41% 8.06%
Conversion Rate 2.67% 2.88% 0.21% 7.73%
Average Sale Price of Item £15.17 £15.64 £0.47 3.11%

Ecommerce Traffic Data for the Kitchen & Home Appliances market August 2021

Rank   Traffic Source August 2020 August 2021 Growth % Participating % CPA %
1st Google PPC Withheld Withheld -6.44% Withheld 11.46%
2nd Bing & Yahoo PPC Withheld Withheld -10.89% Withheld 6.66%
3rd IRP Email Marketing Withheld Withheld -47.32% Withheld 2.44%
4th Facebook Paid Withheld Withheld -75.03% Withheld 269.64%

Ecommerce Service Provider Data for the Kitchen & Home Appliances market August 2021

Traffic Source:
Rank
Sales Growth
CPA %
Rank Service Provider August 2020 August 2021 Growth % Source CPA % Overall CPA %
1st Withheld Withheld Withheld -6.44% 11.46% 5.55%

Historical Ecommerce Market Data for the Kitchen & Home Appliances market August 2021

Ecommerce Sales Data

Summary

Sales in the Kitchen & Home Appliances ecommerce market increased by an average of 1.40% in August 2021 compared to August 2020.

Ecommerce Sales Growth Data

Summary

Sales Growth in the Kitchen & Home Appliances ecommerce market decreased by an average of 95.83% in August 2021 compared to August 2020.

Ecommerce Cost Per Acquisition Data

Summary

The average CPA in the Kitchen & Home Appliances ecommerce market increased by 8.06% from 5.14% to 5.55% in August 2021 compared to August 2020.

Ecommerce Conversion Rate Data

Summary

The average conversion rate in the Kitchen & Home Appliances ecommerce market increased by 7.73% from 2.67% to 2.88% in August 2021 compared to August 2020.

Ecommerce Average Order Value Data

Summary

Average Order Values in the Kitchen & Home Appliances ecommerce market increased by 6.38% from £47 to £51 in August 2021 compared to August 2020.

Ecommerce Average Sale Price Data

Summary

Average Sale Price of Item in the Kitchen & Home Appliances ecommerce market increased by an average of 3.11% from £15 to £16 in August 2021 compared to August 2020.

Ecommerce Revenue by Location

Summary

In August 2021 the sales breakdown in the Kitchen & Home Appliances ecommerce market by Location is Domestic 58.6% and International 41.4%.

Ecommerce Revenue by Device

Summary

In August 2021 the sales breakdown in the Kitchen & Home Appliances ecommerce market by Device is Desktop 64%, Mobile 32.9% and Tablet 3.1%.

Ecommerce Visitors Data

Summary

Visitors in the Kitchen & Home Appliances ecommerce market decreased by an average of 9.72% in August 2021 compared to August 2020.

Ecommerce Bounce Rate Data

Summary

The bounce rate in the Kitchen & Home Appliances ecommerce market increased by 6.13% from 58.12% to 61.68% in August 2021 compared to August 2020.

Ecommerce Traffic Channel Data

Summary

In August 2021 the sales breakdown in the Kitchen & Home Appliances ecommerce market by Traffic Channel is Direct 55.3%, Paid Search Marketing 42.7%, Email Marketing 1.7% and Paid Social Media Marketing 0.3%.

International Sales Data

Summary

International sales percentage of total sales in the Kitchen & Home Appliances ecommerce market decreased by an average of 20.09% in August 2021 compared to August 2020.

Ecommerce Agency Performance Data for the Kitchen & Home Appliances market August 2021

Rank   Agency August 2020 August 2021 Growth % CPA %
1st Withheld Withheld Withheld 1.40% 5.55%

Ecommerce Markets Risers & Fallers August 2021

Ecommerce Sales Data

RankEcommerce MarketAug 2020Aug 2021DifferenceGrowth
1Home Accessories and GiftwareWithheldWithheldWithheld62.99%
2Fashion Clothing & AccessoriesWithheldWithheldWithheld29.46%
3Pet CareWithheldWithheldWithheld15.05%
4Arts and CraftsWithheldWithheldWithheld14.68%
5Sports and RecreationWithheldWithheldWithheld7.77%
6Kitchen & Home AppliancesWithheldWithheldWithheld1.40%
7Electrical & Commercial EquipmentWithheldWithheldWithheld-4.24%
8Baby & ChildWithheldWithheldWithheld-4.73%
9Cars and MotorcyclingWithheldWithheldWithheld-5.63%
10Food & DrinkWithheldWithheldWithheld-35.19%
11Health and WellbeingWithheldWithheldWithheld-40.42%

Ecommerce Cost Per Acquisition Data

RankEcommerce MarketAug 2020Aug 2021DifferenceGrowth
1Fashion Clothing & Accessories6.50%9.56%3.06%47.02%
2Pet Care6.85%8.23%1.39%20.24%
3Baby & Child6.93%7.54%0.61%8.76%
4Health and Wellbeing11.41%12.38%0.97%8.48%
5Kitchen & Home Appliances5.14%5.55%0.41%8.06%
6Sports and Recreation6.60%6.65%0.05%0.77%
7Arts and Crafts1.13%1.09%-0.04%-3.49%
8Electrical & Commercial Equipment7.01%6.59%-0.42%-5.96%
9Food & Drink5.84%5.49%-0.35%-6.03%
10Cars and Motorcycling7.07%6.52%-0.55%-7.72%
11Home Accessories and Giftware8.20%6.51%-1.70%-20.68%

Conversion Rate

RankEcommerce MarketAug 2020Aug 2021DifferenceGrowth
1Cars and Motorcycling1.28%1.53%0.25%19.21%
2Fashion Clothing & Accessories1.48%1.63%0.14%9.77%
3Kitchen & Home Appliances2.67%2.88%0.21%7.73%
4Sports and Recreation1.34%1.42%0.09%6.52%
5Arts and Crafts3.26%3.12%-0.14%-4.41%
6Food & Drink1.62%1.49%-0.13%-7.85%
7Health and Wellbeing2.94%2.69%-0.25%-8.55%
8Pet Care3.17%2.90%-0.28%-8.73%
9Electrical & Commercial Equipment1.78%1.39%-0.39%-21.90%
10Baby & Child1.20%0.84%-0.36%-29.92%
11Home Accessories and Giftware1.35%0.92%-0.43%-31.67%

Ecommerce Average Order Value Data

RankEcommerce MarketAug 2020Aug 2021DifferenceGrowth
1Electrical & Commercial Equipment£60.86£107.2346.37%76.20%
2Baby & Child£110.63£150.9840.35%36.47%
3Pet Care£87.34£101.0513.71%15.69%
4Sports and Recreation£79.57£90.6211.05%13.89%
5Home Accessories and Giftware£67.41£74.677.26%10.77%
6Fashion Clothing & Accessories£69.11£75.346.23%9.01%
7Kitchen & Home Appliances£47.47£50.503.03%6.38%
8Arts and Crafts£103.35£105.081.73%1.67%
9Food & Drink£103.46£103.580.12%0.12%
10Cars and Motorcycling£118.72£116.20-2.52%-2.12%
11Health and Wellbeing£42.65£28.93-13.71%-32.16%

Ecommerce Market Commentary for August 2021

No commentary available for August 2021
 

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.

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