ECOMMERCE BENCHMARKS AND ECOMMERCE MARKET DATA FOR THE KITCHEN & HOME APPLIANCES MARKET

  • Oct 2020 Sales Growth: 48.70%
  • Oct 2020 Conversion: 2.62%
  • Oct 2020 AOV: £53.01
  • Oct 2020 Average Sale Price of Item: £15.68
  • Oct 2020 CPA: 4.83%
Time Frame:  v

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Ecommerce market data for the Kitchen & Home Appliances market October 2020

Ecommerce Metric Oct 2019 Oct 2020 Difference Growth
Sales Growth Withheld Withheld Withheld 48.70%
Average Order Value £47.48 £53.01 £5.53 11.65%
Cost Per Acquisition 6.37% 4.83% -1.54% -24.15%
Conversion Rate 2.89% 2.62% -0.27% -9.21%
Average Sale Price of Item £13.30 £15.68 £2.37 17.84%

Ecommerce traffic data for the Kitchen & Home Appliances market October 2020

Rank   Traffic Source October 2019 October 2020 Growth % Participating % CPA %
1st IRP Email Marketing Withheld Withheld 40.60% Withheld 1.16%
2nd Google PPC Withheld Withheld 21.39% Withheld 9.73%
3rd Bing & Yahoo PPC Withheld Withheld -57.53% Withheld 1.92%
4th Facebook Paid Withheld Withheld -73.63% Withheld 111.22%

Ecommerce service provider data for the Kitchen & Home Appliances market October 2020

Traffic Source:
Rank Service Provider October 2019 October 2020 Growth % Source CPA % Overall CPA %
1st Withheld Withheld Withheld 21.39% 9.73% 4.83%
IRP Visitor Cost
£0.11
IRP Visitor Value
£1.57
IRP Index
14.27

Historical ecommerce market data for the Kitchen & Home Appliances market October 2020

Ecommerce Sales Data

Total Sales (Dec 2019) Total Sales (Nov 2019) Total Sales (Oct 2019) Total Sales (Sep 2019) Total Sales (Aug 2019) Total Sales (Jul 2019) Total Sales (Jun 2019) Total Sales (May 2019) Total Sales (Apr 2019) Total Sales (Mar 2019) Total Sales (Feb 2019) Total Sales (Jan 2019) Total Sales (Oct 2020) Total Sales (Sep 2020) Total Sales (Aug 2020) Total Sales (Jul 2020) Total Sales (Jun 2020) Total Sales (May 2020) Total Sales (Apr 2020) Total Sales (Mar 2020) Total Sales (Feb 2020) Total Sales (Jan 2020) Total Sales (Dec 2019) Total Sales (Dec 2019) Total Sales (Nov 2019) Total Sales (Nov 2019) Total Sales (Oct 2019) Total Sales (Oct 2019) Total Sales (Sep 2019) Total Sales (Sep 2019) Total Sales (Aug 2019) Total Sales (Aug 2019) Total Sales (Jul 2019) Total Sales (Jul 2019) Total Sales (Jun 2019) Total Sales (Jun 2019) Total Sales (May 2019) Total Sales (May 2019) Total Sales (Apr 2019) Total Sales (Apr 2019) Total Sales (Mar 2019) Total Sales (Mar 2019) Total Sales (Feb 2019) Total Sales (Feb 2019) Total Sales (Oct 2020) Total Sales (Oct 2020) Total Sales (Sep 2020) Total Sales (Sep 2020) Total Sales (Aug 2020) Total Sales (Aug 2020) Total Sales (Jul 2020) Total Sales (Jul 2020) Total Sales (Jun 2020) Total Sales (Jun 2020) Total Sales (May 2020) Total Sales (May 2020) Total Sales (Apr 2020) Total Sales (Apr 2020) Total Sales (Mar 2020) Total Sales (Mar 2020) Total Sales (Feb 2020) Total Sales (Feb 2020)

Summary

Sales in the Kitchen & Home Appliances ecommerce market increased by an average of 48.70% in October 2020 compared to October 2019.

Ecommerce Cost Per Acquisition Data

Average CPA (Dec 2019)
5.87% Average CPA (Nov 2019)
5.13% Average CPA (Oct 2019)
6.37% Average CPA (Sep 2019)
5.52% Average CPA (Aug 2019)
5.54% Average CPA (Jul 2019)
5.33% Average CPA (Jun 2019)
4.61% Average CPA (May 2019)
5.27% Average CPA (Apr 2019)
5.26% Average CPA (Mar 2019)
5.44% Average CPA (Feb 2019)
5.61% Average CPA (Jan 2019)
5.74% Average CPA (Oct 2020)
4.83% Average CPA (Sep 2020)
4.88% Average CPA (Aug 2020)
5.14% Average CPA (Jul 2020)
5.25% Average CPA (Jun 2020)
4.12% Average CPA (May 2020)
4.68% Average CPA (Apr 2020)
7.07% Average CPA (Mar 2020)
5.83% Average CPA (Feb 2020)
5.96% Average CPA (Jan 2020)
5.80% Average CPA (Dec 2019)
5.87% Average CPA (Dec 2019)
5.87% Average CPA (Nov 2019)
5.13% Average CPA (Nov 2019)
5.13% Average CPA (Oct 2019)
6.37% Average CPA (Oct 2019)
6.37% Average CPA (Sep 2019)
5.52% Average CPA (Sep 2019)
5.52% Average CPA (Aug 2019)
5.54% Average CPA (Aug 2019)
5.54% Average CPA (Jul 2019)
5.33% Average CPA (Jul 2019)
5.33% Average CPA (Jun 2019)
4.61% Average CPA (Jun 2019)
4.61% Average CPA (May 2019)
5.27% Average CPA (May 2019)
5.27% Average CPA (Apr 2019)
5.26% Average CPA (Apr 2019)
5.26% Average CPA (Mar 2019)
5.44% Average CPA (Mar 2019)
5.44% Average CPA (Feb 2019)
5.61% Average CPA (Feb 2019)
5.61% Average CPA (Oct 2020)
4.83% Average CPA (Oct 2020)
4.83% Average CPA (Sep 2020)
4.88% Average CPA (Sep 2020)
4.88% Average CPA (Aug 2020)
5.14% Average CPA (Aug 2020)
5.14% Average CPA (Jul 2020)
5.25% Average CPA (Jul 2020)
5.25% Average CPA (Jun 2020)
4.12% Average CPA (Jun 2020)
4.12% Average CPA (May 2020)
4.68% Average CPA (May 2020)
4.68% Average CPA (Apr 2020)
7.07% Average CPA (Apr 2020)
7.07% Average CPA (Mar 2020)
5.83% Average CPA (Mar 2020)
5.83% Average CPA (Feb 2020)
5.96% Average CPA (Feb 2020)
5.96%

Summary

The average CPA in the Kitchen & Home Appliances ecommerce market decreased by -24.15% to 4.83% in October 2020 compared to October 2019.

Ecommerce Conversion Rate Data

Average Conversion Rate (Dec 2019)
2.84% Average Conversion Rate (Nov 2019)
2.92% Average Conversion Rate (Oct 2019)
2.89% Average Conversion Rate (Sep 2019)
2.91% Average Conversion Rate (Aug 2019)
2.91% Average Conversion Rate (Jul 2019)
2.98% Average Conversion Rate (Jun 2019)
3.09% Average Conversion Rate (May 2019)
3.02% Average Conversion Rate (Apr 2019)
3.04% Average Conversion Rate (Mar 2019)
2.81% Average Conversion Rate (Feb 2019)
3.03% Average Conversion Rate (Jan 2019)
2.88% Average Conversion Rate (Oct 2020)
2.62% Average Conversion Rate (Sep 2020)
2.90% Average Conversion Rate (Aug 2020)
2.67% Average Conversion Rate (Jul 2020)
2.63% Average Conversion Rate (Jun 2020)
2.66% Average Conversion Rate (May 2020)
2.43% Average Conversion Rate (Apr 2020)
2.42% Average Conversion Rate (Mar 2020)
2.86% Average Conversion Rate (Feb 2020)
2.70% Average Conversion Rate (Jan 2020)
2.61% Average Conversion Rate (Dec 2019)
2.84% Average Conversion Rate (Dec 2019)
2.84% Average Conversion Rate (Nov 2019)
2.92% Average Conversion Rate (Nov 2019)
2.92% Average Conversion Rate (Oct 2019)
2.89% Average Conversion Rate (Oct 2019)
2.89% Average Conversion Rate (Sep 2019)
2.91% Average Conversion Rate (Sep 2019)
2.91% Average Conversion Rate (Aug 2019)
2.91% Average Conversion Rate (Aug 2019)
2.91% Average Conversion Rate (Jul 2019)
2.98% Average Conversion Rate (Jul 2019)
2.98% Average Conversion Rate (Jun 2019)
3.09% Average Conversion Rate (Jun 2019)
3.09% Average Conversion Rate (May 2019)
3.02% Average Conversion Rate (May 2019)
3.02% Average Conversion Rate (Apr 2019)
3.04% Average Conversion Rate (Apr 2019)
3.04% Average Conversion Rate (Mar 2019)
2.81% Average Conversion Rate (Mar 2019)
2.81% Average Conversion Rate (Feb 2019)
3.03% Average Conversion Rate (Feb 2019)
3.03% Average Conversion Rate (Oct 2020)
2.62% Average Conversion Rate (Oct 2020)
2.62% Average Conversion Rate (Sep 2020)
2.90% Average Conversion Rate (Sep 2020)
2.90% Average Conversion Rate (Aug 2020)
2.67% Average Conversion Rate (Aug 2020)
2.67% Average Conversion Rate (Jul 2020)
2.63% Average Conversion Rate (Jul 2020)
2.63% Average Conversion Rate (Jun 2020)
2.66% Average Conversion Rate (Jun 2020)
2.66% Average Conversion Rate (May 2020)
2.43% Average Conversion Rate (May 2020)
2.43% Average Conversion Rate (Apr 2020)
2.42% Average Conversion Rate (Apr 2020)
2.42% Average Conversion Rate (Mar 2020)
2.86% Average Conversion Rate (Mar 2020)
2.86% Average Conversion Rate (Feb 2020)
2.70% Average Conversion Rate (Feb 2020)
2.70%

Summary

The average conversion rate in the Kitchen & Home Appliances ecommerce market decreased by -9.21% to 2.62% in October 2020 compared to October 2019.

Ecommerce Traffic Channel Data

Paid Social Media Marketing
(0.7%) Email Marketing
(3.1%) Paid Search Marketing
(41.9%) Direct
(54.2%)

Summary

Direct was the best-performing Traffic Channel in terms of sales in October 2020. Paid Social Media Marketing was the worst-performing Traffic Channel in terms of sales in October 2020.

Ecommerce Average Order Value Data

Average Order Value (Dec 2019)
£44.27 Average Order Value (Nov 2019)
£50.24 Average Order Value (Oct 2019)
£47.48 Average Order Value (Sep 2019)
£47.51 Average Order Value (Aug 2019)
£45.61 Average Order Value (Jul 2019)
£45.91 Average Order Value (Jun 2019)
£48.48 Average Order Value (May 2019)
£43.02 Average Order Value (Apr 2019)
£47.70 Average Order Value (Mar 2019)
£42.36 Average Order Value (Feb 2019)
£38.50 Average Order Value (Jan 2019)
£36.64 Average Order Value (Oct 2020)
£53.01 Average Order Value (Sep 2020)
£44.56 Average Order Value (Aug 2020)
£47.47 Average Order Value (Jul 2020)
£48.42 Average Order Value (Jun 2020)
£52.07 Average Order Value (May 2020)
£45.25 Average Order Value (Apr 2020)
£46.40 Average Order Value (Mar 2020)
£48.28 Average Order Value (Feb 2020)
£45.96 Average Order Value (Jan 2020)
£44.69 Average Order Value (Dec 2019)
£44.27 Average Order Value (Dec 2019)
£44.27 Average Order Value (Nov 2019)
£50.24 Average Order Value (Nov 2019)
£50.24 Average Order Value (Oct 2019)
£47.48 Average Order Value (Oct 2019)
£47.48 Average Order Value (Sep 2019)
£47.51 Average Order Value (Sep 2019)
£47.51 Average Order Value (Aug 2019)
£45.61 Average Order Value (Aug 2019)
£45.61 Average Order Value (Jul 2019)
£45.91 Average Order Value (Jul 2019)
£45.91 Average Order Value (Jun 2019)
£48.48 Average Order Value (Jun 2019)
£48.48 Average Order Value (May 2019)
£43.02 Average Order Value (May 2019)
£43.02 Average Order Value (Apr 2019)
£47.70 Average Order Value (Apr 2019)
£47.70 Average Order Value (Mar 2019)
£42.36 Average Order Value (Mar 2019)
£42.36 Average Order Value (Feb 2019)
£38.50 Average Order Value (Feb 2019)
£38.50 Average Order Value (Oct 2020)
£53.01 Average Order Value (Oct 2020)
£53.01 Average Order Value (Sep 2020)
£44.56 Average Order Value (Sep 2020)
£44.56 Average Order Value (Aug 2020)
£47.47 Average Order Value (Aug 2020)
£47.47 Average Order Value (Jul 2020)
£48.42 Average Order Value (Jul 2020)
£48.42 Average Order Value (Jun 2020)
£52.07 Average Order Value (Jun 2020)
£52.07 Average Order Value (May 2020)
£45.25 Average Order Value (May 2020)
£45.25 Average Order Value (Apr 2020)
£46.40 Average Order Value (Apr 2020)
£46.40 Average Order Value (Mar 2020)
£48.28 Average Order Value (Mar 2020)
£48.28 Average Order Value (Feb 2020)
£45.96 Average Order Value (Feb 2020)
£45.96

Summary

Average Order Values in the Kitchen & Home Appliances ecommerce market increased by 11.65% in October 2020 compared to October 2019.

Ecommerce Average Sale Price Data

Average Sale Price of Item (Dec 2019)
£12.70 Average Sale Price of Item (Nov 2019)
£14.17 Average Sale Price of Item (Oct 2019)
£13.30 Average Sale Price of Item (Sep 2019)
£14.96 Average Sale Price of Item (Aug 2019)
£12.97 Average Sale Price of Item (Jul 2019)
£13.10 Average Sale Price of Item (Jun 2019)
£13.94 Average Sale Price of Item (May 2019)
£11.96 Average Sale Price of Item (Apr 2019)
£13.44 Average Sale Price of Item (Mar 2019)
£12.83 Average Sale Price of Item (Feb 2019)
£12.56 Average Sale Price of Item (Jan 2019)
£11.42 Average Sale Price of Item (Oct 2020)
£15.68 Average Sale Price of Item (Sep 2020)
£14.02 Average Sale Price of Item (Aug 2020)
£15.17 Average Sale Price of Item (Jul 2020)
£14.51 Average Sale Price of Item (Jun 2020)
£16.14 Average Sale Price of Item (May 2020)
£13.48 Average Sale Price of Item (Apr 2020)
£14.25 Average Sale Price of Item (Mar 2020)
£13.96 Average Sale Price of Item (Feb 2020)
£13.08 Average Sale Price of Item (Jan 2020)
£13.16 Average Sale Price of Item (Dec 2019)
£12.70 Average Sale Price of Item (Dec 2019)
£12.70 Average Sale Price of Item (Nov 2019)
£14.17 Average Sale Price of Item (Nov 2019)
£14.17 Average Sale Price of Item (Oct 2019)
£13.30 Average Sale Price of Item (Oct 2019)
£13.30 Average Sale Price of Item (Sep 2019)
£14.96 Average Sale Price of Item (Sep 2019)
£14.96 Average Sale Price of Item (Aug 2019)
£12.97 Average Sale Price of Item (Aug 2019)
£12.97 Average Sale Price of Item (Jul 2019)
£13.10 Average Sale Price of Item (Jul 2019)
£13.10 Average Sale Price of Item (Jun 2019)
£13.94 Average Sale Price of Item (Jun 2019)
£13.94 Average Sale Price of Item (May 2019)
£11.96 Average Sale Price of Item (May 2019)
£11.96 Average Sale Price of Item (Apr 2019)
£13.44 Average Sale Price of Item (Apr 2019)
£13.44 Average Sale Price of Item (Mar 2019)
£12.83 Average Sale Price of Item (Mar 2019)
£12.83 Average Sale Price of Item (Feb 2019)
£12.56 Average Sale Price of Item (Feb 2019)
£12.56 Average Sale Price of Item (Oct 2020)
£15.68 Average Sale Price of Item (Oct 2020)
£15.68 Average Sale Price of Item (Sep 2020)
£14.02 Average Sale Price of Item (Sep 2020)
£14.02 Average Sale Price of Item (Aug 2020)
£15.17 Average Sale Price of Item (Aug 2020)
£15.17 Average Sale Price of Item (Jul 2020)
£14.51 Average Sale Price of Item (Jul 2020)
£14.51 Average Sale Price of Item (Jun 2020)
£16.14 Average Sale Price of Item (Jun 2020)
£16.14 Average Sale Price of Item (May 2020)
£13.48 Average Sale Price of Item (May 2020)
£13.48 Average Sale Price of Item (Apr 2020)
£14.25 Average Sale Price of Item (Apr 2020)
£14.25 Average Sale Price of Item (Mar 2020)
£13.96 Average Sale Price of Item (Mar 2020)
£13.96 Average Sale Price of Item (Feb 2020)
£13.08 Average Sale Price of Item (Feb 2020)
£13.08

Summary

Average Sale Price of Item in the Kitchen & Home Appliances ecommerce market increased by an average of 17.84% in October 2020 compared to October 2019.

Ecommerce Revenue by Location

International
(44.9%) Domestic
(55.1%)

Summary

Domestic was the best-performing Location in terms of sales in October 2020. International was the worst-performing Location in terms of sales in October 2020.

Ecommerce Revenue by Device

Tablet
(3.4%) Mobile
(29.5%) Desktop
(67.1%)

Summary

Desktop was the best-performing Device in terms of sales in October 2020. Tablet was the worst-performing Device in terms of sales in October 2020.

Ecommerce Visitors Data

Visitor Total - Dec 2019
48,466 Visitor Total - Nov 2019
49,292 Visitor Total - Oct 2019
43,274 Visitor Total - Sep 2019
40,013 Visitor Total - Aug 2019
41,941 Visitor Total - Jul 2019
40,713 Visitor Total - Jun 2019
38,162 Visitor Total - May 2019
40,383 Visitor Total - Apr 2019
41,760 Visitor Total - Mar 2019
48,835 Visitor Total - Feb 2019
44,880 Visitor Total - Jan 2019
50,834 Visitor Total - Oct 2020
61,809 Visitor Total - Sep 2020
53,282 Visitor Total - Aug 2020
56,004 Visitor Total - Jul 2020
62,353 Visitor Total - Jun 2020
64,748 Visitor Total - May 2020
76,582 Visitor Total - Apr 2020
73,349 Visitor Total - Mar 2020
45,816 Visitor Total - Feb 2020
45,988 Visitor Total - Jan 2020
53,695 Visitor Total - Dec 2019
48,466 Visitor Total - Dec 2019
48,466 Visitor Total - Nov 2019
49,292 Visitor Total - Nov 2019
49,292 Visitor Total - Oct 2019
43,274 Visitor Total - Oct 2019
43,274 Visitor Total - Sep 2019
40,013 Visitor Total - Sep 2019
40,013 Visitor Total - Aug 2019
41,941 Visitor Total - Aug 2019
41,941 Visitor Total - Jul 2019
40,713 Visitor Total - Jul 2019
40,713 Visitor Total - Jun 2019
38,162 Visitor Total - Jun 2019
38,162 Visitor Total - May 2019
40,383 Visitor Total - May 2019
40,383 Visitor Total - Apr 2019
41,760 Visitor Total - Apr 2019
41,760 Visitor Total - Mar 2019
48,835 Visitor Total - Mar 2019
48,835 Visitor Total - Feb 2019
44,880 Visitor Total - Feb 2019
44,880 Visitor Total - Oct 2020
61,809 Visitor Total - Oct 2020
61,809 Visitor Total - Sep 2020
53,282 Visitor Total - Sep 2020
53,282 Visitor Total - Aug 2020
56,004 Visitor Total - Aug 2020
56,004 Visitor Total - Jul 2020
62,353 Visitor Total - Jul 2020
62,353 Visitor Total - Jun 2020
64,748 Visitor Total - Jun 2020
64,748 Visitor Total - May 2020
76,582 Visitor Total - May 2020
76,582 Visitor Total - Apr 2020
73,349 Visitor Total - Apr 2020
73,349 Visitor Total - Mar 2020
45,816 Visitor Total - Mar 2020
45,816 Visitor Total - Feb 2020
45,988 Visitor Total - Feb 2020
45,988

Summary

Visitors in the Kitchen & Home Appliances ecommerce market increased by an average of 42.83% in October 2020 compared to October 2019.

Ecommerce Bounce Rate Data

Average Bounce (Dec 2019) Average Bounce (Nov 2019) Average Bounce (Oct 2019) Average Bounce (Sep 2019) Average Bounce (Aug 2019) Average Bounce (Jul 2019) Average Bounce (Jun 2019) Average Bounce (May 2019) Average Bounce (Apr 2019) Average Bounce (Mar 2019) Average Bounce (Feb 2019) Average Bounce (Jan 2019) Average Bounce (Oct 2020) Average Bounce (Sep 2020) Average Bounce (Aug 2020) Average Bounce (Jul 2020) Average Bounce (Jun 2020) Average Bounce (May 2020) Average Bounce (Apr 2020) Average Bounce (Mar 2020) Average Bounce (Feb 2020) Average Bounce (Jan 2020) Average Bounce (Dec 2019) Average Bounce (Dec 2019) Average Bounce (Nov 2019) Average Bounce (Nov 2019) Average Bounce (Oct 2019) Average Bounce (Oct 2019) Average Bounce (Sep 2019) Average Bounce (Sep 2019) Average Bounce (Aug 2019) Average Bounce (Aug 2019) Average Bounce (Jul 2019) Average Bounce (Jul 2019) Average Bounce (Jun 2019) Average Bounce (Jun 2019) Average Bounce (May 2019) Average Bounce (May 2019) Average Bounce (Apr 2019) Average Bounce (Apr 2019) Average Bounce (Mar 2019) Average Bounce (Mar 2019) Average Bounce (Feb 2019) Average Bounce (Feb 2019) Average Bounce (Oct 2020) Average Bounce (Oct 2020) Average Bounce (Sep 2020) Average Bounce (Sep 2020) Average Bounce (Aug 2020) Average Bounce (Aug 2020) Average Bounce (Jul 2020) Average Bounce (Jul 2020) Average Bounce (Jun 2020) Average Bounce (Jun 2020) Average Bounce (May 2020) Average Bounce (May 2020) Average Bounce (Apr 2020) Average Bounce (Apr 2020) Average Bounce (Mar 2020) Average Bounce (Mar 2020) Average Bounce (Feb 2020) Average Bounce (Feb 2020)

Summary

The bounce rate in the Kitchen & Home Appliances ecommerce market increased by 0.59% to 58.54% in October 2020 compared to October 2019.

Ecommerce Agency performance data for the Kitchen & Home Appliances market October 2020

Rank   Agency October 2019 October 2020 Growth % CPA %
1st Withheld Withheld Withheld 48.70% 4.83%

Ecommerce markets risers & fallers October 2020

Ecommerce Sales Data

RankEcommerce MarketOct 2019Oct 2020DifferenceGrowth
1Health and WellbeingWithheldWithheldWithheld325.43%
2Food & DrinkWithheldWithheldWithheld210.69%
3Sports and RecreationWithheldWithheldWithheld144.37%
4Home Accessories and GiftwareWithheldWithheldWithheld110.08%
5Fashion Clothing & AccessoriesWithheldWithheldWithheld102.82%
6Cars and MotorcyclingWithheldWithheldWithheld98.65%
7Pet CareWithheldWithheldWithheld71.90%
8Baby & ChildWithheldWithheldWithheld69.07%
9Kitchen & Home AppliancesWithheldWithheldWithheld48.70%
10Arts and CraftsWithheldWithheldWithheld25.72%
11Electrical & Commercial EquipmentWithheldWithheldWithheld18.78%

Ecommerce Cost Per Acquisition Data

RankEcommerce MarketOct 2019Oct 2020DifferenceGrowth
1Health and Wellbeing6.98%9.59%2.61%37.33%
2Pet Care7.24%7.33%0.09%1.30%
3Sports and Recreation6.86%6.59%-0.27%-3.93%
4Cars and Motorcycling8.30%7.50%-0.80%-9.59%
5Baby & Child8.80%7.85%-0.95%-10.83%
6Electrical & Commercial Equipment8.53%6.84%-1.69%-19.86%
7Fashion Clothing & Accessories9.20%7.05%-2.15%-23.34%
8Kitchen & Home Appliances6.37%4.83%-1.54%-24.15%
9Food & Drink7.43%5.07%-2.36%-31.81%
10Arts and Crafts1.93%1.13%-0.80%-41.53%
11Home Accessories and Giftware11.29%6.32%-4.97%-44.00%

Conversion Rate

RankEcommerce MarketOct 2019Oct 2020DifferenceGrowth
1Food & Drink1.07%1.95%0.88%82.35%
2Home Accessories and Giftware1.13%1.80%0.67%59.63%
3Baby & Child0.74%1.06%0.32%42.63%
4Health and Wellbeing2.81%3.54%0.74%26.30%
5Electrical & Commercial Equipment1.83%2.21%0.38%20.87%
6Fashion Clothing & Accessories1.44%1.70%0.26%17.77%
7Cars and Motorcycling1.08%1.26%0.19%17.55%
8Arts and Crafts3.53%3.89%0.36%10.28%
9Sports and Recreation1.12%1.14%0.02%2.20%
10Kitchen & Home Appliances2.89%2.62%-0.27%-9.21%
11Pet Care3.26%2.96%-0.30%-9.22%

Ecommerce Average Order Value Data

RankEcommerce MarketOct 2020Oct 2019DifferenceGrowth
1Health and Wellbeing£37.81£46.879.06%23.96%
2Cars and Motorcycling£104.74£119.7014.96%14.28%
3Kitchen & Home Appliances£47.48£53.015.53%11.65%
4Arts and Crafts£97.59£107.389.79%10.03%
5Food & Drink£99.82£109.289.46%9.48%
6Sports and Recreation£87.79£88.390.59%0.68%
7Home Accessories and Giftware£76.73£75.38-1.35%-1.76%
8Fashion Clothing & Accessories£97.13£94.15-2.98%-3.06%
9Electrical & Commercial Equipment£83.35£80.01-3.33%-4.00%
10Pet Care£119.32£90.49-28.84%-24.17%
11Baby & Child£179.70£131.66-48.04%-26.73%

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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