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Ecommerce Market Data and Ecommerce Benchmarks for the Electrical & Commercial Equipment market

CURRENT GROWTH PROJECTIONS
TODAY'S GROWTH %
MAY 2024 GROWTH + %
2024 YEARLY GROWTH + %
Time Frame v

Ecommerce Market Data for the Electrical & Commercial Equipment market April 2024

Ecommerce Metric April 2024 April 2023 Difference Growth
Sales Growth Withheld Withheld Withheld 334.34%
Cost Per Acquisition 10.37% 7.41% 2.96% 39.86%
Visitors Withheld Withheld Withheld 163.28%
Conversion Rate 1.19% 0.97% 0.22% 22.74%
Average Order Value £123.23 £121.50 £1.74 1.43%
Average Sale Price of Item £12.65 £21.56 -£8.91 -41.31%
Revenue Per Visitor £1.04 £0.63 £0.41 64.97%
Cost Per Visitor £0.11 £0.05 £0.06 130.74%

Ecommerce Traffic Data for the Electrical & Commercial Equipment market April 2024

Rank   Traffic Source April 2024 April 2023 Growth % % of Total Sales Participating % CPA %
1st IRP Email Marketing Withheld Withheld 856.16% 0.15% 100% 1.78%
2nd Bing & Yahoo PPC Withheld Withheld 400.51% 0.14% 50% 11.61%
3rd Google PPC Withheld Withheld 356.28% 4.62% 100% 13.84%
4th AWIN Withheld Withheld 126.59% 0.84% 50% 7.07%

Ecommerce Service Provider Data for the Electrical & Commercial Equipment market April 2024

Traffic Source:
Rank Service Provider April 2024 April 2023 Growth % Source CPA % Overall CPA %
1st Withheld Withheld Withheld 466.08% 13.35% 10.22%
2nd Withheld Withheld Withheld -88.98% 117.18% 16.50%

Historical Ecommerce Market Data for the Electrical & Commercial Equipment market April 2024

Ecommerce Sales Growth Data

Summary

Sales Growth in the Electrical & Commercial Equipment ecommerce market increased by 4122.48% from -8.31% to 334.34% in April 2024 compared to April 2023.

Ecommerce Sales Data

Summary

Sales in the Electrical & Commercial Equipment ecommerce market increased by an average of 334.34% in April 2024 compared to April 2023.

Ecommerce Cost Per Acquisition Data

Summary

The average CPA in the Electrical & Commercial Equipment ecommerce market increased by 39.86% from 7.41% to 10.37% in April 2024 compared to April 2023.

Ecommerce Conversion Rate Data

Summary

The average conversion rate in the Electrical & Commercial Equipment ecommerce market increased by 22.74% from 0.97% to 1.19% in April 2024 compared to April 2023.

Ecommerce Average Order Value Data

Summary

Average Order Values in the Electrical & Commercial Equipment ecommerce market increased by 1.43% from £121.50 to £123.23 in April 2024 compared to April 2023.

Ecommerce Visitors Data

Summary

Visitors in the Electrical & Commercial Equipment ecommerce market increased by an average of 163.28% in April 2024 compared to April 2023.

Ecommerce Revenue Per Visitor Data

Summary

Revenue Per Visitor in the Electrical & Commercial Equipment ecommerce market increased by 64.97% from £0.63 to £1.04 in April 2024 compared to April 2023.

Ecommerce Cost Per Visitor Data

Summary

Cost Per Visitor in the Electrical & Commercial Equipment ecommerce market increased by 130.74% from £0.05 to £0.11 in April 2024 compared to April 2023.

Ecommerce Bounce Rate Data

Summary

The bounce rate in the Electrical & Commercial Equipment ecommerce market decreased by 31.12% from 66.99% to 46.15% in April 2024 compared to April 2023.

Ecommerce Traffic Channel Data

Summary

In April 2024 the sales breakdown in the Electrical & Commercial Equipment ecommerce market by Traffic Channel is Paid Search Marketing 68.8%, Direct 15.3%, Affiliate Marketing 12.1%, Email Marketing 2.2% and Other 1.7%.

Ecommerce Revenue by Location

Summary

In April 2024 the sales breakdown in the Electrical & Commercial Equipment ecommerce market by Location is Domestic 53.7% and International 46.3%.

Ecommerce Revenue by Device

Summary

In April 2024 the sales breakdown in the Electrical & Commercial Equipment ecommerce market by Device is Mobile 50.5%, Desktop 47.7% and Tablet 1.8%.

International Sales Data

Summary

International sales percentage of total sales in the Electrical & Commercial Equipment ecommerce market increased by an average of 32.18% from 35.05% to 46.33% in April 2024 compared to April 2023.

Ecommerce Average Sale Price Data

Summary

Average Sale Price of Item in the Electrical & Commercial Equipment ecommerce market decreased by an average of 41.31% from £21.56 to £12.65 in April 2024 compared to April 2023.

Ecommerce Agency Performance Data for the Electrical & Commercial Equipment market April 2024

Rank   Agency April 2024 April 2023 Growth % CPA %
1st Withheld Withheld Withheld 444.06% 10.22%
2nd Withheld Withheld Withheld -53.95% 16.50%

Ecommerce Markets Risers & Fallers April 2024

Ecommerce Sales Data

RankEcommerce MarketApr 2024Apr 2023DifferenceGrowth
1Electrical & Commercial EquipmentWithheldWithheldWithheld334.34%
2Arts and CraftsWithheldWithheldWithheld25.31%
3Pet CareWithheldWithheldWithheld11.57%
4Toys, Games & CollectablesWithheldWithheldWithheld11.54%
5Fashion Clothing & AccessoriesWithheldWithheldWithheld9.68%
6Cars and MotorcyclingWithheldWithheldWithheld9.51%
7Kitchen & Home AppliancesWithheldWithheldWithheld4.77%
8Baby & ChildWithheldWithheldWithheld-2.35%
9Health and WellbeingWithheldWithheldWithheld-19.61%
10Food & DrinkWithheldWithheldWithheld-19.65%
11Sports and RecreationWithheldWithheldWithheld-33.48%

Ecommerce Cost Per Acquisition Data

RankEcommerce MarketApr 2024Apr 2023DifferenceGrowth
1Health and Wellbeing25.22%17.23%7.99%46.38%
2Kitchen & Home Appliances5.36%3.81%1.54%40.48%
3Electrical & Commercial Equipment10.37%7.41%2.96%39.86%
4Pet Care8.04%6.43%1.61%25.00%
5Cars and Motorcycling6.34%5.54%0.79%14.29%
6Food & Drink5.58%5.02%0.57%11.27%
7Arts and Crafts1.61%1.55%0.07%4.30%
8Fashion Clothing & Accessories9.55%9.81%-0.26%-2.67%
9Baby & Child7.12%7.72%-0.60%-7.83%
10Sports and Recreation5.58%8.15%-2.57%-31.49%
11Toys, Games & Collectables5.16%15.49%-10.33%-66.69%

Conversion Rate

RankEcommerce MarketApr 2024Apr 2023DifferenceGrowth
1Toys, Games & Collectables1.93%1.12%0.80%71.50%
2Pet Care2.86%1.95%0.91%46.48%
3Electrical & Commercial Equipment1.19%0.97%0.22%22.74%
4Arts and Crafts4.90%4.35%0.56%12.85%
5Cars and Motorcycling1.51%1.34%0.17%12.81%
6Fashion Clothing & Accessories1.57%1.42%0.15%10.26%
7Baby & Child0.94%0.86%0.08%9.55%
8Food & Drink1.17%1.12%0.05%4.60%
9Sports and Recreation1.69%1.66%0.03%1.92%
10Kitchen & Home Appliances2.96%2.93%0.04%1.23%
11Health and Wellbeing3.06%4.22%-1.15%-27.31%

Ecommerce Average Order Value Data

RankEcommerce MarketApr 2024Apr 2023DifferenceGrowth
1Toys, Games & Collectables£82.08£70.91£11.1715.75%
2Arts and Crafts£108.54£97.33£11.2111.52%
3Kitchen & Home Appliances£49.45£47.17£2.284.83%
4Electrical & Commercial Equipment£123.23£121.50£1.741.43%
5Fashion Clothing & Accessories£95.69£95.25£0.440.46%
6Health and Wellbeing£42.85£43.17-£0.31-0.72%
7Sports and Recreation£97.88£102.64-£4.76-4.63%
8Food & Drink£112.69£118.84-£6.15-5.18%
9Baby & Child£173.92£189.23-£15.32-8.09%
10Pet Care£82.40£90.36-£7.96-8.80%
11Cars and Motorcycling£183.19£219.17-£35.98-16.41%

Ecommerce Market Commentary for April 2024

Ecommerce Data for April 2024

April 2024 Ecommerce sales increased by 1.84% YOY, this was off the back of a weaker March were sales declined 0.36%. The poor weather in March and beginning of April supressed sales for some merchants. however with the change of weather from the 2nd week of April helped increase sales, particulary for Fashion Retailers. A number of sectors are continuing to grow such as Electrical Equipment, Kitchen & Home Applicances and Fashion. This shows there are opportunities out there. Inflation in March is reported at 3.8% and Bank of England Interest rates stayed at 5.25% in April. It is reported that the Bank of England will probably begin to ease interest rates during the summer as pressure is growing for them to do so.

Ecommerce costs of Sales decreasing in April 2024

CPA% & COS (the percentage cost paid directly to marketing channels) was 8.27%, this was a 1.49% decrease in spend compared to April 2023. This CPA% is also slightly lower than March 2024, acquiring customers profitability is still a challenge.

April 2024 average ecommerce conversion rates increased slightly YOY from 1.87% to 1.91%.  (+2%)

Sales through mobile channels continue to increase as a percentage of revenue share to 58%, this varies by market and customer segmentation.

The average ecommerce order value was £97.99 which is 3.4% down on April 2023.

IRP is predicting a tightening of customer spend however for merchants acquiring customers at the right cost, there is lot of potential to grow and take marketshare.

The release of IRP Commerce Cloud Version 9.1 and rolled out in April and we are seeing improved conversion rates with the UX improvements on listing pages.

May 2024 has got off to a positive start with stonger growth expected through the month.

- 21 May 2024
 

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.

Note Googles Bounce Rate Definition changed to "anyone leaving before 10 seconds on a single page view" in GA4 in August 2023. This affected the Bounce Rates from August 2023 onwards.

* 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.

Live Market Data
Today v Yesterday 0.04%
May 2024 v May 2023 7.44%
YTD 2024 v 2023 13.12%
Arts and Crafts 0.04%
Baby & Child 0.01%
Cars and Motorcycling 0.14%
Electrical & Commercial Equipment 0.36%
Fashion Clothing & Accessories 0.02%
Food & Drink 0.01%
Health and Wellbeing 0.12%
Kitchen & Home Appliances 0.39%
Pet Care 0.21%
Sports and Recreation 0.23%
Toys, Games & Collectables 0.01%

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