Ecommerce Market Data and Ecommerce Benchmarks for the Arts and Crafts market

CURRENT GROWTH PROJECTIONS

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Ecommerce Market Data
Markets Risers & Fallers
Commentary

Time Frame v

Ecommerce Market Data for the Arts and Crafts market August 2023

Ecommerce Metric	August 2023	August 2022	Difference	Growth
Sales Growth	Withheld	Withheld	Withheld	22.12%
Cost Per Acquisition	1.45%	1.91%	-0.47%	-24.47%
Visitors	Withheld	Withheld	Withheld	-36.27%
Conversion Rate	5.46%	2.85%	2.61%	91.84%
Average Order Value	£105.50	£103.56	£1.94	1.87%
Average Sale Price of Item	£23.27	£23.04	£0.23	1.02%
Revenue Per Visitor	£7.42	£3.87	£3.55	91.63%
Cost Per Visitor	£0.11	£0.07	£0.03	44.74%

Ecommerce Traffic Data for the Arts and Crafts market August 2023

Rank	Traffic Source	August 2023	August 2022	Growth %	Participating %	CPA %
1st	IRP Email Marketing	Withheld	Withheld	18.13%	Withheld	0.47%
2nd	Bing & Yahoo PPC	Withheld	Withheld	17.61%	Withheld	4.78%
3rd	Google PPC	Withheld	Withheld	10.22%	Withheld	2.50%

Ecommerce Service Provider Data for the Arts and Crafts market August 2023

Traffic Source:

Rank

Sales Growth

CPA %

Rank	Service Provider	August 2023	August 2022	Growth %	Source CPA %	Overall CPA %
1st	Withheld	Withheld	Withheld	10.22%	2.50%	1.45%

Historical Ecommerce Market Data for the Arts and Crafts market August 2023

Ecommerce Sales Growth Data

Summary

Sales Growth in the Arts and Crafts ecommerce market increased by 395.15% from -7.50% to 22.12% in August 2023 compared to August 2022.

Ecommerce Sales Data

Summary

Sales in the Arts and Crafts ecommerce market increased by an average of 22.12% in August 2023 compared to August 2022.

Ecommerce Cost Per Acquisition Data

Summary

The average CPA in the Arts and Crafts ecommerce market decreased by 24.47% from 1.91% to 1.45% in August 2023 compared to August 2022.

Ecommerce Conversion Rate Data

Summary

The average conversion rate in the Arts and Crafts ecommerce market increased by 91.84% from 2.85% to 5.46% in August 2023 compared to August 2022.

Ecommerce Average Order Value Data

Summary

Average Order Values in the Arts and Crafts ecommerce market increased by 1.87% from £103.56 to £105.50 in August 2023 compared to August 2022.

Ecommerce Visitors Data

Summary

Visitors in the Arts and Crafts ecommerce market decreased by an average of 36.27% in August 2023 compared to August 2022.

Ecommerce Revenue Per Visitor Data

Summary

Revenue Per Visitor in the Arts and Crafts ecommerce market increased by 91.63% from £3.87 to £7.42 in August 2023 compared to August 2022.

Ecommerce Cost Per Visitor Data

Summary

Cost Per Visitor in the Arts and Crafts ecommerce market increased by 44.74% from £0.07 to £0.11 in August 2023 compared to August 2022.

Ecommerce Bounce Rate Data

Summary

The bounce rate in the Arts and Crafts ecommerce market decreased by 44.72% from 51.40% to 28.41% in August 2023 compared to August 2022.

Ecommerce Traffic Channel Data

Summary

In August 2023 the sales breakdown in the Arts and Crafts ecommerce market by Traffic Channel is Paid Search Marketing 54.7%, Direct 41.5% and Email Marketing 3.8%.

Ecommerce Revenue by Location

Summary

In August 2023 the sales breakdown in the Arts and Crafts ecommerce market by Location is Domestic 78.8% and International 21.2%.

Ecommerce Revenue by Device

Summary

In August 2023 the sales breakdown in the Arts and Crafts ecommerce market by Device is Desktop 54.7%, Mobile 43.8% and Tablet 1.5%.

International Sales Data

Summary

International sales percentage of total sales in the Arts and Crafts ecommerce market decreased by an average of 4.74% from 22.23% to 21.18% in August 2023 compared to August 2022.

Ecommerce Average Sale Price Data

Summary

Average Sale Price of Item in the Arts and Crafts ecommerce market increased by an average of 1.02% from £23.04 to £23.27 in August 2023 compared to August 2022.

Ecommerce Agency Performance Data for the Arts and Crafts market August 2023

Rank		Agency	August 2023	August 2022	Growth %	CPA %
1st		Withheld	Withheld	Withheld	22.12%	1.45%

Ecommerce Markets Risers & Fallers August 2023

Ecommerce Sales Data

Rank	Ecommerce Market	Aug 2023	Aug 2022	Difference	Growth
1	Pet Care	Withheld	Withheld	Withheld	60.91%
2	Toys, Games & Collectables	Withheld	Withheld	Withheld	44.91%
3	Kitchen & Home Appliances	Withheld	Withheld	Withheld	42.93%
4	Arts and Crafts	Withheld	Withheld	Withheld	22.12%
5	Electrical & Commercial Equipment	Withheld	Withheld	Withheld	9.81%
6	Home Accessories and Giftware	Withheld	Withheld	Withheld	7.88%
7	Cars and Motorcycling	Withheld	Withheld	Withheld	0.84%
8	Fashion Clothing & Accessories	Withheld	Withheld	Withheld	-1.37%
9	Food & Drink	Withheld	Withheld	Withheld	-2.43%
10	Health and Wellbeing	Withheld	Withheld	Withheld	-5.25%
11	Sports and Recreation	Withheld	Withheld	Withheld	-20.68%
12	Baby & Child	Withheld	Withheld	Withheld	-34.52%

Ecommerce Cost Per Acquisition Data

Rank	Ecommerce Market	Aug 2023	Aug 2022	Difference	Growth
1	Toys, Games & Collectables	11.45%	5.87%	5.58%	94.96%
2	Health and Wellbeing	19.70%	12.98%	6.71%	51.71%
3	Baby & Child	10.07%	7.34%	2.73%	37.23%
4	Kitchen & Home Appliances	5.10%	3.81%	1.29%	33.90%
5	Electrical & Commercial Equipment	9.60%	7.57%	2.04%	26.94%
6	Pet Care	8.79%	6.94%	1.86%	26.75%
7	Cars and Motorcycling	6.95%	5.83%	1.11%	19.09%
8	Fashion Clothing & Accessories	9.34%	8.55%	0.78%	9.18%
9	Food & Drink	4.33%	4.88%	-0.54%	-11.16%
10	Home Accessories and Giftware	10.46%	11.87%	-1.41%	-11.84%
11	Sports and Recreation	5.53%	6.70%	-1.17%	-17.52%
12	Arts and Crafts	1.45%	1.91%	-0.47%	-24.47%

Conversion Rate

Rank	Ecommerce Market	Aug 2023	Aug 2022	Difference	Growth
1	Arts and Crafts	5.46%	2.85%	2.61%	91.84%
2	Pet Care	2.15%	1.42%	0.73%	51.52%
3	Home Accessories and Giftware	1.48%	1.00%	0.48%	48.29%
4	Sports and Recreation	1.79%	1.29%	0.50%	38.53%
5	Kitchen & Home Appliances	3.23%	2.35%	0.88%	37.52%
6	Electrical & Commercial Equipment	1.65%	1.24%	0.41%	33.29%
7	Fashion Clothing & Accessories	1.88%	1.53%	0.35%	22.73%
8	Cars and Motorcycling	1.36%	1.12%	0.24%	21.00%
9	Baby & Child	0.83%	0.75%	0.08%	10.44%
10	Health and Wellbeing	3.58%	3.72%	-0.14%	-3.67%
11	Toys, Games & Collectables	1.42%	1.57%	-0.15%	-9.61%
12	Food & Drink	0.76%	1.18%	-0.41%	-35.20%

Ecommerce Average Order Value Data

Rank	Ecommerce Market	Aug 2023	Aug 2022	Difference	Growth
1	Cars and Motorcycling	£182.54	£138.69	£43.85	31.61%
2	Toys, Games & Collectables	£74.75	£62.58	£12.17	19.45%
3	Baby & Child	£175.06	£153.28	£21.79	14.21%
4	Fashion Clothing & Accessories	£84.81	£76.50	£8.32	10.87%
5	Sports and Recreation	£102.08	£94.66	£7.43	7.84%
6	Arts and Crafts	£105.50	£103.56	£1.94	1.87%
7	Electrical & Commercial Equipment	£123.11	£121.16	£1.95	1.61%
8	Food & Drink	£111.06	£116.17	-£5.11	-4.40%
9	Health and Wellbeing	£43.12	£45.26	-£2.14	-4.73%
10	Home Accessories and Giftware	£73.74	£77.78	-£4.04	-5.19%
11	Kitchen & Home Appliances	£46.50	£49.06	-£2.57	-5.23%
12	Pet Care	£83.65	£100.86	-£17.21	-17.06%

Ecommerce Market Commentary for August 2023

Ecommerce Data for August 2023

August2023 Ecommerce sales decreased by 5.45% YOY the month started off positively with initial positive growth of over 10%. This plateaued and then tailed off towards the end of the month, however some industries are continuing to grow, such as pets, toys and the car and motorcycle industy. This 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 costs of Sales decreasing in August 2023

CPA% & COS (the percentage cost paid directly to marketing channels) was 8.61%, this is over a 3% decrease in spend compared to August 2022. This CPA% is also slightly higher than July 2023, acquiring customers profitability is still a challenge.

August 2023 average ecommerce conversion rates increases slightly YOY from 1.65% to 2.00%.

Sales through mobile channels continue to increase as a percentage of revenue share to 57%, this varies by market and customer segmentation.

The average ecommerce order value was £94.38which is 6.23% up on August 2022.

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

We are watching the markets as we move through Septmber to see how this is going to impact the longer term of ecommerce.

David D.

- 25 September 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.

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.