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Ecommerce Market Data and Ecommerce Benchmarks for the Food & Drink market

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

Ecommerce Market Data for the Food & Drink market May 2021

Ecommerce Metric May 2020 May 2021 Difference Growth
Sales Growth Withheld Withheld Withheld -52.05%
Average Order Value £94.06 £106.62 £12.56 13.35%
Cost Per Acquisition 3.80% 4.87% 1.07% 28.16%
Conversion Rate 2.35% 1.75% -0.60% -25.48%
Average Sale Price of Item £18.90 £19.48 £0.58 3.07%

Ecommerce Traffic Data for the Food & Drink market May 2021

Rank   Traffic Source May 2020 May 2021 Growth % Participating % CPA %
1st Bing & Yahoo PPC Withheld Withheld -24.94% Withheld 5.17%
2nd IRP Email Marketing Withheld Withheld -37.71% Withheld 0.47%
3rd Google PPC Withheld Withheld -66.80% Withheld 10.49%

Ecommerce Service Provider Data for the Food & Drink market May 2021

Traffic Source:
Rank
Sales Growth
CPA %
Rank Service Provider May 2020 May 2021 Growth % Source CPA % Overall CPA %
1st Withheld Withheld Withheld -66.80% 10.49% 4.87%

Historical Ecommerce Market Data for the Food & Drink market May 2021

Ecommerce Sales Data

Summary

Sales in the Food & Drink ecommerce market decreased by an average of 52.05% in May 2021 compared to May 2020.

Ecommerce Cost Per Acquisition Data

Summary

The average CPA in the Food & Drink ecommerce market increased by 28.16% from 3.80% to 4.87% in May 2021 compared to May 2020.

Ecommerce Conversion Rate Data

Summary

The average conversion rate in the Food & Drink ecommerce market decreased by 25.48% from 2.35% to 1.75% in May 2021 compared to May 2020.

Ecommerce Traffic Channel Data

Summary

In May 2021 the sales breakdown in the Food & Drink ecommerce market by Traffic Channel is Paid Search Marketing 48%, Direct 41.2% and Email Marketing 10.8%.

Ecommerce Average Order Value Data

Summary

Average Order Values in the Food & Drink ecommerce market increased by 13.35% from £94 to £107 in May 2021 compared to May 2020.

Ecommerce Average Sale Price Data

Summary

Average Sale Price of Item in the Food & Drink ecommerce market increased by an average of 3.07% from £19 to £19 in May 2021 compared to May 2020.

Ecommerce Revenue by Location

Summary

In May 2021 the sales breakdown in the Food & Drink ecommerce market by Location is Domestic 54.4% and International 45.6%.

Ecommerce Revenue by Device

Summary

In May 2021 the sales breakdown in the Food & Drink ecommerce market by Device is Mobile 50%, Desktop 46.6% and Tablet 3.4%.

Ecommerce Visitors Data

Summary

Visitors in the Food & Drink ecommerce market decreased by an average of 40.76% in May 2021 compared to May 2020.

Ecommerce Bounce Rate Data

Summary

The bounce rate in the Food & Drink ecommerce market increased by 6.33% from 71.04% to 75.54% in May 2021 compared to May 2020.

Ecommerce Agency Performance Data for the Food & Drink market May 2021

Rank   Agency May 2020 May 2021 Growth % CPA %
1st Withheld Withheld Withheld -52.05% 4.87%

Ecommerce Markets Risers & Fallers May 2021

Ecommerce Sales Data

RankEcommerce MarketMay 2020May 2021DifferenceGrowth
1Arts and CraftsWithheldWithheldWithheld18.32%
2Sports and RecreationWithheldWithheldWithheld10.68%
3Kitchen & Home AppliancesWithheldWithheldWithheld7.49%
4Cars and MotorcyclingWithheldWithheldWithheld-3.65%
5Electrical & Commercial EquipmentWithheldWithheldWithheld-9.59%
6Home Accessories and GiftwareWithheldWithheldWithheld-11.66%
7Fashion Clothing & AccessoriesWithheldWithheldWithheld-19.16%
8Baby & ChildWithheldWithheldWithheld-40.29%
9Food & DrinkWithheldWithheldWithheld-52.05%
10Health and WellbeingWithheldWithheldWithheld-56.43%
11Pet CareWithheldWithheldWithheld-67.01%

Ecommerce Cost Per Acquisition Data

RankEcommerce MarketMay 2020May 2021DifferenceGrowth
1Health and Wellbeing4.44%15.86%11.42%257.04%
2Arts and Crafts0.30%0.87%0.57%188.57%
3Home Accessories and Giftware4.73%10.03%5.31%112.29%
4Fashion Clothing & Accessories6.13%9.59%3.46%56.40%
5Food & Drink3.80%4.87%1.07%28.16%
6Sports and Recreation5.31%6.34%1.04%19.57%
7Kitchen & Home Appliances4.68%5.53%0.85%18.14%
8Cars and Motorcycling5.74%6.36%0.62%10.76%
9Electrical & Commercial Equipment8.18%8.88%0.69%8.49%
10Pet Care7.60%6.62%-0.98%-12.94%
11Baby & Child8.43%5.45%-2.98%-35.34%

Conversion Rate

RankEcommerce MarketMay 2020May 2021DifferenceGrowth
1Pet Care1.44%2.90%1.46%101.47%
2Kitchen & Home Appliances2.43%2.89%0.46%19.12%
3Cars and Motorcycling1.31%1.44%0.13%10.11%
4Arts and Crafts3.80%3.53%-0.27%-7.03%
5Electrical & Commercial Equipment1.70%1.49%-0.20%-11.96%
6Sports and Recreation1.78%1.33%-0.45%-25.27%
7Food & Drink2.35%1.75%-0.60%-25.48%
8Health and Wellbeing4.21%3.00%-1.20%-28.60%
9Baby & Child1.37%0.93%-0.44%-32.32%
10Fashion Clothing & Accessories2.51%1.60%-0.91%-36.38%
11Home Accessories and Giftware2.17%1.11%-1.07%-49.06%

Ecommerce Average Order Value Data

RankEcommerce MarketMay 2020May 2021DifferenceGrowth
1Electrical & Commercial Equipment£51.71£147.4795.75%185.16%
2Baby & Child£114.45£170.6656.21%49.11%
3Kitchen & Home Appliances£45.25£54.479.22%20.38%
4Sports and Recreation£79.42£94.2714.85%18.70%
5Food & Drink£94.06£106.6212.56%13.35%
6Cars and Motorcycling£130.08£132.562.48%1.91%
7Fashion Clothing & Accessories£76.36£75.70-0.66%-0.86%
8Arts and Crafts£113.76£108.47-5.29%-4.65%
9Home Accessories and Giftware£75.14£65.95-9.19%-12.23%
10Pet Care£50.60£42.11-8.49%-16.77%
11Health and Wellbeing£39.23£28.22-11.01%-28.06%

Ecommerce Market Commentary for May 2021

May 2021 is a transition month where the impact of the full lockdown and switch to online retailing is the key influence on the YOY grwoth number.  IRP view the May 2021 data as evidence of a permenant uplift to ecommerce as a retail channel as sales have held to a mere 6.95% drop on what was 100% growth in 2020.  We are now closely watching Junes data to see what the impact of this trend is on the individual online market segments. 
- 14 June 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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