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

LIVE GROWTH PROJECTIONS
TODAY'S GROWTH + %
JULY 2025 GROWTH + %
2025 YEARLY GROWTH + %
Time Frame v

Ecommerce Market Data for the Food & Drink market June 2025

Ecommerce Metric June 2025 June 2024 Difference Growth
Sales Growth Withheld Withheld Withheld -1.73%
Cost Per Acquisition 3.15% 4.54% -1.39% -30.60%
Visitors Withheld Withheld Withheld +5.88%
Conversion Rate 1.13% 1.26% -0.13% -10.32%
Average Order Value £113.43 £109.42 +£4.01 +3.66%
Average Sale Price of Item £27.47 £26.68 +£0.79 +2.96%
Revenue Per Visitor £1.42 £1.53 -£0.11 -7.19%
Cost Per Visitor £0.04 £0.07 -£0.03 -43.19%

Ecommerce Traffic Data for the Food & Drink market June 2025

Rank   Traffic Source June 2025 June 2024 Growth % % of Total Sales Participating % CPA %
1st IRP Email Marketing Withheld Withheld + 107.42% 0.21% 100% 0.44%
2nd Bing & Yahoo PPC Withheld Withheld -22.60% 0.07% 100% 4.79%
3rd Google PPC Withheld Withheld -22.83% 0.29% 100% 9.05%
4th Conectia Withheld Withheld -42.87% 0.07% 100% 6.06%

Ecommerce Service Provider Data for the Food & Drink market June 2025

Traffic Source:
Rank Service Provider June 2025 June 2024 Growth % Source CPA % Overall CPA %
1st Withheld Withheld Withheld -22.83% 9.05% 3.15%

Historical Ecommerce Market Data for the Food & Drink market June 2025

Ecommerce Sales Growth Data

Summary

Sales Growth in the Food & Drink ecommerce market decreased by 203.66% from 1.67% to -1.73% in June 2025 compared to June 2024.

Ecommerce Sales Data

Summary

Sales in the Food & Drink ecommerce market decreased by an average of 1.73% in June 2025 compared to June 2024.

Ecommerce Cost Per Acquisition Data

Summary

The average CPA in the Food & Drink ecommerce market decreased by 30.61% from 4.54% to 3.15% in June 2025 compared to June 2024.

Ecommerce Conversion Rate Data

Summary

The average conversion rate in the Food & Drink ecommerce market decreased by 10.18% from 1.26% to 1.13% in June 2025 compared to June 2024.

Ecommerce Average Order Value Data

Summary

Average Order Values in the Food & Drink ecommerce market increased by 3.66% from £109.42 to £113.43 in June 2025 compared to June 2024.

Ecommerce Visitors Data

Summary

Visitors in the Food & Drink ecommerce market increased by an average of 5.88% in June 2025 compared to June 2024.

Ecommerce Revenue Per Visitor Data

Summary

Revenue Per Visitor in the Food & Drink ecommerce market decreased by 7.18% from £1.53 to £1.42 in June 2025 compared to June 2024.

Ecommerce Cost Per Visitor Data

Summary

Cost Per Visitor in the Food & Drink ecommerce market decreased by 35.59% from £0.07 to £0.04 in June 2025 compared to June 2024.

Ecommerce Bounce Rate Data

Summary

The bounce rate in the Food & Drink ecommerce market increased by 16.14% from 47.71% to 55.41% in June 2025 compared to June 2024.

Ecommerce Traffic Channel Data

Summary

In June 2025 the sales breakdown in the Food & Drink ecommerce market by Traffic Channel is Direct 41.4%, Paid Search Marketing 33.1%, Email Marketing 19.4% and Affiliate Marketing 6.2%.

Ecommerce Revenue by Location

Summary

In June 2025 the sales breakdown in the Food & Drink ecommerce market by Location is Domestic 57.3% and International 42.7%.

Ecommerce Revenue by Device

Summary

In June 2025 the sales breakdown in the Food & Drink ecommerce market by Device is Mobile 52.2%, Desktop 43.9% and Tablet 3.9%.

International Sales Data

Summary

International sales percentage of total sales in the Food & Drink ecommerce market increased by an average of 51.82% from 28.15% to 42.73% in June 2025 compared to June 2024.

Ecommerce Average Sale Price Data

Summary

Average Sale Price of Item in the Food & Drink ecommerce market increased by an average of 2.97% from £26.68 to £27.47 in June 2025 compared to June 2024.

Ecommerce Agency Performance Data for the Food & Drink market June 2025

Rank   Agency June 2025 June 2024 Growth % CPA %
1st Withheld Withheld Withheld -1.73% 3.15%

Ecommerce Markets Risers & Fallers June 2025

Ecommerce Sales Data

RankEcommerce MarketJun 2025Jun 2024DifferenceGrowth
1Baby & ChildWithheldWithheldWithheld+292.68%
2Toys, Games & CollectablesWithheldWithheldWithheld+67.09%
3Kitchen & Home AppliancesWithheldWithheldWithheld+38.73%
4Pet CareWithheldWithheldWithheld+34.13%
5Fashion Clothing & AccessoriesWithheldWithheldWithheld+21.36%
6Cars and MotorcyclingWithheldWithheldWithheld+19.90%
7Arts and CraftsWithheldWithheldWithheld+16.95%
8Sports and RecreationWithheldWithheldWithheld+3.12%
9Food & DrinkWithheldWithheldWithheld-1.73%
10Health and WellbeingWithheldWithheldWithheld-2.84%
11Electrical & Commercial EquipmentWithheldWithheldWithheld-56.44%

Ecommerce Cost Per Acquisition Data

RankEcommerce MarketJun 2025Jun 2024DifferenceGrowth
1Health and Wellbeing8.81%3.93%+4.88%+124.01%
2Kitchen & Home Appliances7.42%3.78%+3.64%+96.10%
3Sports and Recreation6.87%5.21%+1.65%+31.72%
4Cars and Motorcycling7.31%6.14%+1.17%+19.08%
5Baby & Child8.58%7.41%+1.18%+15.88%
6Electrical & Commercial Equipment10.90%9.50%+1.40%+14.76%
7Arts and Crafts1.61%1.56%+0.05%+3.21%
8Fashion Clothing & Accessories9.42%9.55%-0.13%-1.37%
9Pet Care8.28%8.59%-0.31%-3.65%
10Toys, Games & Collectables5.34%6.30%-0.96%-15.27%
11Food & Drink3.15%4.54%-1.39%-30.61%

Conversion Rate

RankEcommerce MarketJun 2025Jun 2024DifferenceGrowth
1Kitchen & Home Appliances3.68%3.36%+0.32%+9.56%
2Toys, Games & Collectables2.47%2.29%+0.18%+7.83%
3Health and Wellbeing3.24%3.13%+0.11%+3.63%
4Pet Care2.75%2.67%+0.09%+3.27%
5Sports and Recreation1.57%1.59%-0.02%-1.45%
6Fashion Clothing & Accessories1.44%1.54%-0.10%-6.69%
7Cars and Motorcycling1.22%1.35%-0.13%-9.86%
8Food & Drink1.13%1.26%-0.13%-10.18%
9Electrical & Commercial Equipment1.03%1.19%-0.16%-13.73%
10Baby & Child0.94%1.13%-0.19%-17.07%
11Arts and Crafts4.03%5.16%-1.13%-21.84%

Ecommerce Average Order Value Data

RankEcommerce MarketJun 2025Jun 2024DifferenceGrowth
1Baby & Child£392.93£166.78+£226.15+135.59%
2Pet Care£98.20£82.52+£15.68+19.00%
3Arts and Crafts£119.78£101.68+£18.10+17.80%
4Cars and Motorcycling£218.20£201.33+£16.88+8.38%
5Kitchen & Home Appliances£49.84£46.61+£3.23+6.93%
6Sports and Recreation£107.87£103.69+£4.18+4.03%
7Food & Drink£113.43£109.42+£4.01+3.66%
8Fashion Clothing & Accessories£93.53£94.79-£1.26-1.33%
9Health and Wellbeing£44.16£45.88-£1.72-3.74%
10Toys, Games & Collectables£68.80£77.38-£8.58-11.09%
11Electrical & Commercial Equipment£69.48£159.93-£90.45-56.56%

Ecommerce Market Commentary for June 2025

Ecommerce Data Commentary: June 2025 +14.75% YOY

Overall Performance

eCommerce sales on the IRP platform saw a 14.75% year-over-year (YOY) increase in June 2025. According to the Retail Gazette UK retail overall sales grew 3.1% in June. Increases in Organic Traffic and Average Order Value are helping IRP Merchants outperform UK online sales.

Noteworthy sector growth includes:

  • Baby & Child: +292.68%
  • Toys, Games & Collectibles: +67.08%

Strong conversion rates were observed in:

  • Arts & Crafts: 4.03%
  • Kitchen & Home Appliances: 3.68%
  • Health and Wellbeing: 3.24%

Economic Influences

June sales trends on IRP outpaced those of the wider UK economy with +14.75% YOY growth v +2.3% for UK online non food retail (reported by the Retail Gazette) and +3.1% YOY for UK retail in general. According to the Retails Gazette “The soaring temperatures increased sales of electric fans while sports and leisure equipment."

  • Consumer Caution: Online sales in June were driven by good weather across the UK. Consumers still remain cautious as inflation remain stubbornly high.
  • Macroeconomic Pressures:Challenges remain at every turn as merchants face rising costs in June and consumer spending tightens amidst uncertainty.

Key Challenges for 2025:

  • Ongoing cost pressures on SME’s continues to dampen business investment, employment and growth.
  • US and retaliatory tariffs from the Euro Zone continue to impact business sentiment.
  • Selling in international markets will become more important than ever for cash strapped merchants.

Opportunities for Growth

  • International Sales: The US Dollar continues to weaken against the Euro and Sterling. Merchant depending on these markets will have to work harder to attract US customers.

Cost and Conversion Trends

  • Cost of Sales (COS): CPA% (percentage spent on marketing channels) reached 8.14%, marking a +0.95% YOY increase. The CPA% reflects Merchants and Agency tight control on traffic costs.
  • Conversion Rates: June 2025 rates fell YOY from 1.90% to 1.80% (-0.10%), highlighting increased price sensitivity and consumer belt tightening.

Positive Metrics

Despite market tightening, there are bright spots:

  • Average Order Value (AOV): £115.70, up 12.32% YOY.
  • Average Sale Price per Item: Increased 23.89% YOY.
  • Mobile Channel Sales Share: 61.70%.
  • International Sales: 41.40%

IRP’s Forecast:

June shows that the IRP Platform and Service Marketplace continue to significantly outperform both UK online retail and wider retail economy IRP continues to provide Merchants a way to beat the wider market. Innovation and competition between Agencies and Service Providers continues to deliver for Merchants.

- 16 July 2025
 

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.

Click here for Northern Ireland eCcommerce Benchmarks and KPIs

* 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 0.02%
July 2025 v July 2024 54.28%
YTD 2025 v 2024 18.79%
Arts and Crafts 0.16%
Baby & Child 0.27%
Cars and Motorcycling 0.08%
Electrical & Commercial Equipment 0.09%
Fashion Clothing & Accessories 0.02%
Food & Drink 0.25%
Health and Wellbeing 0.48%
Kitchen & Home Appliances 0.01%
Pet Care 0.00%
Sports and Recreation 0.06%
Toys, Games & Collectables 0.51%

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