ECOMMERCE BENCHMARKS AND ECOMMERCE MARKET DATA

  • May 2020 Sales Growth: 115.96%
  • May 2020 Conversion: 2.33%
  • May 2020 AOV: £74.59
  • May 2020 Average Sale Price of Item: £31.64
  • May 2020 CPA: 5.52%
Time Frame:  v

1. Select a market:

Summary data for all markets and segments - May 2019 v May 2020

Measure May 2019 May 2020 Difference Growth
Sales Growth Withheld Withheld Withheld 115.96%
Average Order Value £89.30 £74.59 £-14.72 -16.48%
Cost Per Acquisition 7.05% 5.52% -1.53% -21.73%
Conversion Rate 1.75% 2.33% 0.57% 32.65%
Average Sale Price of Item £44.53 £31.64 £-12.89 -28.94%

Traffic Source Summary Data - May 2019 v May 2020

Rank   Traffic Source May 2019 May 2020 Growth % Participating % CPA %
1st Google PPC Withheld Withheld 72.80% Withheld 9.46%
2nd IRP Email Marketing Withheld Withheld 81.80% Withheld 0.55%
3rd Webgains Withheld Withheld 440.98% Withheld 2.90%
4th AWIN Withheld Withheld -7.50% Withheld 13.71%
5th Bing & Yahoo PPC Withheld Withheld 7.76% Withheld 7.43%
6th Facebook Paid Withheld Withheld -63.84% Withheld 25.28%
7th Adestra Withheld Withheld 147.84% Withheld 8.35%
8th 3rd Party Email System Withheld Withheld 0.00% Withheld 2.31%
9th LinkShare Withheld Withheld 848.21% Withheld 2.44%

Service Provider Performance Data - May 2019 v May 2020

Rank Service Provider May 2019 May 2020 Growth % Source CPA % Overall CPA %
1st Withheld Withheld Withheld 123.47% 11.12% 6.99%
2nd Withheld Withheld Withheld 107.72% 5.32% 4.39%
3rd Withheld Withheld Withheld 88.86% 7.12% 5.10%
4th Withheld Withheld Withheld 82.87% 9.01% 5.56%
5th Withheld Withheld Withheld 32.01% 13.87% 8.35%
6th Withheld Withheld Withheld -22.14% 7.51% 4.62%
7th Withheld Withheld Withheld -45.24% 5.74% 2.66%
IRP Visitor Cost
£0.10
IRP Visitor Value
£1.70
IRP Index
17.00

Historical comparison data for all markets and segments - May 2019 v May 2020

Sales Growth - Historical

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 (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 (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 all segments of all ecommerce markets increased by an average of 115.96% in May 2020 compared to May 2019.

Cost Per Acquisition (CPA) - Historical

Average CPA (Dec 2019)
7.16% Average CPA (Nov 2019)
7.91% Average CPA (Oct 2019)
6.77% Average CPA (Sep 2019)
7.47% Average CPA (Aug 2019)
7.66% Average CPA (Jul 2019)
6.53% Average CPA (Jun 2019)
7.14% Average CPA (May 2019)
7.14% Average CPA (Apr 2019)
6.70% Average CPA (Mar 2019)
6.59% Average CPA (Feb 2019)
5.95% Average CPA (Jan 2019)
6.89% Average CPA (May 2020)
5.51% Average CPA (Apr 2020)
6.31% Average CPA (Mar 2020)
6.89% Average CPA (Feb 2020)
8.87% Average CPA (Jan 2020)
7.90% Average CPA (Dec 2019)
7.16% Average CPA (Dec 2019)
7.16% Average CPA (Nov 2019)
7.91% Average CPA (Nov 2019)
7.91% Average CPA (Oct 2019)
6.77% Average CPA (Oct 2019)
6.77% Average CPA (Sep 2019)
7.47% Average CPA (Sep 2019)
7.47% Average CPA (Aug 2019)
7.66% Average CPA (Aug 2019)
7.66% Average CPA (Jul 2019)
6.53% Average CPA (Jul 2019)
6.53% Average CPA (Jun 2019)
7.14% Average CPA (Jun 2019)
7.14% Average CPA (May 2019)
7.14% Average CPA (May 2019)
7.14% Average CPA (Apr 2019)
6.70% Average CPA (Apr 2019)
6.70% Average CPA (Mar 2019)
6.59% Average CPA (Mar 2019)
6.59% Average CPA (Feb 2019)
5.95% Average CPA (Feb 2019)
5.95% Average CPA (May 2020)
5.51% Average CPA (May 2020)
5.51% Average CPA (Apr 2020)
6.31% Average CPA (Apr 2020)
6.31% Average CPA (Mar 2020)
6.89% Average CPA (Mar 2020)
6.89% Average CPA (Feb 2020)
8.87% Average CPA (Feb 2020)
8.87%

Summary

The average CPA in all segments of all ecommerce markets decreased by -21.73% to 5.52% in May 2020 compared to May 2019.

Conversion Rate - Historical

Average Conversion Rate (Dec 2019)
2.25% Average Conversion Rate (Nov 2019)
2.08% Average Conversion Rate (Oct 2019)
1.69% Average Conversion Rate (Sep 2019)
1.60% Average Conversion Rate (Aug 2019)
1.66% Average Conversion Rate (Jul 2019)
1.76% Average Conversion Rate (Jun 2019)
1.80% Average Conversion Rate (May 2019)
1.78% Average Conversion Rate (Apr 2019)
1.78% Average Conversion Rate (Mar 2019)
1.69% Average Conversion Rate (Feb 2019)
1.47% Average Conversion Rate (Jan 2019)
1.51% Average Conversion Rate (May 2020)
2.36% Average Conversion Rate (Apr 2020)
2.41% Average Conversion Rate (Mar 2020)
2.13% Average Conversion Rate (Feb 2020)
1.75% Average Conversion Rate (Jan 2020)
1.79% Average Conversion Rate (Dec 2019)
2.25% Average Conversion Rate (Dec 2019)
2.25% Average Conversion Rate (Nov 2019)
2.08% Average Conversion Rate (Nov 2019)
2.08% Average Conversion Rate (Oct 2019)
1.69% Average Conversion Rate (Oct 2019)
1.69% Average Conversion Rate (Sep 2019)
1.60% Average Conversion Rate (Sep 2019)
1.60% Average Conversion Rate (Aug 2019)
1.66% Average Conversion Rate (Aug 2019)
1.66% Average Conversion Rate (Jul 2019)
1.76% Average Conversion Rate (Jul 2019)
1.76% Average Conversion Rate (Jun 2019)
1.80% Average Conversion Rate (Jun 2019)
1.80% Average Conversion Rate (May 2019)
1.78% Average Conversion Rate (May 2019)
1.78% Average Conversion Rate (Apr 2019)
1.78% Average Conversion Rate (Apr 2019)
1.78% Average Conversion Rate (Mar 2019)
1.69% Average Conversion Rate (Mar 2019)
1.69% Average Conversion Rate (Feb 2019)
1.47% Average Conversion Rate (Feb 2019)
1.47% Average Conversion Rate (May 2020)
2.36% Average Conversion Rate (May 2020)
2.36% Average Conversion Rate (Apr 2020)
2.41% Average Conversion Rate (Apr 2020)
2.41% Average Conversion Rate (Mar 2020)
2.13% Average Conversion Rate (Mar 2020)
2.13% Average Conversion Rate (Feb 2020)
1.75% Average Conversion Rate (Feb 2020)
1.75%

Summary

The average conversion rate in all segments of all ecommerce markets increased by 32.65% to 2.33% in May 2020 compared to May 2019.

Traffic Channels

Paid Social Media Marketing
(2.0 %) Email Marketing
(6.7 %) Affiliate Marketing
(8.7 %) Direct
(33.5 %) Paid Search Marketing
(49.1 %)

Summary

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

Average Order Value - Historical

Average Order Value (Dec 2019)
£81.51 Average Order Value (Nov 2019)
£91.30 Average Order Value (Oct 2019)
£86.54 Average Order Value (Sep 2019)
£96.04 Average Order Value (Aug 2019)
£86.13 Average Order Value (Jul 2019)
£83.76 Average Order Value (Jun 2019)
£85.39 Average Order Value (May 2019)
£89.17 Average Order Value (Apr 2019)
£89.15 Average Order Value (Mar 2019)
£91.12 Average Order Value (Feb 2019)
£92.30 Average Order Value (Jan 2019)
£91.34 Average Order Value (May 2020)
£74.61 Average Order Value (Apr 2020)
£75.21 Average Order Value (Mar 2020)
£88.71 Average Order Value (Feb 2020)
£94.23 Average Order Value (Jan 2020)
£91.91 Average Order Value (Dec 2019)
£81.51 Average Order Value (Dec 2019)
£81.51 Average Order Value (Nov 2019)
£91.30 Average Order Value (Nov 2019)
£91.30 Average Order Value (Oct 2019)
£86.54 Average Order Value (Oct 2019)
£86.54 Average Order Value (Sep 2019)
£96.04 Average Order Value (Sep 2019)
£96.04 Average Order Value (Aug 2019)
£86.13 Average Order Value (Aug 2019)
£86.13 Average Order Value (Jul 2019)
£83.76 Average Order Value (Jul 2019)
£83.76 Average Order Value (Jun 2019)
£85.39 Average Order Value (Jun 2019)
£85.39 Average Order Value (May 2019)
£89.17 Average Order Value (May 2019)
£89.17 Average Order Value (Apr 2019)
£89.15 Average Order Value (Apr 2019)
£89.15 Average Order Value (Mar 2019)
£91.12 Average Order Value (Mar 2019)
£91.12 Average Order Value (Feb 2019)
£92.30 Average Order Value (Feb 2019)
£92.30 Average Order Value (May 2020)
£74.61 Average Order Value (May 2020)
£74.61 Average Order Value (Apr 2020)
£75.21 Average Order Value (Apr 2020)
£75.21 Average Order Value (Mar 2020)
£88.71 Average Order Value (Mar 2020)
£88.71 Average Order Value (Feb 2020)
£94.23 Average Order Value (Feb 2020)
£94.23

Summary

Average Order Values in all segments of all ecommerce markets decreased by -16.48% in May 2020 compared to May 2019.

Average Sale Price of Item - Historical

Average Sale Price of Item (Dec 2019)
£41.43 Average Sale Price of Item (Nov 2019)
£42.59 Average Sale Price of Item (Oct 2019)
£42.08 Average Sale Price of Item (Sep 2019)
£43.75 Average Sale Price of Item (Aug 2019)
£40.53 Average Sale Price of Item (Jul 2019)
£38.99 Average Sale Price of Item (Jun 2019)
£40.61 Average Sale Price of Item (May 2019)
£44.51 Average Sale Price of Item (Apr 2019)
£44.35 Average Sale Price of Item (Mar 2019)
£45.14 Average Sale Price of Item (Feb 2019)
£46.75 Average Sale Price of Item (Jan 2019)
£45.12 Average Sale Price of Item (May 2020)
£31.52 Average Sale Price of Item (Apr 2020)
£33.96 Average Sale Price of Item (Mar 2020)
£41.99 Average Sale Price of Item (Feb 2020)
£43.84 Average Sale Price of Item (Jan 2020)
£42.12 Average Sale Price of Item (Dec 2019)
£41.43 Average Sale Price of Item (Dec 2019)
£41.43 Average Sale Price of Item (Nov 2019)
£42.59 Average Sale Price of Item (Nov 2019)
£42.59 Average Sale Price of Item (Oct 2019)
£42.08 Average Sale Price of Item (Oct 2019)
£42.08 Average Sale Price of Item (Sep 2019)
£43.75 Average Sale Price of Item (Sep 2019)
£43.75 Average Sale Price of Item (Aug 2019)
£40.53 Average Sale Price of Item (Aug 2019)
£40.53 Average Sale Price of Item (Jul 2019)
£38.99 Average Sale Price of Item (Jul 2019)
£38.99 Average Sale Price of Item (Jun 2019)
£40.61 Average Sale Price of Item (Jun 2019)
£40.61 Average Sale Price of Item (May 2019)
£44.51 Average Sale Price of Item (May 2019)
£44.51 Average Sale Price of Item (Apr 2019)
£44.35 Average Sale Price of Item (Apr 2019)
£44.35 Average Sale Price of Item (Mar 2019)
£45.14 Average Sale Price of Item (Mar 2019)
£45.14 Average Sale Price of Item (Feb 2019)
£46.75 Average Sale Price of Item (Feb 2019)
£46.75 Average Sale Price of Item (May 2020)
£31.52 Average Sale Price of Item (May 2020)
£31.52 Average Sale Price of Item (Apr 2020)
£33.96 Average Sale Price of Item (Apr 2020)
£33.96 Average Sale Price of Item (Mar 2020)
£41.99 Average Sale Price of Item (Mar 2020)
£41.99 Average Sale Price of Item (Feb 2020)
£43.84 Average Sale Price of Item (Feb 2020)
£43.84

Summary

Average Sale Price of Item sales in all segments of all ecommerce markets decreased by an average of -28.94% in May 2020 compared to May 2019.

Revenue by Location

International
(48.9 %) Domestic
(51.1 %)

Summary

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

Revenue by Device

Tablet
(4.4 %) Desktop
(43.8 %) Mobile
(51.8 %)

Summary

Mobile was the best-performing Device in terms of sales in May 2020. Tablet was the worst-performing Device in terms of sales in May 2020.

Visitors

Visitor Total - Dec 2019
3,627,637 Visitor Total - Nov 2019
3,440,381 Visitor Total - Oct 2019
2,595,141 Visitor Total - Sep 2019
2,394,992 Visitor Total - Aug 2019
2,721,754 Visitor Total - Jul 2019
2,645,192 Visitor Total - Jun 2019
2,427,523 Visitor Total - May 2019
2,477,885 Visitor Total - Apr 2019
2,337,505 Visitor Total - Mar 2019
2,409,274 Visitor Total - Feb 2019
2,273,579 Visitor Total - Jan 2019
2,521,664 Visitor Total - May 2020
4,471,666 Visitor Total - Apr 2020
3,564,644 Visitor Total - Mar 2020
2,602,367 Visitor Total - Feb 2020
2,594,855 Visitor Total - Jan 2020
2,791,110 Visitor Total - Dec 2019
3,627,637 Visitor Total - Dec 2019
3,627,637 Visitor Total - Nov 2019
3,440,381 Visitor Total - Nov 2019
3,440,381 Visitor Total - Oct 2019
2,595,141 Visitor Total - Oct 2019
2,595,141 Visitor Total - Sep 2019
2,394,992 Visitor Total - Sep 2019
2,394,992 Visitor Total - Aug 2019
2,721,754 Visitor Total - Aug 2019
2,721,754 Visitor Total - Jul 2019
2,645,192 Visitor Total - Jul 2019
2,645,192 Visitor Total - Jun 2019
2,427,523 Visitor Total - Jun 2019
2,427,523 Visitor Total - May 2019
2,477,885 Visitor Total - May 2019
2,477,885 Visitor Total - Apr 2019
2,337,505 Visitor Total - Apr 2019
2,337,505 Visitor Total - Mar 2019
2,409,274 Visitor Total - Mar 2019
2,409,274 Visitor Total - Feb 2019
2,273,579 Visitor Total - Feb 2019
2,273,579 Visitor Total - May 2020
4,471,666 Visitor Total - May 2020
4,471,666 Visitor Total - Apr 2020
3,564,644 Visitor Total - Apr 2020
3,564,644 Visitor Total - Mar 2020
2,602,367 Visitor Total - Mar 2020
2,602,367 Visitor Total - Feb 2020
2,594,855 Visitor Total - Feb 2020
2,594,855

Summary

Visitors in all segments of all ecommerce markets increased by an average of 81.39% in May 2020 compared to May 2019.

Bounce

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 (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 (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 all segments of all ecommerce markets increased by 0.80% to 53.32% in May 2020 compared to May 2019.

Agency Summary Data - May 2019 v May 2020

Rank   Agency May 2019 May 2020 Growth % CPA %
1st Withheld Withheld Withheld 130.84% 6.19%
2nd Withheld Withheld Withheld 124.63% 7.07%
3rd Withheld Withheld Withheld 89.05% 4.02%
4th Withheld Withheld Withheld 29.18% 8.31%

Markets Risers & Fallers - May 2019 v May 2020

Sales

RankNameMay 2019May 2020DifferenceGrowth
1Food & DrinkWithheldWithheldWithheld431.48%
2Health and WellbeingWithheldWithheldWithheld410.55%
3Fashion Clothing & AccessoriesWithheldWithheldWithheld136.80%
4Baby & ChildWithheldWithheldWithheld123.26%
5Pet CareWithheldWithheldWithheld104.22%
6Cars and MotorcyclingWithheldWithheldWithheld103.60%
7Electrical & Commercial EquipmentWithheldWithheldWithheld101.75%
8Sports and RecreationWithheldWithheldWithheld95.83%
9Kitchen & Home AppliancesWithheldWithheldWithheld67.41%
10Home Accessories and GiftwareWithheldWithheldWithheld60.16%
11Arts and CraftsWithheldWithheldWithheld34.04%

Cost Per Acquisition (CPA)

RankNameMay 2019May 2020DifferenceGrowth
1Pet Care6.18%7.59%1.41%22.85%
2Electrical & Commercial Equipment7.95%8.18%0.24%2.97%
3Sports and Recreation5.24%5.28%0.04%0.71%
4Health and Wellbeing5.32%5.24%-0.08%-1.46%
5Baby & Child8.81%8.30%-0.51%-5.76%
6Cars and Motorcycling6.01%5.63%-0.38%-6.27%
7Kitchen & Home Appliances5.27%4.68%-0.59%-11.19%
8Home Accessories and Giftware6.29%4.70%-1.59%-25.33%
9Fashion Clothing & Accessories10.06%6.32%-3.74%-37.20%
10Food & Drink6.76%3.80%-2.96%-43.77%
11Arts and Crafts1.37%0.30%-1.06%-77.95%

Conversion Rate

RankNameMay 2019May 2020DifferenceGrowth
1Food & Drink0.90%2.35%1.45%161.36%
2Home Accessories and Giftware1.11%2.17%1.06%94.93%
3Fashion Clothing & Accessories1.37%2.51%1.14%82.84%
4Baby & Child0.77%1.37%0.60%78.85%
5Sports and Recreation1.22%1.78%0.56%45.90%
6Health and Wellbeing3.16%3.97%0.81%25.72%
7Arts and Crafts3.62%3.80%0.18%4.95%
8Cars and Motorcycling1.27%1.31%0.04%3.28%
9Electrical & Commercial Equipment2.44%2.17%-0.27%-11.24%
10Kitchen & Home Appliances3.02%2.43%-0.59%-19.54%
11Pet Care3.20%1.44%-1.76%-55.04%

Average Order Value (AOV)

RankNameMay 2019May 2020DifferenceGrowth
1Arts and Crafts£87.30£114.5627.26%31.23%
2Cars and Motorcycling£119.01£130.0411.03%9.27%
3Electrical & Commercial Equipment£64.70£68.784.08%6.31%
4Kitchen & Home Appliances£43.02£45.252.23%5.18%
5Health and Wellbeing£43.55£45.001.46%3.35%
6Fashion Clothing & Accessories£85.85£76.78-9.07%-10.56%
7Sports and Recreation£91.07£80.10-10.97%-12.05%
8Food & Drink£112.51£94.06-18.45%-16.40%
9Home Accessories and Giftware£92.46£75.16-17.30%-18.71%
10Baby & Child£213.86£115.40-98.47%-46.04%
11Pet Care£112.65£50.66-62.00%-55.03%

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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