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Ecommerce Market Data and Ecommerce Benchmarks for the Sports and Recreation market

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

Ecommerce Market Data for the Sports and Recreation market September 2024

Ecommerce Metric September 2024 September 2023 Difference Growth
Sales Growth Withheld Withheld Withheld -11.54%
Cost Per Acquisition 7.01% 6.05% 0.96% 15.87%
Visitors Withheld Withheld Withheld 26.76%
Conversion Rate 1.32% 1.59% -0.27% -17.03%
Average Order Value £107.28 £106.80 £0.48 0.45%
Average Sale Price of Item £41.12 £51.01 -£9.89 -19.39%
Revenue Per Visitor £0.97 £1.39 -£0.42 -30.16%
Cost Per Visitor £0.07 £0.08 -£0.01 -11.87%

Ecommerce Traffic Data for the Sports and Recreation market September 2024

Rank   Traffic Source September 2024 September 2023 Growth % % of Total Sales Participating % CPA %
0 Bing & Yahoo PPC Withheld Withheld 0.00% 0.14% 12.5% 9.42%
1st AWIN Withheld Withheld 75.57% 0.54% 25% 10.06%
2nd IRP Email Marketing Withheld Withheld -11.51% 1.18% 100% 2.40%
3rd Google PPC Withheld Withheld -18.26% 7.34% 87.5% 9.64%

Ecommerce Service Provider Data for the Sports and Recreation market September 2024

Traffic Source:
Rank Service Provider September 2024 September 2023 Growth % Source CPA % Overall CPA %
1st Withheld Withheld Withheld 39.66% 9.39% 6.46%
2nd Withheld Withheld Withheld 13.86% 10.55% 7.86%
3rd Withheld Withheld Withheld 10.67% 14.43% 10.54%
4th Withheld Withheld Withheld -54.98% 38.25% 14.57%

Historical Ecommerce Market Data for the Sports and Recreation market September 2024

Ecommerce Sales Growth Data

Summary

Sales Growth in the Sports and Recreation ecommerce market increased by 45.54% from -21.18% to -11.54% in September 2024 compared to September 2023.

Ecommerce Sales Data

Summary

Sales in the Sports and Recreation ecommerce market decreased by an average of 11.54% in September 2024 compared to September 2023.

Ecommerce Cost Per Acquisition Data

Summary

The average CPA in the Sports and Recreation ecommerce market increased by 15.95% from 6.05% to 7.01% in September 2024 compared to September 2023.

Ecommerce Conversion Rate Data

Summary

The average conversion rate in the Sports and Recreation ecommerce market decreased by 16.99% from 1.59% to 1.32% in September 2024 compared to September 2023.

Ecommerce Average Order Value Data

Summary

Average Order Values in the Sports and Recreation ecommerce market increased by 0.45% from £106.80 to £107.28 in September 2024 compared to September 2023.

Ecommerce Visitors Data

Summary

Visitors in the Sports and Recreation ecommerce market increased by an average of 26.76% in September 2024 compared to September 2023.

Ecommerce Revenue Per Visitor Data

Summary

Revenue Per Visitor in the Sports and Recreation ecommerce market decreased by 30.22% from £1.39 to £0.97 in September 2024 compared to September 2023.

Ecommerce Cost Per Visitor Data

Summary

Cost Per Visitor in the Sports and Recreation ecommerce market decreased by 19.09% from £0.08 to £0.07 in September 2024 compared to September 2023.

Ecommerce Bounce Rate Data

Summary

The bounce rate in the Sports and Recreation ecommerce market increased by 6.63% from 34.21% to 36.48% in September 2024 compared to September 2023.

Ecommerce Traffic Channel Data

Summary

In September 2024 the sales breakdown in the Sports and Recreation ecommerce market by Traffic Channel is Paid Search Marketing 56.6%, Direct 30.4%, Email Marketing 8.9%, Affiliate Marketing 4.1% and Paid Social Media Marketing 0%.

Ecommerce Revenue by Location

Summary

In September 2024 the sales breakdown in the Sports and Recreation ecommerce market by Location is Domestic 63.5% and International 36.5%.

Ecommerce Revenue by Device

Summary

In September 2024 the sales breakdown in the Sports and Recreation ecommerce market by Device is Mobile 58.1%, Desktop 40.3% and Tablet 1.6%.

International Sales Data

Summary

International sales percentage of total sales in the Sports and Recreation ecommerce market decreased by an average of 11.83% from 30.09% to 26.53% in September 2024 compared to September 2023.

Ecommerce Average Sale Price Data

Summary

Average Sale Price of Item in the Sports and Recreation ecommerce market decreased by an average of 19.39% from £51.01 to £41.12 in September 2024 compared to September 2023.

Ecommerce Agency Performance Data for the Sports and Recreation market September 2024

Rank   Agency September 2024 September 2023 Growth % CPA %
1st Withheld Withheld Withheld 14.35% 6.46%
2nd Withheld Withheld Withheld 6.77% 7.94%
3rd Withheld Withheld Withheld -20.40% 9.52%
4th Withheld Withheld Withheld -25.38% 10.69%

Ecommerce Markets Risers & Fallers September 2024

Ecommerce Sales Data

RankEcommerce MarketSep 2024Sep 2023DifferenceGrowth
1Baby & ChildWithheldWithheldWithheld88.48%
2Toys, Games & CollectablesWithheldWithheldWithheld46.71%
3Fashion Clothing & AccessoriesWithheldWithheldWithheld29.73%
4Pet CareWithheldWithheldWithheld27.19%
5Kitchen & Home AppliancesWithheldWithheldWithheld13.20%
6Arts and CraftsWithheldWithheldWithheld12.49%
7Cars and MotorcyclingWithheldWithheldWithheld7.58%
8Food & DrinkWithheldWithheldWithheld4.11%
9Electrical & Commercial EquipmentWithheldWithheldWithheld-11.02%
10Sports and RecreationWithheldWithheldWithheld-11.54%
11Health and WellbeingWithheldWithheldWithheld-31.29%

Ecommerce Cost Per Acquisition Data

RankEcommerce MarketSep 2024Sep 2023DifferenceGrowth
1Fashion Clothing & Accessories9.18%7.59%1.59%20.89%
2Food & Drink5.91%4.95%0.96%19.31%
3Sports and Recreation7.01%6.05%0.96%15.95%
4Arts and Crafts1.58%1.37%0.21%14.94%
5Kitchen & Home Appliances5.39%5.06%0.33%6.60%
6Cars and Motorcycling7.78%7.68%0.09%1.22%
7Electrical & Commercial Equipment10.01%10.53%-0.52%-4.94%
8Pet Care8.84%9.52%-0.67%-7.08%
9Baby & Child9.23%10.71%-1.48%-13.78%
10Toys, Games & Collectables6.24%8.88%-2.64%-29.74%
11Health and Wellbeing2.52%13.01%-10.48%-80.60%

Conversion Rate

RankEcommerce MarketSep 2024Sep 2023DifferenceGrowth
1Kitchen & Home Appliances3.57%2.98%0.60%20.02%
2Toys, Games & Collectables1.53%1.32%0.21%15.90%
3Arts and Crafts5.20%5.19%0.01%0.12%
4Food & Drink1.17%1.22%-0.05%-4.13%
5Baby & Child0.74%0.85%-0.12%-13.58%
6Sports and Recreation1.32%1.59%-0.27%-16.99%
7Pet Care1.62%2.17%-0.54%-25.06%
8Fashion Clothing & Accessories1.31%1.78%-0.47%-26.52%
9Electrical & Commercial Equipment1.11%1.59%-0.49%-30.50%
10Health and Wellbeing2.89%4.18%-1.29%-30.88%
11Cars and Motorcycling0.96%1.52%-0.56%-36.81%

Ecommerce Average Order Value Data

RankEcommerce MarketSep 2024Sep 2023DifferenceGrowth
1Baby & Child£283.15£178.39£104.7758.73%
2Electrical & Commercial Equipment£125.01£116.63£8.387.18%
3Pet Care£88.80£83.61£5.196.21%
4Fashion Clothing & Accessories£101.84£98.38£3.463.52%
5Sports and Recreation£107.28£106.80£0.480.45%
6Arts and Crafts£110.23£110.02£0.210.19%
7Cars and Motorcycling£164.41£170.49-£6.08-3.57%
8Health and Wellbeing£45.83£48.58-£2.76-5.67%
9Food & Drink£107.63£114.93-£7.30-6.35%
10Kitchen & Home Appliances£43.61£47.31-£3.70-7.82%
11Toys, Games & Collectables£72.39£94.62-£22.23-23.49%

Ecommerce Market Commentary for September 2024

Ecommerce Data Commentary for September 2024

September 2024 IRP eCommerce sales increases by 14.94% YOY.

A number of sectors have recorded strong growth including, Baby & Child, Toys, Fashion and Pet Care. Growth in the fashion sector can partially be attributed to new AW 24 stock launches and purchases for the new academic school year.

September sales growth for Merchants on the IRP (+14.94%) continue to outperform the UK’s non-food online sales (+3.4%).

Strong growth validates the IRP Service Marketplace’s roll as an essential driver of service provider innovation. The recent IRP Version 9.3 release includes important upgrades to POSITIONS - showing accurate, annual predicted Net Profit in real time. IRP continues to deliver the Technology, Data and Services that underpin merchant profits.

Ecommerce Costs of Sales Decreasing in September 2024

CPA% & COS (the percentage cost paid directly to marketing channels) was 8.68%, this was a -1.03% decrease in spend compared to September 2023. The CPA% is slightly lower due on ongoing focus on traffic spend and its important to merchant profitability.

September 2024 average ecommerce conversion rates decreased YOY from 2.05% to 1.52% (-25.90%) showing that merchants still have much to do to get sales over the line.

On a positive note Average Order Value and Average Sale Price of Item both increased YOY +5.15% and +8.18% respectively.

Sales through mobile channels continue to dominate as a percentage of revenue share to 61%, this varies by market and customer segmentation.

The average eCommerce Order Value was £107.91 which is 5.15% up on September 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 market share.

Opportunity Comes at a Cost

The coming months are crucial for online merchants as they enter the ‘Golden Quarter’. Macro economic conditions, such as UK and EU interest rate movements and the up and coming UK budget may directly impact consumer confidence.

Online merchants need to be ready to take advantage of every sales opportunity, but importantly must know the dangers that uncontrolled Traffic Spend has on their bottom line.

- 11 October 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.

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 0.05%
October 2024 v October 2023 21.88%
YTD 2024 v 2023 11.37%
Arts and Crafts 0.21%
Baby & Child 0.12%
Cars and Motorcycling 0.06%
Electrical & Commercial Equipment 0.87%
Fashion Clothing & Accessories 0.22%
Food & Drink 0.01%
Health and Wellbeing 0.07%
Kitchen & Home Appliances 0.08%
Pet Care 0.28%
Sports and Recreation 0.06%
Toys, Games & Collectables 0.64%

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