ECOMMERCE BENCHMARKS AND ECOMMERCE MARKET DATA FOR THE BABY & CHILD MARKET

  • Jun 2020 Sales Growth: 97.69%
  • Jun 2020 Conversion: 1.95%
  • Jun 2020 AOV: £72.51
  • Jun 2020 Average Sale Price of Item: £28.04
  • Jun 2020 CPA: 6.46%
Time Frame:  v

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Ecommerce market data for the Baby & Child market June 2020

Ecommerce Metric Jun 2020 Jun 2019 Difference Growth
Sales Growth Withheld Withheld Withheld 97.69%
Average Order Value £190.68 £72.51 £-118.17 -61.97%
Cost Per Acquisition 8.70% 6.46% -2.24% -25.73%
Conversion Rate 0.84% 1.95% 1.12% 133.41%
Average Sale Price of Item £139.87 £28.04 £-111.83 -79.95%

Ecommerce traffic data for the Baby & Child market June 2020

Rank   Traffic Source June 2020 June 2019 Growth % Participating % CPA %
1st AWIN Withheld Withheld 76.02% Withheld 6.95%
2nd Webgains Withheld Withheld 10.25% Withheld 4.70%
3rd IRP Email Marketing Withheld Withheld -15.48% Withheld 0.68%
4th Bing & Yahoo PPC Withheld Withheld -21.86% Withheld 5.71%
5th Google PPC Withheld Withheld -27.04% Withheld 10.42%
6th Facebook Paid Withheld Withheld -88.10% Withheld 49.47%

Ecommerce service provider data for the Baby & Child market June 2020

Traffic Source:
Rank Service Provider June 2020 June 2019 Growth % Source CPA % Overall CPA %
1st Withheld Withheld Withheld 7.30% 10.54% 5.64%
2nd Withheld Withheld Withheld -32.70% 10.39% 6.67%
IRP Visitor Cost
£0.09
IRP Visitor Value
£1.57
IRP Index
17.44

Historical ecommerce market data for the Baby & Child market June 2020

Ecommerce Sales Data

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 (Jun 2020) 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 (Jun 2020) Total Sales (Jun 2020) 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 the Baby & Child ecommerce market increased by an average of 97.69% in June 2020 compared to June 2019.

Ecommerce Cost Per Acquisition Data

Average CPA (Dec 2019)
8.62% Average CPA (Nov 2019)
9.25% Average CPA (Oct 2019)
8.80% Average CPA (Sep 2019)
9.88% Average CPA (Aug 2019)
9.01% Average CPA (Jul 2019)
8.05% Average CPA (Jun 2019)
8.70% Average CPA (May 2019)
8.81% Average CPA (Apr 2019)
7.94% Average CPA (Mar 2019)
7.29% Average CPA (Feb 2019)
8.29% Average CPA (Jan 2019)
8.15% Average CPA (Jun 2020)
6.46% Average CPA (May 2020)
8.38% Average CPA (Apr 2020)
9.26% Average CPA (Mar 2020)
8.33% Average CPA (Feb 2020)
8.52% Average CPA (Jan 2020)
8.33% Average CPA (Dec 2019)
8.62% Average CPA (Dec 2019)
8.62% Average CPA (Nov 2019)
9.25% Average CPA (Nov 2019)
9.25% Average CPA (Oct 2019)
8.80% Average CPA (Oct 2019)
8.80% Average CPA (Sep 2019)
9.88% Average CPA (Sep 2019)
9.88% Average CPA (Aug 2019)
9.01% Average CPA (Aug 2019)
9.01% Average CPA (Jul 2019)
8.05% Average CPA (Jul 2019)
8.05% Average CPA (Jun 2019)
8.70% Average CPA (Jun 2019)
8.70% Average CPA (May 2019)
8.81% Average CPA (May 2019)
8.81% Average CPA (Apr 2019)
7.94% Average CPA (Apr 2019)
7.94% Average CPA (Mar 2019)
7.29% Average CPA (Mar 2019)
7.29% Average CPA (Feb 2019)
8.29% Average CPA (Feb 2019)
8.29% Average CPA (Jun 2020)
6.46% Average CPA (Jun 2020)
6.46% Average CPA (May 2020)
8.38% Average CPA (May 2020)
8.38% Average CPA (Apr 2020)
9.26% Average CPA (Apr 2020)
9.26% Average CPA (Mar 2020)
8.33% Average CPA (Mar 2020)
8.33% Average CPA (Feb 2020)
8.52% Average CPA (Feb 2020)
8.52%

Summary

The average CPA in the Baby & Child ecommerce market decreased by -25.73% to 6.46% in June 2020 compared to June 2019.

Ecommerce Conversion Rate Data

Average Conversion Rate (Dec 2019)
0.92% Average Conversion Rate (Nov 2019)
0.95% Average Conversion Rate (Oct 2019)
0.74% Average Conversion Rate (Sep 2019)
0.66% Average Conversion Rate (Aug 2019)
0.76% Average Conversion Rate (Jul 2019)
0.93% Average Conversion Rate (Jun 2019)
0.84% Average Conversion Rate (May 2019)
0.77% Average Conversion Rate (Apr 2019)
0.74% Average Conversion Rate (Mar 2019)
0.73% Average Conversion Rate (Feb 2019)
0.63% Average Conversion Rate (Jan 2019)
0.66% Average Conversion Rate (Jun 2020)
1.95% Average Conversion Rate (May 2020)
1.37% Average Conversion Rate (Apr 2020)
1.07% Average Conversion Rate (Mar 2020)
0.87% Average Conversion Rate (Feb 2020)
0.66% Average Conversion Rate (Jan 2020)
0.64% Average Conversion Rate (Dec 2019)
0.92% Average Conversion Rate (Dec 2019)
0.92% Average Conversion Rate (Nov 2019)
0.95% Average Conversion Rate (Nov 2019)
0.95% Average Conversion Rate (Oct 2019)
0.74% Average Conversion Rate (Oct 2019)
0.74% Average Conversion Rate (Sep 2019)
0.66% Average Conversion Rate (Sep 2019)
0.66% Average Conversion Rate (Aug 2019)
0.76% Average Conversion Rate (Aug 2019)
0.76% Average Conversion Rate (Jul 2019)
0.93% Average Conversion Rate (Jul 2019)
0.93% Average Conversion Rate (Jun 2019)
0.84% Average Conversion Rate (Jun 2019)
0.84% Average Conversion Rate (May 2019)
0.77% Average Conversion Rate (May 2019)
0.77% Average Conversion Rate (Apr 2019)
0.74% Average Conversion Rate (Apr 2019)
0.74% Average Conversion Rate (Mar 2019)
0.73% Average Conversion Rate (Mar 2019)
0.73% Average Conversion Rate (Feb 2019)
0.63% Average Conversion Rate (Feb 2019)
0.63% Average Conversion Rate (Jun 2020)
1.95% Average Conversion Rate (Jun 2020)
1.95% Average Conversion Rate (May 2020)
1.37% Average Conversion Rate (May 2020)
1.37% Average Conversion Rate (Apr 2020)
1.07% Average Conversion Rate (Apr 2020)
1.07% Average Conversion Rate (Mar 2020)
0.87% Average Conversion Rate (Mar 2020)
0.87% Average Conversion Rate (Feb 2020)
0.66% Average Conversion Rate (Feb 2020)
0.66%

Summary

The average conversion rate in the Baby & Child ecommerce market increased by 133.41% to 1.95% in June 2020 compared to June 2019.

Ecommerce Traffic Channel Data

Paid Social Media Marketing
(1.4 %) Email Marketing
(1.6 %) Direct
(26.0 %) Paid Search Marketing
(28.5 %) Affiliate Marketing
(42.5 %)

Summary

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

Ecommerce Average Order Value Data

Average Order Value (Dec 2019)
£158.82 Average Order Value (Nov 2019)
£195.78 Average Order Value (Oct 2019)
£179.70 Average Order Value (Sep 2019)
£183.22 Average Order Value (Aug 2019)
£182.65 Average Order Value (Jul 2019)
£202.48 Average Order Value (Jun 2019)
£190.68 Average Order Value (May 2019)
£213.86 Average Order Value (Apr 2019)
£195.08 Average Order Value (Mar 2019)
£221.95 Average Order Value (Feb 2019)
£217.96 Average Order Value (Jan 2019)
£220.99 Average Order Value (Jun 2020)
£72.51 Average Order Value (May 2020)
£114.99 Average Order Value (Apr 2020)
£150.95 Average Order Value (Mar 2020)
£206.55 Average Order Value (Feb 2020)
£206.01 Average Order Value (Jan 2020)
£216.28 Average Order Value (Dec 2019)
£158.82 Average Order Value (Dec 2019)
£158.82 Average Order Value (Nov 2019)
£195.78 Average Order Value (Nov 2019)
£195.78 Average Order Value (Oct 2019)
£179.70 Average Order Value (Oct 2019)
£179.70 Average Order Value (Sep 2019)
£183.22 Average Order Value (Sep 2019)
£183.22 Average Order Value (Aug 2019)
£182.65 Average Order Value (Aug 2019)
£182.65 Average Order Value (Jul 2019)
£202.48 Average Order Value (Jul 2019)
£202.48 Average Order Value (Jun 2019)
£190.68 Average Order Value (Jun 2019)
£190.68 Average Order Value (May 2019)
£213.86 Average Order Value (May 2019)
£213.86 Average Order Value (Apr 2019)
£195.08 Average Order Value (Apr 2019)
£195.08 Average Order Value (Mar 2019)
£221.95 Average Order Value (Mar 2019)
£221.95 Average Order Value (Feb 2019)
£217.96 Average Order Value (Feb 2019)
£217.96 Average Order Value (Jun 2020)
£72.51 Average Order Value (Jun 2020)
£72.51 Average Order Value (May 2020)
£114.99 Average Order Value (May 2020)
£114.99 Average Order Value (Apr 2020)
£150.95 Average Order Value (Apr 2020)
£150.95 Average Order Value (Mar 2020)
£206.55 Average Order Value (Mar 2020)
£206.55 Average Order Value (Feb 2020)
£206.01 Average Order Value (Feb 2020)
£206.01

Summary

Average Order Values in the Baby & Child ecommerce market decreased by -61.97% in June 2020 compared to June 2019.

Ecommerce Average Sale Price Data

Average Sale Price of Item (Dec 2019)
£122.43 Average Sale Price of Item (Nov 2019)
£145.41 Average Sale Price of Item (Oct 2019)
£132.19 Average Sale Price of Item (Sep 2019)
£133.45 Average Sale Price of Item (Aug 2019)
£136.63 Average Sale Price of Item (Jul 2019)
£143.94 Average Sale Price of Item (Jun 2019)
£139.87 Average Sale Price of Item (May 2019)
£154.17 Average Sale Price of Item (Apr 2019)
£139.98 Average Sale Price of Item (Mar 2019)
£164.93 Average Sale Price of Item (Feb 2019)
£159.49 Average Sale Price of Item (Jan 2019)
£159.70 Average Sale Price of Item (Jun 2020)
£28.04 Average Sale Price of Item (May 2020)
£45.10 Average Sale Price of Item (Apr 2020)
£98.17 Average Sale Price of Item (Mar 2020)
£145.71 Average Sale Price of Item (Feb 2020)
£158.68 Average Sale Price of Item (Jan 2020)
£157.03 Average Sale Price of Item (Dec 2019)
£122.43 Average Sale Price of Item (Dec 2019)
£122.43 Average Sale Price of Item (Nov 2019)
£145.41 Average Sale Price of Item (Nov 2019)
£145.41 Average Sale Price of Item (Oct 2019)
£132.19 Average Sale Price of Item (Oct 2019)
£132.19 Average Sale Price of Item (Sep 2019)
£133.45 Average Sale Price of Item (Sep 2019)
£133.45 Average Sale Price of Item (Aug 2019)
£136.63 Average Sale Price of Item (Aug 2019)
£136.63 Average Sale Price of Item (Jul 2019)
£143.94 Average Sale Price of Item (Jul 2019)
£143.94 Average Sale Price of Item (Jun 2019)
£139.87 Average Sale Price of Item (Jun 2019)
£139.87 Average Sale Price of Item (May 2019)
£154.17 Average Sale Price of Item (May 2019)
£154.17 Average Sale Price of Item (Apr 2019)
£139.98 Average Sale Price of Item (Apr 2019)
£139.98 Average Sale Price of Item (Mar 2019)
£164.93 Average Sale Price of Item (Mar 2019)
£164.93 Average Sale Price of Item (Feb 2019)
£159.49 Average Sale Price of Item (Feb 2019)
£159.49 Average Sale Price of Item (Jun 2020)
£28.04 Average Sale Price of Item (Jun 2020)
£28.04 Average Sale Price of Item (May 2020)
£45.10 Average Sale Price of Item (May 2020)
£45.10 Average Sale Price of Item (Apr 2020)
£98.17 Average Sale Price of Item (Apr 2020)
£98.17 Average Sale Price of Item (Mar 2020)
£145.71 Average Sale Price of Item (Mar 2020)
£145.71 Average Sale Price of Item (Feb 2020)
£158.68 Average Sale Price of Item (Feb 2020)
£158.68

Summary

Average Sale Price of Item in the Baby & Child ecommerce market decreased by an average of -79.95% in June 2020 compared to June 2019.

Ecommerce Revenue by Location

International
(21.9 %) Domestic
(78.1 %)

Summary

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

Ecommerce Revenue by Device

Tablet
(3.6 %) Desktop
(40.6 %) Mobile
(55.8 %)

Summary

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

Ecommerce Visitors Data

Visitor Total - Dec 2019
155,572 Visitor Total - Nov 2019
226,044 Visitor Total - Oct 2019
139,235 Visitor Total - Sep 2019
134,264 Visitor Total - Aug 2019
156,490 Visitor Total - Jul 2019
137,908 Visitor Total - Jun 2019
126,651 Visitor Total - May 2019
156,908 Visitor Total - Apr 2019
155,744 Visitor Total - Mar 2019
168,829 Visitor Total - Feb 2019
147,663 Visitor Total - Jan 2019
177,572 Visitor Total - Jun 2020
284,050 Visitor Total - May 2020
361,294 Visitor Total - Apr 2020
370,650 Visitor Total - Mar 2020
244,735 Visitor Total - Feb 2020
172,808 Visitor Total - Jan 2020
220,019 Visitor Total - Dec 2019
155,572 Visitor Total - Dec 2019
155,572 Visitor Total - Nov 2019
226,044 Visitor Total - Nov 2019
226,044 Visitor Total - Oct 2019
139,235 Visitor Total - Oct 2019
139,235 Visitor Total - Sep 2019
134,264 Visitor Total - Sep 2019
134,264 Visitor Total - Aug 2019
156,490 Visitor Total - Aug 2019
156,490 Visitor Total - Jul 2019
137,908 Visitor Total - Jul 2019
137,908 Visitor Total - Jun 2019
126,651 Visitor Total - Jun 2019
126,651 Visitor Total - May 2019
156,908 Visitor Total - May 2019
156,908 Visitor Total - Apr 2019
155,744 Visitor Total - Apr 2019
155,744 Visitor Total - Mar 2019
168,829 Visitor Total - Mar 2019
168,829 Visitor Total - Feb 2019
147,663 Visitor Total - Feb 2019
147,663 Visitor Total - Jun 2020
284,050 Visitor Total - Jun 2020
284,050 Visitor Total - May 2020
361,294 Visitor Total - May 2020
361,294 Visitor Total - Apr 2020
370,650 Visitor Total - Apr 2020
370,650 Visitor Total - Mar 2020
244,735 Visitor Total - Mar 2020
244,735 Visitor Total - Feb 2020
172,808 Visitor Total - Feb 2020
172,808

Summary

Visitors in the Baby & Child ecommerce market increased by an average of 124.28% in June 2020 compared to June 2019.

Ecommerce Bounce Rate Data

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 (Jun 2020) 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 (Jun 2020) Average Bounce (Jun 2020) 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 the Baby & Child ecommerce market increased by 6.42% to 59.75% in June 2020 compared to June 2019.

Ecommerce Agency performance data for the Baby & Child market June 2020

Rank   Agency June 2020 June 2019 Growth % CPA %
1st Withheld Withheld Withheld 97.69% 6.15%

Ecommerce markets risers & fallers June 2020

Ecommerce Sales Data

RankEcommerce MarketJun 2020Jun 2019DifferenceGrowth
1Food & DrinkWithheldWithheldWithheld292.37%
2Health and WellbeingWithheldWithheldWithheld156.32%
3Sports and RecreationWithheldWithheldWithheld127.17%
4Cars and MotorcyclingWithheldWithheldWithheld112.63%
5Baby & ChildWithheldWithheldWithheld97.69%
6Pet CareWithheldWithheldWithheld78.12%
7Fashion Clothing & AccessoriesWithheldWithheldWithheld71.81%
8Kitchen & Home AppliancesWithheldWithheldWithheld62.28%
9Electrical & Commercial EquipmentWithheldWithheldWithheld60.20%
10Home Accessories and GiftwareWithheldWithheldWithheld57.94%
11Arts and CraftsWithheldWithheldWithheld28.53%

Ecommerce Cost Per Acquisition Data

RankEcommerce MarketJun 2020Jun 2019DifferenceGrowth
1Health and Wellbeing6.77%5.38%1.39%25.93%
2Pet Care7.43%6.97%0.47%6.71%
3Cars and Motorcycling5.74%5.55%0.19%3.43%
4Sports and Recreation5.09%5.23%-0.15%-2.84%
5Electrical & Commercial Equipment6.92%7.73%-0.81%-10.54%
6Kitchen & Home Appliances4.11%4.61%-0.49%-10.73%
7Fashion Clothing & Accessories8.03%9.38%-1.34%-14.30%
8Home Accessories and Giftware6.37%7.60%-1.24%-16.26%
9Food & Drink4.84%5.82%-0.98%-16.83%
10Baby & Child6.46%8.70%-2.24%-25.73%
11Arts and Crafts0.50%1.41%-0.91%-64.60%

Conversion Rate

RankEcommerce MarketJun 2020Jun 2019DifferenceGrowth
1Baby & Child1.95%0.84%1.12%133.41%
2Food & Drink2.14%1.10%1.04%95.08%
3Home Accessories and Giftware1.79%1.08%0.71%66.13%
4Fashion Clothing & Accessories1.90%1.31%0.60%45.62%
5Sports and Recreation1.57%1.23%0.34%27.95%
6Electrical & Commercial Equipment2.18%1.71%0.48%27.86%
7Health and Wellbeing3.54%3.50%0.04%1.25%
8Arts and Crafts3.73%3.69%0.03%0.85%
9Cars and Motorcycling1.32%1.34%-0.02%-1.56%
10Kitchen & Home Appliances2.66%3.09%-0.43%-13.81%
11Pet Care2.43%3.34%-0.91%-27.20%

Ecommerce Average Order Value Data

RankEcommerce MarketJun 2020Jun 2019DifferenceGrowth
1Electrical & Commercial Equipment£73.77£46.9826.79%57.02%
2Arts and Crafts£113.41£96.6916.72%17.29%
3Cars and Motorcycling£131.91£120.5911.32%9.39%
4Kitchen & Home Appliances£52.09£48.483.61%7.45%
5Food & Drink£97.77£98.55-0.78%-0.79%
6Sports and Recreation£82.51£93.02-10.52%-11.31%
7Health and Wellbeing£39.37£45.93-6.55%-14.27%
8Fashion Clothing & Accessories£66.82£81.31-14.49%-17.82%
9Home Accessories and Giftware£66.88£85.47-18.59%-21.75%
10Pet Care£89.53£116.68-27.15%-23.27%
11Baby & Child£72.51£190.68-118.17%-61.97%

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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