Ecommerce Market Data and Ecommerce Benchmarks for the Arts and Crafts market

CURRENT GROWTH PROJECTIONS

+ %

Ecommerce Market Data
Markets Risers & Fallers
Commentary

Time Frame v

Ecommerce Market Data for the Arts and Crafts market October 2023

Ecommerce Metric	October 2023	October 2022	Difference	Growth
Sales Growth	Withheld	Withheld	Withheld	26.69%
Cost Per Acquisition	1.49%	2.29%	-0.80%	-34.81%
Visitors	Withheld	Withheld	Withheld	-13.37%
Conversion Rate	5.25%	4.03%	1.22%	30.23%
Average Order Value	£102.38	£93.49	£8.89	9.51%
Average Sale Price of Item	£23.76	£21.69	£2.07	9.54%
Revenue Per Visitor	£7.09	£4.85	£2.24	46.24%
Cost Per Visitor	£0.11	£0.11	-£0.01	-4.67%

Ecommerce Traffic Data for the Arts and Crafts market October 2023

Rank	Traffic Source	October 2023	October 2022	Growth %	Participating %	CPA %
1st	Google PPC	Withheld	Withheld	21.68%	Withheld	2.56%
2nd	IRP Email Marketing	Withheld	Withheld	-7.97%	Withheld	0.32%
3rd	Bing & Yahoo PPC	Withheld	Withheld	-31.61%	Withheld	5.52%

Ecommerce Service Provider Data for the Arts and Crafts market October 2023

Traffic Source:

Rank

Sales Growth

CPA %

Rank	Service Provider	October 2023	October 2022	Growth %	Source CPA %	Overall CPA %
1st	Withheld	Withheld	Withheld	21.68%	2.56%	1.49%

Historical Ecommerce Market Data for the Arts and Crafts market October 2023

Ecommerce Sales Growth Data

Summary

Sales Growth in the Arts and Crafts ecommerce market increased by 339.35% from -11.15% to 26.69% in October 2023 compared to October 2022.

Ecommerce Sales Data

Summary

Sales in the Arts and Crafts ecommerce market increased by an average of 26.69% in October 2023 compared to October 2022.

Ecommerce Cost Per Acquisition Data

Summary

The average CPA in the Arts and Crafts ecommerce market decreased by 34.81% from 2.29% to 1.49% in October 2023 compared to October 2022.

Ecommerce Conversion Rate Data

Summary

The average conversion rate in the Arts and Crafts ecommerce market increased by 30.23% from 4.03% to 5.25% in October 2023 compared to October 2022.

Ecommerce Average Order Value Data

Summary

Average Order Values in the Arts and Crafts ecommerce market increased by 9.51% from £93.49 to £102.38 in October 2023 compared to October 2022.

Ecommerce Visitors Data

Summary

Visitors in the Arts and Crafts ecommerce market decreased by an average of 13.37% in October 2023 compared to October 2022.

Ecommerce Revenue Per Visitor Data

Summary

Revenue Per Visitor in the Arts and Crafts ecommerce market increased by 46.24% from £4.85 to £7.09 in October 2023 compared to October 2022.

Ecommerce Cost Per Visitor Data

Summary

Cost Per Visitor in the Arts and Crafts ecommerce market decreased by 4.67% from £0.11 to £0.11 in October 2023 compared to October 2022.

Ecommerce Bounce Rate Data

Summary

The bounce rate in the Arts and Crafts ecommerce market decreased by 0.02% from 27.98% to 27.97% in October 2023 compared to October 2022.

Ecommerce Traffic Channel Data

Summary

In October 2023 the sales breakdown in the Arts and Crafts ecommerce market by Traffic Channel is Paid Search Marketing 55.4%, Direct 39.8% and Email Marketing 4.8%.

Ecommerce Revenue by Location

Summary

In October 2023 the sales breakdown in the Arts and Crafts ecommerce market by Location is Domestic 78.9% and International 21.1%.

Ecommerce Revenue by Device

Summary

In October 2023 the sales breakdown in the Arts and Crafts ecommerce market by Device is Desktop 57.5%, Mobile 42.5% and Tablet 0%.

International Sales Data

Summary

International sales percentage of total sales in the Arts and Crafts ecommerce market increased by an average of 3.41% from 20.37% to 21.07% in October 2023 compared to October 2022.

Ecommerce Average Sale Price Data

Summary

Average Sale Price of Item in the Arts and Crafts ecommerce market increased by an average of 9.54% from £21.69 to £23.76 in October 2023 compared to October 2022.

Ecommerce Agency Performance Data for the Arts and Crafts market October 2023

Rank		Agency	October 2023	October 2022	Growth %	CPA %
1st		Withheld	Withheld	Withheld	26.69%	1.49%

Ecommerce Markets Risers & Fallers October 2023

Ecommerce Sales Data

Rank	Ecommerce Market	Oct 2023	Oct 2022	Difference	Growth
1	Electrical & Commercial Equipment	Withheld	Withheld	Withheld	431.45%
2	Kitchen & Home Appliances	Withheld	Withheld	Withheld	44.17%
3	Pet Care	Withheld	Withheld	Withheld	43.31%
4	Toys, Games & Collectables	Withheld	Withheld	Withheld	34.98%
5	Arts and Crafts	Withheld	Withheld	Withheld	26.69%
6	Home Accessories and Giftware	Withheld	Withheld	Withheld	23.53%
7	Health and Wellbeing	Withheld	Withheld	Withheld	13.75%
8	Cars and Motorcycling	Withheld	Withheld	Withheld	7.19%
9	Food & Drink	Withheld	Withheld	Withheld	-6.40%
10	Fashion Clothing & Accessories	Withheld	Withheld	Withheld	-7.98%
11	Baby & Child	Withheld	Withheld	Withheld	-14.18%
12	Sports and Recreation	Withheld	Withheld	Withheld	-24.92%

Ecommerce Cost Per Acquisition Data

Rank	Ecommerce Market	Oct 2023	Oct 2022	Difference	Growth
1	Electrical & Commercial Equipment	12.05%	5.72%	6.33%	110.64%
2	Baby & Child	9.16%	8.48%	0.68%	8.02%
3	Fashion Clothing & Accessories	8.44%	8.09%	0.36%	4.40%
4	Sports and Recreation	8.06%	7.80%	0.26%	3.29%
5	Health and Wellbeing	13.52%	13.59%	-0.06%	-0.47%
6	Cars and Motorcycling	7.02%	7.28%	-0.26%	-3.55%
7	Kitchen & Home Appliances	4.79%	5.07%	-0.29%	-5.63%
8	Toys, Games & Collectables	5.00%	5.38%	-0.39%	-7.20%
9	Pet Care	8.69%	9.56%	-0.88%	-9.16%
10	Food & Drink	4.37%	5.20%	-0.83%	-15.94%
11	Arts and Crafts	1.49%	2.29%	-0.80%	-34.82%
12	Home Accessories and Giftware	6.24%	10.54%	-4.29%	-40.75%

Conversion Rate

Rank	Ecommerce Market	Oct 2023	Oct 2022	Difference	Growth
1	Electrical & Commercial Equipment	1.77%	0.81%	0.97%	119.93%
2	Cars and Motorcycling	1.57%	0.99%	0.58%	58.11%
3	Home Accessories and Giftware	1.90%	1.28%	0.62%	48.45%
4	Arts and Crafts	5.25%	4.03%	1.22%	30.23%
5	Pet Care	2.32%	1.86%	0.46%	24.73%
6	Health and Wellbeing	4.00%	3.23%	0.77%	23.98%
7	Toys, Games & Collectables	1.57%	1.38%	0.18%	13.07%
8	Kitchen & Home Appliances	3.00%	2.78%	0.22%	7.74%
9	Fashion Clothing & Accessories	1.86%	1.77%	0.08%	4.79%
10	Sports and Recreation	1.46%	1.45%	0.01%	0.52%
11	Food & Drink	1.27%	1.39%	-0.12%	-8.44%
12	Baby & Child	0.96%	1.06%	-0.11%	-10.09%

Ecommerce Average Order Value Data

Rank	Ecommerce Market	Oct 2023	Oct 2022	Difference	Growth
1	Cars and Motorcycling	£198.00	£144.05	£53.95	37.45%
2	Baby & Child	£193.96	£155.76	£38.20	24.52%
3	Toys, Games & Collectables	£120.59	£100.77	£19.82	19.67%
4	Arts and Crafts	£102.38	£93.49	£8.89	9.51%
5	Fashion Clothing & Accessories	£103.87	£96.02	£7.85	8.18%
6	Pet Care	£83.14	£80.96	£2.18	2.69%
7	Home Accessories and Giftware	£78.61	£77.92	£0.69	0.89%
8	Food & Drink	£117.46	£118.53	-£1.07	-0.90%
9	Health and Wellbeing	£48.00	£49.33	-£1.32	-2.68%
10	Electrical & Commercial Equipment	£114.39	£120.68	-£6.29	-5.21%
11	Kitchen & Home Appliances	£46.41	£52.30	-£5.90	-11.27%
12	Sports and Recreation	£89.28	£104.41	-£15.12	-14.48%

Ecommerce Market Commentary for October 2023

Ecommerce Data for October 2023

October 2023 Ecommerce sales increased by 6.10% YOY the month started off positively with initial positive growth of over 15%. This plateaued and hovered around the 8% mark before a small drop, some industries are continuing to grow, such Electrical Equipment and Pet Care. This shows there are opportunities out there. Interest rates have stabilised and currently sit at 5.25%. Inflation has reportedly dropped to 4.6% in October which may reduce the chances of further interest rate increases this year.

Ecommerce costs of Sales decreasing in October 2023

CPA% & COS (the percentage cost paid directly to marketing channels) was 7.93%, this is over a 5.93% decrease in spend compared to October 2022. This CPA% is also slightly lower than September 2023, acquiring customers profitability is still a challenge.

Octber 2023 average ecommerce conversion rates increases slightly YOY from 1.79% to 2.05%.

Sales through mobile channels continue to increase as a percentage of revenue share to 59%, this varies by market and customer segmentation.

The average ecommerce order value was £100.63 which is 3.48% up on October 2022.

IRP's 2023 prediction is a fairly positive outlook for the remainder of the year in the majority of markets, there are plenty of merchants continuing to grow revenue by increasing customer retention and acquiring new customers at the right cost.

Trade in November has got off to a strong start but we are continuing to monitor the markets to see how this is going to impact the Q4 peak trading season.

David D.

- 15 November 2023

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.

* 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.