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

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

Ecommerce Market Data for the Food & Drink market June 2024

Ecommerce Metric June 2024 June 2023 Difference Growth
Sales Growth Withheld Withheld Withheld 1.67%
Cost Per Acquisition 4.54% 4.81% -0.27% -5.61%
Visitors Withheld Withheld Withheld -21.35%
Conversion Rate 1.26% 1.36% -0.10% -7.33%
Average Order Value £109.42 £97.96 £11.46 11.70%
Average Sale Price of Item £26.68 £23.10 £3.58 15.50%
Revenue Per Visitor £1.53 £1.18 £0.35 29.58%
Cost Per Visitor £0.07 £0.06 £0.01 17.56%

Ecommerce Traffic Data for the Food & Drink market June 2024

Rank   Traffic Source June 2024 June 2023 Growth % % of Total Sales Participating % CPA %
1st Bing & Yahoo PPC Withheld Withheld 178.52% 0.09% 100% 5.42%
2nd IRP Email Marketing Withheld Withheld 13.00% 0.10% 100% 0.91%
3rd Google PPC Withheld Withheld -7.59% 0.35% 100% 11.89%

Ecommerce Service Provider Data for the Food & Drink market June 2024

Traffic Source:
Rank Service Provider June 2024 June 2023 Growth % Source CPA % Overall CPA %
1st Withheld Withheld Withheld -7.59% 11.89% 4.54%

Historical Ecommerce Market Data for the Food & Drink market June 2024

Ecommerce Sales Growth Data

Summary

Sales Growth in the Food & Drink ecommerce market increased by 110.14% from -16.43% to 1.67% in June 2024 compared to June 2023.

Ecommerce Sales Data

Summary

Sales in the Food & Drink ecommerce market increased by an average of 1.67% in June 2024 compared to June 2023.

Ecommerce Cost Per Acquisition Data

Summary

The average CPA in the Food & Drink ecommerce market decreased by 5.64% from 4.81% to 4.54% in June 2024 compared to June 2023.

Ecommerce Conversion Rate Data

Summary

The average conversion rate in the Food & Drink ecommerce market decreased by 7.69% from 1.36% to 1.26% in June 2024 compared to June 2023.

Ecommerce Average Order Value Data

Summary

Average Order Values in the Food & Drink ecommerce market increased by 11.70% from £97.96 to £109.42 in June 2024 compared to June 2023.

Ecommerce Visitors Data

Summary

Visitors in the Food & Drink ecommerce market decreased by an average of 21.35% in June 2024 compared to June 2023.

Ecommerce Revenue Per Visitor Data

Summary

Revenue Per Visitor in the Food & Drink ecommerce market increased by 29.27% from £1.18 to £1.53 in June 2024 compared to June 2023.

Ecommerce Cost Per Visitor Data

Summary

Cost Per Visitor in the Food & Drink ecommerce market increased by 21.98% from £0.06 to £0.07 in June 2024 compared to June 2023.

Ecommerce Bounce Rate Data

Summary

The bounce rate in the Food & Drink ecommerce market decreased by 3.17% from 49.27% to 47.71% in June 2024 compared to June 2023.

Ecommerce Traffic Channel Data

Summary

In June 2024 the sales breakdown in the Food & Drink ecommerce market by Traffic Channel is Paid Search Marketing 42.1%, Direct 38.1%, Affiliate Marketing 10.6% and Email Marketing 9.2%.

Ecommerce Revenue by Location

Summary

In June 2024 the sales breakdown in the Food & Drink ecommerce market by Location is Domestic 71.9% and International 28.1%.

Ecommerce Revenue by Device

Summary

In June 2024 the sales breakdown in the Food & Drink ecommerce market by Device is Mobile 54.4%, Desktop 40.6% and Tablet 5%.

International Sales Data

Summary

International sales percentage of total sales in the Food & Drink ecommerce market decreased by an average of 8.84% from 30.88% to 28.15% in June 2024 compared to June 2023.

Ecommerce Average Sale Price Data

Summary

Average Sale Price of Item in the Food & Drink ecommerce market increased by an average of 15.51% from £23.10 to £26.68 in June 2024 compared to June 2023.

Ecommerce Agency Performance Data for the Food & Drink market June 2024

Rank   Agency June 2024 June 2023 Growth % CPA %
1st Withheld Withheld Withheld 1.67% 4.54%

Ecommerce Markets Risers & Fallers June 2024

Ecommerce Sales Data

RankEcommerce MarketJun 2024Jun 2023DifferenceGrowth
1Electrical & Commercial EquipmentWithheldWithheldWithheld313.31%
2Toys, Games & CollectablesWithheldWithheldWithheld37.38%
3Baby & ChildWithheldWithheldWithheld28.05%
4Pet CareWithheldWithheldWithheld22.85%
5Arts and CraftsWithheldWithheldWithheld10.42%
6Fashion Clothing & AccessoriesWithheldWithheldWithheld6.82%
7Food & DrinkWithheldWithheldWithheld1.67%
8Kitchen & Home AppliancesWithheldWithheldWithheld-1.52%
9Cars and MotorcyclingWithheldWithheldWithheld-3.99%
10Health and WellbeingWithheldWithheldWithheld-15.95%
11Sports and RecreationWithheldWithheldWithheld-22.63%

Ecommerce Cost Per Acquisition Data

RankEcommerce MarketJun 2024Jun 2023DifferenceGrowth
1Electrical & Commercial Equipment9.50%6.80%2.70%39.68%
2Arts and Crafts1.56%1.41%0.15%10.63%
3Cars and Motorcycling6.14%5.95%0.19%3.16%
4Food & Drink4.54%4.81%-0.27%-5.64%
5Pet Care8.59%9.27%-0.68%-7.37%
6Baby & Child7.71%8.94%-1.23%-13.71%
7Sports and Recreation5.21%6.13%-0.92%-15.05%
8Fashion Clothing & Accessories7.72%9.21%-1.49%-16.16%
9Kitchen & Home Appliances4.31%5.55%-1.24%-22.36%
10Health and Wellbeing18.12%25.12%-7.01%-27.89%
11Toys, Games & Collectables6.30%10.92%-4.62%-42.30%

Conversion Rate

RankEcommerce MarketJun 2024Jun 2023DifferenceGrowth
1Toys, Games & Collectables2.29%1.51%0.78%51.26%
2Electrical & Commercial Equipment1.19%0.88%0.31%34.61%
3Baby & Child1.08%0.80%0.27%33.89%
4Pet Care2.67%2.09%0.58%27.62%
5Arts and Crafts5.16%4.46%0.70%15.70%
6Fashion Clothing & Accessories1.62%1.55%0.08%4.95%
7Kitchen & Home Appliances2.87%2.77%0.09%3.40%
8Cars and Motorcycling1.35%1.37%-0.02%-1.47%
9Food & Drink1.26%1.36%-0.11%-7.69%
10Sports and Recreation1.59%1.73%-0.14%-7.88%
11Health and Wellbeing3.06%5.40%-2.34%-43.27%

Ecommerce Average Order Value Data

RankEcommerce MarketJun 2024Jun 2023DifferenceGrowth
1Cars and Motorcycling£201.33£176.95£24.3813.78%
2Food & Drink£109.42£97.96£11.4611.70%
3Sports and Recreation£103.69£94.48£9.229.75%
4Kitchen & Home Appliances£50.84£47.71£3.136.56%
5Health and Wellbeing£42.49£42.29£0.210.48%
6Electrical & Commercial Equipment£159.93£163.09-£3.16-1.94%
7Fashion Clothing & Accessories£89.26£91.16-£1.90-2.08%
8Toys, Games & Collectables£77.38£79.19-£1.81-2.29%
9Arts and Crafts£101.68£105.88-£4.20-3.97%
10Pet Care£82.52£91.33-£8.82-9.65%
11Baby & Child£176.07£196.01-£19.95-10.18%

Ecommerce Market Commentary for June 2024

Ecommerce Data for June 2024

June 2024 Ecommerce sales increased by 4.90% YOY, this was off the back of a strong April May sales increased 6.59%. The poor at the beginning of June y supressed sales for some merchants however Summer sales were underway with the fashion retailers..  A number of sectors are continuing to grow such as Electrical Equipment, Kitchen & Home Applicances and Fashion. This shows there are opportunities out there. Inflation in May is reported at 4.2% and Bank of England Interest rates stayed at 5.25% in Junw. It is reported that the Bank of England will probably begin to ease interest rates during the summer as pressure is growing for them to do so.

Ecommerce costs of Sales decreasing in June 2024

CPA% & COS (the percentage cost paid directly to marketing channels) was 7.84%, this was a 14.87% decrease in spend compared to June 2023. This CPA% is also slightly lower than May 2024, acquiring customers profitability is still a challenge.

June 2024 average ecommerce conversion rates increased YOY from 1.47% to 1.92%.  (+31%)

Sales through mobile channels continue to increase as a percentage of revenue share to 60%, this varies by market and customer segmentation.

The average ecommerce order value was £99.72 which is 1.15% up on June 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 marketshare.

The release of IRP Commerce Cloud Version 9.1 and rolled out earlier in the year and we are seeing improved conversion rates with the UX improvements on listing pages.

July 2024 has got off to a positive start with stonger growth expected through the month.

- 17 July 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.

* 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 0.10%
July 2024 v July 2023 4.80%
YTD 2024 v 2023 14.38%
Arts and Crafts 0.12%
Baby & Child 0.17%
Cars and Motorcycling 0.44%
Electrical & Commercial Equipment 0.12%
Fashion Clothing & Accessories 0.12%
Food & Drink 0.24%
Health and Wellbeing 0.10%
Kitchen & Home Appliances 0.12%
Pet Care 0.04%
Sports and Recreation 0.03%
Toys, Games & Collectables 0.19%
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