Ecommerce Market Data and Ecommerce Benchmarks

CURRENT GROWTH PROJECTIONS

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Ecommerce Market Data
Markets Risers & Fallers
Commentary

Time Frame v

Ecommerce Market Data April 2023

Ecommerce Metric	April 2023	April 2022	Difference	Growth
Sales Growth	Withheld	Withheld	Withheld	-0.69%
Cost Per Acquisition	8.58%	8.82%	-0.24%	-2.74%
Visitors	Withheld	Withheld	Withheld	-0.57%
Conversion Rate	1.82%	1.70%	0.12%	6.89%
Average Order Value	£106.91	£93.19	£13.72	14.72%
Average Sale Price of Item	£50.80	£46.74	£4.07	8.70%
Revenue Per Visitor	£1.38	£1.38	-£0.00	-0.13%
Cost Per Visitor	£0.11	£0.12	-£0.01	-8.07%

Ecommerce Traffic Data April 2023

Rank	Traffic Source	April 2023	April 2022	Growth %	Participating %	CPA %
1st	Google PPC	Withheld	Withheld	-1.91%	Withheld	11.18%
2nd	IRP Email Marketing	Withheld	Withheld	31.07%	Withheld	1.65%
3rd	AWIN	Withheld	Withheld	-27.37%	Withheld	6.50%
4th	Bing & Yahoo PPC	Withheld	Withheld	-22.48%	Withheld	14.27%
5th	Facebook Paid	Withheld	Withheld	-32.54%	Withheld	80.96%
6th	Webgains	Withheld	Withheld	-67.89%	Withheld	5.88%
7th	Commission Junction	Withheld	Withheld	-39.28%	Withheld	6.76%
8th	Conectia	Withheld	Withheld	0.00%	Withheld	10.00%

Ecommerce Service Provider Data April 2023

Traffic Source:

Rank

Sales Growth

CPA %

Rank	Service Provider	April 2023	April 2022	Growth %	Source CPA %	Overall CPA %
1st	Withheld	Withheld	Withheld	34.24%	9.23%	6.23%
2nd	Withheld	Withheld	Withheld	6.61%	9.12%	5.56%
3rd	Withheld	Withheld	Withheld	5.78%	18.10%	9.34%
4th	Withheld	Withheld	Withheld	-1.74%	21.02%	9.46%
5th	Withheld	Withheld	Withheld	-4.02%	23.50%	7.68%
6th	Withheld	Withheld	Withheld	-5.26%	9.20%	6.57%
7th	Withheld	Withheld	Withheld	-11.64%	19.31%	15.49%
8th	Withheld	Withheld	Withheld	-25.11%	18.50%	9.30%
9th	Withheld	Withheld	Withheld	-32.29%	46.52%	29.52%
10th	Withheld	Withheld	Withheld	-37.79%	11.69%	9.66%
11th	Withheld	Withheld	Withheld	-60.49%	15.60%	12.56%

Historical Ecommerce Market Data April 2023

Ecommerce Sales Growth Data

Summary

Sales Growth in the Ecommerce Market increased by 97.10% from -23.91% to -0.69% in April 2023 compared to April 2022.

Ecommerce Sales Data

Summary

Sales in the Ecommerce Market decreased by an average of 0.69% in April 2023 compared to April 2022.

Ecommerce Cost Per Acquisition Data

Summary

The average CPA in the Ecommerce Market decreased by 2.74% from 8.82% to 8.58% in April 2023 compared to April 2022.

Ecommerce Conversion Rate Data

Summary

The average conversion rate in the Ecommerce Market increased by 6.89% from 1.70% to 1.82% in April 2023 compared to April 2022.

Ecommerce Average Order Value Data

Summary

Average Order Values in the Ecommerce Market increased by 14.72% from £93.19 to £106.91 in April 2023 compared to April 2022.

Ecommerce Visitors Data

Summary

Visitors in the Ecommerce Market decreased by an average of 0.57% in April 2023 compared to April 2022.

Ecommerce Revenue Per Visitor Data

Summary

Revenue Per Visitor in the Ecommerce Market decreased by 0.13% from £1.38 to £1.38 in April 2023 compared to April 2022.

Ecommerce Cost Per Visitor Data

Summary

Cost Per Visitor in the Ecommerce Market decreased by 8.07% from £0.12 to £0.11 in April 2023 compared to April 2022.

Ecommerce Bounce Rate Data

Summary

The bounce rate in the Ecommerce Market increased by 3.62% from 55.04% to 57.03% in April 2023 compared to April 2022.

Ecommerce Traffic Channel Data

Summary

In April 2023 the sales breakdown in the ecommerce market by Traffic Channel is Paid Search Marketing 56%, Direct 27.5%, Email Marketing 8.4%, Affiliate Marketing 7.1% and Paid Social Media Marketing 1%.

Ecommerce Revenue by Location

Summary

In April 2023 the sales breakdown in the ecommerce market by Location is Domestic 51.3% and International 48.7%.

Ecommerce Revenue by Device

Summary

In April 2023 the sales breakdown in the ecommerce market by Device is Mobile 55.2%, Desktop 42.3% and Tablet 2.5%.

International Sales Data

Summary

International sales percentage of total sales in the Ecommerce Market increased by an average of 7.40% from 36.14% to 38.82% in April 2023 compared to April 2022.

Ecommerce Average Sale Price Data

Summary

Average Sale Price of Item sales in the Ecommerce Market increased by an average of 8.70% from £46.74 to £50.80 in April 2023 compared to April 2022.

Ecommerce Agency Performance Data April 2023

Rank	Agency	April 2023	April 2022	Growth %	CPA %
1st	Withheld	Withheld	Withheld	16.76%	12.43%
2nd	Withheld	Withheld	Withheld	8.77%	6.91%
3rd	Withheld	Withheld	Withheld	-6.44%	6.86%
4th	Withheld	Withheld	Withheld	-6.50%	7.10%
5th	Withheld	Withheld	Withheld	-8.09%	9.81%

Ecommerce Markets Risers & Fallers April 2023

Ecommerce Sales Data

Rank	Ecommerce Market	Apr 2023	Apr 2022	Difference	Growth
1	Pet Care	Withheld	Withheld	Withheld	50.50%
2	Kitchen & Home Appliances	Withheld	Withheld	Withheld	28.18%
3	Arts and Crafts	Withheld	Withheld	Withheld	25.67%
4	Baby & Child	Withheld	Withheld	Withheld	24.24%
5	Food & Drink	Withheld	Withheld	Withheld	19.05%
6	Cars and Motorcycling	Withheld	Withheld	Withheld	16.54%
7	Toys, Games & Collectables	Withheld	Withheld	Withheld	3.23%
8	Electrical & Commercial Equipment	Withheld	Withheld	Withheld	-1.61%
9	Home Accessories and Giftware	Withheld	Withheld	Withheld	-1.65%
10	Health and Wellbeing	Withheld	Withheld	Withheld	-2.19%
11	Sports and Recreation	Withheld	Withheld	Withheld	-9.10%
12	Fashion Clothing & Accessories	Withheld	Withheld	Withheld	-17.35%

Ecommerce Cost Per Acquisition Data

Rank	Ecommerce Market	Apr 2023	Apr 2022	Difference	Growth
1	Toys, Games & Collectables	15.49%	8.47%	7.02%	82.89%
2	Health and Wellbeing	17.23%	16.07%	1.16%	7.21%
3	Fashion Clothing & Accessories	9.39%	9.10%	0.29%	3.17%
4	Electrical & Commercial Equipment	7.48%	7.39%	0.09%	1.20%
5	Arts and Crafts	1.55%	1.61%	-0.07%	-4.15%
6	Cars and Motorcycling	5.54%	5.89%	-0.34%	-5.85%
7	Home Accessories and Giftware	9.30%	9.91%	-0.61%	-6.11%
8	Sports and Recreation	8.08%	8.65%	-0.56%	-6.50%
9	Food & Drink	5.02%	5.83%	-0.81%	-13.97%
10	Pet Care	6.43%	8.26%	-1.82%	-22.10%
11	Kitchen & Home Appliances	3.81%	5.95%	-2.14%	-35.92%
12	Baby & Child	7.72%	12.81%	-5.09%	-39.72%

Conversion Rate

Rank	Ecommerce Market	Apr 2023	Apr 2022	Difference	Growth
1	Pet Care	1.95%	1.39%	0.57%	40.91%
2	Health and Wellbeing	4.22%	3.47%	0.74%	21.44%
3	Baby & Child	0.86%	0.72%	0.14%	19.82%
4	Sports and Recreation	1.67%	1.41%	0.26%	18.44%
5	Cars and Motorcycling	1.34%	1.19%	0.15%	12.28%
6	Kitchen & Home Appliances	2.93%	2.77%	0.16%	5.78%
7	Arts and Crafts	4.35%	4.29%	0.06%	1.34%
8	Fashion Clothing & Accessories	1.42%	1.52%	-0.10%	-6.45%
9	Electrical & Commercial Equipment	1.22%	1.32%	-0.10%	-7.48%
10	Food & Drink	1.12%	1.26%	-0.14%	-11.18%
11	Toys, Games & Collectables	1.12%	1.78%	-0.66%	-36.92%
12	Home Accessories and Giftware	0.65%	1.17%	-0.52%	-44.28%

Ecommerce Average Order Value Data

Rank	Ecommerce Market	Apr 2023	Apr 2022	Difference	Growth
1	Pet Care	£90.36	£41.83	£48.53	116.01%
2	Cars and Motorcycling	£219.17	£145.97	£73.20	50.14%
3	Baby & Child	£189.23	£139.42	£49.82	35.73%
4	Fashion Clothing & Accessories	£95.38	£81.49	£13.88	17.04%
5	Electrical & Commercial Equipment	£170.82	£149.60	£21.22	14.18%
6	Arts and Crafts	£97.33	£89.41	£7.92	8.86%
7	Food & Drink	£118.84	£109.56	£9.28	8.47%
8	Home Accessories and Giftware	£82.42	£77.50	£4.92	6.35%
9	Health and Wellbeing	£43.17	£42.59	£0.58	1.36%
10	Sports and Recreation	£103.99	£106.39	-£2.39	-2.25%
11	Kitchen & Home Appliances	£47.17	£50.76	-£3.60	-7.08%
12	Toys, Games & Collectables	£70.91	£81.47	-£10.56	-12.96%

Ecommerce Market Commentary for April 2023

Ecommerce Data for April 2023

April 2023 Ecommerce sales decreased by 0.69% YOY the month started off positively with the first two weeks off the month showing positive growth of over 20%. This plateaued and then tailed off towards the end of the month, however some industries are continuing to grow, it shows there are opportunities out there. Rising interest rates and the impact of global inflation are continuing to take a toll on consumer sentiment. Return Rates are continuing to be a major factor for ecommerce businesses.

Ecommerce Gross Profits increasing & Ecommerce costs of Sales rising in April 2023

CPA% & COS (the percentage cost paid directly to marketing channels) was 8.58%, this is nearly a 0.25% drop in spend compared to April 2022. This CPA% is nearly 20% higher than March 2023 showing that acquiring customers profitability is still a challenge.

April 2023 average ecommerce conversion rates increases slightly YOY from 1.79% to 1.82%.

Sales through mobile channels continue to increase as a percentage of revenue share to 55.2%, but this varies by market and customer segmentation. This is the first month in a while that mobile revenue has been under 60%.

The average ecommerce order value was £106.91 - which is 14.72% up on April 2022.

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

We are watching the markets as we move through May to see how this is going to impact the longer term of ecommerce.

David D.

- 15 May 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.

* 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.