Ecommerce Market Data and Ecommerce Benchmarks for the Kitchen & Home Appliances market

Ecommerce Data Commentary: July 2025 +32.66% YOY

Overall Performance

eCommerce sales on the IRP platform saw a 32.66% year-over-year (YOY) increase in July 2025. According to the Trading Economics retail overall sales grew 1.8% in July. Increases in Organic Traffic and International Sales are helping IRP Merchants significantly outperform UK online sales.

Noteworthy sector growth includes:

• Baby & Child: +358.26%
• Cars and Motorcycling: +122.20%

Strong conversion rates were observed in:

• Arts & Crafts: 4.15%
• Kitchen & Home Appliances: 3.49%
• Health and Wellbeing: 3.44%

Economic Influences

July sales trends on IRP significantly outpaced those of the wider UK economy with +32.66% YOY growth v +8.3% for UK online non food retail (reported by BDO) and +1.8% YOY for UK retail in general. Helen Dickinson, Chief Executive of the British Retail Consortium, warned: “With sales growth at these levels, it is barely touching the sides of covering the £7 billion in new costs imposed on retailers at the last Budget.

• Consumer Caution: Online sales in July were driven by continued good weather across the UK. UK Fashion saw ecommerce sales growing by +10.1% compared to in-store sales of just +1.3%.
• Macroeconomic Pressures:New business costs imposed on retailers are now impacting growth and profitability.

Key Challenges for 2025:

• Ongoing cost pressures on SME’s continues to dampen business investment, employment and growth.
• US and retaliatory tariffs from the Euro Zone continue to impact business sentiment.
• Selling in international markets will become more important than ever for cash strapped merchants.

Opportunities for Growth

• International Sales: The US Dollar continues to weaken against the Euro and Sterling. Merchant depending on these markets will have to work harder to attract US customers.

Cost and Conversion Trends

• Cost of Sales (COS): CPA% (percentage spent on marketing channels) reached 9.14%, marking a +23.00% YOY increase. The CPA% reflects Merchants and Agency are having to work harder to attract shoppers.
• Conversion Rates: July 2025 rates rose YOY from 1.76% to 1.90% (+7.98%), highlighting increased price sensitivity and consumer belt tightening.

Positive Metrics

Despite market tightening, there are bright spots:

• Average Order Value (AOV): £109.09, up 11.85% YOY.
• Average Sale Price per Item: Increased 11.85% YOY.
• Mobile Channel Sales Share: 62.70%.
• International Sales: 40.80%

IRP’s Forecast:

July shows that the IRP Platform and Service Marketplace continue to significantly outperform both UK online retail and wider retail economy IRP continues to provide Merchants a way to beat the wider market. Innovation and competition between Agencies and Service Providers continues to deliver for Merchants.