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Ecommerce Market Data and Ecommerce Benchmarks

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

Ecommerce Market Data November 2024

Ecommerce Metric November 2024 November 2023 Difference Growth
Sales Growth Withheld Withheld Withheld 3.82%
Cost Per Acquisition 8.27% 7.53% 0.74% 9.82%
Visitors Withheld Withheld Withheld 14.17%
Conversion Rate 2.05% 2.27% -0.22% -9.70%
Average Order Value £114.25 £105.07 £9.18 8.74%
Average Sale Price of Item £62.45 £53.65 £8.80 16.40%
Revenue Per Visitor £1.71 £1.88 -£0.17 -9.06%
Cost Per Visitor £0.14 £0.15 -£0.01 -6.89%

Ecommerce Traffic Data November 2024

Rank   Traffic Source November 2024 November 2023 Growth % % of Total Sales Participating % CPA %
1st Google PPC Withheld Withheld 3.71% 53.70% 91.9% 12.39%
2nd IRP Email Marketing Withheld Withheld 19.59% 10.96% 100% 0.71%
3rd AWIN Withheld Withheld -20.88% 6.06% 29.7% 6.62%
4th Bing & Yahoo PPC Withheld Withheld 22.70% 1.77% 43.2% 9.70%
5th Webgains Withheld Withheld -20.95% 0.73% 8.1% 12.79%
6th Facebook Paid Withheld Withheld -17.38% 0.63% 27% 84.36%

Ecommerce Service Provider Data November 2024

Traffic Source:
Rank Service Provider November 2024 November 2023 Growth % Source CPA % Overall CPA %
1st Withheld Withheld Withheld 20.67% 14.33% 8.47%
2nd Withheld Withheld Withheld 13.10% 11.02% 8.26%
3rd Withheld Withheld Withheld 4.98% 10.16% 5.53%
4th Withheld Withheld Withheld 2.22% 12.14% 8.41%
5th Withheld Withheld Withheld 1.11% 7.19% 4.37%
6th Withheld Withheld Withheld -8.16% 16.89% 9.97%
7th Withheld Withheld Withheld -20.26% 18.92% 10.77%
8th Withheld Withheld Withheld -25.51% 40.13% 26.75%
9th Withheld Withheld Withheld -33.33% 19.26% 12.71%
10th Withheld Withheld Withheld -59.83% 32.13% 7.08%

Historical Ecommerce Market Data November 2024

Ecommerce Sales Growth Data

Summary

Sales Growth in the Ecommerce Market decreased by 66.80% from 11.51% to 3.82% in November 2024 compared to November 2023.

Ecommerce Sales Data

Summary

Sales in the Ecommerce Market increased by an average of 3.82% in November 2024 compared to November 2023.

Ecommerce Cost Per Acquisition Data

Summary

The average CPA in the Ecommerce Market increased by 9.82% from 7.53% to 8.27% in November 2024 compared to November 2023.

Ecommerce Conversion Rate Data

Summary

The average conversion rate in the Ecommerce Market decreased by 9.44% from 2.27% to 2.05% in November 2024 compared to November 2023.

Ecommerce Average Order Value Data

Summary

Average Order Values in the Ecommerce Market increased by 8.74% from £105.07 to £114.25 in November 2024 compared to November 2023.

Ecommerce Visitors Data

Summary

Visitors in the Ecommerce Market increased by an average of 14.17% in November 2024 compared to November 2023.

Ecommerce Revenue Per Visitor Data

Summary

Revenue Per Visitor in the Ecommerce Market decreased by 9.06% from £1.88 to £1.71 in November 2024 compared to November 2023.

Ecommerce Cost Per Visitor Data

Summary

Cost Per Visitor in the Ecommerce Market decreased by 2.88% from £0.15 to £0.14 in November 2024 compared to November 2023.

Ecommerce Bounce Rate Data

Summary

The bounce rate in the Ecommerce Market increased by 4.46% from 36.32% to 37.94% in November 2024 compared to November 2023.

Ecommerce Traffic Channel Data

Summary

In November 2024 the sales breakdown in the ecommerce market by Traffic Channel is Paid Search Marketing 55.5%, Direct 24.6%, Email Marketing 11%, Affiliate Marketing 7.2%, Other 1.2% and Paid Social Media Marketing 0.6%.

Ecommerce Revenue by Location

Summary

In November 2024 the sales breakdown in the ecommerce market by Location is Domestic 59.2% and International 40.8%.

Ecommerce Revenue by Device

Summary

In November 2024 the sales breakdown in the ecommerce market by Device is Mobile 65.2%, Desktop 33.3% and Tablet 1.5%.

International Sales Data

Summary

International sales percentage of total sales in the Ecommerce Market increased by an average of 9.32% from 37.35% to 40.84% in November 2024 compared to November 2023.

Ecommerce Average Sale Price Data

Summary

Average Sale Price of Item sales in the Ecommerce Market increased by an average of 16.41% from £53.65 to £62.45 in November 2024 compared to November 2023.

Ecommerce Agency Performance Data November 2024

Rank   Agency November 2024 November 2023 Growth % CPA %
1st Withheld Withheld Withheld 29.93% 8.30%
2nd Withheld Withheld Withheld 16.37% 9.17%
3rd Withheld Withheld Withheld 3.03% 7.46%
4th Withheld Withheld Withheld 1.78% 8.90%
5th Withheld Withheld Withheld 0.81% 8.80%
6th Withheld Withheld Withheld -0.31% 5.92%
7th Withheld Withheld Withheld -4.65% 6.56%
8th Withheld Withheld Withheld -37.28% 12.71%

Ecommerce Markets Risers & Fallers November 2024

Ecommerce Sales Data

RankEcommerce MarketNov 2024Nov 2023DifferenceGrowth
1Toys, Games & CollectablesWithheldWithheldWithheld83.41%
2Baby & ChildWithheldWithheldWithheld52.72%
3Kitchen & Home AppliancesWithheldWithheldWithheld10.52%
4Cars and MotorcyclingWithheldWithheldWithheld8.10%
5Pet CareWithheldWithheldWithheld4.19%
6Arts and CraftsWithheldWithheldWithheld2.62%
7Fashion Clothing & AccessoriesWithheldWithheldWithheld2.52%
8Sports and RecreationWithheldWithheldWithheld1.24%
9Food & DrinkWithheldWithheldWithheld-6.06%
10Health and WellbeingWithheldWithheldWithheld-10.54%
11Electrical & Commercial EquipmentWithheldWithheldWithheld-36.67%

Ecommerce Cost Per Acquisition Data

RankEcommerce MarketNov 2024Nov 2023DifferenceGrowth
1Toys, Games & Collectables6.21%4.42%1.79%40.52%
2Fashion Clothing & Accessories8.96%7.71%1.24%16.11%
3Cars and Motorcycling6.65%6.03%0.61%10.14%
4Arts and Crafts1.73%1.59%0.13%8.33%
5Sports and Recreation6.99%6.46%0.53%8.28%
6Pet Care8.55%7.99%0.56%7.04%
7Health and Wellbeing16.54%15.65%0.89%5.69%
8Kitchen & Home Appliances5.11%4.96%0.16%3.21%
9Electrical & Commercial Equipment11.08%11.37%-0.30%-2.60%
10Food & Drink3.58%3.72%-0.14%-3.87%
11Baby & Child6.84%8.18%-1.34%-16.40%

Conversion Rate

RankEcommerce MarketNov 2024Nov 2023DifferenceGrowth
1Health and Wellbeing4.55%4.00%0.54%13.56%
2Kitchen & Home Appliances3.14%3.19%-0.05%-1.66%
3Arts and Crafts4.90%5.01%-0.11%-2.11%
4Sports and Recreation1.66%1.72%-0.06%-3.34%
5Toys, Games & Collectables2.32%2.43%-0.11%-4.70%
6Pet Care2.17%2.50%-0.33%-13.02%
7Food & Drink1.45%1.70%-0.25%-14.96%
8Fashion Clothing & Accessories1.76%2.16%-0.40%-18.41%
9Cars and Motorcycling1.12%1.47%-0.34%-23.41%
10Electrical & Commercial Equipment1.28%1.69%-0.41%-24.16%
11Baby & Child0.92%1.24%-0.33%-26.25%

Ecommerce Average Order Value Data

RankEcommerce MarketNov 2024Nov 2023DifferenceGrowth
1Baby & Child£286.38£167.26£119.1371.23%
2Pet Care£109.04£91.93£17.1118.61%
3Cars and Motorcycling£195.81£182.14£13.687.51%
4Sports and Recreation£104.68£98.67£6.016.10%
5Kitchen & Home Appliances£50.96£49.98£0.981.96%
6Food & Drink£116.17£114.64£1.531.33%
7Arts and Crafts£96.95£101.53-£4.58-4.51%
8Fashion Clothing & Accessories£97.04£102.10-£5.06-4.96%
9Health and Wellbeing£45.81£48.56-£2.76-5.67%
10Toys, Games & Collectables£95.38£113.03-£17.65-15.62%
11Electrical & Commercial Equipment£115.44£157.41-£41.97-26.66%

Ecommerce Market Commentary for November 2024

Ecommerce Data Commentary: November 2024

Overall Performance

eCommerce sales on the IRP platform saw a +3.82% year-over-year (YOY) increase in November 2024. According to BDO online sales across all three categories (fashion, homeware and lifestyle) fell by -7.8%, the worst result since March 2022.

Noteworthy sector growth includes:

  • Toys, Games & Collectibles: +83.41%
  • Baby & Child: +52.72%

Strong conversion rates were observed in:

  • Kitchen & Health and Wellbeing: 4.56%
  • Kitchen & Home Appliances: 3.14%

Economic Influences

November sales trends on IRP outpaced those of the wider UK economy with +3.82% YOY growth v -7.8% for UK online retail in general.

  • Consumer Caution: A late Black Friday surpressed online sales through to the last week in November. Some merchants on the IRP have very strong YOY sales growth at +50% over the Black Friday weekend. Good sales continues over the weekend as Cyber Monday fell into Decemember. We'll await the impact of this.
  • Macroeconomic Pressures: The continued weakness of the Euro will have positive and negative impacts for both UK and Euro Zone based merchants well into 2025. Merchants need to consider the impact that exchange rates will have on their businesses and price accordingly. The European Central bank has indicated a number of further interest rates cuts that will keep the Euro depressed against other major currencies into 2025. The impact of GPSR regulation coming into effect on the 13 December in NI remain to be seen.

Key Challenges for 2025:

  • Merchants will need to grow sales simply to maintain profitability.
  • Businesses lacking real-time visibility on margins risk significant financial strain.

Opportunities for Growth

  • International Sales: A weaker euro presents opportunities for merchants targeting global markets, where IRP merchants are well-positioned.

Dan Loughlin, IRP CEO, emphasised, “Markets are competitive - Merchants face Traffic Costs & Margin pressure. PROFIT remains the core challenge in eCommerce.”

Cost and Conversion Trends

  • Cost of Sales (COS): CPA% (percentage spent on marketing channels) reached 8.27%, marking a 9.82% YOY increase. The higher CPA% reflects challenges in converting cautious consumers.
  • Conversion Rates: November 2024 rates fell YOY from 2.27% to 2.051% (-9.70%), highlighting increased price sensitivity.

Positive Metrics

Despite market tightening, there are bright spots:

  • Average Order Value (AOV): £114.25, up 8.74% YOY.
  • Average Sale Price per Item: Increased 16.40% YOY.
  • Mobile Channel Growth: Revenue share from mobile devices reached 55.5%, varying by market and segment.

Looking Ahead: Christmas and the New Year

The last weeks of the year including Black Friday's late arrival in the year may further impact customer sentiment in the Golden Quarter. Those merchants that protect margins at this time will have options in the New Year.

  • Macroeconomic Shifts: UK/EU exchange rates and GPSR regulation coming into effect on the 13 December in NI.
  • Customer Acquisition Strategies: For merchants acquiring customers at sustainable costs, significant opportunities remain to grow and capture market share.

IRP’s Forecast:

While tightening conditions will challenge many, Merchants who adopt Profitable Trading Strategies and cost-efficient operations will take Market Share.

- 13 December 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.

Click here for Northern Ireland eCcommerce Benchmarks and KPIs

* 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 0.03%
December 2024 v December 2023 23.66%
YTD 2024 v 2023 8.41%
Arts and Crafts 0.02%
Baby & Child 0.13%
Cars and Motorcycling 0.06%
Electrical & Commercial Equipment 0.20%
Fashion Clothing & Accessories 0.14%
Food & Drink 0.28%
Health and Wellbeing 0.04%
Kitchen & Home Appliances 0.10%
Pet Care 0.00%
Sports and Recreation 0.08%
Toys, Games & Collectables 0.04%

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