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Ecommerce Market Data and Ecommerce Benchmarks

CURRENT GROWTH PROJECTIONS
TODAY'S GROWTH + %
JANUARY 2025 GROWTH + %
2025 YEARLY GROWTH + %
Time Frame v

Ecommerce Market Data December 2024

Ecommerce Metric December 2024 December 2023 Difference Growth
Sales Growth Withheld Withheld Withheld 16.01%
Cost Per Acquisition 8.52% 7.43% 1.09% 14.67%
Visitors Withheld Withheld Withheld 17.71%
Conversion Rate 2.17% 2.23% -0.06% -2.69%
Average Order Value £102.18 £98.06 £4.12 4.20%
Average Sale Price of Item £55.78 £52.38 £3.40 6.49%
Revenue Per Visitor £1.64 £1.67 -£0.03 -1.80%
Cost Per Visitor £0.15 £0.13 £0.02 15.53%

Ecommerce Traffic Data December 2024

Rank   Traffic Source December 2024 December 2023 Growth % % of Total Sales Participating % CPA %
1st Google PPC Withheld Withheld 14.01% 54.08% 91.9% 13.24%
2nd IRP Email Marketing Withheld Withheld 53.16% 10.20% 100% 0.78%
3rd AWIN Withheld Withheld -10.98% 5.20% 29.7% 6.48%
4th Bing & Yahoo PPC Withheld Withheld 33.02% 1.77% 40.5% 12.03%
5th Webgains Withheld Withheld -14.09% 1.00% 8.1% 9.23%
6th Facebook Paid Withheld Withheld 58.44% 0.41% 21.6% 143.41%
7th Other Source Withheld Withheld 0.00% 0.00% 2.7% 0.00%

Ecommerce Service Provider Data December 2024

Traffic Source:
Rank Service Provider December 2024 December 2023 Growth % Source CPA % Overall CPA %
1st Withheld Withheld Withheld 142.77% 13.44% 6.20%
2nd Withheld Withheld Withheld 112.62% 14.89% 10.45%
3rd Withheld Withheld Withheld 21.30% 12.08% 8.29%
4th Withheld Withheld Withheld 16.94% 7.29% 3.97%
5th Withheld Withheld Withheld 15.48% 12.06% 6.11%
6th Withheld Withheld Withheld 8.01% 11.95% 9.17%
7th Withheld Withheld Withheld 3.41% 15.91% 9.32%
8th Withheld Withheld Withheld 2.41% 12.83% 8.77%
9th Withheld Withheld Withheld -13.46% 19.69% 11.42%
10th Withheld Withheld Withheld -24.53% 37.59% 28.73%

Historical Ecommerce Market Data December 2024

Ecommerce Sales Growth Data

Summary

Sales Growth in the Ecommerce Market increased by 7.47% from 14.89% to 16.01% in December 2024 compared to December 2023.

Ecommerce Sales Data

Summary

Sales in the Ecommerce Market increased by an average of 16.01% in December 2024 compared to December 2023.

Ecommerce Cost Per Acquisition Data

Summary

The average CPA in the Ecommerce Market increased by 14.59% from 7.43% to 8.52% in December 2024 compared to December 2023.

Ecommerce Conversion Rate Data

Summary

The average conversion rate in the Ecommerce Market decreased by 2.72% from 2.23% to 2.17% in December 2024 compared to December 2023.

Ecommerce Average Order Value Data

Summary

Average Order Values in the Ecommerce Market increased by 4.21% from £98.06 to £102.18 in December 2024 compared to December 2023.

Ecommerce Visitors Data

Summary

Visitors in the Ecommerce Market increased by an average of 17.71% in December 2024 compared to December 2023.

Ecommerce Revenue Per Visitor Data

Summary

Revenue Per Visitor in the Ecommerce Market decreased by 1.45% from £1.67 to £1.64 in December 2024 compared to December 2023.

Ecommerce Cost Per Visitor Data

Summary

Cost Per Visitor in the Ecommerce Market increased by 13.50% from £0.13 to £0.15 in December 2024 compared to December 2023.

Ecommerce Bounce Rate Data

Summary

The bounce rate in the Ecommerce Market increased by 4.91% from 37.20% to 39.02% in December 2024 compared to December 2023.

Ecommerce Traffic Channel Data

Summary

In December 2024 the sales breakdown in the ecommerce market by Traffic Channel is Paid Search Marketing 55.9%, Direct 24.7%, Email Marketing 10.2%, Affiliate Marketing 6.8%, Other 1.9% and Paid Social Media Marketing 0.5%.

Ecommerce Revenue by Location

Summary

In December 2024 the sales breakdown in the ecommerce market by Location is Domestic 59.9% and International 40.1%.

Ecommerce Revenue by Device

Summary

In December 2024 the sales breakdown in the ecommerce market by Device is Mobile 68.1%, Desktop 30.6% and Tablet 1.3%.

International Sales Data

Summary

International sales percentage of total sales in the Ecommerce Market increased by an average of 11.55% from 35.93% to 40.08% in December 2024 compared to December 2023.

Ecommerce Average Sale Price Data

Summary

Average Sale Price of Item sales in the Ecommerce Market increased by an average of 6.50% from £52.38 to £55.78 in December 2024 compared to December 2023.

Ecommerce Agency Performance Data December 2024

Rank   Agency December 2024 December 2023 Growth % CPA %
1st Withheld Withheld Withheld 105.44% 7.10%
2nd Withheld Withheld Withheld 53.25% 10.17%
3rd Withheld Withheld Withheld 25.44% 7.84%
4th Withheld Withheld Withheld 9.93% 5.60%
5th Withheld Withheld Withheld 9.82% 7.10%
6th Withheld Withheld Withheld 8.29% 9.94%
7th Withheld Withheld Withheld 5.72% 9.53%
8th Withheld Withheld Withheld 2.72% 8.77%

Ecommerce Markets Risers & Fallers December 2024

Ecommerce Sales Data

RankEcommerce MarketDec 2024Dec 2023DifferenceGrowth
1Toys, Games & CollectablesWithheldWithheldWithheld34.77%
2Pet CareWithheldWithheldWithheld33.30%
3Fashion Clothing & AccessoriesWithheldWithheldWithheld24.52%
4Cars and MotorcyclingWithheldWithheldWithheld18.46%
5Baby & ChildWithheldWithheldWithheld16.23%
6Sports and RecreationWithheldWithheldWithheld12.97%
7Kitchen & Home AppliancesWithheldWithheldWithheld2.55%
8Arts and CraftsWithheldWithheldWithheld-3.11%
9Food & DrinkWithheldWithheldWithheld-12.77%
10Health and WellbeingWithheldWithheldWithheld-28.17%
11Electrical & Commercial EquipmentWithheldWithheldWithheld-36.49%

Ecommerce Cost Per Acquisition Data

RankEcommerce MarketDec 2024Dec 2023DifferenceGrowth
1Health and Wellbeing21.05%8.38%12.67%151.08%
2Toys, Games & Collectables10.11%5.65%4.46%78.97%
3Kitchen & Home Appliances4.95%3.91%1.05%26.78%
4Fashion Clothing & Accessories9.47%8.25%1.22%14.75%
5Food & Drink3.63%3.44%0.19%5.51%
6Baby & Child9.41%8.97%0.44%4.85%
7Arts and Crafts1.83%1.75%0.08%4.42%
8Pet Care8.44%8.32%0.12%1.42%
9Sports and Recreation6.86%6.94%-0.09%-1.27%
10Electrical & Commercial Equipment10.71%11.16%-0.45%-4.06%
11Cars and Motorcycling6.30%6.96%-0.66%-9.51%

Conversion Rate

RankEcommerce MarketDec 2024Dec 2023DifferenceGrowth
1Health and Wellbeing3.98%3.21%0.77%24.01%
2Sports and Recreation1.95%1.79%0.16%8.95%
3Arts and Crafts4.90%5.04%-0.14%-2.78%
4Pet Care2.47%2.58%-0.12%-4.49%
5Food & Drink1.83%1.93%-0.10%-5.38%
6Kitchen & Home Appliances2.95%3.20%-0.24%-7.55%
7Fashion Clothing & Accessories1.98%2.17%-0.19%-8.73%
8Electrical & Commercial Equipment1.21%1.38%-0.17%-12.26%
9Cars and Motorcycling1.24%1.45%-0.20%-14.14%
10Toys, Games & Collectables2.56%3.27%-0.71%-21.80%
11Baby & Child0.94%1.37%-0.43%-31.71%

Ecommerce Average Order Value Data

RankEcommerce MarketDec 2024Dec 2023DifferenceGrowth
1Baby & Child£193.93£129.07£64.8650.25%
2Pet Care£108.96£95.11£13.8614.57%
3Arts and Crafts£95.45£94.40£1.051.11%
4Health and Wellbeing£45.65£45.42£0.230.51%
5Food & Drink£88.87£88.43£0.440.50%
6Electrical & Commercial Equipment£138.76£138.79-£0.03-0.02%
7Fashion Clothing & Accessories£96.37£96.81-£0.44-0.45%
8Kitchen & Home Appliances£44.79£45.22-£0.43-0.95%
9Sports and Recreation£89.80£94.68-£4.89-5.16%
10Cars and Motorcycling£170.92£191.17-£20.25-10.59%
11Toys, Games & Collectables£75.19£92.89-£17.70-19.05%

Ecommerce Market Commentary for December 2024

Ecommerce Data Commentary: December 2024 +16.01% YOY

Overall Performance

eCommerce sales on the IRP platform saw a 16.01% year-over-year (YOY) increase in December 2024. According to BRC the later timing of 2024 Black Friday artificially improved December UK Retail figures but weak consumer confidence and difficult economic conditions impacted overall retail sales. The one shining light was stronger than expected online sales.

Noteworthy sector growth includes:

  • Toys, Games & Collectibles: +34.77%
  • Pet Care: +33.30%

Strong conversion rates were observed in:

  • Kitchen & Health and Wellbeing: 3.98%
  • Sports and Recreaton: 1.95%

Economic Influences

December sales trends on IRP outpaced those of the wider UK economy with +16.01% YOY growth v 11.1% for UK online non food retail and +3.2% YOY for UK retail in general.

  • Consumer Caution: Weak consumer confidence in the wider UK retail economy lead to a poorer than expected Golden Quarter for many retailers.
  • Macroeconomic Pressures: UK retail businesses are already bemoaning higher employer national insurance contributions, as well as increases in the national living wage. In early January Sterling hit a 14 month low against the Dollar and the Euro trading weaker against sterling YOY.

Key Challenges for 2025:

  • Cost pressures on businesses will see them having to do more with less just to stand still.
  • Businesses that don’t have real-time visibility on margins and profits will be trading at a disadvantage 2025 market.

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, “IRP Starts 2025 in a strong place for eCommerce. Success in 2025 more than ever is based on Data, AI, Services, Collaboration, Ambition, UX but also Human Empathy.”

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): £112.18, up 4.20% YOY.
  • Average Sale Price per Item: Increased 6.49% YOY.
  • Mobile Channel Sales Share: 68.1%.
  • International Sales: Up 11.55% to 40.08%

Looking Ahead: Into 2025

A poorer than expected Golden Quarter plus business cost pressures will play out in early 2025. Expect to see price increases and stubborn inflation continuing to impact customer confidence.

  • Macroeconomic Shifts: We watch with interest the new American administration and the impact of tariffs if they come to pass.
  • Customer Acquisition Strategies: For merchants acquiring customers at sustainable costs, significant opportunities remain to grow in international markets and capture market share as competitor fall by the wayside.

IRP’s Forecast:

In 2025 we’ll see Merchants increasingly leverage their customers first party data with AI technologies to deliver increased personalisation and dynamic offers. 2025 is gearing up to be a difficult year for retail but there are international opportunities for those merchants who remain profitable and take the opportunity to grab market share.

- 15 January 2025
 

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 30521.46%
January 2025 v January 2024 44335.41%
YTD 2025 v 2024 36683.10%
Arts and Crafts 525373.04%
Baby & Child 1.88%
Cars and Motorcycling 1.27%
Electrical & Commercial Equipment 1.70%
Fashion Clothing & Accessories 0.17%
Food & Drink 5.29%
Health and Wellbeing 1.55%
Kitchen & Home Appliances 6.11%
Pet Care 2.74%
Sports and Recreation 2.82%
Toys, Games & Collectables 7.44%

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