[Insight] Cost Per Acquisition E-commerce Industry 2019-2020

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Cost Per Acquisition E-commerce Industry 2019-2020

In the following insight, we can see the difference in the cost per acquisition (CPA) of customers in various e-commerce industries from 2019 to 2020. The CPA of a customer is a metric obtained by summing up the cost to acquire a single paying customer on a particular campaign or channel.

Cost Per Acquisition This indicates how much it costs in terms of marketing spend to acquire a customer, expressed as a percentage. For each month, the CPA% is calculated using the formula: Total Marketing Cost / Total Revenue (£) * 100. 

IRP Commerce
cost per acquisition by e-commerce industry graph 2019 - 2020
IndustryCPA 2019CPA 2020Difference
Arts & Crafts1.93%1.12%-41.59%
Baby & Child8.80%7.83%-11.11%
Cars & Motorcycling8.30%7.41%-10.67%
Electrical & Commercial
Equipment
8.53%6.84%-19.87%
Fashion Clothing &
Accessories
9.20%7.21%-21.58%
Food & Drink7.43%5.07%-31.81%
Health & Wellbeing6.98%9.82%40.61%
Home Accessories & Giftware11.29%6.30%-44.19%
Kitchen & Home Appliances6.37%4.83%-24.15%
Pet Care7.24%5.78%-20.16%
Sports & Recreation6.86%6.58%– 4.10%

References:

cost per acquisition by e-commerce industry graph 2019 - 2020
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