Our index is built on a robust dataset, covering a wide variety of businesses. This comprehensive analysis provides actionable insights for the e-commerce industry.
April saw a minor month-over-month decline following a highly active March. Despite this, performance remains exceptionally strong on a year-over-year basis, signaling that the long-term upward trajectory for e-commerce is still very much intact.
On a month-on-month basis, all core activity metrics decreased. Turnover decreased by -2.3%, Gross Profit by -4%, Orders by -3.9%, and Ad Spend by -2%. Efficiency metrics were also negative, with ROAS down by -0.4% and POAS -2.0% compared to March.
Year-on-year performance continued impressing a lot across the core metrics. Compared to last April, Turnover increased by +18.1% YoY, while Gross Profit outperformed with a +25.3% YoY increase, indicating continued improvement in underlying profitability. Orders grew by +14.6% YoY, and Ad Spend rose by +24.7% YoY, confirming sustained investment in paid acquisition.
From an efficiency perspective, higher advertising intensity continued to weigh on returns. ROAS declined by -5.3% YoY, while POAS were stable around +0.5% YoY, suggesting that although higher activity core KPI’s shows an increased market competition.
Although e-commerce continues its growth, macroeconomic conditions may slow the trend down in 2026, due to higher uncertainty and increased risk of higher inflation, driven by energy prices, in the coming months.
Turnover: Down 2.3% from last month and up 18.1% YoY
Gross Profit: Down 4% from last month and up 25.3% YoY
Ad Spend: Down 2% from last month and up 24.7% YoY
Orders: Down 3.9% from last month and up 14.6% YoY
POAS®: Down 2% from last month and up 0.5% YoY
ROAS: Down 0.4% from last month and down 5.3% YoY
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