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.
February data confirms that activity in e-commerce remains strong, although momentum eased, as expected, compared to January.
On a month-on-month basis, all core activity metrics declined, reflecting normal post-peak seasonality after winter and fewer days in February. Turnover decreased by -13.4%, Gross Profit by -12.8%, Orders by -15.4%, and Ad Spend by -11.9%. Efficiency metrics were more stable, with ROAS down by -1.8% and POAS down by -1.0% compared to January.
Despite the seasonal slowdown, year-on-year performance remained impressive across most metrics. In February Turnover increased by +14.4% YoY, while Gross Profit outperformed with a +21.7% YoY increase, indicating continued improvement in underlying profitability. Orders grew by +12.2% YoY, and Ad Spend rose by +22.1% YoY, confirming sustained investment in paid acquisition.
From an efficiency perspective, higher advertising intensity continued to weigh on returns. ROAS declined by -6.2% YoY while POAS remained stable around -0.3% YoY, suggesting that despite higher activity, core KPIs show an increase in market competition.
Turnover: Down 13.4% from last month and up 14.4% YoY
Gross Profit: Down 12.8% from last month and up 21.7% YoY
Ad Spend: Down 11.9% from last month and up 22.1% YoY
Orders: Down 15.4% from last month and up 12.2% YoY
POAS®: Down 1% from last month and down 0.3% YoY
ROAS: Down 1.8% from last month and down 6.3% YoY
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