Overall analysis

November’s figures showcase strong positive trends in the E-commerce sector. All four headline metrics showed an impressive increase from last month’s numbers, with Gross Profit increasing by +52.7% and Turnover by +48.1%. Orders and Ad spend rose by +50% and +45.1% compared to October. This indicates that the high activity in the e-commerce market in Q4 remains elevated.

Year-over-Year (YoY), all metrics showed double-digit growth. Turnover and Gross Profit increased by a staggering +23.4% and +32.9% respectively. Orders saw a slightly lower increase than the others, growing by +18.5% YoY. Ad spend also saw a massive increase compared to 2024, rising by 26.2%.

Compared to last year, Ad spend increased more than Turnover. Consequently, Return on Ad Spend (ROAS) decreased compared to 2024. However, we still see a YoY increase in POAS of +5.3%. Both metrics increased when compared to October.

Looking at Black Week, we see an increase in Turnover of +12.8% compared to 2024, with Black Friday delivering a 133% increase compared to Monday in Black Week. Gross Profit increased by +22.8% for the week. Orders and Ad spend increased slightly less, with +12.0% and 20.9%. This resulted in a POAS increase of 2.02% from last year, while ROAS declined by -5.85%. 

Overall, both Black Week and Black Friday showed impressive activity levels compared to last year.

Results and full reporting are below for both the month of November and Black Week specifically.

November results:

Turnover: Up 48.1% from last month and up 23.4% YoY

Gross Profit: Up 52.7% from last month and up 32.9% YoY

Ad Spend: Up 45.1% from last month and up 26.2% YoY

Orders: Up 50% from last month and up 18.5% YoY

POAS®: Up 5.2% from last month and up 5.3% YoY

ROAS: Up 2.1% from last month and down 2.2% YoY

Black Week results

Turnover: Up 12.76% YoY

Gross Profit: Up 22.82% YoY

Ad Spend: Up 20.9% YoY

Orders: Up 12% YoY

POAS®: Up 3.37% YoY

‍ROAS: Up 2.51% YoY