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.
July continued cooling off month-over-month since a strong May performance. However, metrics remain exceptionally strong on a year-over-year basis, signalling that the long-term upward trajectory for e-commerce is still very much intact.
On a month-over-month basis, all core activity metrics decreased. Turnover decreased by -2.9%, Gross Profit by -4.0%, Orders by -0.6%, and Ad Spend by -3.1%. Efficiency metrics showcased a mixed view, with ROAS up by +0.1% and POAS down by -1.0% compared to June.
Year-over-year performance continued impressing across the core metrics. In July, Turnover increased by +16.3% YoY, while Gross Profit outperformed with a +17.9% YoY increase, indicating continued improvement in underlying profitability. Orders grew by +16.3% YoY, and Ad Spend rose by +22.5% YoY, confirming sustained investment in paid acquisition.
From an efficiency perspective, higher advertising intensity continued to weigh on returns. ROAS declined by -5.0% YoY, while POAS decreased by -3.8% YoY, suggesting that, despite higher activity, core KPIs show an increased market competition.
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