The eCommerce child apparel market refers to the online buying and selling of clothing products designed specifically for children, including infants, toddlers, and young children.
This market encompasses a wide range of clothing items such as tops, bottoms, dresses, outerwear, sleepwear, swimwear, and accessories like hats, shoes, and socks.
Parents and caregivers increasingly turn to online shopping to purchase clothing for their children. It provides a broader range of options, competitive pricing, and the ability to shop anywhere.
Let’s review essential child apparel eCommerce KPI benchmarks so you can better understand how your own campaigns are performing.
The conversion rate for child apparel eCommerce indicates the percentage of visitors who become customers by purchasing, regardless of how much they spend. For example, if your store has 80 visitors and 8 of them make a purchase, your conversion rate (CVR) is 10%.
Your CVR directly reflects your campaigns' Return on Ad Spend (ROAS) and should be closely monitored. Additionally, understanding how your industry peers are performing helps you genuinely understand the failure or success of your marketing efforts.
The Varos platform aggregates and analyzes data from other eCommerce stores within your industry. For example, below, you can see how the medium conversion rate for the child apparel market is 2.4%. Our dashboard shows you industry results alongside your own so you always understand how your campaigns perform.
The child apparel market is a subsegment of the overall baby and children eCommerce market. The baby and children marketing uses several vital traffic sources to generate sales, including:
Yet, we should highlight that traffic data is not generally reported or publicly available by eCommerce businesses. Fortunately, the Varos platform aggregates eCommerce traffic data to differentiate the paid ads segment.
The Varos dashboard indicates that the baby and children stores spend 62% of their paid ad budget on Google Ads and 38% on Facebook Ads. Additionally, we can further separate paid ad data by campaign type:
The most important traffic source for baby and children eCommerce stores is Facebook Ads, making it a vital area for stores to focus on for growth.
The child apparel market is highly competitive, with numerous online retailers offering diverse clothing products and styles catering to different age groups, genders, and preferences. Fortunately, children also frequently need new apparel as they grow, so there’s also plenty of opportunity for new entrants.
Cost-per-click (CPC) is among the vital child apparel eCommerce benchmarks every store needs to understand. In addition, knowing your CPC concerning your peers helps you better understand if you’re spending too much or too little.
CPC describes the average costs of the clicks on your campaign, which ideally direct to a finely tuned landing page to convert them into customers. If your CPC is too high without generating enough revenue, you’ll spend more on the campaign than it brings in.
You can see below how the Varos platform shows the median CPC for Facebook Ads in the child apparel market as $0.85. Varos displays these real-time competitor benchmarks right next to your own results, so it’s easy to see how you compare.