Benchmarking Verticals Explained
Verticals are industry categories used to group similar businesses for comparison, allowing a company's performance to be measured against its true peers, providing insights into its standing within a specific market. impact.com's Competitive Insight reports help to benchmark your performance within your vertical.
Animals and pet supplies
Brands in this vertical generate most of their revenue from selling pets and pet-related products, such as food, accessories, and care items.
Examples:
Subscription boxes for pet toys and treats.
Online pet pharmacies.
Apparel, shoes, and accessories
This vertical includes brands that primarily sell clothing, handbags, footwear, and other fashion-related products.
Examples:
Major athletic footwear and clothing brands.
Casual shoe companies.
Luxury fashion houses.
Exceptions:
Jewelry is excluded and categorized separately.
Sports apparel, such as basketball shoes, falls under this vertical, while sports equipment, such as footballs, treadmills, or camping gear, is classified under Sports, outdoors, and fitness.
Arts and entertainment
This vertical includes brands whose primary purpose is to provide entertainment.
Examples:
Online ticketing platforms.
Sports betting websites.
Arts and crafts supply retailers.
Exceptions:
Brands operating on a subscription model, such as monthly or annual access services, are categorized under Subscription entertainment instead.
Automotive
This vertical includes brands that primarily sell vehicles, auto parts, and modifications, or provide repair and rental services.
Examples:
Peer-to-peer car-sharing services.
Online auto parts retailers.
Car repair chains.
Exceptions:
Car insurance providers are classified under Financial, insurance and legal services.
B2B, services, and office
This vertical covers software-as-a-service (SaaS) providers, service-based businesses, and office supply companies. Brands belong in this category if their primary customers are other businesses rather than individual consumers.
Examples:
E-signature software providers.
Public records search platforms.
Bulk office supply retailers.
Baby, kids, and toys
This vertical includes brands that primarily offer products for babies, children, or toys.
Examples:
Retailers of strollers.
Children’s clothing brands.
Educational toy companies.
CBD
Brands in this vertical specialize in CBD products, even if CBD is not their sole offering.
Examples:
CBD oils.
Edibles
Topical creams.
Charitable organizations
Reserved for organizations whose primary function is charitable work or who donate their revenue to charitable causes.
Examples:
Fundraising lotteries supporting a cause.
Non-profits raising money for community projects.
Computers and electronics
Includes brands selling technology products such as computers, mobile devices, accessories, cameras, and software.
Examples:
Phone case and charger retailers.
Antivirus software developers.
camera and lens manufacturers.
Exceptions:
Mobile apps are categorized separately unless they clearly belong in another vertical.
Delivery signup
Covers brands that deliver products directly to consumers within a short timeframe.
Examples:
Restaurant food delivery platforms.
Same-day grocery or package delivery services.
Department stores
Multi-category retailers offering a broad range of products across several verticals.
Examples:
Large stores selling electronics, apparel, food, toys, and home goods.
Education
Includes brands providing educational products, courses, or resources.
Examples:
Language-learning programs.
Online coding courses.
Textbook retailers.
Financial, insurance, and legal services
Covers all brands related to financial services, insurance, and legal assistance.
Examples:
Banks.
Credit card companies.
Fintech platforms.
Stock trading services.
Insurance carriers.
Tax preparation providers.
Law firms.
Flowers, gifts, food, and drink
Brands that primarily sell flowers, gifts, food, or beverages, including alcohol, tobacco, and meal kits. Gifts applies when products are clearly marketed for gifting.
Examples:
Meal-kit subscriptions.
Online gift registries.
Sellers of personalized or collectible items.
Health and beauty
Includes cosmetics, haircare, fragrances, nutrition, wellness products, and prescription eyewear. Brands promoting a healthy lifestyle generally fit here.
Examples:
Electric toothbrush subscriptions.
Online skincare retailers.
Telehealth wellness services.
Home and garden
Covers products for the home or garden.
Examples:
Furniture stores.
Home decor retailers.
Gardening supply companies.
Exceptions:
Mattresses have their own vertical.
Jewelry
For brands primarily selling jewelry, from fashion accessories to luxury pieces.
Examples:
Affordable charm bracelet retailers.
Online high-end engagement ring sellers.
Mattress
For brands focused on mattresses.
Examples:
Direct-to-consumer “mattress-in-a-box” companies.
Traditional mattress retailers.
Mobile apps and downloads
Apps are usually categorized based on their function. This vertical is used when an app does not clearly fit into another vertical.
Examples:
Utility apps such as a flashlight or a generic file manager.
Party and party supplies
For brands specializing in products for parties.
Examples:
Bulk party supply retailers.
Greeting card and decoration stores.
Sports, outdoors and fitness
Includes brands selling sports, outdoor, and fitness equipment.
Examples:
Sporting goods retailers.
Home gym equipment sellers.
Camping gear suppliers.
Exceptions:
Apparel-focused brands.
Subscription entertainment
Covers entertainment services delivered through a subscription model.
Examples:
Video streaming platforms.
Digital magazine subscriptions.
Book club memberships.
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