Our growth plans include leveraging our current stable of brands, new product development, digital marketing and adding new brands through additional partnerships and acquisitions. Next, I will discuss our strategic initiative to develop a leadership position in the Global Commercial market. This market has been up and down over the past few years due to the significant unfavorable impact of the pandemic. In 2023, our revenue from commercial products decreased 15% compared to 2022 when revenue grew 50% and reached the highest level in our history. This extraordinary growth was driven by a rebound in demand in the food service and hospitality industries following demand softness during the pandemic when many restaurants and hotels were closed.
In 2023, sales of our commercial products accounted for 8% of our total revenue. We are working hard to exceed our all-time high over the next few years. We were pleased to see the sales of our commercial products increased slightly in the first quarter of this year compared to a year ago [ph]. For this market, we provide commercial grade countertop equipment to the food, service and hospitality industries worldwide. Foodservice customers include traditional and fast food restaurants as well as bars and cocktail lounges. For the hospitality industry, we provide small appliances to be used as room amenities and in breakfast bars. Geographically, we prioritized North America, Europe and Asia. We currently do business with many of the leading food service and hotel chains.
We are working to expand our business with existing customers and add new chains to our to our customer base. More recently, we have identified new opportunities with convenience stores and cruise lines. In food service which is a more developed business for us, our core strength going back for many decades has been the mixing and blending categories. This year, we have launched a new blender called the Summit Edge. It is powerful, providing excellent performance for ingredients that are difficult to blend. It is quiet and easy to use. Our company is known for our high-quality blenders. We believe the Summit Edge is our best blender yet. This product is shipping into several chains now and has received favorable reviews from customers across the globe.
In recent years, we’ve been expanding into the back of the house with several new food processing products, including our line of BigRig immersion blenders, rice cookers, [indiscernible] mixers. Some of the partners I mentioned in the premium — — in the discussion of the premium consumer products also have application in our commercial business. For example, we have created a commercial grade version of the Bartesian cocktail maker and the Numilk plant-based milk maker. The Bartesian professional cocktail machine is selling well with both foodservice and hospitality customers. The Numilk commercial machine will become available later this year and has gotten a particularly strong interest from coffee shops. We remain extremely optimistic about the potential for the Global Commercial market to provide significant opportunities for us in terms of revenue growth and margin expansion in the future years.
Next, I will discuss our initiative to accelerate our digital transformation. The e-commerce channel represents a strong and growing part of our business. Brand reputation, product features, innovation and star ratings all play a critical role in driving online sales. These all are areas where we excel. We are investing in gaining share in the e-commerce channel in North America for retail products and globally for commercial products. This includes investing in marketing tools to drive online visibility and sell-through for our brands and products as well as implementing best practices for content, advertising and fulfillment strategies. In 2023, our total e-commerce sales which includes both consumer and commercial products, represented 39% of our total revenue.
The e-commerce channel is developed in the U.S. and Canada. The e-commerce is becoming increasingly important to the sales of commercial products but they’re still insignificant compared to the consumer products. If we consider only the sales of our U.S. consumer products, e-commerce sales in 2023 represented 48% of our total revenue. Our brands earned star ratings of 4.3 or better and 4 of our brands earned 4.5 stars or better. Our products receive favorable reviews from customers, experts and influencers. High star rating is a result of our commitment to designing and engineering consumer-preferred products and implementing leading quality control standards. Given the role the Internet plays in influencing consumers brand preferences and purchasing decisions, we are committed to allocating significant resources to growing online sales and share.
Finally, I will discuss our strategic initiative to leverage partnerships and acquisitions, identifying and securing businesses with a strategic fit to our portfolio is an important aspect of our growth strategy. We are actively engaged in the pursuit of additional trademark license agreements, strategic alliances and the acquisitions to drive — and acquisitions to drive growth in our markets. As we have previously reported, our acquisitions include Weston and HealthBeacon. We have entered into several exclusive agreements with outstanding business partners that combine our strengths with advantages provided by other companies. As a result, we have entered new large and fast-growing markets and in some cases, created new categories. Many of our collaborations serve both retail and commercial customers.
In closing, it has been rewarding to see our team accomplished so much over the past few years. We are well positioned for success over the long term. We expect to benefit from the many strengths which include our good thinking culture, our leadership in the small kitchen appliance industry, our portfolio of leading trusted brands, our proven customer-driven innovation capabilities and our strong relationships with all leading retailers. We are encouraged that consumer spending for the small kitchen appliances remains resilient. We believe we are well positioned to build upon a momentum we carried into 2024 and deliver solid performance for the year. And then now I will turn our discussion over to Sally.
Sally Cunningham: Thank you, Scott. Good morning, everyone. I will start with our first quarter 2024 results compared to the first quarter of 2023. As you have heard this morning, we were pleased with our results and they are in line with our expectations. The total revenue was $128.3 million, flat to last year’s first quarter. Revenue overall benefited from an 8% increase in unit volume and a favorable product mix. These benefits were offset by decreased selling prices versus a year ago. In our consumer markets, revenue increased in our Mexican and Latin American markets, where our teams have added incremental placements and new business. Revenue decreased in our U.S. and Canadian markets. For the U.S. market, volume increased 5.7% and we expect improvement in our U.S. market this year as the year unfolds and as we benefit from incremental placements.
The market in Canada is experiencing some overall weakness that may continue for a while. Our Global Commercial market revenue increased slightly in the first quarter and we look for this business to enjoy a strong year. Also included in the first quarter was new revenue from our acquisition of HealthBeacon which was immaterial. Our gross profit margin expanded by 710 basis points, reflecting lower product costs and a favorable mix, partially offset by the impact of a $700,000 non-cash lease impairment related to the consolidation of warehouses. Gross profit totaled $30.1 million or 23.4% of total revenue compared to $20.9 million or 16.3% in the prior year. Selling, general and administrative expenses increased to $30.9 million compared to $25.9 million in the first quarter of 2023.
