December 11, 2012Quick Tips Before you Finalize your E-Commerce Budget
A look at online holiday success to help guide your budget
It’s that time of year that every finance geek loves and the
rest of us loathe: budget time! As
you’re wrapping up your final budget plans for the year, check out where
ChannelAdvisor customers found success during some of the busiest shopping days
of the year to help guide your financial plans.
1. Keep Google Shopping Top of Mind
Google Shopping has thrown a lot of retailers for a loop
this holiday season; however, our retailers experienced a strong showing on
Cyber Monday with Comparison Shopping same-store sales trending at 20%
Evidence of Google Shopping’s success is also supported by
the Paid Search SSS numbers, which were essentially flat for the Cyber
Five. We’ve attributed this to the broad
coverage and high placement and click-through rate of Google Shopping.
Use this handy calculation to estimate your costs:
Traffic: Clicks x
Average Cost Per Click
For further tips download our Top 12 Tips for Google
Shopping Success one pager.
2. Amazon isn’t just the biggest river in the world…
Amazon continues to be a behemoth, growing at 2X the rate of
overall-commerce (according to comScore predictions that e-commerce will grow
at 17% this holiday). This year Amazon came in at 37.7% SSS growth for the
Cyber Five, and 42.4% for Cyber Monday.
We conducted a spot check of top-selling items in most
categories throughout the Cyber Five (using www.nowinstock.net) and found that
Amazon was out of stock for many, thus suggesting an increase in third-party
sales as backfill for an out-of-stock Amazon.
Make sure that you have budget next year to ensure your
products are found by Amazon shoppers–download this tip document that outlines
how to sell more on Amazon.
3. Make Mobile a Priority
According to data aggregated from a group of ChannelAdvisor
customers, mobile accounted for 30.7% of Cyber Five sales! A dramatic nearly
80% jump over last year’s 17.2%. Tablets
exactly doubled from a 7.2% share to 14.4% and smartphone share grew from 10%
We found the highest percentage of consumers shopping via
mobile devices on Thanksgiving Day, slowly declining over the course of the
weekend as more brick-and-mortar shops opened their doors.
As you are plotting ways to earn your share of this mobile
traffic, check out our Retailer’s Guide to Mobile for some quick tips of the
4. Don’t Count Out
We’ve documented many aspects of eBay’s turnaround on our
eBay Strategies blog, most recently The New eBay: Serendipity+faster
transactions=win for sellers. It seems,
however, that eBay has lived into its claims, at least from a Cyber Five (the
five days between Thanksgiving and Cyber Monday) perspective. Coming in at an impressive 38.3%
year-over-year same-store sales (SSS) growth for the total Cyber Five, eBay
experienced 5X growth on Cyber Monday over last year.
If you aren’t selling on eBay, or if you are and want a
refresher, check out our Unlocking the Power of eBay eBook, debunking all the
common misconceptions about selling on eBay.
While there is rarely enough budget to do everything you
want to do, invest in these four areas and you’ll start 2013 on the right foot
and be well prepared for Cyber Five 2013.