18.2% y/y growth on Cyber Sunday – Holiday 2014 Update.

December 1, 2014

ChannelAdvisor Scot Wingo By Scot Wingo

Note: This is a regular feature published by ChannelAdvisor highlighting the Same Store Sales (SSS) across our wide range of thousands of retailers and billions in GMV.  Details on the SSS including background, methodology, disclaimers and schedule can be found in this post.  Our detailed Holiday 2014 schedule can be found here.

 

Cyber monday logo

(**Sweet Transformer font compliments of fontmeme)

Happy Cyber Monday!!

Before we jump into the results from the fourth day of the Cyber Five, Cyber Sunday, I wanted to wish everyone a happy Cyber Monday!  A little known fact, Cyber Monday was coined and promoted by shop.org (NRF’s digital arm) way back in 2006. They also operate cybermonday.com and the proceeds go to their scholarship program that promotes digital retail for students.

Throughout today we’ll be posting updates to the blog.  To warm up, we are going to start with the final results from yesterday (11/30 – Cyber Sunday), which is Day 4 of what we call the Cyber Five.

Cyber Five Update: Cyber Sunday

As mentioned yesterday, the Cyber Weekend historically has been a breather while consumers get ready for the onslaught of Cyber Monday deals.  This year, Cyber Sunday came in at 18.6% y/y growth – the slowest of the four Cyber Five days so far, but still ahead of the comScore 16% growth ‘bar’.

The data in chart below illustrates this trend for 2014:

cybersun_data
Channel Highlights from fastest growing to slowest:

  • Other 3PM – Other 3PM had another strong day with 36.6% y/y growth As mentioned in yesterday’s post, most department stores, eBay and Amazon kicked off their Cyber Monday deals a bit early.  This caused a rebound in Other 3PM y/y SSS.
  • Amazon – Amazon had a strong Cyber Sunday growing at 23.8% y/y. While this was their slowest day so far in the Cyber Five,  it is still well ahead of the 16% baseline.
  • Search – Search also had an above baseline day coming in at 21%
  • eBay – eBay improved on Cyber Sunday at 16.3% compared to Cyber Saturday’s 14.9%.
  • Google Shopping / PLA – Google Shopping declined Cyber Saturday ->Cyber Sunday coming in at 15.8% compared to Saturday’s 19.7%.  We have done some sample searches for top selling toys and electronics are and finding that many of the best Cyber promotion prices are not showing on PLA searches.  It’s not clear if this a Google Algorithm challenge, if retailers are not publishing them, or perhaps retailers are not wanting to pay to promote them.  In any case, these promotional days are not as strong for GS.
  • CSE – CSE slowed into Cyber Sunday (similar reasons to PLA/GS) coming in down 2.6% y/y.

Devices:

Not much new to report on the device front, we are still hovering at the high 40’s percentage wise on traffic and 30% of orders (the difference there is due to the lower conversion rate on Tablet/Smartphone).

Cyber Five trends in graphics (click to enlarge)

Here’s a chart that illustrates the y/y growth for each channel across the first four days of the Cyber Five:

cybersun_chart

Up next…

We’ll be providing updates through the day and tomorrow morning will have a complete Cyber Monday report and wrap-up the results from the Cyber Five.

 

This blog post was written by Scot Wingo, ChannelAdvisor CEO