Note: This is a monthly 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.
Today we are releasing April 2013 data for Marketplaces (eBay/Amazon), Search and Comparison Shopping Engines (CSE) along with supplemental data. In the world of e-commerce as we look at y/y trends it’s important to understand any anomalies in the calendar that can distort (positively or negatively) the data. April kicks off the second quarter and gives us aview on how the Spring is shaping up. On the promotional calendar we also have Mom’s day and Dad’s and Grads.
Don’t forget Catalyst 2013 EU!
If you are in Europe and want to attend the EU edition of our popular show, be sure to check out the expanding agenda at www.channeladvisor.com/catalyst2013 – The US edition was at capacity and our EU venue is more space constrained, so don’t delay.
April 2013 SSS Results
- Amazon – In April, Amazon came in at 30.6% which is a slight decrease from March’s 31.6%.
- eBay – eBay’s SSS for April came in at 20.5% which is a slight increase from March’s 19.2% . Further in the report we provide eBay internal component details which provide details on the April results.
- CSE – Comparison Shopping came in at 6.1% y/y growth for April, a significant bump from March’s 2.4 reflecting Google’s ‘dial turning’ in Google Shopping/PLAs. We provide details below.
- Search – Search came in at up 2.3%, a decrease from March’s 6.5% – largely reflecting Google’s movement of clicks between adwords and PLAs. There are lot’s of moving pieces within search we will highlight in the search details section.
The following chart details the SSS data for April 2012 through April 2013: (click to enlarge)
eBay’s 20.5% SSS result for April is their highest of 2013 and a good bit faster than overall e-commerce (15% per ComScore) and certainly a good trend compared to February’s very sluggish 8.2% y/y SSS result. To get a feel for what is driving the marketplaces’ performance, here are the interior datapoints for the month:
- eBay auctions – Down 7.2% y/y – A slight dip from March, but Auctions are a immaterial part of the mix for our customers.
- eBay fixed-price – Up 18.8% y/y – Fixed price had a good showing in April ~3-4% greater growth rate than e-commerce’s 15% growth-rate (per ComScore).
- eBay Motors (parts and accessories) – P+A really came in strong in April up 34%. As mentioned in past reports, P+A tends to be weather influenced and in April the acceleration not only reflects the more moderate weather, but also perhaps some pent-up demand due to the weather-related slower start in Q1.
Here are the TTM (trailing twelve month) trends on these eBay internals.
Supplemental data for Search
Here are the April Search internals: (click to enlarge)
Search (traditional adwords) increased in April 2.3% y/y – a slow down from March due to the movement in queries from adwords to Google Shopping. . Looking at the internal data, we see the cannibalization from PLA/Google Shopping in the clicks metric which was down 5%. Search CR’s also dipped a bit (1% y/y) to 2.88%. AOV was up 11% which helped generate a positive outcome even in the face of click and CR pressure.
Note that Google is in the process of rolling out ‘Enhanced Campaigns’ (EC) which essentially remove the ability to pay less for mobile clicks which historically have not converted as well. Overall this change is expected to increase mobile clicks, but as retailers move over to EC, they will likely pay more for mobile and thus less for desktop as the two networks blend together. You can read our full coverage of the EC rollout over on sister site SearchMarketing.com – here’s one post.
Supplemental data for Google Shopping
In August 2012, we introduced a new set of data around Google Shopping. Here is the April Google Shopping supplemental data:
So far with Google Shopping/PLAs, things are still up and to the right – increasing conversion rates and AOVs continue to drive very strong ROI for this program for retailers. Most of the improvements are driven by retailers improving their still-early campaigns and figuring out to optimise this new program. Google is tweaking the program to drive substantial improvements to consumer conversion rates (a 25.2% improvement is quite impressive).
April delivered a good showing for the Spring/Q2 and continued many of the trends we have been seeing for the last six months: Marketplaces are significantly outperforming the market. Search and CSE are under transition as Google continues to tweak their programs. One big move coming up is the roll out of Google Shopping/PLA globally which will be interesting to
We’ll have detailed coverage of eBay and Amazon’s Q1 results as they are revealed in April and we look forward to seeing everyone at Catalyst!
This blog post was written by Scot Wingo, CEO, ChannelAdvisor. eBay is an investor in ChannelAdvisor.