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 the 2014 schedule can be found in this post.
Today we are releasing April 2014 SSS data for eBay, Amazon,Google Search and Google Shopping/PLA. ComScore recently reported that US e-commerce grew at 11.8% y/y for the desktop which translates to 13.1% y/y with mobile included so that is the baseline for 2014 growth. To put that into perspective, eBay reported US GMV grew at 11% y/y and Amazon’s EGM category grew 27% y/y.
With those data points in mind, let’s dig into the results from April, the first month of Q2:
April 2014 SSS Results
- Amazon – Amazon’s April SSS came in at 27%, an increase compared to March’s 26.2%. Note that Amazon had a big PR win with the launch of Amazon Fire TV on April 2. These launches usually ‘spill over’ into increased e-commerce sales, so that could be one of the drivers here in April.
- eBay – eBay’s April came in at 14% down from March’s 17.8%. We have eBay details further down in the report that show what is going on with this marketplace.
- CSE – Comparison Shopping Engines came in at – 9% for April down from March’s 3.1% (driven by softness in the non PLA engines).
- Search – Search came in at 4.3% for April, a decrease from March’s 11.2% y/y growth. Later in the report we have more search details.
Reviewing these results, the marketplaces grew faster (Amazon) than e-commerce and in-line (eBay) while the digital marketing channels (Search and CSE) came in below the e-commerce growth rate on a SSS y/y basis.
The following chart details the SSS data for April 2013 through April 2014: (click to enlarge)
eBay’s SSS for April was 14%. To get a feel for what is driving the marketplace’s performance, here are the interior data points for the month:
- eBay auctions – Down 14.5% y/y.
- eBay fixed-price – Up 18.1% y/y – While down from March’s 21.5%, this is still a good showing considering e-commerce is growing at ~15%.
- eBay Motors (parts and accessories) – P+A was down slightly in April coming in at 15.6% compared to March’s 19.7%. While this was a slight decrease, it is still relatively strong when you look at e-commerce growth.
Here are the TTM (trailing twelve month) trends on these eBay internals. (click to enlarge)
Supplemental data for Search
Here are the April Search internals: (click to enlarge)
Note: these are all y/y SSS comparisons (April 2014 vs. April 2013).
Search SSS increased 4.3% for April and you can see it was primarily driven by pressure on conversion rates (march was 3.04%) and CPCs (down 1% y/y and down from $.47 in March).
Supplemental data for Google Shopping
In September 2012, we introduced a new set of data around Google Shopping. Here is the April Google Shopping/Product Listing Ad supplemental data:
Overall, Google Shopping came in at 7.8% y/y increase on a SSS. This program continues to age and you can see that while the conversion rates continue to grow nicely (up 8% y/y) the AOV has come down ~11%. This a headwind on the program and shows that more merchants are pouring into the program and increasing selection.
We hope you are able to use the data provided here to benchmark how your e-commerce channels performed to your peers.
Our next SSS post will be in June when we look at the May 2014 data to see how the middle of the second quarter performed for the top e-commerce channels.
This blog post was written by Scot Wingo, CEO, ChannelAdvisor.