April 2015 SSS ChannelAdvisor Same Store Sales (SSS) for eBay, Amazon, Search, CSE and other e-commerce channels

May 6, 2015

ChannelAdvisor Scot Wingo By Scot Wingo

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 2015 schedule can be found in this post.  

April 2015 y/y SSS Results 

  • Amazon – Amazon’s April SSS came in at 22.6%,  a slight decrease compared to March’s 24.6% .
  • eBay –  eBay’s April SSS came in at 5.8%,  a slight decrease from March’s 7.3% and about a third the e-commerce growth rate of 15% as predicted by comScore.  Further in the report, we have details of the eBay internals.
  • Other 3PM -non eBay and Amazon marketplaces for April came in at 2.6%, an increase from March’s .4%.   Our ‘Other 3PM’ category is facing headwinds specific to one of the marketplaces.  Buy.com was acquired by Rakuten and rebranded Rakuten Shopping (or just Rakuten) and over the last year their traffic has fallen precipitously. According to compete.com, their traffic is down over 30% y/y. It appears the new model and brand are not resonating with consumers.
  • CSE – Comparison Shopping Engines came in at 4.9% for April, an increase from March’s -6.7%. CSEs over-performed due to strong growth in Google Shopping.  Details on PLA/Google Shopping later in the report.
  • Search – Search (Google AdWords and Bing/Yahoo! AdCenter) came in at 2.3% for April, a decrease from March’s 4.2% y/y growth.  Later in the report we have more search details.

SSS Chart 

The following chart details the SSS data for April 2014 through April 2015: (click to enlarge)

aprilsss1

eBay Details

eBay’s SSS for April was 5.8%.  To get a feel for what drove the marketplace’s performance, here are the interior data points for the month:

  • eBay auctions – April eBay auction SSS were -21.6% y/y, an increase from March’s -27.0%
  • eBay fixed-price – Up 6.4% y/y in April –down from last month’s 8.6% .
  • eBay Motors  (parts and accessories) – P+A  decreased in April coming in at 11.4% compared to March’s 13.2%.  eBay Motors P+A continues to be the bright spot in the eBay SSS results and is growing fastest of all the eBay components.

Here are the TTM (trailing twelve month) trends on these eBay internals.  (click to enlarge)

aprilsss2

Amazon details

In June 2014, we released two new data points around FBA:

sss_april_amazn_details

  • Percent FBA – This measures the % of Amazon GMV through the ChannelAdvisor system that was fulfilled through FBA and tracks it on a y/y basis.  For April 2015, 37.3% of Amazon GMV was FBA (November 2014 was a high water mark at 53%).  That was up from a year ago, April 2014, where 27% of the GMV was FBA.  That’s a 38.2% increase y/y in FBA as a % of GMV.
  • % FBA non Amazon – Here we look at the total bucket of FBA-driven GMV and look at the % that was not fulfilled for Amazon sales (website, other 3PMs, Search, CSE, etc.).  A year ago in April 2014, 1.8% was non-Amazon fulfilled.  Then in April 2015, we saw this grow 23.4% y/y to 2.2%.

Supplemental data for Search

Here are the April Search internals: (click to enlarge)

sss_april_search_details

Note: these are all y/y SSS comparisons (April 2015 vs. April 2014).

Search SSS decreased to 2.3% for April driven by pressure on  clicks (down y/y .4%), AOV (Average Order Value) helped counter the decrease in clicks by growing 2.8% to $163.81.  Conversion Rate (CR), improved 5.2% to 3.20%.   The improvement in CR and AOV caused retailers to bid more, so CPC was up 11.3% which is interesting as CPC has been on a downward trend since September of last year. Because of the increase in CPC, cost was up  10.9%.

Supplemental data for Google Shopping

In September 2012, we introduced a new set of data around Google Shopping.  Here is the April 2015 Google Shopping/Product Listing Ad supplemental data:

sss_april_gs_details

Overall, Google Shopping for April came in up 26.9% y/y, an increase from March’s 21.3% and the highest growth rate since September 2014.   The conversion rate was up y/y 4.1% from 2.43% to 2.52%. AOV increased 17.7% from $98.98 a year ago to $116.51.

Conclusion 

April started Q2 by continuing the trends we saw in Q1 with channels such as Amazon and Google Shopping  exceeding the ~15% comScore e-commerce growth rate baseline, while eBay, Other 3PM, Search, and CSE grew slower than the baseline. May and June round out Q2 with Mom’s day and Dad’s and Grads.  We’ll report on how these are trending in our next SSS release.

This blog post was written by Scot Wingo, Executive Chairman and Founder, ChannelAdvisor.