Note: This is a monthly feature published by ChannelAdvisor highlighting the Same Store Sales (SSS) across our wide range of over 3000 retailers and ~$3b in GMV. Details on the SSS including methodology and schedule can be found in this post.
Today we are releasing February data for Marketplaces (eBay/Amazon), Search and Comparison Shopping Engines (CSE) along with supplemental data.
February 2011 results
February continued the strong growth we are seeing in e-commerce in 2011. One of the biggest news items in e-commerce has been Google’s release of their new organic search algorithm code-named’panda’ (or panda-monium in the SEO world). Panda hit on 2/25 so it’s impact wasn’t really felt much in these numbers. We’re watching the impact closely as there have been numerous articles stating that the update has impacted retailers (JCP and Overstock) as well as CSEs. Next month we’ll be better able to see what’s going on with Panda.
- Amazon – Amazon came in at 74.5% y/y growth for February a very strong showing, and continues to show Amazon’s impressive share gains.
- eBay – eBay slowed slightly in February for our customers, coming in at 2.5% y/y vs. January’s 5.8% growth
- CSE – Comparison Shopping Engines continued to struggle in FEb. swinging to a shrinking vs. growth at -6.2% y/y making them the slowest growing e-commerce channel we track. This will probably get worse as Google’s Panda update ripples through and takes out a chunk of SEO traffic these sites enjoy.
- Search – Search was the only channel that accelerated in February (definitely benefiting from Product Listing Ads, and Panda anecdotally) and came in at 24.9% y/y vs. January’s 22% y/y.
- Overall – Overall we see that e-commerce in February came in at 11.3%, a slight dip from the 13.4% in January.
The following chart details the SSS data for 2010 through February 2011: (click to enlarge)
Supplemental data for Search
For search, we are providing y/y SSS data for the following datapoints:
- Clicks – volume of clicks
- Orders – Volume of orders
- Cost – Overall cost for combined campaigns
- CPC – Cost per click on average
- CPC y/y SSS delta – the difference in CPC for this month vs. the same month last year
- CR – Conversion rate
- CR change y/y – Year over year CR changes for this month
- AOV – Average Order Value
- AOV change y/y – Year over year AOV changes for this month
The details are available in this table:
SeekingAlpha disclosure: I am long Google and Amazon. eBay is an investor in ChannelAdvisor where I am CEO.