Today we are releasing November data for Marketplaces (eBay/Amazon), Search and Comparison Shopping Engines (CSE) along with supplemental data.
November showed continued strength in e-commerce. The results for each channel were as follows with some commentary:
- Amazon – Amazon came in at 84.8% crushing October’s 54%. There were two factors at work here that caused the surge:
- If you review our Cyber-Five roundup, Amazon clearly had a very strong kick off to the holiday selling period which gave them a late November surge.
- Last October and November we launched many larger Amazon customers at ChannelAdvisor. More and more of that vintage of customer are coming into the SSS data and helping move the numbers north as they are on very positive growth trajectories.
- eBay – eBay continued to perform well (especially given the softness we saw in the first 10 days of November due to the duplicate listing policy impacts) and came in at 8.1% for November, way above October’s 5.5%. Like Amazon, eBay has benefited from a strong secular e-commerce holiday selling period in November.
- CSE – Comparison Shopping Engines also enjoyed a holiday bump increasing their y/y gains to 10.1%, up substantially from last month’s 3.7%.
- Search – Search accelerated again in November to 29.6%, up from October’s 28.4%.
- Overall – Overall we see that e-commerce in November accelerated to 21% up from the high teens in the back half of 2010 and the low double digits in the front half. It definitely feels like the consumer is shopping online with new vigor. Perhaps when the dust settles, we will see the % of all retail sales head towards 10% for e-commerce as it has been stuck in the USA in the 7/8% range for a long time compared to other geos.
The following chart details the SSS data for 2010 through November: (click to enlarge)
Supplemental data for Search and CSE
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 Nov. 10 vs. Nov. 09 for SSS
- CR – Conversion rate
- CR change y/y – Nov. 10 vs. Nov. 09 for SSS
- AOV – Average Order Value
The details are available in this table:
The bump up in search SSS was due to a nice increase in clicks and a significant sequential and y/y bump up in CTR and AOV. We attribute this to the new ad units that google is driving and initiative such as google instant which are driving not only MORE traffic, but MORE QUALIFIED traffic (that converts).
The AOV bump is something we saw across e-commerce showing that consumers are loosening their wallets some and buying higher AOV items.
For CSE, we are providing y/y CSE conversion rates as a blend of all engines:
Remaining updates for 2010
We have three more updates planned for this year:
- December 10 – Two weeks of holiday summary
- December 17 – Three week of holiday summary
- December 22 – Final holiday summary
SeekingAlpha Disclosure – I am long Google and Amazon. eBay is an investor in ChannelAdvisor Corp.