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

March 10, 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.  

February 2015 y/y SSS Results 

  • Amazon – Amazon’s February SSS came in at 22.7%,  a decrease compared to January’s 27% .
  • eBay –  eBay’s February SSS came in at 5.1%,  a decrease from January’s 6.8% and below the e-commerce growth rate of 15% as predicted by comScore.  Further in the report, we have details of the eBay internals.
  • Other 3PM -3PM continued above e-commerce baseline growth levels in February coming in at 24%, a small decrease from January’s 27.2%. 
  • CSE – Comparison Shopping Engines came in at -4.4% for February, an increase from January’s -9.4%. CSEs continue to face headwinds due to Google changes and PLA gobbling up share (more on PLA later in the report).
  • Search – Search came in at 10.7% for February, an increase from January’s 8.1% y/y growth.  Later in the report we have more search details.

SSS Chart 

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

feb_sss_all

eBay Details

eBay’s SSS for February was 5.1%.  To get a feel for what drove the marketplace’s performance, here are the interior data points for the month:

  • eBay auctions – February eBay auction SSS were -26.2% y/y, a decrease from January’s -16.2%
  • eBay fixed-price – Up 8.6% y/y in February – an increase from January’s 7.3%, which puts this key part of eBay with growth about one-third the pace of e-commerce.
  • eBay Motors  (parts and accessories) – P+A  increased substantially in February coming in at 25.2% compared to January’s 13.4%.  eBay Motors P+A continues to be the bright spot in the eBay SSS results.

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

feb_sss_ebay_details

Amazon details

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

feb_sss_amazon_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 February 2015, 38% of Amazon GMV was FBA (November 2014 was a high water mark at 53%).  That was up from a year ago, February 2014, where 32.2% of the GMV was FBA.  That’s a 17.9% 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 February 2014, 1.4% was non-Amazon fulfilled.  Then in February 2015, we saw this grow 66.3% y/y to 2.3%.

Supplemental data for Search

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

feb_ss_search_details

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

Search SSS increased 10.7% for February driven by increases in clicks (up 13%), AOV (Average Order Value) (which was up to $149.40, a 3% y/y increase) and Conversion Rate (CR), which improved 3% to 3.26%.   CPC was down 10% due to the headwind of mobile traffic.  Total cost was up a slight 2% due to the CPC headwind. (13% more clicks, but -10% on CPC).

Supplemental data for Google Shopping

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

feb_sss_pla_details

Overall, Google Shopping for February came in up 20.7% y/y, a strong increase from January’s 10.1%.   The Conversion rate was up y/y 12.1% from 2.48% to 2.78%. AOV increased 10.3% from $93.25 a year ago to $102.86.

Conclusion 

February continued Q1 2015 with some channels exceeding the ~15% comScore e-commerce growth rate baseline: Amazon, Google Shopping, eBay Motors P+A category and ‘Other 3PM’ while eBay fixed price/auction, Search, and CSE grew slower than the baseline.

This blog post was written by Scot Wingo, CEO, ChannelAdvisor.