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

February 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.  

January  2015 y/y SSS Results 

  • Amazon – Amazon’s January SSS came in at 27%,  an increase compared to December’s 21.8% .
  • eBay –  eBay’s January SSS came in at 6.8%,  an increase from December’s 5.8% 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 strong growth in January coming in at 27.2%, a decrease from December’s 28.5%. 
  • CSE – Comparison Shopping Engines came in at -9.4% for January, a decrease from December’s -2.3%.  This was largely driven by weakness in the traditional CSE segment that overshadowed strength in Google Shopping / PLA (details later).
  • Search – Search came in at 8.1% for January, a decrease from December’s 9.4% y/y growth.  Later in the report we have more search details.

SSS Chart 

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

jan_sss_all_channels

eBay Details

eBay’s SSS for January was 6.8%.  To get a feel for what drove the marketplace’s performance, here are the interior data points for the month:

  • eBay auctions – eBay auction SSS were -16.2% y/y, a decrease from December’s -12.9%
  • eBay fixed-price – Up 7.3% y/y in January – an increase from December’s 5.7%, 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 in January coming in at 13.4% compared to December’s 12.6%.

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

jan_sss_ebay_details

Amazon details

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

  • 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 January 2015, 39.6% of Amazon GMV was FBA (November 2014 was a high water mark at 53%).  That was up from January 2014 where 32% of the GMV was FBA.  That’s a 23.7% 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.).  In January 2014, 1.1% was non-Amazon fulfilled.  Then in January 2015, we saw this grow 54.8% y/y to 1.8%.

jan_sss_amazn_details

Supplemental data for Search

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

jan_sss_search_details

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

Search SSS increased 8.1% for January driven by increases in clicks (up 9%), AOV (which was up to $142.65, a 2% y/y increase) and Conversion Rate (CR), which improved 4% to 3.37%.   CPC was down 17% due to the headwind of mobile traffic. This is the most substantial decrease in CPC we have seen since measuring CPCs for search on a SSS basis. Total cost was down 10% because of the decline in CPC.

Supplemental data for Google Shopping

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

jan_sss_pla_gs_details

Overall, Google Shopping for January came in up 10.1% y/y, a decrease from December’s 13.2%.   The Conversion rate was up y/y 2.9% from 2.25% to 2.32%. AOV increased 14.8% from $93.20 a year ago to $106.99.

Conclusion 

January started off 2015 with some channels exceeding the ~15% comScore e-commerce growth rate baseline: Amazon and ‘Other 3PM’ while eBay, Search, Google Shopping and CSE grew slower than the baseline.

 

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