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 2014 schedule can be found in this post.
Today we are releasing June 2014 SSS data for eBay, Amazon,Google Search and Google Shopping/PLA. ComScore recently reported that US e-commerce grew at 11.8% y/y for the desktop which translates to 13.1% y/y with mobile included so that is the baseline for 2014 growth.
We have had a lot of questions from customers about FBA recently so this month we are releasing recurring details on FBA in the new Amazon details section.
Here are the result for June 2014, the last month of Q2:
June 2014 SSS Results
- Amazon – Amazon’s June SSS came in at 34.4%, an increase compared to May’s 28.1% . The Amazon Fire Phone was announced in June and could have caused some knock-on effects. We have Amazon details further down in the report.
- eBay – eBay’s June came in at 12.3% up from May’s 11.5% indicating that eBay started to recover from the double whammy of the data breach and Google Panda problems from May. We have eBay details further down in the report that show what is going on with this marketplace.
- Other 3PM -3PM continued strong growth in June coming in at 51.5%. While this is a decrease from 78.3% recorded in May, this channels are a bit more volatile in m/m performance than larger more established channels. @~51%, they are growing 3X e-commerce which is quite impressive and they are our fastest growing channel.
- CSE – Comparison Shopping Engines came in at 6.7% for June up from May’s .4%.
- Search – Search came in at 20.4% for June, an increase from May’s 11.7% y/y growth. Later in the report we have more search details.
June was a strong month for e-commerce with every channel, except ‘other 3PM,’ accelerating nicely.
The following chart details the SSS data for June 2013 through June 2014: (click to enlarge)
eBay’s SSS for May was 12.3%. To get a feel for what is driving the marketplace’s performance, here are the interior data points for the month:
- eBay auctions – Down 19% y/y.
- eBay fixed-price – Up 18.4% y/y – an increase from May’s 13%, which puts this key part of eBay growing faster than e-commerce again after the May dip.
- eBay Motors (parts and accessories) – P+A was down again in June coming in at 10.5% compared to May’s 15.2%. This brings P+A’s growth rate below e-commerce and is the slowest SSS we have recorded since February 2013’s 6.8%
Here are the TTM (trailing twelve month) trends on these eBay internals. (click to enlarge)
As mentioned in the introduction, we have had many requests for any details we can provide on Amazon, specifically around fulfilment By Amazon (FBA). One common misperception about FBA is that sellers have all of their SKUs in FBA or none of them – effectively outsourcing their entire warehouse operation to Amazon (or not). In reality, most sellers have 10-20% of their SKUs in FBA and use it as a way to accelerate their 3PM sales by making their products prime-eligible and also improving their chances at owning the buy-box.
The other unknown very popular feature of FBA is the ability to fulfill for any channel (not just Amazon) from FBA. As a seller, you have to hard-commit inventory to FBA by physically sending the inventory there. It can be very hard to predict demand and even harder to predict demand by channel.
For example, let’s say I have 1000 widgets and sell on a variety of channels. Maybe I send 500 to Amazon and have 500 in my warehouse. Much to my surprise, I sell out of the 500 in my warehouse and have 100 left at Amazon. I can continue to sell on all my non-Amazon channels and use the 100 items in Amazon FBA to fulfill on these channels with Amazon Multi-Channel FBA. This feature in ChannelAdvisor is ~18months old so we now have a good set of data to include.
Today we are releasing two new datapoints 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 June 2014, 31.8% of Amazon GMV was FBA (therefore 68.2% was NOT shipped via FBA). That was up from June 2013 where 28.7% of the GMV was FBA. That’s a 10.8% 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 June 2013, .9% was non-Amazon fulfilled. Then in June 2014, we saw this grow 92% to 1.8%.
It will be interesting to track how these FBA related metrics change as we head into the ever-critical holiday period.
Supplemental data for Search
Here are the June Search internals: (click to enlarge)
Note: these are all y/y SSS comparisons (June 2014 vs. June 2013).
Search SSS increased 20.4% for June which was the strongest showing since December. The big driver, as you can see from the internals, is the AOV coming in at $137.02 which was a 7% y/y increase and the highest AOV we have measured for search. Historically, AOV has been a good indicator of consumer sentiment. As mentioned previously, we are definitely seeing traditional ‘adwords’ search appeal to higher AOV searches and Google Shopping/PLA is picking off the more transactional < $100 items where detailed research isn’t ‘worth it.’
Supplemental data for Google Shopping
In September 2012, we introduced a new set of data around Google Shopping. Here is the June Google Shopping/Product Listing Ad supplemental data:
Overall, Google Shopping came in at 47.8% y/y increase, an increase from May’s 21.4%. The Conversion rate was up 10.5% and the AOV dipped 8.7% to $98.23 showing the other side of the AOV/ASP coin we mentioned in the Search section.
We hope you enjoyed our report this month and some of the new data points we provided. June closed Q2 with strong results for most of the channels we track. As usual we will have detailed reports from eBay and Amazon as they announce their Q2 results.
This blog post was written by Scot Wingo, CEO, ChannelAdvisor.