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

April 13, 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.  

March 2015 y/y SSS Results 

  • Amazon – Amazon’s March SSS came in at 24.6%,  an increase compared to February’s 22.7% .
  • eBay –  eBay’s March SSS came in at 7.3%,  an increase from February’s 5.1% 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 -non eBay and Amazon marketplaces for March came in at .4%, a decrease from February’s 24%.   This was largely due to annualizing some customers on 3PMs that had very strong first year growth.
  • CSE – Comparison Shopping Engines came in at -6.7% for March, a decrease from February’s -4.4%. CSEs continue to face headwinds due to Google changes and PLA gobbling up share (more on PLA later in the report).
  • Search – Search (Google AdWords and Bing/Yahoo! AdCenter) came in at 4.2% for March, a decrease from February’s 10.7% y/y growth.  Later in the report we have more search details.

SSS Chart 

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

march_15_sss_main

eBay Details

eBay’s SSS for March was 7.3%.  To get a feel for what drove the marketplace’s performance, here are the interior data points for the month:

  • eBay auctions – March eBay auction SSS were -27% y/y, a decrease from February’s -26.2%
  • eBay fixed-price – Up 8.6% y/y in March – in-line from last month’s 8.6% which is a little over 50% of the growth rate of e-commerce (15%).
  • eBay Motors  (parts and accessories) – P+A  decreased in March coming in at 13.2% compared to February’s 25.2%.  eBay Motors P+A continues to be the bright spot in the eBay SSS results and is growing in-line with e-commerce.

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

march_15_sss_ebay_details

 

Amazon details

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

march_15_sss_amzn_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 March 2015, 35.4% of Amazon GMV was FBA (November 2014 was a high water mark at 53%).  That was up from a year ago, March 2014, where 23.4% of the GMV was FBA.  That’s a 50.9% 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 March 2014, 1.7% was non-Amazon fulfilled.  Then in March 2015, we saw this grow 41.1% y/y to 2.4%.

Supplemental data for Search

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

march_15_sss_search_details

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

Search SSS decreased to 4.2% for March driven by increases in clicks (up 10%), AOV (Average Order Value) (which was up to $154.62, a 5% y/y increase) and Conversion Rate (CR), which improved 1% to 3.20%.   CPC was up 2% which is interesting as CPC has been down since September of last year.  Retailers in March were willing to pay a bit more for traffic because of the weather headwinds and the increase in CR and AOV that offset the mobile headwinds. Because of the increase in CPC, cost was up  12%.

Supplemental data for Google Shopping

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

march_15_sss_pla_details

Overall, Google Shopping for March came in up 21.3% y/y, an increase from February’s 20.7%.   The conversion rate was up y/y 3.6%% from 2.44% to 2.53%. AOV increased 20.7% from $95.67 a year ago to $115.51.

Conclusion 

March continued Q1 2015 with some channels exceeding the ~15% comScore e-commerce growth rate baseline: Amazon and Google Shopping while eBay, Other 3PM, Search, and CSE grew slower than the baseline.  Winter weather extended longer this year so it will be interesting to see if things bounce back in the Spring months.

 

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