November 2014 ChannelAdvisor Same Store Sales (SSS) for eBay, Amazon, Search, CSE and other e-commerce channels

December 8, 2014

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 2014 schedule can be found in this post.  

Today we are releasing November 2014 SSS data for eBay, Amazon, Google Search and Google Shopping/PLA.  ComScore has predicted that US e-commerce for Holiday 14 will grow at 14% y/y for the desktop, which translates to ~16% y/y with mobile included, so that is the baseline for 2014 growth.

Here are the y/y SSS results for November 2014:

November 2014 SSS Results 

  • Amazon – Amazon’s November SSS came in at 35.7%,  an increase compared to October’s 32.4% .
  • eBay –  eBay’s November came in at 9.8% up from October’s 4.4% and below the e-commerce growth rate.  Further in the report, we have details of the eBay internals.
  • Other 3PM -3PM continued strong growth in November coming in at 41.6% a decrease from October’s 65.5%. They are growing 3X the pace of  e-commerce which is quite impressive.
  • CSE – Comparison Shopping Engines came in at 12.3% for November up from October’s 4.2%.  This was largely driven by weakness in the traditional CSE segment that over-shadowed strength in Google Shopping / PLA (details later).
  • Search – Search came in at 15.6% for November an increase from October’s 6.7% y/y growth.  Later in the report we have more search details.

SSS Chart 

The following chart details the SSS data for November 2013 through November 2014: (click to enlarge)

main_dashboard_nov_14

eBay Details

eBay’s SSS for November was 9.8%.  To get a feel for what is driving the marketplace’s performance, here are the interior data points for the month:

  • eBay auctions – Down 8.0% y/y.
  • eBay fixed-price – Up 9.9% y/y in November – an increase from October’s 2.6%, which puts this key part of eBay with growth about half the pace of e-commerce.
  • eBay Motors  (parts and accessories) – P+A  increased in November coming in at 13% compared to October’s 11.7%.  This brings P+A’s growth rate in-line with e-commerce.

Here are the TTM (trailing twelve month) trends on these eBay internals.  (click to enlarge)
ebay_sss_nov_14

Amazon Details

amzn_sss_details_nov_14

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 November 2014, 53% of Amazon GMV was FBA.  That was up from November 2013 where 48.3% of the GMV was FBA.  That’s a 10.5% 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 November 2013, 1.2% was non-Amazon fulfilled.  Then in November 2014, we saw this grow 18.5% to 1.4%.

Supplemental data for Search

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

search_sss_nov_14

Note: these are all y/y SSS comparisons (November 2014 vs. November 2013).

Search SSS increased 15.6% for November.  The search increase from October to November was driven by increases in clicks (up 6%), AOV (which was up to $157.37, a 5% y/y increase) and Conversion Rate (CR) which improved 13% to 4.61%.   CPC was down 8% due to the headwind of mobile traffic.  Total cost was down 2% 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 October Google Shopping/Product Listing Ad supplemental data:

google_shopping_nov_14

Overall, Google Shopping for November came in up 22.5% y/y, an increase from October’s 13.7%.   The Conversion rate was up y/y 20.8% from 2.42% to 2.93% which is a very strong increase, but lags Search which was 4.61%. AOV increased 31.1% from $97.64 to $128, also a good move, but lagging traditional Search/Adwords .

Conclusion 

November was a mixed month for the channels we track. Amazon, Google Shopping and Other 3PMs grew materially faster than the 16% e-commerce baseline growth rate.  Search was in-line with the e-commerce growth rate.  eBay and traditional CSEs lagged the e-commerce growth rate.

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