Thanksgiving e-commerce trend – an early surge!

November 26, 2010

ChannelAdvisor ChannelAdvisor By ChannelAdvisor

It’s only one day out of the next ~30 for holiday sales, but Thanksgiving Day showed tremendous growth.

When we compare SSS for Thanksgiving day specifically (09 vs. 10, one day only comparison), here are the datapoints on a per-channel basis:

  • marketplaces – 19.6% y/y SSS growth
  • eBay – 16% SSS growth
  • Amazon 27% SSS growth
  • paid search SSS – 58.9%
  • CSE SSS – 23%

Within search, AOV decreased slightly y/y from $109 to $106.  Conversion rates were up significantly from 2.22% to 3.39% – a 50% bump which is amazing and shows the power of Google’s new e-commerce oriented ad units.

Regarding marketplaces, we had a huge day on Amazon with GMV for Thanksgiving Day alone exceeding the largest day of Amazon GMV for all of 2009.  As of 1pm ET today we had already passed that number!  So while the SSS don’t tell the story, Amazon is definitely leading the charge, followed by search, CSE and with eBay bringing up the rear.  Both eBay and Amazon had strong Thanksgiving day specials on-site (eBay was daily deal driven) that our merchants participated in that helped.

That’s what we’re seeing from Thanksgiving – we’ll have an early look at Black Friday early Saturday morning.

SeekingAlpha Disclosure – I am long Google and Amazon. eBay is an investor in ChannelAdvisor.