What CyberMonday looks like for a mid-tier retailer – episode II

November 29, 2010

ChannelAdvisor ChannelAdvisor By ChannelAdvisor

Last year I wrote  a post that highlighted what a mid-tier online retailer and ChannelAdvisor customer, beadaholique.com, had done to diversify their business over the course of 2009 and the staggering results.


As part of that post, I put up this picture that showed their CyberMonday 2009 sales (each piece of paper is an order/invoice awaiting pick-pack-ship).


Well they just sent me this year’s photo:



It’s hard to eyeball it, but orders are up over 30% y/y for our friends at beadaholique.  What’s REALLY interesting is that this stack of paper is actually a lot taller, but by leveraging FBA, Beadaholique has outsourced the fulfilment for most of their Amazon orders.

With the assistance of a team of trained graphical experts, we were able to approximate what that stack of orders would look like if the FBA items were included:



As you can literally see, Beadaholique continues to be a model internet retailer, not only in terms of growth, but they continue to substantially diversify their business and optimise each channel.  In addition to leveraging FBA, they upgraded their webstore and leveraged paid-search and comparison shopping engines to acquire customers.  They’ve also done a great job with their email marketing campaigns and increased the lifetime value of their customers.


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