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 2016 schedule can be found in this post.
April 2016 y/y SSS Results
Here are the ChannelAdvisor SSS results for April 2016:
- Amazon – Amazon’s April SSS came in at 12.9%, a decrease compared to March’s 14.9% and essentially ‘in-line’ with the 15% e-commerce growth rate as predicted by comScore. Further in the report we look at details on FBA adoption rates.
- eBay – eBay’s April SSS came in at -0.6%, a decrease from March’s -0.2% and essentially flat y/y vs. the e-commerce growth rate of 15.0%. Further in the report, we have details of the eBay internals.
- Other 3PM -Non eBay and Amazon marketplaces for April came in at 51.4%, a strong increase from March’s 37.2%.
- Google Shopping/PLA – GS came in at 33.9% y/y growth for April, a decrease from March’s 41.8%. Even though there was a decrease between March and April, Google Shopping grew twice the rate of e-commerce growth. Google Shopping details are provided later in the report.
- CSE – Comparison Shopping Engines came in at 22.1% for April, an increase from March’s 16.1%. The increase in y/y growth for CSE was driven by Google Shopping.
- Search – Search (Google AdWords and Bing/Yahoo! AdCenter) came in at negative 12.9% for April, a decrease from March’s negative 10.2%. We provide more search details later in the report.
The following chart details the SSS data for April 2015 through April 2016: (click to enlarge.)
eBay’s SSS for April were -0.6%. To get a feel for what drove the marketplace’s performance, here are the interior data points for the month:
- eBay auctions – April’s eBay auction SSS were negative 21.1% y/y, a decrease compared to March’s negative 20.8%.
- eBay fixed-price – Came in at negative 4.8% y/y in April – an increase from March’s negative 5.8%.
- eBay Motors (parts and accessories) – P+A for April was 9.3% – down compared to March’s 11.3%. eBay Motors P+A continued to be the bright spot in the eBay SSS results, growing fastest of all the eBay components, but this is the slowest we have seen P+A grow since August of 2014.
Here are the TTM (trailing twelve month) trends on these eBay internals. (click to enlarge)
We watch two Amazon internal data points around FBA adoption and FBA/off-Amazon trends:
- 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 April 2016, 40% of Amazon GMV was FBA. That was up 30.0% from a year ago, April 2015, where 32.9% of the SSS GMV was FBA.
- % 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 April 2015, 2.6% was non-Amazon fulfilled. Then in April 2016, we saw this grow 5.2% to 2.7%.
Supplemental data for Search
Here are the April Search internals: (click to enlarge)
Note: These are all y/y SSS comparisons (April 2015 vs. April 2016).
Clicks (a measure of volume) were up 9.2% and cost was up 0.3% due to the increase in clicks and a decrease in CPCs of 8.2%. Orders were down only 2.6% due to a decrease of 10.9% in Conversion Rate (CR) to 3.42%. AOV increased 1.2% y/y to $151.24.
Supplemental data for Google Shopping
Here is the April 2016 Google Shopping/Product Listing Ad supplemental data:
Overall, Google Shopping/PLA for April came in up 33.9% y/y. The conversion rate was down this month y/y declining 9% from 2.52% (April 15) to 2.30% (April 16). AOV increased 2.3% from $116.51 a year ago to$119.21 in 2016.
As mentioned last month, Google continues to turn all of the ‘dials’ on Google Shopping:
- The Google Shopping ‘widget’ showed for more searches
- The widget had higher placement
- The widget increasingly had more products
April continued the trends we saw in Q1 with a mix of channels growing faster or in-line with the e-commerce growth rate of 15%, including Other 3PM, Google Shopping, CSEs and Amazon. eBay and Search were flat to down y/y with the exception of eBay Motors P+A, which grew at 9.3%. Q2 is off to a good start and we’ll be watching how things trend through May and June.
This blog post was written by Scot Wingo, Executive Chairman and Founder, ChannelAdvisor.