ChannelAdvisor Scot Wingo By Scot Wingo

August 2015 ChannelAdvisor Same Store Sales (SSS) for eBay, Amazon, Google Shopping/PLA, CSE, Search and other e-commerce channels.

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.  

August 2015 y/y SSS Results 

  • Amazon – Amazon’s August SSS came in at 24.7%,  a decrease compared to July’s 30.1%, which was super-sized due to Prime Day (July 15th).
  • eBay –  eBay’s August SSS came in at 3.4%,  a decrease from July’s 5.8% and well below the e-commerce growth rate of 15% as predicted by comScore.  Further in the report, we have details of the eBay internals.  This is the lowest rate we have seen since February 2011.
  • Other 3PM -Non eBay and Amazon marketplaces for August came in at 20.0%, an increase from July’s 16.1%.  
  • Google Shopping/PLA – GS came in at 26.7% y/y growth, a large increase from July’s 13.2%.  Google Shopping details are provided later in the report.
  • CSE – Comparison Shopping Engines came in at 8.6% for August, an increase from July’s 4.3%. CSEs accelerated due to the strong showing in Google Shopping.  Details on PLA/Google Shopping later in the report.
  • Search – Search (Google AdWords and Bing/Yahoo! AdCenter) came in at -12.4% for August, a decrease from July’s -9.3%.  Later in the report we have more search details.

SSS Chart 

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

aug15_sss_main_chart

eBay Details

eBay’s SSS for August was 3.4%.  To get a feel for what drove the marketplace’s performance, here are the interior data points for the month:

  • eBay auctions – August eBay auction SSS were negative 31.1% y/y, compared from July’s  negative 33.4%
  • eBay fixed-price – Came in at flat at 0.0% y/y in August – down from July’s 5.2% .
  • eBay Motors  (parts and accessories) – P+A  bucked the trend of other eBay components and continued to accelerate coming in August at 20.0% compared to July’s 17.8%.  eBay Motors P+A continues to be the bright spot in the eBay SSS results, growing fastest of all the eBay components and faster than e-commerce.

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

 aug15_sss_ebay_details

Amazon details

We watch two Amazon internal data points around FBA adoption and FBA/off-amazon trends:

aug15_sss_amazon_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 August 2015, 36.0% of Amazon GMV was FBA (November 2014 was a high water mark at 53%).  That was up from a year ago, August 2014, where 29.0% of the GMV was FBA.  That’s a 24.2% 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 August 2014, 1.9% was non-Amazon fulfilled.  Then in August 2015, we saw this grow 12.3% y/y to 2.1%.

Supplemental data for Search

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

aug15_sss_search_details

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

In August we saw some stabilization of the Google change that bumped up the CPC for brand terms in June/July.  Here is a link to a blog post our search gurus wrote on the topic.

Search SSS was -12.4% for August down from July’s -9.3% driven by pressure on  Conversion Rates (down 2.8% to 3.24%) (we assume driven by continued increase in mobile shares vs. desktop).  AOV was up slightly .5% to $167.07.  CPCs were down 2.4% y/y as.  Based on those metrics even though clicks were up 3.6%, SSS decreased (driven by the drop in CR).

Supplemental data for Google Shopping

Here is the August 2015 Google Shopping/Product Listing Ad supplemental data:

aug15_sss_pla_details

Overall, Google Shopping for August came in up 26.7% y/y.   The conversion rate was up again this month y/y rising 5.6% from 2.30% to 2.43%. AOV decreased 7% from $118.26 a year ago to $110.01.

Conclusion 

August continued the trends we saw in Q2 with channels such as Amazon, Google Shopping, and Other 3PM exceeding the ~15% comScore e-commerce growth rate baseline, while eBay, CSE and Search grew slower than the baseline.  eBay Motors/P+A was the bright spot for eBay growing faster than e-commerce.

August is the start of the back to school (BTS) promotional activity and then with October around the horn we are fully into Holiday 15 mode, so we will be watching these trends closely.

This blog post was written by Scot Wingo, Executive Chairman and Founder, ChannelAdvisor.

 

 

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