Holiday 2015 SSS – Cyber Sunday Results
Note: this is a regular 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 and you can find our holiday schedule here.
Today we are releasing the final Cyber Sunday SSS results from yesterday (11/29/2015). Cyber Sunday is two days after Black Friday and one day before Cyber Monday – historically the largest shopping day of the year.
Cyber Sunday Results
This dashboard shows the Cyber Five results and now we have four of the five days (80%) complete.
Cyber Sunday insights:
- Total – e-commerce is set to grow 15% y/y (comScore) and on Cyber Sunday we saw 15.9% y/y on a SSS basis, faster than the e-commerce trend.
- Amazon – Amazon continued to outperform the 15% level coming in at 20.5% for Cyber Sunday and was in-line with Cyber Saturday’s 20.6% performance.
- eBay – eBay increased to 4.5% y/y for Cyber Sunday, compared to 3.6% on Cyber Saturday. It’s early, but this could indicate eBay is starting to benefit from stock out of hot toys and electronics.
- CSE – CSEs accelerated coming in at 6.4% for Cyber Sunday, compared to 2.7% for Cyber Saturday.
- GS – Google Shopping/PLA slowed a bit, coming in at 23.7% for Cyber Sunday, down slightly from 25.7% on Cyber Saturday.
- Search – Search (adWords) improved on Cyber Sunday to up 0.7% y/y, compared to down 5.8% on Cyber Saturday.
- Other 3PM – Other Third Party Marketplaces came in at 55.5% on Cyber Sunday, another very strong showing, but a slow-down from Cyber Saturday’s 65.6% result.
Device trends on Cyber Sunday were pretty close to those we saw on Cyber Sunday, but so far Cyber Saturday has seen the highest smartphone and mobile traffic of the Cyber Five.
- Smartphone: On Cyber Sunday, smartphones were 51% of traffic. Unfortunately, the conversion rate declined to 1.70% and thus when it comes to actual orders, smartphones came in at 26% of orders.
- Tablet: Tablet traffic for Cyber Sunday was steady at 15%. Conversion rates were 3.22%, resulting in tablet orders coming in at 15%.
- Mobile: Mobile – Smartphone+Tablet and came in at 66% for total traffic and 41% of orders for Cyber Sunday.
- Computer: Computer traffic perked up a bit on Cyber Sunday at 34%. However, because of the strong conversion rate of 5.90%, computer took 59％of the orders, similar to the Black Friday trend.
Our next post will be later today where we’ll have an early Cyber Monday check-in. Everyone have a great Cyber Monday!!
This blog post was written by Scot Wingo, Executive Chairman and Founder, ChannelAdvisor.