Holiday 2015 SSS December Week 1 SSS 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 first week of December SSS.
December Week 1 Results
This dashboard shows the Cyber Five results along with Holiday YTD and the first week of December. Note that because Cyber Monday was in November (11/30/15) this year and last year it was in December (12/1/14), we have aligned all of the comparisons to be Cyber Monday shifted. For example, December week 1 is 12/1-12/7 2014 compared to 11/30-12/6 2015. In other words Cyber Monday plus 6 days.
Holiday YTD insights:
Looking at the Holiday YTD results, all-in so far this year we are at 14.7%, in-line with the forecasted 15% (comScore).
These channels grew faster than the 15% baseline:
- Other 3PM – Other 3PM came in at 56.3% for holiday YTD, 3.7 times the 15% baseline, a very strong showing.
- Amazon – Amazon has been very consistent this holiday and YTD is at 20.3%, which is in-line with the 24% growth from Cyber Five.
- Google Shopping – Google Shopping also had a strong holiday YTD, coming in at 20.4%.
These channels grew slower than the 15% baseline:
- eBay – eBay’s holiday YTD came in at 3%, which is above their Cyber Five trend of 2.6% y/y growth.
- CSE – CSE holiday YTD came in at -2.6%, a decrease compared to their Cyber Five 7.4% trend.
- Search – Search (adwords) holiday YTD came in at -15.8% down compared to their Cyber Five which was down 1.4%.
December Week 1 Insights
When looking at the first week of December, here are interesting data points:
- Total – e-commerce is set to grow 15% y/y (comScore) and we saw 10.9% y/y on a SSS basis, slower than the e-commerce trend. Historically we have seen online shoppers take a bit of a break after the Cyber Five, so this is not a huge surprise.
- Amazon – Amazon continued to outperform the 15% level coming in at 17.2% for week 1 of December and was in-line with Cyber Five’s performance.
- eBay – eBay increased slightly to 2.8% y/y for December week 1, compared to 2.6% for Cyber Five. It’s early, but this could indicate eBay is starting to benefit from stock out of hot toys and electronics.
- CSE – CSEs decelerated coming in at -2.7% for week 1 of December compared to 7.4% for Cyber Five.
- GS – Google Shopping/PLA slowed a bit, coming in at 17.6% for December week 1, down slightly from 24.3% on Cyber Five.
- Search – Search (adWords) decreased the first week of December to down 10.3% y/y, compared to down 1.6% on Cyber Five.
- Other 3PM – Other Third Party Marketplaces came in at 37.5% for December week 1, another very strong showing, but a slow-down from Cyber Five’s 82.8% result.
Device trends in the first week of December were pretty close to those we saw on Cyber Five:
- Smartphone: For the first week of December, Smartphones came in at 48% compared to 49% for Cyber Five. Conversion rates came in at 2.05%, a slight decrease from Cyber Five, but up compared to the Holiday YTD.
- Tablet: Tablet traffic for December week 1 was steady at 12%. Conversion rates were 3.69%, resulting in tablet orders coming in at 12%.
- Mobile: Mobile – Smartphone+Tablet and came in at 60% for total traffic and 38% of orders for December week 1.
- Computer: Computer traffic perked up a bit the first week of December at 40%. However, because of the strong conversion rate of 5.89%, computer took 62％of the orders, similar to the Cyber Five trend.
Our next update will be December 15 where we’ll be releasing the second week of December results.
This blog post was written by Scot Wingo, Executive Chairman and Founder, ChannelAdvisor.