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.
January 2016 y/y SSS Results
As a reminder, December 2015 was unusually slow y/y because Cyber Monday was in November. In 2014, Cyber Monday was in December.
Here are the ChannelAdvisor SSS results for January 2015:
- Amazon – Amazon’s January SSS came in at 17.8%, an increase compared to December’s 15.5% and essentially ‘in-line’ with the 15% e-commerce growth rate.
- eBay – eBay’s January SSS came in at 4.0%, an increase from December’s 0.8% and well below the e-commerce growth rate of 15.0% as predicted by comScore. Further in the report, we have details of the eBay internals.
- Other 3PM -Non eBay and Amazon marketplaces for January came in at 24.1%, a decrease from December’s 26.4%.
- Google Shopping/PLA – GS came in at 32.9% y/y growth for January, an increase from December’s 26.3%. Google Shopping details are provided later in the report.
- CSE – Comparison Shopping Engines came in at 6.3% for January, an increase from December’s negative 8.0%. CSEs increased due to the strong showing in Google Shopping for January. Details on PLA/Google Shopping later in the report.
- Search – Search (Google AdWords and Bing/Yahoo! AdCenter) came in at negative 13.6% for January, an increase from December’s negative 19.5%. Later in the report we have more search details.
The following chart details the SSS data for January 2014 through January 2015: (click to enlarge)
eBay’s SSS for January was 4.0%. To get a feel for what drove the marketplace’s performance, here are the interior data points for the month:
- eBay auctions – January’s eBay auction SSS were negative 26.6% y/y, a slight improvement compared to December’s negative 27%.
- eBay fixed-price – Came in at 3.4% y/y in January – up from December’s negative 2.4%.
- eBay Motors (parts and accessories) – P+A bucked the trend of other eBay components and came in in-line with e-commerce for January at 12.2% down slightly when compared to December’s 15.6%. eBay Motors P+A continued to be the bright spot in the eBay SSS results, growing fastest of all the eBay components and in-line with e-commerce.
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 January 2016, 37.8% of Amazon GMV was FBA. That was up 20.9% from a year ago, January 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 January 2015, 1.8% was non-Amazon fulfilled. Then in January 2016, we saw this grow 39% y/y to 2.5%.
Supplemental data for Search
Here are the January Search internals: (click to enlarge)
Note: These are all y/y SSS comparisons (January 2015 vs. January 2016).
Clicks (a measure of volume) were up 7.0% and cost was up 15.0% due to the increase in clicks and an increase in CPCs of 7.4%. Orders were negative 4.6% due to a decrease of 10.9% in Conversion Rate (CR) to 3.12%. AOV saw a nice increase of 3.1% y/y to $147.40.
Supplemental data for Google Shopping
Here is the January 2016 Google Shopping/Product Listing Ad supplemental data:
Overall, Google Shopping/PLA for January came in up 32.9% y/y. The conversion rate was down this month y/y declining 12.1% from 1.32% (Jan 15) to 2.04% (Jan x). AOV increased 2.9% from $107.00 a year ago to $110.06 in 2016.
January kicked off 2016 and e-commerce channels performed similar to Q4 2015. We saw Google Shopping/PLA, Other 3PM, Amazon and eBay P+A meeting or exceeding the ~15% comScore e-commerce growth rate baseline, while eBay, Search and CSE grew slower than the baseline.
This blog post was written by Scot Wingo, Executive Chairman and Founder, ChannelAdvisor.